Career Crush was developed as a lead generation tool for Careers Australia. Users who weren’t sure what course they should study would be encouraged to complete the “career crush” quiz to find out which course best suited their personality and lifestyle.
The opportunity
The concept was developed by myself and the digital marketing team (developer and social media manager) as we had full ownership of the campaign to develop a lead generation piece for the website. At the time we didn’t really have any lead generation pieces on the website, so it was a big responsibility and task for the business as a whole and for us to prove ourselves.
The purpose
The purpose of the Career Crush tool is to collect data (first name and email address) as an initial soft conversion point for our team. Then the lead would be nurtured with relevant information we collected from the quiz in the form of email marketing to later upgrade them to a hard conversion.
The developer in our team set up the site to have a complex set of cookies and session data to track the users responses through the quiz to calculate the top course result. The results page also offers a second chance to obtain a soft conversion with links to specially designed Unbounce landing pages for more information on their top result.
Website Integrations
The website integrates seamlessly with Salesforce (CRM). If a user opts in to receive marketing communications their details are integrated into Salesforce. The website also has the ability to update the details of a user if their details already exist in Salesforce via AMPScript coded into Marketing Cloud pages.
Search Engine Marketing (SEM)
Career Crush was setup primarily as a SEM lead generation tool. Campaigns were setup specifically to target generic non-branded study based keywords with great success. The tool was also used briefly in conjunction with Display Advertising.
The Results
As a pay-per-click advertising tool it saw considerable conversion numbers over a 6 month period. During that period the tool was responsible for roughly 30 – 40% of the total marketing generated leads while maintaining a low cost per lead (CPL).