7-Figure Demand Gen Results For Sale Training Company

demand generation campaign for training company

Challenge

The Brooks Group was too dependent on organic search performance and needed a more diversified marketing approach for generating sales opportunities.

Strategy

We developed a demand gen model along with their team that included provocative advertising, webinar and white paper signup pages, and long-term nurture campaigns.

Outcome

Over the span of 9 months, generated 80+ sales qualified opportunities worth over $1.2M while reducing cost per acquisition by 55%.

size matters provocative demand gen ad campaign

sales training is dead demand gen campaign

PROBLEM

Background: The Brooks Group relied heavily on organic search traffic for inbound leads. While effective for a time, this single-channel dependence created major vulnerabilities. Every time Google made a significant algorithm update, their rankings (and lead flow) dropped drastically, leaving the sales pipeline exposed and unpredictable.

The Challenge: Fungi was brought in to build a system that diversified lead generation beyond SEO. We created a paid media engine that included paid search to supplement lost rankings, LinkedIn and display advertising to attract high-value prospects, and a mix of remarketing and content offers including webinar, eBook, seminar, and white paper pages, to capture and nurture new leads.

SOLUTION

Fungi executed a multi-layered digital strategy that included:

Search Strategy Overhaul:

Refocused campaigns on top-performing keyword clusters
Cut underperforming terms to reallocate budget more efficiently
Relaunched virtual training ads in response to renewed demand

Creative Demand Campaigns:

Developed bold campaigns like “Size Matters” and “Sales Training is Dead” which targeting sales managers and C-suite executives with display and LinkedIn ads
Featured playful but provocative visuals (e.g. stacked ice cream cones) to emphasize strategic account growth
Drove high engagement and leads to key pages (ex: Strategic Account Management and Virtual Training Programs – during COVID)

Remarketing & Content Promotion:

Ran remarketing ads promoting webinars, seminars, and downloadable e-books to fill the top of funnel
Reinforced brand messaging and drove consistent inbound traffic from engaged prospects

Landing Page Optimization:

Improved conversion points across ads, gated content, and high-value service pages
Monitored ad performance and refined bids weekly to improve CPA and ROAS

virtual training advertising demand generation

RESULTS

83 total sales qualified leads generated
$1,011 average cost per lead (from $1,359 in Q1 to $606 in Q3)
$1,204,920 in total opportunity value created
28 Q3 opportunities with a marked uptick in virtual-related interest
Strong top-of-funnel performance from content and display efforts
Overall pipeline growth despite budget cuts, proving strategy scalability