GRI
Generate B2B sales for GRI Academy courses
GRI Academy offered online corporate social responsibility (CSR) courses for B2B professionals. However, the academy struggled to convert its traffic into actual sales and lacked visibility into its customer journey.
The Stakes
The main challenge was generating online sales for GRI Academy courses. Without adequate tracking mechanisms and a targeted communication strategy, the academy was unable to identify its most qualified audiences or understand the buyer's journey of its prospects.
The Solution Implemented
To solve this problem, Ads for Change deployed a comprehensive and data-driven digital strategy:
First, the implementation of robust e-commerce and micro-conversion tracking enabled the capture of every significant interaction. The shift to server-side tracking provided greater accuracy in conversion attribution and bypassed the limitations of third-party cookies.
Secondly, the creation of conversion funnels on Google Analytics 4 (GA4) provided a comprehensive view of the customer journey, while qualitative studies conducted via Hotjar revealed pain points and visitor motivations.
Finally, LinkedIn AdGrants campaigns were launched by prioritizing markets and audiences with the best conversion potential, allowing for optimal allocation of advertising budgets.
Results Obtained
The results exceeded expectations. Visibility at e-commerce events increased by 100%, demonstrating a better understanding and activation of user journeys. Five key recommendations with high conversion potential were identified and implemented directly on the website, thus improving the user experience. Even more impressively, in the first two weeks following the launch of the LinkedIn campaign, the academy recorded 13 sales, demonstrating the effectiveness of this targeted and data-driven approach.
This collaboration between GRI Academy and Ads for Change illustrates how an integrated marketing strategy, combining data, technical optimization and precise targeting, can transform visitors into real customers and generate a measurable business impact.
