PitchBook Data

Client Overview

PitchBook Data, a leader in financial data and software, was looking for a strategic partner to help drive international growth and optimize their lead generation efforts. As a Seattle-based digital marketing agency, we were well-positioned to guide their expansion, drawing on our understanding of B2B marketing and how to leverage emerging channels effectively. Being part of Seattle's innovative tech community allowed us to stay ahead of industry changes, giving us the insight needed to identify the right strategies to help PitchBook reach new markets and optimize their digital presence.

Goals and Objectives

PitchBook aimed to increase their lead generation by expanding their digital marketing efforts into new channels, seeking to add another key driver to their media mix. They were also focused on increasing market share in the EMEA region to strengthen their global presence and reposition themselves as an international leader. Additionally, they sought to optimize their existing digital marketing strategies to ensure they were reaching key decision-makers and stakeholders within the financial sector, with a focus on improving visibility and lead quality.

PitchBook was facing several challenges as they aimed to expand their digital presence and grow their lead generation efforts. While their digital marketing strategies were working effectively in the U.S., they were struggling to gain traction in the EMEA region, where their visibility among key stakeholders was limited. They needed to strengthen their market share and ensure that they were capturing leads from decision-makers in the financial sector.

Another key challenge was that their existing digital advertising efforts, particularly in performance marketing, had reached a level of saturation, making it harder to stand out from competitors. To continue growing, they needed to diversify their digital advertising strategies and explore new platforms that could offer untapped potential for both lead generation and brand awareness. This is where channels like Reddit Ads and further optimization of their media mix became essential to overcoming these roadblocks.

Our approach focused on driving PitchBook's lead generation and market share growth through a comprehensive, multi-channel strategy. We prioritized optimizing their existing digital marketing efforts while introducing new channels to expand their reach, particularly in the EMEA region.

Google Ads EMEA Account

We developed and launched a robust Google Ads strategy tailored specifically to the EMEA market. By creating highly localized campaigns with precise targeting of financial professionals and decision-makers, we were able to expand PitchBook’s visibility in key international markets. Through advanced keyword targeting and geo-specific bidding strategies, we ensured that their ads effectively reached the right audience, improving both lead quality and overall campaign performance.

Launching Performance Max

In North America, we deployed Google’s Performance Max campaigns to enhance their lead generation. Leveraging Google’s full advertising ecosystem—including search, display, YouTube, and discovery networks—our approach enabled us to optimize campaigns dynamically with machine learning. This resulted in significant improvements in conversion rates and cost-per-acquisition, allowing PitchBook to capture more high-value leads at a lower cost.

LinkedIn Ads Optimization
Recognizing LinkedIn’s potential for high-quality B2B lead generation, we optimized PitchBook’s LinkedIn Ads by refining audience segmentation, messaging, and creative assets. We used LinkedIn's sophisticated targeting options, focusing on senior financial professionals and decision-makers within relevant industries. By continually testing and iterating ad formats and creatives, we maximized engagement and lead quality, ensuring that PitchBook’s ads resonated with key stakeholders.

Introducing Reddit Ads

As part of diversifying their media mix, we identified Reddit as a high-potential, untapped platform where competitors had yet to establish a presence, making it an ideal channel for both awareness and lead generation.By staying ahead of Reddit’s new product developments, we were able to leverage their recently introduced Lead Gen ad format. This strategic move allowed us to build out a tailored campaign that targeted financial and investment communities, capturing leads directly within the platform. In a rapidly evolving digital landscape, it was critical for PitchBook to remain at the forefront of emerging opportunities, and our ability to swiftly integrate new ad technologies ensured they maintained a competitive edge.

Our execution strategy for PitchBook was comprehensive, focusing on precise campaign structuring, advanced targeting techniques, and continuous optimization across all digital platforms.

Google Ads EMEA Campaign Structure

We built a localized Google Ads strategy tailored specifically to the EMEA region, with a strong focus on high-performing markets like Germany. To increase relevance and drive engagement, we created a dedicated German-language landing page that aligned with localized ad copy. This ensured that users were met with content in their native language, significantly improving both engagement and conversion rates.

Our campaign structure included search and display ads, targeting financial professionals and decision-makers across key European markets. Geo-specific bidding strategies were employed to prioritize regions where PitchBook had the highest potential for growth, such as Germany, the UK, and France. We continuously optimized keyword bids and ad placements, using automated bidding strategies like Target CPA to balance cost-efficiency with conversion performance.

Launching Performance Max in North America

For North America, we deployed Google’s Performance Max campaigns to fully leverage Google’s multi-channel advertising capabilities. We built out three distinct asset groups, each featuring different combinations of creative elements—headlines, descriptions, images, and video—to allow Google’s machine learning algorithm to test and optimize for the highest-performing combinations. This approach enabled us to tap into all of Google’s networks, including search, display, YouTube, and discovery, while maximizing the visibility of PitchBook’s ads.

The step-by-step process included setting up conversion tracking to monitor key performance indicators like CPA, conversion rates, and ROAS. We continuously adjusted the bidding strategies and creative elements based on real-time data, ensuring that each asset group was driving optimal performance and generating high-quality leads.

Optimizing LinkedIn Ads

For LinkedIn, we focused on audience segmentation and targeting refinement to improve B2B lead quality. We segmented campaigns by job title, seniority level, industry, and company size to zero in on decision-makers within the financial sector. By employing LinkedIn’s precise targeting tools, we ensured that ads were shown only to high-value prospects.

We A/B tested various ad formats—sponsored content, carousel ads, and InMail campaigns—adjusting creative elements based on engagement rates and lead generation performance. Messaging was continuously optimized to align with industry pain points, and through constant iteration, we achieved higher engagement rates, improved click-through rates, and increased conversion volume. Additionally, we utilized manual bid strategies to ensure that high-priority audiences were reached without overspending.

Launching Reddit Ads

When launching Reddit Ads, we structured the campaign to target relevant subreddits and communities that were highly active in financial and investment discussions. We used Reddit’s interest and community-based targeting to precisely reach financial professionals and investors.

For the Reddit Lead Gen ad format, we built a step-by-step funnel that captured high-quality leads directly within the platform. Our campaign setup included clear call-to-action forms that seamlessly integrated with Reddit’s user interface, reducing friction and improving lead capture rates. Throughout the campaign, we optimized by testing various creative elements, refining audience targeting, and adjusting ad spend to maximize the return on investment.

Our multi-channel strategy for PitchBook delivered substantial improvements across key performance indicators, driving meaningful outcomes.

Google Ads EMEA

• 120% increase in lead volume from the EMEA region following the launch of localized campaigns, with the German-language landing page accounting for a 25% increase in conversions in Germany.

• Geo-specific bidding and keyword optimization contributed to a 15% reduction in CPA, while maintaining a steady flow of high-quality leads from financial decision-makers.

• CTR improved by 18%, indicating higher engagement and relevance among the targeted audience.

Performance Max in North America

• The launch of Performance Max campaigns led to a 25% increase in conversion volume and a 10% reduction in CPA.

• Using distinct asset groups, we enabled Google’s machine learning algorithm to optimize creative combinations, resulting in a 25% improvement in ROAS.

• We saw notable engagement increases across Google’s network, with ads effectively reaching key financial stakeholders.

LinkedIn Ads

• Optimizing LinkedIn campaigns resulted in a 15% increase in CTR and a 12% growth in qualified leads.

• Through refined audience targeting and continuous A/B testing, we lowered the Cost per Lead (CPL) by 10%, ensuring efficient budget use.

• Sponsored content campaigns saw a 15% increase in engagement rates from senior decision-makers.

Reddit Ads

• By leveraging Reddit’s Lead Gen ad format, we captured an entirely new lead stream, contributing to a 11% increase in total leads for PitchBook.

• Since Reddit Ads were a brand-new platform for PitchBook, we focused on community and interest-based targeting and optimized creative, achieving a strong CTR that was 18% the platform benchmark. This high engagement rate demonstrated the effectiveness of our audience targeting and ad format.

• The seamless integration of Lead Gen ads allowed us to capture leads directly within the platform, which contributed to raising brand awareness and increasing conversions in a previously untapped space.

Overall, these efforts resulted in a 17% increase in overall lead generation, expanded PitchBook's market presence in the EMEA region, and effectively reduced acquisition costs.

Throughout the execution of PitchBook’s multi-channel digital marketing strategy, we gained key insights that helped shape the success of the campaigns.

One critical lesson was the value of keeping campaigns localized for international markets. The success of our German-language landing page and geo-specific bidding strategies in the EMEA region demonstrated how custom digital marketing strategies can significantly enhance engagement and lead generation.

The use of Performance Max campaigns proved highly effective, with our ability to test and optimize multiple creative assets leading to improved conversions. This highlighted the importance of leveraging Google’s machine learning algorithm to optimize across multiple networks for maximum efficiency.

On LinkedIn, A/B testing and precise audience segmentation underscored the power of continually refining ad performance. Our tests with sponsored content and targeted ads helped maintain high engagement with financial decision-makers, leading to higher-quality leads.

A major takeaway from the Reddit Ads launch was the importance of staying current with the latest digital marketing products and innovations. Our deep understanding of the digital advertising landscape enabled us to recognize Reddit Ads as a valuable, untapped channel for both brand awareness and lead generation. The launch of Reddit's Lead Gen ad format provided a new and efficient way to capture high-quality leads, emphasizing the need to stay agile and integrate emerging tools as part of a diversified media mix.

Our tailored, multi-channel performance marketing strategy for PitchBook resulted in substantial growth, both in terms of lead generation and market presence. By leveraging our expertise across platforms like Google Ads, LinkedIn, and Reddit, we successfully increased overall lead volume by 20% and reduced acquisition costs, all while expanding PitchBook’s footprint in the EMEA region.

A critical factor in this success was our ability to stay ahead of the curve by staying up to date with new digital marketing products and features. This allowed us to identify Reddit Ads as an ideal addition to PitchBook’s media mix, providing access to a previously untapped audience. Our understanding of emerging opportunities in the digital landscape ensured that PitchBook benefited from innovative strategies, keeping them competitive in a rapidly evolving space.

Moving forward, we recommend continued investment in performance marketing channels, with a focus on further optimizing conversion rates and exploring new ad formats as they become available. PitchBook can maintain their growth trajectory by leveraging the latest innovations in digital marketing while continuing to refine their approach to audience targeting and campaign management.

By integrating data-driven insights and remaining agile in adopting new technologies, we ensured that PitchBook not only expanded their global market share but also strengthened their overall digital presence.