Strong paid media expertise and clear, reliable execution.
“This is my second time partnering with Group Twenty Seven, and once again they’ve been an exceptional extension of our team. Group Twenty Seven brings a level of thoughtfulness and care that’s hard to find, paired with strong paid media expertise and clear, reliable execution. Pauline is a smart, steady leader who approaches strategy with real intention, and Chelsea is thorough, proactive, and consistently on top of every detail. Group Twenty Seven helps us stay ahead of competitors, properly measure and attribute campaigns, and continuously improve our advertising performance and ROI. Working with them again has been an easy “yes,” and I’m excited for what’s ahead.”
—Jess Lightner, Director, Marketing, Tekton Research
How we helped Tekton:
The Old Way
The “meta-only” comfort zone.
Tekton was seeing a high volume of leads via Meta. Like many, they didn’t want to fix what wasn’t broken. Why take on Google with its stricter ad policies when Meta works? The focus was purely on number of leads and cost per leads.
The Shift
The difference between sprints and sustainability.
We challenged the idea that one channel fits every goal. We introduced a new strategy:
- Meta for Sprints: Unbeatable for time-bound and deadline limitations to recruit trial participants and utilizing specific sponsor budgets efficiently.
- Google for a Steady Stream: Capturing high-intent searchers (those people interested in trial participation) to provide a consistent, “always-on” lead capture for the Tekton database.
The New Reality
A better batch of leads for salespeople to close.
Meta maintained its high lead volume. Google had a higher cost per lead, but it didn’t matter — the recruitment rate was better. The sales team stopped chasing unresponsive leads and started talking to trial candidates who were ready and eager to move forward. We moved the needle from simply “generating leads” to “filling trials.”