Package Concierge®: Elevating Paid Digital Strategy to Drive High-Quality Leads

The Solution

Walker Sands deployed a phased, integrated strategy that combined media sophistication with operational rigor, building the foundation for immediate results and long-term growth:

Paid Media Strategy

• Search Optimization: Rebuilt existing paid search accounts to better align with full-funnel buyer intent. Expanded long-tail MOF/BOF keyword targeting across Google and Microsoft, directly mapped to key product offerings.
• Precision LinkedIn Targeting: Partnered with Package Concierge® to segment audiences by vertical, buyer role and intent signals. Tailored creative and strategic ad flighting ensured high-value prospects saw the right message at the right time.
• Dynamic Remarketing: Activated segmented retargeting audiences based on previous site behavior, driving efficient return traffic to conversion-optimized landing pages.
• Attribution Alignment: Integrated HubSpot with paid media platforms to capture real-time lead and revenue data, boosting visibility into campaign ROI and accelerating optimization.
• Content Layering: Developed a library of audience-specific content assets (tip sheets, blogs, nurture tracks) aligned to buyer journey stages, designed to drive deeper engagement and sales readiness.

Operational Infrastructure

• Database Hygiene: Audited and cleaned the HubSpot database, removing approximately 14,000 outdated records. Improved Salesforce sync, resulting in a 43% reduction in low-quality contacts.
• Form & Funnel Optimization: Streamlined web forms using advanced HubSpot logic — including progressive profiling and dependent fields — to reduce friction and improve data quality.
• Nurture Design: Built segmented nurture programs: industry-specific welcome tracks, behavior-triggered re-engagement streams and lead scoring tuned for sales-readiness.
• Analytics and Reporting: Created 18 custom HubSpot dashboards for real-time insights into every layer of marketing performance — from form fills to closed revenue.

Throughout the engagement, we collaborated closely with Package Concierge®’s internal team, establishing consistent biweekly reporting, shared dashboards and collaborative feedback loops that kept performance optimization tightly aligned to business outcomes. Every campaign was built for fast learning. We rapidly scaled what worked, eliminated what didn’t and constantly recalibrated based on measurable sales impact.

The Results

The integrated paid media and marketing operations program drove sustained, scalable performance improvements across every key metric:

Paid Media Performance

• Microsoft Search: CVR improved 100% YoY (1.01% → 2.02%), transforming the platform into a reliable lead source.
• Google Search: Branded CTR sustained at 43% (vs. 20% benchmark); non-branded CTR reached 6.6% (vs. 3% benchmark).
• Bing Search: Outperformed non-branded CTR benchmarks with 4.9% (vs. 3% benchmark).

Database + Operations Impact

• 43% reduction in low-quality contacts improved list segmentation, targeting precision and reporting accuracy.
• Email engagement rates jumped 42% YoY for both open and click-through rates, signaling stronger audience alignment and content relevance.
• 18 custom HubSpot dashboards delivered actionable, real-time insight across marketing and sales KPIs — enabling faster, more informed decisions.

“Walker Sands brought the strategic direction and hands-on execution we needed. The results speak for themselves, but what stood out most was the partnership we built through our strong level of collaboration. From testing new ad types to sharing performance insights that informed our sales conversations, you made every step of the process feel intentional and impactful.”