Case Study: Cummins achieves higher organic traffic, improved ROAS, and lower cost-per-lead with DemandJump

Cummins Lets Consumer Insight Inform Content

Cummins faced wasted ad spend and poor engagement when its team targeted assumed audience personas for the home generators segment. By working with DemandJump and using DemandJump’s consumer insights, Cummins was able to understand consumer behavior—especially what people search for before events like hurricanes—and discover the related topics and questions customers care about.

DemandJump’s insights guided Cummins to create helpful, targeted content, optimize paid advertising to consumer preferences, and build branded content to capture competitor search queries. As a result, Cummins saw a significant increase in organic traffic, a higher return on ad spend, and a significantly lower cost-per-lead acquisition, and then scaled the same data-driven approach across the company.

Cummins

Nick Wojdyla

Digital Marketing Operations Leader