Case Study: FT Professional achieves 67% lower cost per lead and 70% more leads with Hop Online

FT Professional cuts cost per lead by 67% with Hop Online

The customer, FT Professional, the B2B subscription arm of the Financial Times, faced the challenge of building a high-performing paid media engine from the ground up. They had limited brand awareness in the channel, no mature multi-channel infrastructure, and a budget well below their competitors. They partnered with the vendor Hop Online to compete in a crowded B2B media market using paid search and paid social.

Hop Online implemented a structured, phased approach, first building a robust technical infrastructure and then using data from extensive testing to create an evidence-based strategic playbook. They activated a full-funnel strategy across paid social and pay-per-click channels managed as a single system. The results included over 7 million impressions in 90 days, a 67% decrease in paid social cost per lead, and a 70% increase in paid social lead volume.

FT Professional