Case Study: a global B2B enterprise achieves 211% more MQLs with iCrossing

Global B2B Enterprise boosts MQLs 211% with iCrossing

The customer, a global B2B enterprise in the travel and hospitality industry, faced a challenge as its traditional lead generation channels plateaued. Despite owning a vast library of webinar content, this asset was underutilized as a passive archive and failed to generate marketing qualified leads (MQLs), putting revenue targets at risk. Partnering with iCrossing, the company sought to activate this dormant content.

iCrossing re-engineered the webinar hub into a performance acquisition engine using SEO, paid media, and data analytics. The solution involved persona-driven activation, a technical SEO and conversion audit, and an iterative optimization loop. This strategy drove a 211% year-over-year increase in MQLs while reducing cost-per-lead by 68%, providing the sales team with a consistent stream of high-intent prospects and significantly improving media efficiency for the global B2B enterprise.