Optimizing Thoughtfull’s B2B Growth: Better Tracking, Better Leads

When it comes to digital advertising, tracking conversions accurately is crucial for making data-driven decisions. Thoughtfull partnered with KPI Media to not only generate more high-quality B2B leads but also resolve a significant conversion discrepancy between HubSpot and Google Ads. Through strategic A/B testing and optimization, we successfully aligned their data tracking, ensuring more reliable insights for future campaigns.

Client

Thoughtfull, backed by Temasek, is a leading mental health company delivering end-to-end mental healthcare solutions for corporate clients across Asia and beyond. As pioneers in the region, it introduced clinically validated text-based coaching and became the first to collaborate with insurers, ensuring greater accessibility to mental health support for both individuals and businesses.

About

As a business, Thoughtfull primarily targets B2B clients, with 60% of their efforts focused on corporate partnerships. Their ideal decision-makers include HR Managers, Benefits Managers, Business Owners, Operations Managers, and C-suite Executives—individuals responsible for implementing workplace wellness solutions. However, as they tracked their lead generation efforts through HubSpot, they noticed a significant discrepancy in conversions compared to Google Ads, making it difficult to assess campaign performance accurately.

Strategy & Approach

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To bridge this conversion gap and maximize lead generation, we implemented a multi-faceted approach:

A/B Testing on Landing Pages: We experimented with different landing page designs, content, and calls-to-action to identify what resonated most with Thoughtfull’s target audience.
Optimization Across Advertising Channels: We evaluated the effectiveness of various ad platforms, testing messaging, visuals, and targeting strategies to refine campaign performance.
Enhanced Conversion Tracking: We worked closely with Thoughtfull to update their lead forms, ensuring accurate conversion tracking. By aligning Google Ads and HubSpot tracking methodologies, we established a unified framework for measuring campaign success.

Results & Analysis

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After two years of continuous refinement and collaboration, our efforts produced outstanding results:

Google Ads proved to be the most effective channel for generating warm and hot leads, allowing Thoughtfull to allocate their marketing budget more efficiently.
Optimized landing pages led to higher conversion rates, ensuring that potential business clients found the information they needed quickly and took action.
A standardized conversion tracking system eliminated the data discrepancy, giving Thoughtfull full confidence in their performance metrics.

By combining data-driven strategies with a meticulous approach to conversion tracking, KPI Media helped Thoughtfull scale their B2B lead generation while ensuring complete transparency in performance insights. Our partnership highlights the power of precision marketing in the mental health industry—where reaching the right decision-makers can make a meaningful impact on workplace well-being.

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