Northern Star

Lead Generation Case Study

Northern Star

 With offices in London and New York, Northern Star has provided a range of IT Support, network and server security services for almost 20 years.

When it comes to competition for leads, the IT industry is on a par with insurance, personal injury, medical and other hyper-competitive sectors, and resources alone won’t cut it.

Flow20 knew that to make this campaign a success, we had to find creative ways to generate leads and deploying a strategy that included a variety of channels was important.

The campaign’s payment structure took into account average order values, business size and other qualifiers against which bonuses were decided, to keep the stakes (and incentives) high for both parties.

The work

 After days of spying on the competition, checking out everything from keyword and landing page strategy, to their online spend, and budget allocation, Flow20 put an initial research document together to help define Northern Star’s digital strategy.

Once other factors were taken into account – CPA, lifetime value of a customer, average order values etc. – a three pronged approach to lead generation was decided upon: Pay Per Click (PPC), Email marketing and Search Engine Optimisation (SEO).

There were several instances during the course of the campaign which required creative thinking, such as opting to include SEO keywords with low volume but high £ CPC data, which kept the “buy intent” high. Or using a variety of tools such as SEMRush and KeywordSpy to find low CPC keywords, which were likely to be converting well for Northern Star’s competitors.


As of Nov 2017, Northern Star’s campaign has been ongoing for over 1.5 years now and has averaged a ROI of 220%.

  • 400
    More conversions over the course of the campaign
  • 30
    Lower cost per customer acquisition

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