Built data-driven testing framework that systematised Family Office campaign optimisation, delivering 3–5x cost efficiency improvement across 10+ concurrent programmes.
Challenge: Lead generation stagnated across campaigns using inconsistent creative approaches with no unified methodology to distinguish high-performing elements from underperformers.
Analytical Approach: Audited 6 months of campaign data across HubSpot, platform dashboards, and Excel systems, analysing performance patterns across creative format, messaging angles, duration, and targeting. Analysis challenged prevailing assumptions—revealing static content outperformed video and broad-appeal topics beat niche positioning by cost-per-lead. Short-duration campaigns with strong value propositions matched 30+ day runs, proving message quality trumped duration.
Strategic Framework: Developed three-pillar optimisation framework addressing root causes of inconsistent performance.
- Message Architecture established friction-reducing mandatory elements with testable variants, balancing consistency and experimentation.
- Creative Systematisation built plug-and-play templates enabling repeatable testing without reinventing campaigns.
- Trend-Led Positioning aligned messaging to sector professionalisation themes rather than niche technical topics, capitalising on Family Office growth trajectory.
Impact:
- Replaced ad-hoc optimisation with repeatable framework across 10+ concurrent campaigns
- Campaigns using new framework achieved 3–5x improved cost efficiency versus original internal CPL benchmarks
- Established systematic methodology with performance benchmarks and modular playbooks for campaign planning, creative direction, and testing priorities
Context: Framework supported marketing for professional development programmes targeting Family Office executives during period of rapid sector growth and increasing demand for formalised expertise.
Basia 