Uber for business illustration of a person at a desk

Driving demand for Uber’s B2B offer

Client

Uber for Business

Sector

Logistics / Hospitality

Services

Strategy
Creative
PR and content
Campaign delivery
Sales and marketing alignment

What we did (in a nutshell)

Martech, messaging and a ‘campaign on a page’ for a global B2B brand looking to crack the UK.

Uber for business landing page design with illustrations
“The team nailed it. They created a strategy that considered and catered to our key personas and their challenges at a turbulent time, when roles, wants and needs are so in flux.” B2B Marketing Lead Uber for Business

51%

Asset engagement rate from first 5,000 visits

2,300

MQLs generated

5%

Conversion rate

Fun, fresh paths to conversion

Process

Persona research
Messaging framework
Campaign ideation
Campaign planning
Creative production
Content production
Martech implementation
Campaign optimisation

The Challenge`

As the B2B arm of the world’s most successful ride-hailing and food-delivery brand, Uber for Business allows businesses to manage travel, employee meals and local deliveries.

Uber for Business’s European team lacked the local presence needed to launch its first B2B demand-gen campaign in the UK.

There was an extra layer to the challenge: a global pandemic had just begun, confining workers to their homes and upending Uber’s entire business model.

The Response

Enter Lesniak Swann with ‘The Team That Eats Together’ – a demand-gen campaign that promoted the workplace-unifying power of Uber Eats during the pandemic.

We built a full-funnel campaign that lived within a single landing page. This unique asset grew increasingly personalised as users interacted with it.

It delivered issues-focused content tailored to our personas – including 20 blogs and four expert-led videos. 

Users’ interactions with the landing page matched them with an appropriate Marketo workflow, allowing Uber’s sales team to better nurture qualified leads.

The campaign left headroom for conversion-rate optimisations. Initial tests on a small data pot from Uber helped our full launch make a huge splash.

 

Users’ interactions with the landing page matched them with a Marketo workflow, allowing Uber’s sales team to better nurture leads.