The B2B Playbook Behind InfinityQS’s 160% Conversion Surge

Overview

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InfinityQS, a global leader in quality intelligence software for manufacturers, partnered with Pico Digital and Refactored Media to launch an integrated digital marketing program. The goal: reintroduce its refreshed brand, increase visibility across key B2B markets, and drive qualified lead generation through a cohesive, data-driven approach.

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Within months, the program delivered exceptional performance — achieving a 134% increase in direct conversions, a 160% increase in total conversions, and a 43% reduction in cost per lead, while earning industry recognition for marketing excellence.

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Challenge

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InfinityQS needed to reestablish its presence in a competitive manufacturing and quality management market. Despite strong brand credibility, its digital performance was fragmented, and awareness of its new positioning was limited.

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Key challenges included:

• Reintroducing the refreshed brand to B2B buyers across multiple regions.
• Communicating the value of quality data to technical and executive audiences.
• Unifying organic, paid, and content strategies into a single measurable framework.

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Objective

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Develop and execute an integrated digital marketing strategy to:

• Strengthen awareness and engagement among manufacturing decision-makers.
• Drive qualified lead generation across paid and organic channels.
• Improve conversion efficiency and reduce lead acquisition costs.
• Build long-term SEO visibility and authority for core solutions.

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Strategy

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1. Full-Funnel Paid Media Integration

To engage prospects at every stage of the B2B funnel, Pico launched coordinated campaigns across Google, YouTube, and LinkedIn.

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Google Campaigns

• Targeted high-intent, niche search terms aligned to manufacturing and quality data.
• Deployed dynamic display and native ads for adaptable reach across devices.
• Introduced YouTube campaigns to build awareness, achieving a 13.6% brand lift — well above the 8.5% industry benchmark.
• Conducted ongoing A/B testing of creative elements, CTAs, and visuals to maximize response.

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LinkedIn Campaigns

• Created localized programs for the US and UK, each featuring multiple sponsored content pieces.
• Implemented lead generation forms directly within the platform to simplify conversions.
• Refined messaging, targeting, and bidding to continuously improve engagement metrics.

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2. SEO and Content Optimization

Alongside paid efforts, Pico developed an organic search strategy to strengthen authority and drive sustainable visibility.

• Prioritized ranking opportunities for high-volume keywords without strong paid coverage.
• Delivered quarterly content themes focused on manufacturing challenges and solutions.
• Increased organic traffic by 40% in five months, supported by a 9.19% rise in average session duration and a 14.93% increase in pages per session year over year.

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3. On-Site Experience and Conversion Optimization

To reduce drop-offs and enhance conversion efficiency, Pico:

• Added exit-intent popups to re-engage users before leaving the site.
• Refined landing page layouts to streamline navigation and highlight value propositions.
• Optimized CTAs and form flows based on behavioral insights and heatmap data.

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Record B2B Performance Growth

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Key Achievement

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Through an integrated digital marketing strategy, InfinityQS achieved measurable gains in reach, engagement, and conversion efficiency. The initiative successfully reintroduced the brand to the market and demonstrated how alignment across paid, organic, and content channels drives sustained growth in B2B performance.

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Conclusion

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Pico Digital’s collaboration with Refactored Media and InfinityQS highlights the power of a connected digital framework. By uniting SEO, paid media, and content activation under a single performance strategy, InfinityQS achieved transformational improvements in conversion rates and brand impact — setting a new benchmark for B2B marketing success.