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Case Study · Finance · Lead Gen B2B

Assenagon: 100% increase in B2B leads

In financial services, trust takes time... but that doesn't mean digital acquisition has to stand still. R17 Ventures built Assenagon a full-funnel performance system designed to reach the right B2B audiences and convert interest into measurable demand.

100%

Increase in monthly baseline leads

FULL

Tracking set-up & CRM connection

FULL

Digital performance marketing roll-out with testing

The situation

Assenagon Asset Management is a leading European asset manager serving institutional investors across Luxembourg, Munich, Zurich and Frankfurt. With a strong track record and €41.9 billion in assets under management. The challenge wasn't credibility, it was turning that into a scalable digital acquisition engine. The goal was to increase qualified B2B leads while reaching the right investment professionals across a complex, high-consideration financial services market.

The call

Build a full-funnel engine for B2B growth

Rather than treating lead generation as a single-channel media problem, R17 built a full-funnel performance strategy around where institutional audiences spend time, what they need to know before engaging and how that interest could be captured and measured. We focused the strategy around Assenagon's award-winning Multi-Asset Conservative fund, using an omni-channel approach across LinkedIn, Meta and Google. The objective was to connect awareness, consideration and conversion, while building the tracking and CRM infrastructure needed to understand what was actually driving results.

The work

Connecting every phase of the funnel

01

Build the measurement foundation

We established a complete tracking setup and connected the digital activity with Assenagon's CRM. This gave us visibility across the funnel and allowed performance to be evaluated beyond individual platform metrics.

02

Reach the right B2B audiences

We used LinkedIn, Meta and Google to reach relevant professional audiences, with the Multi-Asset Conservative fund at the centre of the acquisition strategy. Each channel played a role in moving prospects from initial awareness towards consideration and lead generation.

03

Test the proposition

Rather than relying on one message or creative approach, we introduced structured testing across the digital funnel. Creative and messaging were continuously evaluated to understand what resonated with Assenagon's target audiences and where performance could be improved.

04

Optimise the full funnel

Performance data from the different channels was used to refine targeting, creative and media allocation. By looking at the funnel as one connected system rather than isolated campaigns, we could identify opportunities to improve lead generation and scale what worked.

The results

Doubling B2B leads in a market where trust comes first

 

  • 100% increase in monthly baseline leads
  • Full tracking & CRM integration
  • Multi-channel acquisition engine
  • Scalable performance marketing model
R17 has proven themselves as an asset to our team. Their experience in performance marketing and understanding of the financial services industry, as well as their willingness to go above and beyond, has been standout to the success of our partnership. We look forward to continued success as they continue to drive performance
Hans-Günther Bonk
Board Member, Assenagon Asset Management SA

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