Q8 drives B2B Conversions with Passendo Business Audience

Lead generation of Business-to-Business (B2B) Leads is Different from Business to Consumer (B2C). In B2B, your lead generation efforts should have a more focused message, targeted audience and a solid strategy.

An important element is to decide whether your lead generation efforts should focus on quality or quantity.

Email has historically been one of the best lead performing media channels, and by combining that with high quality business brands, Q8 saw the potential to challenge this “new” forum, to reach quality business leads to the right price.


Q8 is Kuwait’s national oil company and produces about 7% of the world’s total crude oil. In Denmark, Q8 has approx. 240 service stations.


Q8’s challenge was to reach business decision makers, potentially interested in getting premium benefits from their fuel partner. They needed increased brand recall and conversions. 


Use the Passendo Email SSP to successfully attract qualified, engaged business audiences to the brand at scale and drive conversions to Q8’s business card to get more benefits.

The campaign was distributed and optimized across 20 of Denmarks most recognized Business Media Newsletters. Eg. Berlingske Business, Finans.dk, and more. By implementing Passendo’s conversion pixel on the success page of Q8’s signup page, we were able to secure optimal optimization.

Q8 Business Card Flow

The results from both first and second campaign burst, delivered over target to all parameters, including volume and CPA.

  • Click Through Rate: 0.24%
  • View Time in newsletter: 22.9 Sec.
  • Conversion Rate: 2.21%

“It is essential for us to be able to reach the right B2B target groups. Passendo‘s ability to deliver quality traffic and conversions
across multiple premium business newsletters, combined with its range of optimizing tools and service, has allowed us to engage
many new Q8 business card holders. As a result, we have rebooked the campaign“  
– Peter Ahlers Olsen, Senior Digital Business Partner –

You are welcome to download the PDF version of the Q8 case here:

If you are interested in knowing more about advertising through Passendo SSP – please contact our dedicated team: sales@passendo.com



February 27, 2018 Anders Rantzau Rasmussen



Request a free demo

The demonstration is free. No credit card or software
required. Just fill-in a few company details to help us
help you. Once you are done we’ll be in touch very soon