Digital advertising for B2B marketing automation platform

Objectives

◆ Nurture visitor audiences into leads (contacts)
◆ Promote the annual event to drive leads

Challenges

◆ Solve the tracking issues for proper multi-channel data collection
◆ Developer and pass the consistent messaging and “voice of the brand” across all ad platforms
◆ Ensure the controllable and optimal frequency
◆ Take control over the brand safety across display channels

Process

◆ Conducting the analysis to understand the behavior patterns of site visitors
◆ Building the strategy around middle and bottom of the funnel remarketing across different ad platforms to each the effective frequency-efficiency ratio
◆ Latency and recency campaigns optimization to reach the optimal CPA

Results

◆ -30% lower CPA Y/Y
◆ +35% higher number of leads Y/Y

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