B2B, TECHNOLOGY
Meeting the challenge of marketing to marketers
Client
Social content marketing company that monitors and protects brands and counts McDonald’s, Starbucks, Gap and Unilever among its clients
Objectives
Primary goal was to obtain the email addresses of C-level executives and others at Fortune 1,000 companies who influence purchasing decisions of marketing tools.
A secondary goal was to build brand awareness.
Strategy
We implemented banner ads promoting a free whitepaper that prospects could receive by clicking through to a landing page and entering their contact information.
We targeted the ads to people with titles such as CMO and CEO who visited our business-to-business network of websites, including Time.com and MarketingProfs.com. We identified these prospects using data from top providers like BlueKai.
The banners ran on various categories of the premium sites to reach executives in many industries, including retail, media and financial services.
Though ChiefMarketer.com, AdAge.com and Forbes.com were included for demographic and behavioral targeting, we also chose to employ contextual targeting on those sites. In addition, we used re-targeting to reach prospects who either didn’t fill out the form at all or didn’t finish completing the form. We also put in place an added-value bonus program for the client.
Results
C-level prospects downloaded the whitepaper, providing qualified leads.
Branding was efficient and effective.
The creative agency that hired us for our digital expertise said the campaign was their most successful digital program ever for a B2B client.