Account-Based Marketing

Leveraging retargeting campaigns to close more deals

Using technology to amplify keywords and creative, we developed a number of campaigns for specific products, highlighting their customer benefits. Keywords were researched and creative developed, then ads were deployed and delivered dynamically with an algorithmic buying technology from our technology partner RollWorks. 

Challenge:

Using proprietary technology that directs ad spend on tightly defined target audiences, we focused resources on promising high-value leads and increased sales numbers.  

Result:

From that point, the SPOC sales team was off to the races with some seriously qualified leads. Contact was made, additional content was offered, visits were scheduled, and sales were made! 

customer targeting

OK, we admit, that’s some serious jargon. In practice, what we did was develop a series of ads to first introduce SPOC products to defined market categories. We placed those ads on key B2B sites, drawing leads to the SPOC website, then retargeted viewers with certain ads that were designed for how many times they’d both seen said ads and visited the SPOC site. Once they had visited the site a certain number of times, they were offered targeted pieces of content about the product SPOC was promoting, eventually asking them to fill out a form that provided us with their contact information. 

REAL TIME REPORTING.

Using figures backed by third-party research, proving this point wasn’t difficult. By the numbers, the SPOC drive is less expensive to buy and operate. It also saves money through huge gains in efficiency, and it’s easier and cheaper to maintain over the life of the product.

ENGAGEMENT DASHBOARD

We also included a powerful emotional, albeit still rational, argument, showing how the SPOC product is far less dangerous to the crews who must work with it. (Consider that 4160 volts of electricity used by the conventional product can arc across considerable distance and kill anyone within range, even if those individuals never touch the device!) As a consequence of the increased safety, it’s also far easier to find qualified experts capable of working on the lower-voltage device.