Computer Hardware Company Sees Account-Based Marketing Success With B2B Connect
Putting people first, even in the IT and B2B space, paid off with high-value website traffic and a decreased cost per acquisition.
Challenge
A computer hardware company desired to evolve its account-based marketing (ABM) program by adding more IT contacts, expanding its target account profiles, and increasing its digital reach. In addition, this company wanted to move away from cookie targeting and more toward a people-based solution in hopes of better understanding its customers’ journeys. The ultimate goal was aimed at increasing campaign performance and driving sales.
Prior to partnering with Merkle in 2017, the company was relying primarily on third-party, cookie-based data; this data included intent and firmographic information. However, with the industry shift to embrace user privacy and eschew cookie targeting, the company needed a more accurate solution to reach, and ultimately convert, valuable accounts.
A people-based solution is built on identity, not cookies. Cookie-based targeting can lead advertisers to target multiple identifiers associated with a single user. This problem is becoming increasingly prevalent as users navigate the Internet with multiple devices, and on multiple web browsers, which means that cookies and device IDs are inaccurate proxies to reach targeted individuals. As more browsers (e.g., Safari, Firefox, Brave) seek to end advertisers’ reliance on cookies, this method of targeting is no longer an option for brands who wish to make the most impact.
Approach
When the computer hardware company enlisted Merkle for this initiative in 2017, it had already tested multiple third-party data providers. Merkle executed a two-fold pilot program to increase the client’s digital ABM audience. First, a multi-sourced data strategy was implemented to define individuals within existing target accounts. Second, Merkle identified and sourced look-alike accounts and IT contacts.
Merkle’s B2B Connect data is tied to personally identifiable information (PII) that’s adherent to privacy law. Because of this, Merkle’s account and IT individual identification is more accurate than other third-party providers, many of whom claim to have people-based data, when in fact this data is mostly probabilistic.
Campaign performance was measured against the number of accounts that were reached and the number of accounts that landed on the client’s website.
Results
Impressions were captured by client; over 70% of target accounts were identified, whereas other data providers saw 30% or less
Visits to client’s site as a result of implementing B2B Connect, 78% of which were from target accounts
Of media budget allocated for data will be designated to Merkle to manage
Decrease in cost per acquisition
Keys to success
- Merkle’s B2B Connect product comprises firmographic and business professional data, in addition to third-party data that’s been linked to Merkle’s persistent ID
- Reaching nearly twice the number of accounts as the next highest performing third-party data provider, and with a higher percentage of on-target accounts
- Identified contacts that were onboarded through identity resolution platform, LiveRamp, and activated in Google Display & Video 360 (formerly DoubleClick Bid Manager)
