Using a B2B specialist to yield sales leads through ABM and programmatic.
Client: IFS
Sector: B2B
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To increase consideration of IFS' offering by driving quality site visits from a professional audience.
The objective was to generate form fills on site that lead to a whitepaper download or a request to be contacted by IFS.
The challenge and setting an objective.
Encore’s solution.
Bespoke whitelists were built for every country and informed by over 5 years of running programmatic B2B campaigns targeting multiple industries. This was then complimented with localised PMP’s set up to maximise delivery against hard-to-scale international titles. We created custom segments based on IFS account lists.
We also used online behavioural data via the IFS website to create highly customised remarketing strategies based on variables such as pages viewed, dwell time and device.
Services used:
Account Based Marketing (ABM) against specific account list
Bespoke Whitelisting
Behaviour Based Remarketing
Localised PMP Strategies
The results.
45% of all clicks led to a conversion.
On 1st party data strategies.
CTRs 2.6x the industry average.
Segments generated CTRs 2.6x the industry average.
1 conversion every 846 impressions.
A conversion was generated every 846 impressions served.
