B2B Sales and Marketing
Align marketing and sales towards a unified approach focused on Intent data.
Surf's upCloudera was an early adopter of Account Based Marketing (ABM), using Company Surge® data. But in the competitive field of enterprise data clouds, Cloudera and their agency, Just Media, are always innovating to get ahead.
Like many organizations that have embraced ABM, Cloudera is looking for ways to advance its digital marketing strategies as part of their effort to target businesses interested in their offerings and increase engagement and awareness.
Prioritizing target accounts was only the first step. Next was identifying and delivering the most relevant creative and message to increase awareness and engagement.
Cloudera needed to adjust its digital marketing strategies to better align its messaging with interest on relevant topics among targeted accounts. Serving up digital ads to meet predicted interest — not just the current topic that was getting attention — was the goal.
Cloudera piloted a predictive model using two years of historical data and 95 topics. The model predicted when a target business might be interested in Cloudera’s product, and also weighted which of the four messages to deliver based on expected outcome. The model performed at 98% accuracy in predicting future interest and the right message to deliver.
The Cloudera team piloted this new model in 2019 across programmatic display advertising programs with the goal of driving awareness and engagement at target businesses. The campaign KPIs included reach against target businesses, lift in website landings and frequency of landings.
Cloudera has seen impressive results thus far and plan to continue improving on the model and use cases.
Results include:
The company expects an incremental increase in reach as models become more accurate.
Align marketing and sales towards a unified approach focused on Intent data.
Surf's upDeliver better results for your clients with highly targeted campaigns that focus on businesses showing intent.
Dive inEnrich your ad products with the power of B2B Intent data to deliver more targeted campaigns for your advertising partners.
Take offSchedule a demo and find out how you can use Company Surge® data for full-funnel activation across all of your sales and marketing efforts.
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