Increasing engagement through real-time programmatic advertising

Boosting campaign engagement

Industry West, a retailer of modern furnishings, leverages real-time account-based creative to generate 16X greater campaign engagement compared to industry benchmarks. By partnering with Adaptive Campaigns to execute on a programmatic advertising campaign using real-time creative, and Bombora to provide demographic and Intent data, Industry West’s campaign achieves 3X greater performance compared to all other data strategies.

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Industry West's Journey

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Background

Focused on ‘furnishing modern creativity’, Industry West is a retailer that provides furniture solutions for consumers, architects, and interior designers.

With a focus on reaching commercial buyers across various company sizes and industries, Industry West enlisted the help of Adaptive Campaigns to increase commercial buyer engagement with its brand and drive visits to their website through a real-time programmatic advertising campaign.

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Challenge

Industry West wanted to reach commercial buyers from across various industries and company sizes, but had a limited B2B database to source their target audience. Adaptive Campaigns was faced with the challenge of finding ‘in-market’ commercial buyers of furniture and delivering the right messages that would drive optimal engagement.

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Solution

By using Bombora’s B2B demographic and Intent data, Adaptive Campaigns was able to identify which companies were ‘in-market’ for office furniture and segment the campaign audience based on company size.

Additionally, Adaptive Campaigns’s real-time creative could deliver the right call-to-action and sequence of ads based on whether the user was a residential or commercial buyer.

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Results

Through the strong integration between Bombora and Adaptive Campaigns, Industry West achieved 16X greater campaign engagement compared to industry benchmarks, 3X better performance compared to other data strategies, and a 22% conversion rate for visitors to the ‘Become a member’ page.

Everybody wins with Bombora

Whether you're a B2B marketer, agency, publisher, or partner, Bombora's Company SurgeTM helps you prioritize your resources and accelerate revenue.

B2B Sales and Marketing

Align marketing and sales towards a unified approach focused on Intent data.

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B2B Agencies

Deliver better results for your clients with highly targeted campaigns that focus on companies demonstrating intent.

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Publishers

Enrich your ad products with the power of B2B intent data to deliver more targeted campaigns for your advertising partners.

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Our business challenge required an innovative approach to targeted, data-driven marketing communication. Working with Bombora Intent data allowed us to talk to the right people. We look forward to new opportunities to push the envelope on marketing performance by pairing the intelligence of Intent data with the agility of real-time creative.

Ian Leslie-CMO-Industry West

Ian Leslie

CMO, Industry West

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What is Company Surge™?

Company SurgeTM helps you identify 'in-market' companies before they have landed on your website, so you can proactively coordinate sales and marketing around accounts with active intent.

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