Case Study - How Box achieved a 75% conversion lift

Box | Case Study

How Box achieved a 75% conversion lift with advanced identity resolution— and how you can too

Overview

To hit their revenue growth plan, Box, the leading Intelligent Content Cloud, focused on further penetrating verticals like Life Sciences. Seeking the intelligence necessary to shape custom strategies,Tess Mercer, Head of Marketing Operations explored new identity resolution tools out of frustration with the quality and depth of the data from previous providers. To ensure Bombora’s identity solution delivered the visibility they needed, Box’s Marketing team tested the impact Visitor Insights data would have on this key vertical.

With Bombora’s best-in-class identity resolution, Box was able to accurately identify when prospects from Life Sciences visited their website and track how they engaged with tailored content. Additionally, by understanding their website visitors’ historical behaviors and research activities across the broader B2B internet, Box gained deeper insights into what content to serve, allowing them to strategically optimize the user experience for increased conversion and engagement.

Challenge: Identifying and activating high-priority visitors at scale

Box’s further expansion into the Life Sciences segment required comprehensive identification of website visitors from this industry. Limited data from previous providers slowed down marketing and sales teams impeding their ability to connect with high-value accounts and deliver customized experiences. To help fuel key growth strategies, Box needed to accurately identify visitors, and seamlessly connect visitor data to their internal tools in order to enable them to track the following key metrics. Box needed to solve:

Low match rates

Box’s legacy identity solution could not identify a significant portion of anonymous traffic.

Inaccurate data

When their previous solution identified visitors, the data was often incomplete or incorrect. Box realized the extent of these inaccuracies when comparing visitor data from Bombora against their previous identity provider, using known customer data as the source of truth.

Limited intelligence

To create a targeted and effective engagement strategy, Box needed detailed information about their website visitors, beyond just basic details like company name. To achieve this, they enriched their customer data platform (CDP), using a combination of data from first, second, and third-party sources, including:

- Visitor Intent data: Seeking to customize content and messaging, Box wanted to leverage Intent data, which links visitors to their specific B2B topics, both on Box’s website and across the web.
- Robust firmographic and demographic data: In order to target critical markets, Box needed granular data to segment their audiences and serve relevant content. Ellie Salimova, Senior Marketing Operations Manager at Box, noted, “There was simply less data available to us. With Bombora, we have access to more fields, including critical ones like tech stack and job function, which we can use for modeling and analysis.”

Restricted data portability

The inability to connect data sources outside their ABM platform severely restricted Box’s ability to leverage visitor data within their broader marketing automation and customer data platforms. As Mercer explained, “The data from our previous solution wasn’t portable. We couldn’t take it out of the platform to use it in other systems like Adobe Analytics or our own data warehouse. With Bombora, we can seamlessly integrate and utilize the data across our entire tech stack, allowing us to do much more with it.”

Box started exploring and testing alternative identity resolution tools that would deliver against their requirements. Bombora’s Visitor Insights delivered high-quality, comprehensive data that could be used across their marketing, sales, and analytics tech stack. Salimova noted, “The insights we’re getting… we just didn’t have access to before.”

Building a path for growth

Box’s marketing operations team devised a strategic approach for implementing Bombora’s Visitor Insights as their new identity solution. With robust data in-hand, the team aligned their efforts to key business priorities, created a phased roll-out and defined success metrics at key stages

- Highly relevant messaging to increase engagement: Box used Bombora’s visitor data and Intent signals to craft tailored content and messaging that resonated deeply with the Life Sciences audience. They tracked key page viewership to gain insights into content resonance and identify areas for improvement.
- Sophisticated audience segmentation to drive higher conversion rates: Box shipped first-party data from Visitor Insights directly to Adobe, allowing them to serve relevant messaging to engaged audiences with a goal to increase conversion rates—particularly in “Contact Us” form submissions and quote requests.
- Comprehensive database enrichment to measure funnel progression: By porting Visitor Insights data into their CDP and marketing automation platform, Box combined known data collected via form fills with anonymized visitor data to build a comprehensive database. With this unified data set, Box started tracking the progression of visitors through the sales funnel—from initial engagement (defined as Marketing-Qualified Leads) to deeper stages of consideration (Sales-Qualified Leads).

Demonstrable results: Major gains in engagement and conversion

In an effort to measure the impact of Visitor Insights data on key metrics, Box conducted an A/B test targeted at Life Sciences visitors: 50% visited a tailored homepage, while the other 50% went to Box’s standard homepage. The tailored homepage directed users to industry specific content optimized for conversions, including the Life Sciences landing page, pricing, and demo pages.

In conclusion: A clear path to sustained success

Box leveraged Bombora’s Visitor Insights to exceed expectations, grow its market share, and achieve revenue goals in the Life Sciences vertical. Replacing their previous identity solution, Box unlocked the potential of accurate and comprehensive first-party data from Bombora, enabling them to create relevant content that drove engagement and significantly boosted conversion rates in this critical market. This success has led Box to develop additional industry vertical strategies using Visitor Insights intelligence. With a unified data strategy, Box continues to position itself for additional growth and to solidify its leadership in the Intelligent Content Management space.

Tess Mercer Head of Marking Operations, Box

"Bombora has been great at allowing us to take [the data] and use it for modeling and push it into our data warehouse to do so much more with it."