Gradiant | Case Study
B2B Retailer Achieves 59% Decrease in Cost Per Sign-Up with iABM
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Overview
A category-leading B2B retailer faced challenges integrating programmatic advertising and Intent data into their account-based marketing (ABM) strategy due to the complexity of their existing systems, hindering effective TAL engagement.
With the help of Gradiant, a strategic marketing agency, the retailer leveraged intelligent ABM or iABM, a solution in partnership with The Trade Desk, Bombora and Chalice AI, to ensure delivery to every account on their target list and report on performance. The addition of iABM led to 243 new sign-ups and a 59% decrease in cost per sign-up, significantly improving the retailer’s marketing efficiency and providing visibility into campaign performance relative to key business metrics.
Challenge: Overcoming Programmatic Complexity and Improving TAL Engagement
The retailer sought to improve advertising effectiveness for its business account program and boost target account list engagement. However, utilizing complex and disparate systems impeded their ability to integrate programmatic advertising and Intent data, link media efforts to sign-ups, and effectively track their penetration into target accounts. They also lacked valuable insights into their advertising performance, which made strategic adjustments and reporting difficult.
Solution: Implementing iABM for Enhanced Account Engagement
Gradiant proposed a test to compare the performance of iABM across two target account lists. By utilizing iABM, Gradiant aimed to increase account engagement, link media efforts to bottom-line results, and grow the retailer’s pipeline. The hypothesis was that ABM-driven programmatic advertising, powered by iABM, would significantly enhance the effectiveness of their targeted campaigns.
iABM is a programmatic solution that leverages Bombora’s industry-leading B2B identity and audiences, along with a custom algorithm from Chalice AI, to optimize, measure, and prove the impact of B2B campaigns with transparent reporting. Available exclusively through The Trade Desk, iABM seamlessly integrates B2B Intent data to deliver superior campaign performance.
Results: Significant cost reductions and new sign-ups with iABM
After just one month, the iABM display awareness campaign achieved significant results beyond initial expectations. The retailer gained 243 new sign-ups across its TALs and reduced the cost per sign-up by 59% compared to previous strategies. iABM reporting provided a comprehensive view of account engagement with programmatic display ads while also enhancing media efficiency and ensuring consistent impression delivery to all target accounts. iABM enabled optimized campaign delivery with integrated ABM targeting strategies and performance insights aligned with business outcomes.
What’s next:
This new approach marked a significant transformation in the B2B retailer’s marketing strategy. By addressing the challenges of integrating programmatic advertising and Intent data into an ABM targeting strategy, the retailer was able to enhance brand awareness, increase engagement with TALs, and achieve their business outcomes. iABM is now their ultimate strategic tool for delivering, measuring, and optimizing their programmatic ABM campaigns, providing transparent reporting for account-level precision, and facilitating more effective and efficient marketing strategies in a competitive B2B market.