Optymyze Drives Efficient Engagement with Targeting
公司规模
Large Corporate
国家
- Worldwide
产品
- Demandbase
技术栈
- IP Targeting
- Cookie Targeting
- Intent Signals
实施规模
- Enterprise-wide Deployment
影响指标
- Customer Satisfaction
- Brand Awareness
- Cost Savings
技术
- 分析与建模 - 预测分析
- 应用基础设施与中间件 - 数据交换与集成
- 应用基础设施与中间件 - 数据可视化
适用行业
- Software
- Professional Service
适用功能
- 销售与市场营销
- 商业运营
服务
- 系统集成
- 数据科学服务
关于客户
Optymyze is a global provider of enterprise cloud applications and services designed to improve sales and channel performance. The company focuses on Account-Based Marketing (ABM) to build awareness and credibility for their offerings within target accounts. Optymyze's marketing team is dedicated to supporting sales throughout the funnel by effectively engaging with their target audience. The company operates on a large scale, targeting significant enterprises with thousands of employees, but only a select few are crucial for their marketing efforts. Optymyze's commitment to precision in targeting and engagement is evident in their strategic approach to digital advertising and ABM.
挑战
Optymyze, a global provider of enterprise cloud applications and services, faced challenges in reaching their target accounts through digital advertising. As an ABM-first marketing team, they aimed to build awareness and credibility within their target accounts and support sales throughout the funnel. However, the specificity of ABM made it difficult to reach the right audience. Additionally, there was uncertainty about targeting the correct individuals within large enterprises, where only a few employees might be relevant to their efforts.
解决方案
Optymyze collaborated with Demandbase to develop a strategy targeting 577 prioritized companies through display advertising. The campaign aimed to increase engagement with site content from these accounts using a combination of IP and cookie targeting to identify companies and intent signals to pinpoint members of the buying committee. The team created an audience profile with over 80 keywords indicating intent for their solution, including competitor names. Demandbase monitored content consumption behaviors across the web to understand intent patterns shown by companies and their employees. By filtering for individuals demonstrating relevant intent behaviors and prioritizing high-intent individuals when bidding on impressions, Demandbase maximized the campaign's relevance and effectiveness.
运营影响
数量效益
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