Case Study: How to Target and Convert Niche B2B Audiences
Being in front of the right audience at the right time is one of the most important aspects of marketing. Brands need to know how to reach their target audience in the most efficient ways, but sometimes nailing a qualifying audience down is more difficult when marketing to businesses rather than individual consumers. Kinetic helps brands drive revenue by delivering smarter media and marketing experiences to the right people in the right way, at the right time across all devices, browsers and operating systems.
Logixboard, a modern customer experience platform for freight forwarders and customs brokers, approached Kinetic with an opportunity to help reach a niche B2B qualified audience with intent to inquire more about their product. The client prioritized identifying and reaching a highly targeted audience with consistency and relevancy to increase awareness of Logixboard’s product among potential customers, while driving traffic to their website to encourage that B2B audience to learn more about their software capabilities.
Kinetic jumped on the opportunity to create and execute a comprehensive cross-channel digital media strategy that put the right message in front of the right niche B2B audience at the right time.
Kinetic developed a full-funnel digital media strategy across LinkedIn, Google, display and social that consisted of three campaign phases:
Firstly, to find Logixboard’s ideal B2B customer, Kinetic utilized their tech partner to provide privacy compliant direct match targeting, contextual targeting, and retargeting audiences. The accurate attribution targeting was used to target by funnel stage across platforms rather than focus on traditional advertising models that focus on channel allocations. This strategy was mainly driven by the B2B audience’s actions and intent, which was actively optimized and tracked down the sales funnel. The ability to track the behaviors of the B2B target audience and then group them accordingly into their campaign phase helped qualify leads and garner more demo requests.
Having the ability to strategically bucket audiences by behavior gives brands the ability to target by mindset versus data point. This allows for realignment with the best-performing mindset as shifts occur. Kinetic met with the client to set KPI goals to actively track and optimize towards the main goal of demo requests for Logixboard’s software.
After Logixboard set key performance indicators (KPI) to report against at the initial campaign level, Kinetic tracked and reported against each KPI while providing access to a client-facing dashboard with all real-time results. The primary KPI of the overall campaign was to receive 15-21 demo requests per quarter from our digital campaign efforts with a set range on cost per demo request. The campaign performed above the primary KPI and delivered a total of 47 quality demo requests over Q4 with a CPA 4% lower than the lowest CPA range. The B2B campaign was an overall success performing well above the KPIs set by the client and delivering quality leads at a lower cost.