2020 has been a whirlwind, and I can’t decide if it feels too slow or too fast that we’re nearing the halfway point. Regardless, halfway points are a great time to check in on whether you’re tracking towards your goals. In an effort to do some reflecting on our performance as a team, we connected with our customer success managers (CSM) to see how they’re closing H1 and gearing up for H2.
What were some of the most successful campaigns that customers ran in the first half of 2020?
Here’s what Jamal, David, and Molly said:
Global Telecom Provider Boosts Engagement with Display Ads with Jamal Henderson
One of my accounts is one of the world’s leading providers of integrated communications and IT services. It has a very solid campaign targeting accounts that are looking for Mobile VPNs.
Originally the campaign ran with static ads. The performance was okay at first, but over time became underwhelming. The company made the switch to only enable the creative sizes that performed well, and swapped out the static ads for some cool animated HTML5s.
The difference in performance has been night and day! The new campaign has consistently performed over 1% click rate.
IT Company Narrows Targeting and Synchronizes Multi-channel Campaign with David Nicotra
The best campaign I saw in the first half of the year was from an IT service and consulting company. The company is focused on expanding further into other buying groups of some of its largest clients within 4 key industries.
Marketers worked with sales to select the top 20 accounts in each vertical and where the buying groups are located (their cities). Next, they generated ads that were vertical-specific with two key targeting tactics: a.) contact-based ads to the top 100 key stakeholders and b.) geo-specific account-wide ads to help with account saturation. The marketing team monitored for accounts to show strong interaction with the ads and passed those insights on to their sales team to make sure they were striking when the iron was hot. All of this was coordinated with several other marketing efforts, like email campaigns and the generation of custom content.
This campaign was a great example of the power of synchronizing marketing and sales efforts across a clearly defined account list.
ABM Campaign Lands a Six-figure Opportunity with Molly Evans
A technology company I work with ran a campaign centered around their main product offering. The goal of the campaign was to increase awareness and bring net-new prospects into their pipeline.
They targeted multiple, small audiences with highly specific messaging via display ads. They also personalized their webpage with the same messaging so that when a member of their target audience came to the site they immediately received the most relevant information.
This strategy led to a new six-figure opportunity within a matter of weeks.
Our customer success team works diligently with our clients every day. Each CSM meets one-on-one with customers to guide their ABM strategies, offer tactical feedback, and work as sounding boards for new campaign ideas. They have been instrumental in the success of countless ABM programs, serving a wide range of companies from SMB to Enterprise. If you are looking to learn more about how Triblio can help boost your marketing program, schedule some time with one of our experts here: https://triblio.com/request-demo/