Adding IP-targeted creative into an existing programmatic buy helped our client’s sales team close a major enterprise sale. And it could work for you, too.
At KC, we are fortunate to have some clients who understand the strengths and challenges of programmatic media from a B2B perspective. For years we have been building strategic digital media plans that reach narrowly defined business audiences and retarget visitors that have checked out our clients’ websites.
This strategy has not changed much in the last few years but as targeting technology has improved, we’ve layered on new things like look-a-like targeting, in-office-extensions and cross-device targeting to expand our audience and maintain a meaningful level of frequency. More recently, we decided to test another tactic that not only interested brand managers, but also excited their sales force.
But not initially.
All too often we’ve seen a disconnect between marketing and sales. On the sales side, there might be skepticism about the leads marketing generates and on the marketing side, there might be frustration with follow-up and conversion of those leads. We were working with a client that faced these same challenges but when the marketing and sales teams talked about these issues, it inspired an idea.
When our marketing clients learned that their sales team had an upcoming meeting with a potential client that could result in a big win for the organization, they came to us to see if we had any ideas on how we could support them prior to the big meeting. Direct mail? Email? Strategically placed outdoor? All good ideas but not within our budget.
Then it dawned on us. We could target the prospective client’s office location within our existing programmatic activities.
Within a week, we had a display and video campaign directed to the IP address that was associated with the prospective client’s physical address. IP-targeting is essentially direct mail for the internet. Every computer that is connected to the internet has an IP address that indicates its location; we worked with a 3rd party data provider to match the physical address with an IP address.
Additionally, we added a geo-fence around the building to capture mobile traffic. Geo-fencing is based on GPS technology to create a virtual geographic boundary; when a mobile device is detected within that boundary, our ads could be served on that device.
We launched this initiative two weeks before the sales meeting and kept it going for another week afterwards. About two weeks later, we were told that the meeting was a huge success – our client had won over a new and substantial customer. Of course, we couldn’t take all the credit for this but a month later we tried it again and guess what – our clients came out on top. And they didn’t think it was by coincidence. Needless to say, this strategy has become an ongoing practice within our arsenal of programmatic tactics.
But that’s not all.
There was another element about this initiative that really surprised all of us, and that was the cost. Programmatic media is not only highly targeted, but extremely efficient. Our average cost-per-thousand (CPM) on impressions for these campaigns was less than $10 and since we were targeting a single location, there were only so many impressions we could serve. At the end of each strategic flight, the media investment was half the cost of an average business trip. Imagine the ROI on that expense!