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Case Studies > StrongView Increases Web Engagement and Conversions with Company-Targeted Advertising from Demandbase

StrongView Increases Web Engagement and Conversions with Company-Targeted Advertising from Demandbase

Technology Category
  • Analytics & Modeling - Predictive Analytics
  • Application Infrastructure & Middleware - API Integration & Management
  • Platform as a Service (PaaS) - Connectivity Platforms
Applicable Industries
  • Professional Service
  • Software
Applicable Functions
  • Business Operation
  • Sales & Marketing
Use Cases
  • Digital Thread
  • Predictive Quality Analytics
Services
  • Software Design & Engineering Services
  • System Integration
  • Training
The Challenge
StrongView, a leader in email, mobile, and social media marketing solutions, faced the challenge of competing against larger, more established competitors. The company needed a cost-effective way to provide 'air cover' to Sales by educating prospective customers before engaging with their target accounts. The Marketing team had to change misconceptions away from a legacy business model and required a solution to attract and drive prospective customers to their website.
About The Customer
StrongView is a prominent provider of email, mobile, and social media marketing solutions. Their offerings enable marketers to execute multi-channel programs aimed at acquiring, retaining, and driving loyalty across customer initiatives. The company's solutions include email marketing, transactional email, lifecycle marketing, mobile, and viral marketing technology, all designed to help marketers increase reach and revenue. StrongView's innovative approach and comprehensive suite of marketing tools make it a key player in the digital marketing landscape.
The Solution
StrongView adopted Demandbase's Company-Targeted Advertising, part of the Targeting & Personalization platform, to combine digital advertising with strategic account marketing. The goal was to attract and drive prospective customers to strongview.com, where they would see personalized messages educating them on StrongView’s solutions and value propositions. The Marketing team launched an 'air cover program' targeting a list of 500 strategic accounts, using personalized ad creative with four key messaging themes. Dynamic impressions were served only to these target accounts, leveraging the Demandbase platform to present unique ads wherever the accounts were on the web.
Operational Impact
  • StrongView saw a 42% lift in website traffic from the targeted list of 500 accounts, indicating increased engagement from advertising to website activity.
  • The company experienced a 29% conversion rate from inactive to active accounts, with new visits from strategic accounts that had been dormant for at least two months.
  • There was a 20X increase in time spent on the website, with a significant rise in page views due to personalized, targeted messages.
Quantitative Benefit
  • 42% lift in website traffic from the targeted list of 500 accounts.
  • 29% conversion rate from inactive to active accounts.
  • 20X increase in time spent on the website.

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