Case Study

Global Multi-Channel Persona Based Segmentation

Overview

This Enterprise cyber security case study showcases how the Strategic Media planning team generated net new engagements, marketing qualified leads and Pipeline with a positive impact on ROI and ROAS for this client’s Global Digital Media plan. Client was also looking to differentiate and tailor digital campaign elements to their unique leadership vs. functional target audiences.

Results

Delivered 62% increase in website engagement rate with +52% quarterly increase in ROAS.

Target Geography

North America, EMEA & APAC

Target Personas

IT and Security Business and Technical Decision-Makers

Media Approach

Differentiated and tailored digital campaign elements to unique leadership vs. functional target audiences
Aligned multi-channel activities across Paid Social, Programmatic, and Content Syndication, with persona-based segmentation
Used tailored intent keywords, account lists, and content / messaging among two unique audiences

Platforms

DV360
6Sense
Integrate
Bombora
LinkedIN
Facebook