B2B Programmatic ABM Case Study

Introduction

DigiCert is the leading global provider of scalable identity and encryption solutions for the enterprise by simplifying SSL/TLS and PKI solutions for the web and the Internet of Things (IoT). DigiCert was looking for a specialized B2B advertising agency to expand into new paid media channels while targeting key accounts up for renewal using offline CRM data and robust, account-level reporting.

The Challenge

DigiCert was looking to improve its digital advertising strategy and campaign performance and went into the market to find an experienced B2B agency that could provide omnichannel reach, intent-based data, and multi-touch attribution reporting.

In addition to making a key agency change, DigiCert was looking to enhance brand exposure after a series of technology acquisitions. Furthermore, DigiCert wanted a turnkey and privacy-compliant way to onboard its first-party CRM data to segment audiences at a more granular level.

The Solution

After extensive research and a rigorous RFP process, DigiCert chose to partner with the leading B2B programmatic advertising agency PrograMetrix. The team at PrograMetrix immediately got to work researching DigiCert's ideal customers, key accounts coming up for renewal, and the media consumption preferences for the client's target audience.

The specialists at PrograMetrix developed a comprehensive programmatic media plan strategy to securely onboard DigiCert's CRM data, develop custom first-party audience segments, test industry leading B2B intent-based data providers, and increase renewal rates amongst the company's top four product lines.

To maximize campaign performance, PrograMetrix tested B2B intent and firmographic audience segments from Bombora, ZoomInfo, 6Sense, and Dun & Bradstreet. The team leveraged dynamic-creative optimization technology to test messaging in 7 different languages geotargeting 13 countries across the globe.

To measure results and real business outcomes, PrograMetrix implemented a brand lift study, account-level reporting, multi-channel attribution modeling, incrementality testing, and path to conversion audience insights.

Campaign Results

DigiCert was pleased to increase its year-over-year rental rate of key enterprise accounts by 20% while driving over 6,000 high value on-site conversions. Though the KPI focus was on renewal rates, the client was delighted to see a 7% lift in brand awareness and a 5% lift in unaided awareness.

Testimonial Statement

"PrograMetrix helped us onboard our 1P data to micro-target our most valuable enterprise accounts and lower our cost per product renewal throughout the campaign. Their team was proactive, hands-on, and laser focused on our KPIs. PrograMetrix delivered advanced account-level reporting, multi-channel attribution and path to conversion audience insights that we previously failed to receive from a much larger holding group agency. Their B2B programmatic expertise and agility is exactly what we were looking for in an agency partner!"

- Director of Demand Generation | DigiCert