Optymyze Drives Efficient Engagement with Targeting
Company Size
1,000+
Country
- Worldwide
Product
- Demandbase
Tech Stack
- IP Targeting
- Cookie Targeting
- Intent Signals
Implementation Scale
- Enterprise-wide Deployment
Impact Metrics
- Brand Awareness
- Cost Savings
- Customer Satisfaction
Technology Category
- Analytics & Modeling - Predictive Analytics
- Application Infrastructure & Middleware - Data Exchange & Integration
- Application Infrastructure & Middleware - Data Visualization
Applicable Industries
- Professional Service
- Software
Applicable Functions
- Business Operation
- Sales & Marketing
Services
- Data Science Services
- System Integration
About The Customer
Optymyze is a global provider of enterprise cloud applications and services designed to improve sales and channel performance. The company focuses on Account-Based Marketing (ABM) to build awareness and credibility for their offerings within target accounts. Optymyze's marketing team is dedicated to supporting sales throughout the funnel by effectively engaging with their target audience. The company operates on a large scale, targeting significant enterprises with thousands of employees, but only a select few are crucial for their marketing efforts. Optymyze's commitment to precision in targeting and engagement is evident in their strategic approach to digital advertising and ABM.
The Challenge
Optymyze, a global provider of enterprise cloud applications and services, faced challenges in reaching their target accounts through digital advertising. As an ABM-first marketing team, they aimed to build awareness and credibility within their target accounts and support sales throughout the funnel. However, the specificity of ABM made it difficult to reach the right audience. Additionally, there was uncertainty about targeting the correct individuals within large enterprises, where only a few employees might be relevant to their efforts.
The Solution
Optymyze collaborated with Demandbase to develop a strategy targeting 577 prioritized companies through display advertising. The campaign aimed to increase engagement with site content from these accounts using a combination of IP and cookie targeting to identify companies and intent signals to pinpoint members of the buying committee. The team created an audience profile with over 80 keywords indicating intent for their solution, including competitor names. Demandbase monitored content consumption behaviors across the web to understand intent patterns shown by companies and their employees. By filtering for individuals demonstrating relevant intent behaviors and prioritizing high-intent individuals when bidding on impressions, Demandbase maximized the campaign's relevance and effectiveness.
Operational Impact
Quantitative Benefit
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