12. The Initial Test
We saw that we could:
• Target preferred customers
effectively
• Control our marketing spend
• Create a scalable branding
approach for a B2B marketer
• Move the needle on awareness
16. A Very Efficient Program
CTR’s are better than the industry
average.
Achieved
+58%
B2B Average
5.0bps
Online Ad
Networks
17. A Very Efficient Program
We are also driving the right type of
traffic to our site.
Micro 40%
Small 14%
F500
8%
X-Large
22%
Large
7%
Mid
9%
100
75
50
25
0
Mid-mgmt
30%
Executive
43%
Non-mgmt
27%