A not so B2B approach to driving paid media performance
CyberArk, a global enterprise information security company, wanted to engage the developer community in a more impactful way by going beyond reaching them on traditional platforms like LinkedIn.
The not-so-B2B high spot: Engaging customers, not just ‘marketing’ to them.
To expand its paid media efforts and diversify its approach, CyberArk worked with MOI to engage its developer audience outside of usual go-to social channels, like LinkedIn. Instead, we found a way to target the developer audience on one of their go-to platforms: Reddit.
Reddit is not a typical platform for B2B. Native targeting options are inherently limited, so we needed to test and explore more effective targeting methods. To start, we used Reddit’s in-platform targeting and leveraged Sub-Reddit communities. Our initial results met the benchmarks for a consideration programme, but we decided to evaluate external B2B data providers that could build custom segments and ‘push’ them to Reddit.
In partnership with HG Insights, we implemented a two-month test and ran ads on Reddit using a custom audience for the US and Canada.
With only a 55% increase in spend, we saw a 220% increase in ad engagements, a 127% increase in click-through-rate, and a 169% increase in page visits. We also achieved a 52% decrease in cost-per-click and a 43% cut in cost per landing page visit. Overall, we found that tailoring audiences in this way reduced wasted spend, drove stronger engagement, and was much more cost effective.
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