How Contact-Level Advertising Helped Influ2 Drive 581% ROI on Its 'New Reality' Campaign

Influ2, a pioneer in Contact-Level Marketing (PBM), has consistently leveraged its own platform to drive triple-digit growth. However, when the global pandemic hit in 2020, the B2B marketing landscape shifted towards a remote-first, digital-only environment. 

In response, Influ2 developed the 'New Reality' campaign to educate and raise awareness of their Contact-Level Advertising (PBA) solution, enabling them to reach decision-makers and buying groups even while they worked from home.

The challenge faced by Influ2 was the need to adapt their marketing strategies to the new digital-only restrictions brought about by the COVID-19 pandemic. They aimed to fill the gap left by the loss of in-person events and offline activities, while providing a firsthand experience of their PBA solution's value.

To address this challenge, Influ2 employed a comprehensive campaign strategy that targeted specific verticals within their Total Addressable Market (TAM) and encompassed the entire marketing and sales funnel.

Extensive research was conducted to identify the verticals most impacted by the digital-only restrictions. Influ2 narrowed their focus to three main verticals: software, pharmaceutical, and enterprise accounts with an existing ABM program. This targeted approach allowed them to tailor their messaging and creative concepts effectively.

The initial stage of the campaign focused on creating brand awareness and demand generation. Influ2's ad creative showcased the 'new' work-from-home reality and was complemented by a landing page with supporting messaging. The campaign was disseminated through various display and social media channels to reach the target audience. Contact-Level Advertising reporting provided valuable insights on engaged individuals, indicating readiness for outreach.

Leads that showed engagement were handed over to the Sales Development Representatives (SDRs) for personalized outreach. Simultaneously, contacts moved into the MOFU stage, where content and creative aligned with the SDR sequences. This reinforced the benefits of using Influ2's personalized outreach combined with targeted ad creative, thus creating demand and establishing additional touchpoints for future conversations.

As accounts progressed further down the funnel and booked meetings, the campaign transitioned into a one-to-one BOFU stage. The focus here was to address specific pain points of the accounts and support the account executives in closing the deals. Customized campaign creative, tailored to each account, effectively communicated how Influ2 could help solve their challenges.

The 'New Reality' campaign executed by Influ2 yielded exceptional results, showcasing the power of Contact-Level Advertising in driving tangible and measurable outcomes.

Influ2 managed to engage 183 accounts and reach 7k decision makers, 60% of which worked at a C/VP/Director-level. The buzz resulted in 25 demo calls that led to 9 direct conversions.

The campaign generated an impressive 581% ROI, exemplifying the potential of a cohesive marketing and sales orchestration approach.

The three key components were working together to determine target accounts, delivering relevant marketing messages through the funnel in support of sales, and engaging key decision-makers and influencing the broader buying group.