Background
Bloomreach, an e-commerce personalization platform, sought to expand its market presence through increased brand awareness and equity among new audience segments. The company initiated its first brand campaign centered around the concept “Be Limitless.”
Challenge
The primary challenge was to efficiently scale brand visibility while maintaining cost-effectiveness across multiple channels. This required reaching specific decision-makers within target organizations while optimizing marketing spend across diverse platforms.
Strategic Approach
Audience Segmentation
The campaign by Column Five Media employed three key targeting methods:
- Geofencing for location-based targeting
- Historical data analysis to identify high-potential prospects
- Job title targeting to reach relevant decision-makers
Channel Strategy
The campaign deployed a comprehensive multi-channel approach including:
- Digital advertising platforms
- Connected TV networks
- Programmatic advertising channels
- Podcast advertising
- Additional digital media outlets
Optimization Methodology
Rather than using a static approach, the campaign implemented continuous optimization through:
- Real-time performance monitoring
- Iterative content testing
- Dynamic budget allocation based on channel performance
- Ongoing campaign adjustments based on response data
Results
The campaign exceeded initial objectives across several key metrics:
Awareness Metrics
- Successfully moved 10% of the target account list from ‘unaware’ to ‘aware’ status
- Generated 13 million impressions, surpassing the campaign goal
Cost Efficiency
- Maintained an average CPM of $10
- Achieved 429,000 completed audio listens
- Audio cost-per-listen of $0.03, performing within industry standards ($0.02 – $0.05)
Key Learnings
The campaign demonstrated several critical success factors in B2B marketing:
- Precise audience segmentation enables more efficient resource allocation and higher engagement rates
- Multi-channel distribution requires active management rather than passive deployment
- Continuous testing and optimization can significantly improve campaign performance
- Data-driven audience targeting can effectively support brand awareness objectives while maintaining cost efficiency
Technical Implementation Details
The success of the campaign relied heavily on the technical implementation of targeting parameters:
- Integration of geographic data with behavioral indicators
- Cross-platform audience synchronization
- Real-time performance tracking systems
- Dynamic content optimization frameworks
This case study highlights how precise audience targeting combined with active campaign management can deliver measurable improvements in brand awareness while maintaining cost efficiency in B2B marketing initiatives.
