Building Awareness With B2B Audiences
Digital media platforms offered limited reach to build awareness among our very niche group of trade professionals. Instead, we partnered with key trade publications to leverage their email syndication lists.
Prior to activating any digital media, Coegi worked with three leading industry publications for a three week email-blast campaign prompting website visitation. This allowed us to build a fresh, highly-qualified audience list primed through sequential messaging.
Driving Action From In-Market B2C Audiences
We took an audience-first approach focusing on consumers already in the consideration stage for relevant products, and drove three core audience segments to find the brand’s B2B dealers:
- Influencers: Custom builders and designers seeking a luxury ice maker producer for clients
- Explorers: In-market consumer audiences already considering the brand
- Kitchen Buyers & Remodelers: In-market audiences with a history of purchasing luxury home goods but lacked brand awareness
Coegi used Facebook, Instagram and Pinterest to reach users actively searching for home renovation ideas and products. This was accomplished using a blend of contextual, interest, lookalike and retargeting audiences. We also used display retargeting and a paid search strategy to own branded search terms and secure top-of-page placement at final stages of the consumer journey.
Implementing a Full-Funnel Measurement Strategy
With email serving as the awareness driver, we were able to focus on measuring core actions, such as “Dealer Locator” button clicks and contact form submissions on their website. These actions helped us evaluate if we had reached the B2B audience and then implement sequential messaging and flighting to drive conversions.
By combining the audience quality of industry publications with digital reach and measurement, this B2B2C marketing campaign drove outstanding results. It generated 68% growth of in-person dealership visits and 12,000 B2B leads to establish a first-party CRM database.
- Digital technology and tools that may not be top of mind for B2B marketers can be used creatively to solve problems
- Understanding who your audience trusts up front leads to smart partnerships that take the guesswork out of your strategy