Global payments service Transpay was testing various ABM platforms and wanted to improve cost-efficiencies for their display campaigns. After they tried the RollWorks Growth Platform, they got more engagement—at less than half the cost.*
of target account list reached in two months**
decrease in cost per visit
increase in average time on site in four weeks
“RollWorks has some of the most sophisticated targeting capabilities . . . With other ABM vendors we were paying double or triple the cost to get a visit to our website. But because RollWorks targets more efficiently, we’re actually spending less than 50% of what we had spent to get a visit to our site. ”
Tina Cabanez, Director of Marketing, Transpay
*Statistics based on two-month pilot and comparison of historical data provided by Transpay.
**A target contact is reached once they have been served an ad.
Smarter Onboarding for Better Targeting
The Transpay marketing team was beginning their ABM journey and testing vendors.
“Proper audience targeting is very critical,” said Director of Marketing Tina Cabanez. “With some ABM vendors, the cost per visitor was high because there were limitations in how audiences can be targeted with enough precision.”
So they turned to the RollWorks Growth Platform for a trial.
“The onboarding was organized,” Tina said. “Despite the technical requirements involved, the RollWorks team provided smart answers to our questions and articulated every step in a clear and methodical way.”
Because the onboarding was more thorough than with other vendors, Tina understood how it helped get results.
“The extra setup was worth the effort and allowed me to see how all the pieces connected. Getting this part right was really important because that became the foundation for our campaign,” she said.
Better targeting for more efficient performance
Once onboarded, Tina and her team tested a two-month campaign to bring unknown, high-quality leads to their site.
Contacts at target accounts would be served an ad based on their company department: product and payments, finance and accounting, legal and compliance, or IT and development. After getting design and messaging direction from Tina, the RollWorks design team helped create the following ads:
From L to R—the ads tailored to account contacts in product and payments, finance and accounting, legal and compliance, and IT and development.
Within two weeks, Transpay completed onboarding and the campaigns were ready to launch. Four weeks later, this highly-efficient targeting started delivering promising results.
For site visits from RollWorks, the average time on site increased 6.4x within a month after launch. Each visit also cost them 50% less than with other ABM vendors. Two months after launching their program, Transpay had served ads to contacts from 30% of their target account list.
The team is now working on new campaigns to grow their ABM program.
“RollWorks has one of the most sophisticated targeting capabilities,” Tina said. “[Other ABM vendors] allow us to target but very broadly. With RollWorks, we can actually identify segments of segments. Because we can be more precise with our segments, it allows for more cost-efficient display campaigns.”
Transpay is a global payments service that provides businesses of all sizes with a scalable, secure, and fully compliant cross-border mass payout solution, making it easy to send funds directly to the local bank accounts of vendors, business partners, freelancers or others in over 200 countries.
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