Using StackAdapt to Boost Client Click Efficiencies by 77%

While Account-Based Marketing (ABM) can take many forms, it’s often a hugely successful strategy for B2B marketers – offering more granular targeting to specific companies rather than casting a wide net to a broad audience. To compliment this audience segmentation, all ABM marketing efforts are personalized and tailored to meet the needs of the individual target accounts – making Account-Based Marketing an extremely personable marketing approach.

But, campaigns should never simply be set up and left alone; frequent and ongoing optimization is critical – and if you can’t report back on the thing you’re optimizing, you’re driving blind. 

This is a common hurdle in the ABM space; most DSPs don’t offer reporting on an account level because of industry-wide challenges with data access and clarity, privacy and regulations, and finding identity solutions that are able to adapt to online identity changes.

So, while a DSP’s initial audience segmentation may look great, there isn’t a great view into how those segments individually are performing – only a view of how your campaign is performing overall.

For one of our clients, we worked with a DSP who offered exactly this: great audience segmentation, but a muddy reporting view that didn’t offer much insight into why our performance looked the way it did.

This next sentence will sound like a sponsored plug, but it isn’t; we genuinely just excited to have found a product that has helped make our client happier and more successful. We switched to StackAdapt – a DSP who has solved for the above reporting problem via their high-trust data partnerships and in-house data development – and the difference was night and day.

StackAdapt offers StackAdapt ABM Targeting and Measurement – a product that allows for account-level reporting and offers brands an incredibly fierce edge against their competition.

Not only did this offer much more comprehensive reporting for our client and assurance that their dollars are being spent correctly across targets, but also armed our analysts with a much deeper look into the results, enabling them to optimize with a data-driven edge we knew most of our competitors didn’t have.

On top of that, StackAdapt ABM Targeting and Measurement has helped us massively scale the number of campaigns we can launch. With our previous DSP, audiences could sometimes take up to 5 days to populate. With StackAdapt, custom audience creation is self-serve and offers instant estimated audience sizes, and we only needed to wait around 1 day at most to use them. Additionally, StackAdapt ABM Targeting and Measurement uses deterministic measurement on specific attributes chosen by the user to learn about audience performance over time. Meaning the longer you use the product, the better it works for you.

Using StackAdapt, we were able to lower our client’s Cost per Click by 77% – vs using our previous DSP – due to the deeper level of data we were able to collect and optimize with, and the quick turnaround time for new audience implementation.

As an agency, we always preach that we believe the success of one is the success of many, and so we’re happy to pull back the curtain on the methods we use to garner great performance for our clients. With that being said, StackAdapt ABM Targeting and Measurement is one product we fully believe is worth checking out and testing, especially if you’re suspicious that a more granular look into your data could help results.