We felt these two metrics would be the best indicators to look at because progressing through the journey stages requires higher levels of intent (awareness) and engagement. And beyond demonstrating meaningful engagement within the accounts, they are also tangible results that you can tie to future revenue. We then selected our audience – landing on a segment that gave us a large enough pool of accounts to run an effective split test. It was pretty straight forward from there – one half of the accounts received ads while the other did not. And that was the only difference in the test – all other variables remained the same! With everything in place, we ran the test for a full quarter before pulling together the results.
Results I’ll admit – I didn’t wait for the full quarter bulgaria whatsapp phone number to look at the early results. Not surprisingly, we were already seeing early indicators that the group receiving the ads had stronger performance than the other test group. However, we remained steadfast in our test and waited the full quarter to pull together the final results. ads performed significantly better, with results below: Qualified journey stage accounts progressed 54% faster while converting 27% higher Aware journey stage accounts converted 31% higher Engaged journey stage accounts progressed 40% faster TLDR: the accounts that received ads progressed significantly faster from one stage to the next and at a much higher conversion rate.
Being that the only difference between these two groups was one received display advertising and one did not, the results truly show the impact of that single variable. Now the results were amazing, but were we shocked? Not really, and here’s why: this is exactly what our ad tech is designed to do. Demandbase has the only DSP built for B2B which means it automatically optimizes your campaigns to spend budget in the most effective way. It not only uses intent to prioritize who to show ads to, but also prioritizes bidding down to the person level, putting your ads in front of key personas within the buying group.