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Biz2Credit Put Their CRM to Work in a Full-Funnel TV Strategy with MNTN
Biz2Credit, an online financing platform for small businesses, was looking to empower business owners and had the perfect place to start: MNTN Performance TV. With Performance TV, they were able to not only reach new potential customers through prospecting and stay top of mind with retargeting, but also use their CRM to reach this key audience on the TV screen.
“For Biz2Credit MNTN has been the answer on how to make sure that CRM users get video messaging in a premium CTV environment.”
Yuri Krym
Director of Performance Marketing, Biz2Credit
0%
Lower Cost Per Acquisition Than Target
Objective
Target the Full-Funnel to Increase Financing Applications
Biz2Credit wanted to increase the number of financing applications on their website and were looking for a new performance channel to drive results. While B2B marketers can often feel they don’t have access to the same number of channels that their B2C counterparts do, Biz2Credit unlocked an effective new performance channel when they turned to MNTN Performance TV. Their goal was to use this new channel to capture audience attention and drive them down the full-funnel via the TV screen to help drive conversions.
Solutions
Performance TV Prospecting, Performance TV Retargeting, CRM
Biz2Credit took full advantage of Performance TV’s capabilities to address the full funnel. First, they started with a prospecting campaign. Using Oracle Data Cloud audiences, which are fully integrated with Performance TV’s audience builder, they targeted small business owners to generate demand for their business financing.
Biz2Credit also already had access to a very important audience: their CRM. With Performance TV, they were able to securely connect to records in their CRM system and reach this target audience with high-impact video creative on the TV screen to encourage a conversion.
As these campaigns continued to run, they built a robust retargeting pool, which they then used to create a retargeting campaign. They reached website visitors who weren’t quite ready to submit an application, giving them another chance to convert.
The Performance TV platform made it easy for the team to continue to build on their strategy. Biz2Credit was able to utilize their own data, while also having access to premium third-party data for their prospecting efforts. Despite multiple efforts with various audiences, it was a breeze for Biz2Credit to manage it all within the platform.
The Results
A Full-Funnel Strategy That Drives Acquisitions
Biz2Credit’s full-funnel strategy is working. They are currently surpassing their CPA goal by 70%, converting their CRM records into actual customers and generating new demand with their Connected TV prospecting campaigns. Performance TV has made this a sustainable part of their marketing efforts by making it easy to manage multiple campaigns at once so they can reach their target audience across the funnel.
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It’s rare when you see an ad tech brand feature itself in a case study. Is that because it can come off a little self-aggrandizing? Maybe. But this story perfectly illustrates why Performance TV is an effective piece of B2B marketers’ media strategy (and also, it’s just too good not to share). So, we’re going to do it anyway. This leading Connected TV ad tech firm (that’s us) was looking to reach a B2B audience and drive qualified users to our site. We leveraged two of the most effective means of capturing prospects’ attention available to advertisers today: Performance TV, and the star power of our Chief Creative Officer, Ryan Reynolds. Turns out, one is far more effective than the other.
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MNTN is the future of TV and direct-response advertising.
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