Klaviyo began by launching a Performance TV prospecting campaign in order to increase traffic to their site. Campaign setup was easy; they began by selecting specific consumer groups MNTN’s unique audience suite, which offered countless B2B segments including those within specific industries and occupations, as well as seniority level and decision-maker roles. Next, they uploaded their Connected TV creative along with MNTN Multi-Touch ads, which serve to users as they browse the web on other household devices such as desktops, phones, and tablets. This mix of omnichannel creative ensured that once their campaign launched, their website-visit focused message would reach prospects wherever they spent their digital time.
With prospecting live and driving new traffic, Klaviyo then launched a lower-funnel Performance TV retargeting campaign to capture that engaged site audience and drive them to convert. Campaign setup was similarly easy; instead of focusing on third party audiences however, they used Performance TV’s audience builder to segment their website traffic, and select from audiences of users who displayed high levels of intent while visiting. This included those who spent long amounts of time on their site, as well as visited multiple pages. To take advantage of Performance TV’s direct-response strengths, the retargeting campaign’s creative directed viewers to visit the demo request lead form on the website.
With both campaigns up and running, the B2B brand was well positioned to hit their goals. This was thanks in large part to Performance TV’s automated media buying, which optimized bidding and placements thousands of times per day in order to reach their direct response performance goals. This ensured their ads reached the right viewers at the right time, place, and price to maximize their budget’s impact.