Klaviyo Drives 11.6% Conversion Rate With MNTN Performance TV

Their objective was twofold; increase the volume of qualified site traffic, then continue to nurture that audience in order to prompt a demo request for their marketing services. 

Klaviyo operates in the B2B space, so television isn’t the first ad channel you would expect them to run. But CTV advertising offered a unique opportunity that they were eager to test, and with Performance TV’s precision audience targeting, analytics, and campaign objectives, they were able to apply a digital marketing approach to television to tap into valuable B2B audiences.

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 their audience using the fully integrated Oracle Data Cloud, 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.

The combination of prospecting and retargeting campaigns delivered significant increases to both site visits and conversions, proving that B2B brands can reap the benefits of Performance TV. 

Klaviyo’s strategy of combining prospecting and retargeting highlights the effectiveness of using a full-funnel approach with Performance TV. The combined visit rate for both campaigns was 3.37%, and their conversion rate totaled 9.93%. Impressive results, but they pale in comparison to the following month. With both campaigns humming, the combined visit rate jumped an additional 32% to 4.45%, and their conversion rate increased an additional 16% to 11.6%. 

Their cost per lead also dropped significantly over the three month period, lowering 98% in the second month, and another 35% in the third. Similarly, their cost per visit followed the same pattern, decreasing 56% in month two, and 24% in month three. This is due in large part to Performance TV’s automated media buying, which used learnings generated in the first month to optimize and dramatically improve its efficiency in the following months. This impact was amplified when the retargeting campaign was launched, thus maximizing Klaviyo’s opportunity to drive highly-qualified, high-intent site visitors.