Postman Breaks Out of the B2B Marketing Bubble, Finding Success on CTV with MNTN

Postman is a leading API development platform. One of their primary goals is to simplify each step of the API lifecycle and streamline collaboration so their customers can create better APIs. Here at MNTN, we’ve experienced this firsthand — our product team has been using Postman as a way to manage our own API for years.

“Postman has been an imperative tool for our team when building the MNTN reporting API,” said Erik Gray, Director of Product at MNTN. “It enables the team to easily manipulate the API structure and determine where problems are arising.”

As an innovative company in the B2B space, Postman is constantly looking for emerging technologies to use to further their business goals. And after building a strong partnership with MNTN as a customer, Postman was excited to give Connected TV (CTV) advertising a try. With MNTN Performance TV, they were able to think outside of the box when it came to demand generation, leveraging CTV as a powerful performance engine.

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Most B2B marketers stick to digital channels because they are trackable and are asked to provide explicit ROI on these channels. MNTN gave us the ability to have the best of both worlds — new channels as well as tracking and reporting against our KPIs as a business (pipeline).”

Ronnie Duke
Senior Manager, Marketing Ops & Campaigns, Postman

Return on Ad Spend

Objective

Produce Higher Quality Leads With a Particular Focus on Increasing Enterprise Business

Already well acquainted with their strongest customer personas, Postman wanted to hone in on targeting and engaging those audiences in order to drive higher quality leads. They were focused on enterprise customers, in particular, and were looking for a way to ensure engagement with the right decision-makers at these bigger companies. Understanding the unique challenges of B2B marketing, Postman was intent on experimenting with a new channel to reach their ideal customers and set themselves apart from the competition. It became clear that CTV was the right channel to support these goals, and that MNTN alone would help them produce the strongest performance possible.

Solutions

CRM, Prospecting, Retargeting

With enterprise business growth top of mind, Postman approached CTV with a three-pronged audience strategy. MNTN’s ease of use made launching and managing multiple concurrent campaigns quick and painless.

They started by using their own CRM data to create an audience of product qualified accounts on MNTN’s Performance TV platform. This first party data enabled Postman to accurately target consumers who they’d already identified as enterprise decision-makers.

From there, Postman launched a prospecting campaign focused solely on attracting new business. While they wanted to bring fresh customers to their product, they were intent on only targeting people for whom their offerings would be a good match. Using MNTN’s integration with LiveRamp and other trusted data providers, Postman found specialized consumer segments in-market for B2B API software. These groups included IT business decision influencers, people who work at B2B fortune 500 companies, and software developers.

Postman rounded out their audience approach with tactical retargeting. To re-engage with consumers who were already familiar with their enterprise offerings, they retargeted people who had visited one or more of their enterprise-focused landing pages.

Their ad creative strategy was intentionally developed to support their goal of driving enterprise business, repurposing already-existing video content for CTV. Their best performing ads centered around a high-profile case study with enterprise customer Paypal. The ad creative featured real Paypal employees speaking about using Postman and what they liked best about the experience. The ads followed MNTN’s ad creative best practices with branding throughout and a clear call-to-action (CTA) that drove viewers to an enterprise-focused landing page.

The Results

Improved Key Performance Indicators

MNTN’s comprehensive reporting and measurement tools gave Postman full access to a host of campaign results. With the ability to build their own custom reports right in the MNTN platform, Postman was able to easily track vital KPIs like order ID values that were configured to track conversions and return on advertising spend (ROAS) that could be tied to their sales pipeline.

“MNTNs reporting capability allowed us to see early indicators very quickly to prove the value of the platform,” Duke said. “That easily gave me the ability to make the case to double down and have more videos produced.”

One metric that really stood out to them was the overall 6x ROAS that they were able to drive over the course of five months. While ROAS isn’t always a primary success metric used by B2B companies, Postman has developed an accurate way to calculate it for their business needs — after a viewer is driven to their website and fills out the sales form, Postman inputs the conversion lead ID into Salesforce and looks at the opportunity value for pipeline generated from fixed spend.

And MNTN didn’t just impact their hard data, either; Postman started seeing responses in their “contact us” form that indicated these potential customers had seen Postman’s CTV ads via MNTN and were interested in exploring their enterprise offerings.

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Direct-to-Consumer Lingerie Brand

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Campspot

Campspot, a premier travel booking site for campgrounds, RV resorts, glamping and more, was faced with the challenge of building brand awareness in the lead up to the peak summer campaign season. They were also being held to performance goals from a ROAS perspective, and weren’t seeing the lift that they expected on other channels. The brand was open to different inroads to tapping into their ideal audience, and partnered with MNTN Performance TV as a new and measurable way to get their ads in front of fresh eyes.

Northline Express

Northline Express was looking for a net-new performance channel that could drive conversions at scale while matching the efficiency of their existing retargeting efforts. They turned to Performance TV to launch a CTV retargeting campaign that would not only maximize their return on ad spend, but allow them to deliver TV ads that left an impression on their audience.

DECKED

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Rumpl

Rumpl was looking for an ad solution to help drive new customer acquisition and wanted to test Connected TV as a high-impact channel. With Performance TV, the results far exceeded their expectations and Rumpl decided to deepen their relationship with MNTN and opt into the Creative-as-a-Subscription opportunity.

Watch Brand

By specifically tailoring their creative and targeting strategies to align with Father’s Day, a major watch brand maximized the effectiveness of their MNTN Performance TV campaigns during an opportune seasonal moment.

Replacements

Replacements turned to MNTN and Creative-as-a-Subscription to streamline creative production and deliver fresh, relevant messaging to increase site traffic and drive incremental revenue.

Commercial Real Estate Agency

This commercial real estate agency was looking to diversify their marketing channels and drive performance on a new medium. With MNTN Performance TV, they were able to activate on a previously unavailable screen to drive more qualified leads, all at a lower cost-per-acquisition than targeted.

Atlanta Hawks

The Atlanta Hawks chose MNTN Performance TV because it would allow them to effectively target the right audiences with their narrative-driven, timely creative strategy and transform premium television into a revenue-driving channel.

Reeds Jewelers

By refreshing their Performance TV creatives in the weeks leading up to Mother’s Day, Reeds Jewelers showcased how brands can effectively use MNTN Performance TV to take advantage of seasonality and drive better results for their evergreen efforts.

National Business Furniture

By shifting their investment from display to MNTN Performance TV, National Business Furniture not only discovered their most effective performance channel—they improved the effectiveness of their entire marketing program.

Klaviyo

Leading email and SMS marketing platform Klaviyo was looking for a way to increase site traffic, with the ultimate goal of parlaying the increase in qualified visitors into more demos. They turned to MNTN Performance TV to help them reach the right audience, and motivate those viewers to visit and convert.

Popular Dating Platform

This leading dating platform wanted to add a new performance channel that could generate direct-response results in line with their paid search and social efforts. They turned to MNTN to drive measurable performance, while also delivering higher-level brand awareness and perception messaging via television.

MNTN

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.

On-Demand Fitness Platform

This leading gym and fitness brand developed CTV ad creative with user-generated content sourced from their social channels, then launched their Performance TV prospecting campaign to generate impressive new site traffic at an efficient cost per visit.

Dagne Dover

As a company that prides itself on “making bags for humans getting the most out of life,” Dagne Dover needed campaign performance that would get the most out of their budget. They turned to Performance TV retargeting to drive direct-response conversions and revenue.

Lighting New York

MNTN Performance TV retargeting allowed them to elevate their campaign performance beyond what display-only retargeting could offer by serving viewers high-quality video ads on Connected TV, and also reaching those same viewers across web and mobile with dynamic MNTN Muli-Touch ads—all from a single campaign.

Bicycle Retailer

This leading premium pre-owned bike retailer expanded their digital advertising repertoire with MNTN Performance TV to drive measurable performance.

Wine & Spirits

The holidays can be a hectic time, which is why this leading wine & spirits retailer wanted to raise awareness around their pick-up and delivery options during the busy festive season. They turned to Performance TV to reach the right audience, spread their message, and drive shoppers through the marketing funnel.

Home Supplies

Looking to expand on their existing lower-funnel efforts, this leader in home supply added Performance TV Retargeting to their media mix. Leveraging all the targeting and measurement capabilities of display retargeting, combined with an HD ad format served on television, Performance TV delivered better results vs. display retargeting.

Restaurant

This brick and mortar restaurant has a cult following for their Chicago-style hot dogs. Looking to harness the power of direct response marketing and the reach of TV advertising, they turned to Performance TV to help them achieve measurable results.

Ecommerce Retailer

This leading retailer builds innovative and award-winning performance products for all types of outdoor and work environments. They turned to MNTN Performance TV to drive measurable revenue both online and at key locations.

Auto Parts Retailer

This leading automotive aftermarket parts provider serves both professionals and do-it-yourselfers, and was looking for a new way to raise brand awareness and motivate customers to visit in-store or online. They turned to MNTN Performance TV to reach viewers in a place they hadn’t previously – on Connected TV.

Subscription Box Service

On a mission to revolutionize the entertainment industry by challenging conventional storytelling, this subscription service gives people the chance to solve a murder mystery using high-quality, hand crafted clues that are shipped right to their front door. They turned to Performance TV to help them drive conversions and increase revenue by reaching new users.

Gift Card Retailer

This eCommerce retailer wanted to institute an awareness campaign for their Q4 product launch. They leveraged MNTN Performance TV to ensure their ads found consumers when and where they were watching.

Subscription Software

This subscription based SAAS leader was struggling to efficiently introduce their new brand and pricing model to a mass audience. They leveraged MNTN Performance TV to ensure their ads found consumers when and where they were watching.

Travel Booking

This travel booking site wanted to efficiently reach key demographics with highly-targeted TV creative. They decided to leverage MNTN Performance TV to ensure their ads found consumers when and where they were watching.

Mattress Retailer

This leading mattress retailer wanted to tell a compelling story while capturing site traffic and conversions. They decided to leverage MNTN Performance TV, ensuring their ads found consumers when and where they were watching.

Tulalip Resort Casino

This Seattle-based resort and casino offers guests gaming, luxury accommodations, entertainment, fine dining, and more. They came to MNTN with the goal of expanding their reach and driving awareness among a key audience, and enjoyed immense success as they saw measurable increases in site traffic driven by Connected TV.

MNTN is the future of TV and direct-response advertising.

Learn how to better drive performance for your digital campaigns with this full-funnel solution.

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