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

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.

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.