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adpepper: The B2B offensive with Vauxall Motors

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How iProspect and ad pepper media were able to push the B2B sales of Vauxhall Motors.

It is an art of it’s own to motivate customers to buy a brand new car. But to equip a whole company with a huge amount of company cars you need more than negotiation skills. B2B customers don’t just walk into the next car dealership in search of a new car – they inform themselves on the internet about fitting models and deals.

This leads to the following quest for iProspect and ad pepper media: a B2B-campaign for the German car company Vauxhall Motors, to generate hot leads for the B2B sales department. By using a performance oriented display campaign iProspect and ad pepper media generated a total of 700 concrete B2B offer requests. Especially the long lasting preperations beforehand had been an important success factor.

A detailed profiling was the foundation of our campaign planning. Therefore a tracking was implemented on the goal-URL of Vauxhall Motors, which gave us the neccessary data about the relevant target group.

The longtime experience of iProspect in this area helped a lot in terms of defining the very concrete and detailed target group. As the campaign went on, iProspect even delivered creatives that were individually designed for the target group and programmed the specific micro pages.

With this method we optimized the B2B campaign not only on website placements, but additionaly on users while considering their surf- and information-behavior relating to topics within the vertical.

„This is the royal discipline of online campaign modulation.“, says Susanne Pilz – Managing Director of ad pepper media. This is due to the fact that it’s not about optimizing the overall reach of the campaign, but the impact within a specific – very narrowly defined – surrounding.

André Mettken, Director Performance Marketing at iProspect is also very pleased with the cooperation. „The requirements of our Vauxhall Motors B2B campaign were transcribed to our complete contentement by ad pepper media. The focus of the campaign was on B2B lead generation, clearly separated from classic B2C measures.“

Future cooperations between iProspect and ad pepper media will continue to extend the boarders of online marketing. We are looking forward to new challenges that we will master together!

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