A Financial Services Customer's Paid Media Strategy Pays Off

May 27, 2020 Jessica Leeds

    

For the marketers we work with every day, getting their message to land correctly is their top priority. Unfortunately, only 29% of them feel like their messages are reaching the right audience, at the right time, on the right channel. Paid media is an art, not a science, and many of the marketers we work with struggle to know that the money they’re putting in is netting the results their business needs. 

As a team of marketers ourselves, we jumped at the opportunity to help one of our customers in the financial services industry build a strong paid media strategy. They had purchased Salesforce Ad Studio, yet weren’t using it to its full potential. After they made the decision to purchase Datorama and Audience Studio in Fall 2019, Lev performed an end-to-end campaign analysis across all paid channels and discovered that virtually all campaigns were inaccurately optimized or weren’t reflective of their overall business goals. Lev provided a plan to fix existing campaigns, eliminate underperforming campaigns, and provide a comprehensive go-forward strategy for new campaigns that lined up with business goals. The new strategy leveraged Audience Studio’s ability to automate the segmentation process, Ad Studio’s ability for first-party retargeting, and Datorama’s ability to see the whole picture of performance and spend. 

By reconfiguring and adjusting optimization, they saw an immediate ROI for legacy campaigns, with the cost per customer acquisition dropping by 43% immediately. Their marketing team was also able to give greater insight into ad performance to their executive team through Datorama visualizations and provide an actionable strategy that lined up with Executive goals.

The bank’s marketing team was also able to give greater insight into ad performance to their executive team through Datorama visualizations and provide an actionable strategy that lined up with Executive goals. As the company continued to iterate on the strategy and execute upon their new strategy, they were able to continue to decrease the cost per customer acquisition by 68%, and saw a 300% increase in conversions.

For any company looking to maximize their digital marketing spend, below are how Lev’s paid media services can have a strong impact on digital marketing performance:

  • Ad Studio + Audience Studio + Datorama brings sophistication and optimization to  digital marketing campaigns.
  • Lev brings together the paid media expertise of a tenured digital agency with a deep technical understanding of the Salesforce product.
  • Lev has a dedicated team for paid media, who is laser-focused on the success of your digital campaigns, ensuring they’re always up to date and educated on the latest digital trends. 

Set it and forget it isn’t a winning strategy when it comes to paid media, and our Strategic Services team takes a human approach, leveraging the power of the Ad Studio, Audience Studio, and Datorama to ensure our customers’ digital campaigns are having the appropriate reach, relevance, and recognition needed to be successful.

Join Lev and Salesforce for a webinar on June 10th to learn how effective marketers leverage Marketing Intelligence to inform strategy and drive efficient and effective outcomes.
 

                        

 

About the Author
Jessica Leeds is the Senior Salesforce Alliance Manager at Lev, where she is responsible for growing the thriving relationship between Lev and Salesforce. An Indianapolis native and an Orr Fellowship alumnae, Jessica is thrilled to not only be a part of the local martech community, but also the broader Salesforce ecosystem.

 

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