Cloud Content Management Brand | ABM | Programmatic
Overview
How do you stop your ABM budget from disappearing into a few large accounts, and start getting intentional about the rest?
That was the opportunity behind this campaign for a global cloud content management brand. As one of the first to test The Trade Desk’s iABM capability, powered by Bombora and Chalice, we helped shape the future of programmatic account targeting. The results proved it’s possible to expand reach and stay targeted; especially with niche, often-missed accounts.
This test helped further develop Just Global’s approach to intelligent, full-funnel lead activation. Available as a package solution from us now.
The campaign was designed as a beta test of iABM, with the goal to:
- Expand reach across the client’s entire target account list
- Control for budget concentration in larger accounts
- Improve the efficiency, reach, and intentionality of ABM spend
- Generate omnichannel buying group engagement
At the time, this was a standalone test focused solely on programmatic execution. Just Global has since fully integrated this offering to bolster demand programs supplemented with holistic account-based insights that demonstrate impact on pipeline, and provide stronger sales enablement.
Execution
- A single, unified target account list pulled through Bombora and activated via The Trade Desk
- Intent-based segmentation that prioritized niche accounts often overlooked by traditional ABM models
- Real-time control over impression distribution across accounts, enabled by IABM’s unique targeting logic
Outcome
The campaign delivered rapid, measurable gains in reach and efficiency.
Target account reach increased from 45% to 83% quarter-over-quarter.
Cost per click (CPC) rose from $7 to $15, reflecting higher-quality impressions across harder-to-reach accounts.
Digital nurture was developed to engage across the full buying group within key accounts.
Spend was distributed more intentionally, avoiding overconcentration on top-tier accounts.
The improvement in reach – nearly 60% growth in one quarter – demonstrated the power of precision targeting at scale. While CPC increased, this shift brought better alignment between media investment and account value.
This pilot proved what’s possible when ABM strategy and media activation are deeply integrated. It also showed the early promise of a more connected lead generation approach.