“By using Yahoo! Mail Retargeting, we slashed our costs per prospect by 75 percent and found more than four times as many high-quality prospects.”
— Maria Pergolino, Senior Director of Marketing, Marketo
Caught in a bidding war for highly sought search keywords, Marketo often paid high cost-per-click rates for the search terms it wanted. The marketing software firm wanted an effective alternative to search marketing that could help it reach more high-quality sales leads. With Yahoo! Mail Retargeting, Marketo increased lead generation by 400 percent and reduced its cost per lead by 75 percent.
Good Leads can be Hard to Find
Marketo helps its customers transform marketing from a cost center into a revenue driver, so if any company knows how to turn prospects into buyers, Marketo does. To find marketing managers, sales executives, and other prospective customers interested in marketing automation, Marketo linked its search ads to the most productive keywords available, but competition for those search terms inflated cost-per-click rates. The clicks added up to increased costs per lead, and Marketo was not generating high numbers of qualified leads with keyword targeting. To drive sales of its marketing software, Marketo wanted to find an alternative to search marketing that would help it reach more leads at lower cost.
Strategic Retreat from the Keyword Battles
Instead of remaining trapped in bidding wars for highly sought search terms, Marketo worked with Obility Consulting to find qualified leads through display advertising with Yahoo! Mail Retargeting. “We saw Yahoo! Mail Retargeting as an opportunity to reach the same high quality audience at a significantly lower cost” says Mike Nierengarten, President at Obility Consulting.
Marketo used Yahoo! Mail Retargeting to identify leads based on the emails and newsletters they receive in Yahoo! Mail from firms that provide relevant services. By targeting the domains of its competitors, Marketo could reach a bigger qualified audience across Yahoo! through highly targeted display ads for less money than it spent on search keywords, and track which domains were most effective in driving qualified leads.
More Leads for Less, Outside the Box
While spending more than it wanted on search keywords, Marketo generated just twelve qualified leads. With Yahoo! Mail, the company reached 50 new prospective customers for the same cost. “By using Yahoo! Mail Retargeting, we slashed our costs per prospect by 75 percent and found more than four times as many high-quality prospects,” says Maria Pergolino, Senior Director of Marketing at Marketo.
By thinking outside the box, Marketo found a new way to meet its marketing goals. Marketo has expanded its Domain Targeting to include more of its competitors, and it expects to continue using Yahoo! Mail Retargeting to do for itself what it does so well for its own customers—reduce marketing costs, increase market share, and drive sales revenue.
- Increased lead generation by more than 400 percent
- Reduced cost per led by 75 percent
- Increased market share, drove sales revenue
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