Software company substitutes retargeting for search and finds 4X more leads at 75% savings
When the usual way of doing things has you boxed in, maybe it's time to think out of the box. That's what Marketo did when it found that competitive bidding for popular search keywords was driving its cost-per-click rates through the roof. The marketing software company wanted an alternative to search marketing that would bring them more quality leads at lower cost. But was that a possible dream?
Marketo and partner Obility Consulting decided to flip the script and try a whole new approach---delivering display ads to high-value customer prospects with Yahoo! Mail Retargeting.
Here's how it works: Marketo used Yahoo! Mail Retargeting to identify leads based on the emails and newsletters they received in Yahoo! Mail (the Web's #1 mail service) from firms that provide similar or related services. By targeting the domains of its competitors, Marketo could reach a larger audience of good leads via precisely targeted display ads across Yahoo! for less money than it spent bidding for search keywords.
Make that a lot less money. Marketo cut its costs-per-prospect by a whopping 75%. Not only that, it found four times more high-quality leads than it found with search keywords.
Read the full script on Marketo's success story.