A 43x ROAS in a B2B Marketplace With Precision Digital Targeting
The Challenge: Driving Digital Adoption Among a Niche B2B Audience
Proponent, the world’s largest independent distributor of parts for commercial aircraft, has been a Echo-Factory client for more than 15 years. In 2022, they brought us with a challenge: how to better reach their segmented customer base and encourage more usage of their online B2B ordering system, ProCart.
ProCart is an innovative eCommerce platform designed to streamline the purchasing process for Proponent’s diverse audience—airlines, MROs (maintenance, repair, and overhaul providers), and OEMs in the aerospace industry. But like many B2B marketplaces, driving adoption and engagement in a traditionally offline industry was a significant hurdle. Proponent’s customers are highly specific and technically focused professionals, working inside of very prescribed purchasing guidelines. Generic digital ads wouldn’t make an impact—they needed a tailored strategy to reach the right audience.
Emergency Speed Required
Echo-Factory began by developing a focused Brand Catalyst strategy, using in-depth research to understand Proponent’s customer behaviors, challenges, and needs. This process included:
- Internal and Customer Interviews: We spoke with Proponent’s sales team and customers to identify pain points and opportunities to improve ProCart engagement.
- Segmented Customer Insights: Using Proponent’s customer list and behavioral data, we segmented the audience into groups based on industry (e.g., MROs, OEMs, airlines) and buying behavior.
- Strategic Messaging: We developed targeted messaging that spoke directly to each segment’s priorities.
- Platform Precision: We ran ads on LinkedIn and Google Display, leveraging job titles, company size, and industry targeting to ensure relevance. As the campaign evolved, we honed in on the most successful customer segments and mediums.
- Creative Customization: We created unique messaging and visuals for each audience, emphasizing the unique benefits of ProCart that mattered the most to that segment.
- Sophisticated Retargeting: We included geotargeted ads aimed at attendees of industry events and retargeting efforts to re-engage site visitors and ProCart users.
- Real-Time Optimization: We continuously monitored performance data, allowing us to adjust placements, refine creative, and optimize budget allocation for maximum impact.
The Results: Record-Setting ROI and Increased Engagement
The campaign delivered exceptional results, far exceeding Proponent’s expectations:
- Return on Ad Spend (ROAS): Our campaign has (so far) achieved between 5x and 43x, (depending on the segment) showcasing remarkable efficiency.
- ProCart Engagement: Thousands of conversions were driven directly through the campaign, increasing both the total number of ProCart users and the frequency of use.
- Impressions and Clicks: Over 1.7 million impressions and 52,400 clicks demonstrated strong engagement across platforms.
- Audience-Specific Results: Key segments, like MROs and airlines, showed the strongest response rates, reflecting the power of targeted messaging.
While ProCart saw a significant uptick in users and engagement, the campaign also generated a significant uptick in overall revenue, demonstrating its effectiveness in driving overall sales growth.
Why It Worked: Echo-Factory’s Expertise in B2B and Aerospace Marketing
Driving results in a niche industry like aerospace purchasing requires more than great creative—it demands precision and expertise. This campaign succeeded because:
- We Understood the Audience: By segmenting Proponent’s customers and tailoring messaging to their unique needs, we delivered ads that resonated deeply.
- We Leveraged Sophisticated Targeting: From geotargeting industry events to retargeting specific users, our approach ensured every ad reached the right person.
- We Focused on Business Goals: The campaign wasn’t just about clicks—it was designed to increase ProCart usage and support Proponent’s long-term growth.
Data → Results → Growth
Proponent’s success with ProCart comes thanks to strategic, audience-focused marketing. Like many B2B marketplaces, they faced the challenge of driving digital adoption among a niche, focused audience with long-established buying patterns. By working closely with Echo-Factory, they turned this challenge into an opportunity—one that delivered significant results.
Whether your industry is aerospace, cleantech, manufacturing, or beyond, we specialize in helping brands tackle their biggest challenges with precision marketing that delivers real impact.
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