Securing Conversions and Exceeding CPA Goals With B2B Targeting
Reaching B2B Audiences With Minimal Media Spend Waste
SentinelOne, a cybersecurity platform, partnered with StackAdapt to reach IT decision-makers and drive conversions through form fills on their website. By utilizing StackAdapt’s targeting solutions and Creative Studio team to build engaging creative assets, they exceeded their primary goal, achieving a cost per acquisition (CPA) of $72.56, well below the target of $80.
Solutions Used
Testing New Targeting Tactics to Reach Key B2B Decision-Makers
To get in front of the right audience, SentinelOne tested new targeting tactics in the StackAdapt platform, including ABM Targeting and Page Context AI, to reach a niche B2B audience. Here are some of the tactics they used:
ABM Targeting
Deployed custom ABM audiences targeting specific IT decision-makers, layering on firmographic data, such as seniority, company size, and job function.
Page Context AI
Leveraged machine learning and AI to reach audiences based on content they engage with, creating a personalized ad experience.
Creative Studio
Partnered with the Creative Studio to design multiple ads in different formats—like hotspot, animations, and carousel ads—to show SentinelOne’s product offerings.
SentinelOne Achieves +650% Conversion Growth With StackAdapt
SentinelOne’s B2B targeting strategy to reach a niche IT audience paid off, exceeding their $80 CPA goal. By leveraging Page Context AI for personalized ads and optimizing bids based on real-time insights, they increased average time on site by 105% and achieved 668% year-over-year growth in conversions.
CPA
-$7.44
Well under goal by -$7.44
Avg. Time on Site
+105%
Increase in one year
CTR Lift
+130%
Increase using Creative Studio assets
Conversions
+668%
Increase in one year
Ash Miah
Digital Lead, Global
SentinelOne
