IBM, a global technology leader, sought to increase adoption of its cloud services among enterprise-level clients in North America. To achieve this, IBM collaborated with AdToro on a B2B lead generation campaign using programmatic advertising and digital strategy.
IBM's cloud services offered a broad range of enterprise solutions, from hybrid cloud setups to AI-driven analytics. The challenge was identifying and engaging decision-makers in large corporations who were actively seeking cloud solutions.
IBM wanted to generate leads while ensuring those leads were highly qualified and had a genuine interest in adopting cloud services.
Strategic audience targeting: AdToro analyzed IBM's ideal customer profile and built a custom audience segment. Programmatic advertising reached decision-makers across industry-specific websites, business publications, and social media platforms.
Multi-touchpoint engagement: Prospective leads encountered IBM messaging through programmatic display ads, targeted email campaigns, and industry-specific webinars. This approach supported comprehensive nurturing and data collection.
Content personalization: AdToro developed tailored content assets including whitepapers, case studies, and ROI calculators aligned with the specific pain points and needs of enterprise decision-makers.
Lead scoring and segmentation: An advanced lead scoring system prioritized leads based on engagement and qualification, allowing IBM's sales team to focus on high-value prospects with genuine interest.
By combining programmatic advertising with a comprehensive digital strategy, IBM generated highly qualified B2B leads and accelerated cloud service adoption among enterprise-level clients in North America.
The campaign equipped IBM's sales team with relevant, qualified leads while also producing audience insights to support future marketing and product strategy.
