Unity was looking for a way to leverage online advertising for its ABM program in order to generate demand, nurture prospects and drive revenue growth across its gaming and non-gaming verticals. However, the targeting capabilities in advertising platforms such as Facebook, Twitter, and LinkedIn, were too broad making it challenging for Unity to penetrate its target accounts with its digital marketing campaigns. To be more effective, the company needed more targeted criteria.
By using HG Audience segments from HG Insights, Unity was able to target its digital advertising campaigns to the target accounts that matched its ideal customer profile (ICP). This means that it could use criteria from its ICP definition to deliver ads to prospects at the right companies, in the right industry, and with the right job title.
Through better targeting, Unity is now seeing a substantial boost in performance in its paid digital advertising program. See their results in our case study.