ABN AMRO bank used SuperABM to target a key audience of business decision makers in companies within the healthcare, agriculture, and technology sectors.
ABN AMRO bank wanted to reach and increase engagement with a very specific audience of key business decision makers spread across several industries: healthcare, agriculture, and technology. ABN AMRO mainly focused on performance KPIs including time on site, bounce rate and quality of conversions. Therefore, only the most accurate audiences were required.
SuperABM, based on a deeper analysis of the Twitter data archive, is used to define & identify audiences of relevant business decision makers and their influential community for account based marketing.
With it, Socialdatabase was able to target key BDMs at companies, across several, very different industries, and pinpoint the highly relevant BDMs. Those findings were then used to locate additional key BDMs, and create an audience to help ABN AMRO match industry specific content with the right decision makers on Twitter.
The improved quality of SuperABM for Twitter was compared with native targeting and resulted in a 93% higher click-thru-rate, lower bounce rate and higher time spent on site. Furthermore, when zooming into the public engagers, data showed that the audience consisted of true business decision makers. But most importantly, the quality of conversion increased as a result of targeting more accurate audiences.
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