e2open is a leading provider of cloud-based supply chain software serving some of the world’s largest enterprises — including 3M, Canon, Microsoft, and Kellogg’s. As a publicly traded company operating globally, they needed a paid media program that could reach senior logistics and operations decision-makers within enterprise organizations, across multiple channels, and drive marketing qualified leads at scale.
B2B supply chain software has long sales cycles and a small, highly specific audience. Reaching the right people — VP-level operations and logistics leaders within enterprise companies — required sophisticated targeting, not just spend. And converting them required delivering the right offer at the right stage of the funnel.
We built an Account Based Marketing strategy targeting companies by revenue and identifying the right offers for each stage of the buyer journey. On paid search, we restructured all campaigns using SKAG structure to maximize CTR and Quality Score. On Facebook, we focused on retargeting prior converters and re-engaging dropped leads. On LinkedIn, we launched ABM-sponsored content campaigns with top-of-funnel assets and native lead gen forms for conversion efficiency — plus LinkedIn Conversation Ads using personalized flows to engage prospects directly.
Within the first four months, every core metric improved dramatically — more leads flowing into the pipeline at a fraction of the previous cost, across all channels.
Whether you’re looking to expand your search visibility, generate more qualified leads, or build a scalable acquisition engine, our team can help you turn digital marketing into a reliable growth channel.
You have questions? We’ve got answers.
For e2open, we built an Account Based Marketing strategy targeting enterprise companies by revenue and mapping different offers to each stage of the buyer journey. On paid search, we restructured campaigns using SKAG structure. On Facebook, we retargeted prior converters and re-engaged dropped leads. On LinkedIn, we ran ABM-sponsored content campaigns with lead gen forms, plus Conversation Ads with personalized flows. This multi-channel approach ensured e2open’s brand stayed in front of VP-level logistics decision-makers at every stage of a long sales cycle.
You need a defined list of target accounts or clear firmographic criteria to build your ABM targeting around. For e2open, we targeted companies by revenue size and identified different content offers for each stage of the buyer journey. You also need content assets for multiple funnel stages and CRM integration for tracking which leads convert to pipeline, since enterprise sales cycles are long and attribution matters.
e2open saw dramatic improvements across all channels within the first four months. Lead volume tripled, cost per lead dropped 63%, and cost per click decreased 75%. For enterprise B2B with longer sales cycles, paid media results typically show in two phases: early efficiency gains in months 1-2 as campaign structure improves, then volume gains in months 3-4 as the ABM strategy compounds across channels.
e2open saw a 209% increase in lead volume and a 63% decrease in cost per lead within four months. For supply chain and logistics software companies, paid media is essential because the target audience is small and specific. You can’t rely on them finding you organically in sufficient volume. A logistics marketing agency that understands ABM can build campaigns that reach exactly the right people at the right companies.
Demand generation casts a wider net to create awareness among a broad audience, then captures leads as they engage. ABM flips this by starting with a defined list of target accounts and focusing all marketing efforts on reaching decision-makers within those specific companies. For e2open, ABM was the right approach because their customers are large enterprises with identifiable characteristics. A digital marketing agency for logistics companies will typically recommend ABM when the total addressable market is small but the deal sizes are large.
Discover how our data-driven approach has delivered impactful results for clients across different industries and challenges.
