Named Target Marketing
The following case studies are from campaigns no older than Q3 2017. Each was run on a “Starter Package” with an ad budget of no more than $3,000 per month. In cases where the ad budget was later increased, the data cited reflects performance during the period before the increase.
"Since working with North Star HQ, we're outranking every single competitor, and with metrics like that, it’s hard to argue."
David DiPasquale — Roots Software
Objective: Deliver video message campaign to C-‐Suite executives at all U.S. hospitals
Audience: 6,000 individual executives
Background: Senior-‐level executives of U.S. hospitals are notoriously inaccessible. Traditional methods of outreach, including mail, phone and email, are intercepted by gatekeepers and/or ignored. Vendors are forced to rely on trade-‐show marketing and word-‐of-‐mouth. Prospecting is nearly impossible.
Result: Marketing campaign delivered video messages to 87% of the target decision-‐makers. These executives saw the videos an average of 11.4 times per month. Client now has unprecedented access to their target decision-‐makers. .
Top‐Line Responsible Executives
at B2B companies with $20M-‐$150M in revenue
Objective: Lead generation for SaaS product
Audience: 35,655 Top-‐Line executives
Background: Client offers SaaS product designed to drive top-‐line revenue for mid-‐size B2B companies. Targeted decision-‐makers were senior executives with top-‐line revenue responsibility (CEO, CFO, VP Sales, etc.). These executives generally have gate-‐keepers, making direct outreach both ineffective and cost-‐prohibitive.
Result: Video messages were viewed by 61% of these executives in the United States an average of 3.3 times per month. Campaign produced an average of 1,054 monthly site visits from these decision-‐makers and an average of 21 in-‐bound scheduled calls per month. Client reported radical improvement in close rates due to improved lead quality over previous efforts.
Supply Chain Executives
with specific ERP systems
Objective: Drive sales of SaaS product into companies utilizing a complementary ERP
Audience: 50,000 Individual Supply Chain Executives
Background: Client sells a logistics technology that can only be effectively utilized by companies that use specific ERP systems for managing their supply chain. Identifying these companies required identifying which ERP system they used internally, creating an additional research challenge.
Result: Over 75% of the Supply Chain Executives fitting client’s stringent parameters were reached online through a targeted video ad campaign resulting in an average of 1,201 new site visits per month. Resulting leads were driven directly into client’s existing conversion funnel.
of Marketing Agencies with 10+ Employees
Objective: Raise awareness of reseller program among medium and large ad agencies
Audience: 68,367 individual agency executives
Background: Senior Executives at marketing agencies are inundated with noise about new marketing tools. Goal of the campaign was to market to the marketing experts, while weeding out the small agencies that make up the majority of the market. Only senior executives of multi-‐staff agencies were to be marketed to.
Result: Campaign reached 68% of all Senior Executives of agencies matching client’s size criteria. This generated an average of 3,146 monthly site visits from the targeted decision-‐makers, yielding an average of 56 inbound calls per month from new agency prospects. Client repeatedly paused the campaign because lead-‐volume exceeded their internal sales capacity.
Owners and GMs
of all New Car Dealership Franchises in U.S.
Objective: Drive lead generation for new category of car dealer equipment
Audience: 22,254 individual car dealership owners and managers
Background: Owners of car dealerships are famously reluctant to invest in new technology. Client is a start-‐up that needed to reach all car dealers quickly and efficiently but lacked the large sales staff necessary to effectively prospect them all.
Result: With a single video ad, client reached 88% of all owners and GMs of New Car Dealership Franchises in the United States. Each of these owners and GMs saw the ad an average of 5.7 times per month, yielding 1,721 monthly site visits from these decision-‐makers and an average of 26 inbound calls per month.
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