Case Study: AdRoll ABM achieves 60% higher engagement and 68% influenced integration adoption with Crossbeam

How to Get 60% Higher Engagement Rates On Your Next Integration Adoption Campaign

The customer, AdRoll ABM (formerly RollWorks), an account-based marketing platform, faced the challenge of driving integration adoption. Their traditional marketing campaigns, built on static and often outdated third-party data, resulted in poor engagement and a negative return on ad spend. They partnered with the vendor Crossbeam to utilize its partner data platform and its integration with RollWorks to find a more effective solution.

Crossbeam provided the solution by enabling an Ecosystem-Led Marketing (ELM) campaign. AdRoll ABM exchanged second-party data with their partner Drift through Crossbeam to create dynamic, highly-targeted account lists. This allowed for a personalized ad campaign that drove customers to a tailored eGuide. The results were significant, with the campaign achieving a 60.9% higher engagement rate and influencing 68% of the total integration adoption, far exceeding their initial goal.

AdRoll ABM (formerly RollWorks)

Jodi Cerretani

VP of Marketing