Case Study: Bakkt cuts acquisition costs by 65% with Major Tom

Bakkt cuts cost per qualified B2B lead by 65% with Major Tom

The customer Bakkt, a publicly traded crypto platform, needed to generate high-quality B2B leads and optimize its direct-to-consumer app campaigns. Their challenge was reaching senior finance and tech decision-makers efficiently while navigating strict ad platform regulations and avoiding wasteful spend on consumer audiences. The vendor Major Tom was engaged to address this.

Major Tom implemented a smarter targeting strategy, integrating a new CRM measurement framework to pre-qualify prospects. They used LinkedIn forms and Google Search ads to target decision-makers, employing company lists and seniority targeting, and built a robust negative keyword list to filter out consumer intent. This solution yielded a 65% decrease in cost per qualified B2B lead, a 60% decrease in cost per app install, and a 25% increase in qualified leads for Bakkt.

Bakkt