CIENCE® introduces the next generation of account-based marketing (ABM) with the general availability and official worldwide release of CIENCE GO Digital.
CIENCE GO Digital combines the industry-leading GO Data custom audience creation platform and Bidder-as-a-Service (BaaS) demand-side platform (DSP) functionality to give marketers precise and programmatic ad targeting for custom audiences. Unlike other platforms, GO Digital offers the best of both worlds in a single offering: GO Data custom audience creation comes bundled with advanced advertising options for display, video, or audio advertising channels.
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“We’re excited to become marketing’s best friend, or at least its new secret weapon,” said Eric Quanstrom, Chief Marketing Officer at CIENCE.
“We use GO Digital to target our entire ideal customer profile (ICP), which we’ve created in CIENCE GO Data. It’s a seamless account-based marketing workflow that helps us raise awareness and sell our offerings. Because of the targeting capabilities, we’ve seen three times the industry standard click-through rates (CTRs) on our display advertising. And we’ve done this at less than a quarter of the costs of the previous solutions we’d used. This has enabled us to scale our advertising programs to significant volumes of leads.”
Market Acceptance
The CIENCE GO Digital product has been in beta since Q2 and has already achieved remarkable throughput and adoption in a short period of time. CIENCE GO Digital was just recognized as a Fall 2022 category leader by SourceForge. The SourceForge category leader is only awarded to select products that have attained the highest levels of praise from user reviews from among more than 60,000 products on the platform.
“We’re hearing really good feedback on the ability to reach a company’s ICP—and only their ICP—without wasted ad spend,” said Quanstrom. “This potent combination of any ad format, advanced bidding capabilities, and the most comprehensive, accurate contact data on the market is proving to be a winning combination.”
Unique Functionality
Unique among DSPs, CIENCE GO Digital offers a system that allows buyers of digital advertising inventory to manage both ad exchange and data exchange accounts. Real-time bidding for online advertising (display, video, audio) takes place within the ad exchanges, and by utilizing the CIENCE GO Digital DSP, marketers can manage their cost per mile (CPM) bidding.
These advanced Bidder-as-a-Service options keep costs lower than other ad solutions. Furthermore, CIENCE GO Digital bundles CIENCE GO Data—campaign validated data from the number-one ranked lead generation firm in the world—thus providing exacting target audiences. It is possible to reach both hyper-targeted small segmented audiences or hit an entire total addressable market (TAM) cost-effectively, depending on marketing goals.
Using the CIENCE GO Digital DSP allows marketers to optimize campaigns based on set key performance indicators such as effective cost per click (eCPC) and effective cost per action (eCPA).
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