Generated 250+ account signups on a B2B acquisition campaign

Fuze launched its first acquisition campaign on Display Advertising with dramatic results. They reduced CPA (Cost per Action) by 57%, and then expanded the campaign (and their success) to Retargeting.
  • 250+

    account sign-ups

    (in the first month of the campaign)

  • 53%

    conversions in the first 5 days

  • 57%

    CPA decrease over the length of the campaign

Fuze has a bold vision: To redefine the way professionals communicate and collaborate. The Fuze online meeting experience is second to none, allowing people to interact online, anytime, anywhere in a way that is as simple and natural as face-to-face interaction. Fuze recently made #125 on the Inc. 500 list of fastest growing companies in the US. The Fuze marketing team has had success in online marketing, and decided to give Display Advertising a shot. They chose Rubicon Project to prospect for new B2B customers.

The Objective

Become a Fuzer

In the past, Fuze had leveraged Search Engine Marketing to drive qualified traffic to its landing pages. The acquisition campaign designed by Rubicon Project determined prospects’ intent in real time; leveraging search, browsing history, and other variables to target the corporate buyers most likely to convert. Rubicon Project’s optimization teams were key in finding highly qualified costumers while eliminating wasted impressions.

Our Solution

The Power of Acquisition

Buying decision cycles for online meeting services can be short, especially when buyers are experiencing an outage with their current providers. With these constraints in mind, the acquisition campaign designed by Rubicon Project determined prospects’ intent in real time; leveraging search, browsing history, and other variables to target the corporate buyers most likely to convert. Rubicon Project’s optimization teams were key in finding highly qualified custumers while eliminating wasted impressions.

The Results

250 sign-ups and the campaign expanded to Site Retargeting.

Fuze not only hit their goal, they also decided to run a site retargeting campaign to take advantage of visitors who came to their web site. Over the course of the campaign, Rubicon Project’s optimization team helped Fuze reduce the dynamic CPM (cost per mille) to $3.14 and cut CPA by 57%.

“Rubicon Project was tremendously helpful in setting-up our acquisition campaign. They quickly understood our needs.”
Brad Simmons,
VP Marketing
Fuze gained a few more insights after running the acquisition and retargeting campaign:
  1. More than 40% of all conversions took place within the first five days of a customer seeing an ad. In fact, the majority took place within the first 24-48 hours.

    These quick audience responses highlight how Rubicon Project can target only highly qualified consumers with a strong intent to purchase.

  2. One third of total conversions occurred after the customer saw three or fewer impressions, ephasizing Rubicon Project's unique ability to precisely target customers.

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