Driving Revenue in a
Privacy-Conscious Era
Wunderkind + Intelligent Demand
The client.
Since 2010, Wunderkind has been a pioneer in performance marketing, leveraging first-party data to streamline customer connections and drive revenue through ecommerce sites. They excel in scaling personalized marketing messages across channels, setting themselves apart by guaranteeing revenue without relying on cookies or third-party data—a crucial advantage in today’s privacy-conscious environment.
The industry challenge.
Growing privacy regulations including Apple’s introduction of iOS 14.5 began to hinder advertisers’ ability to accurately attribute performance and sales data across platforms and calculate accurate ROI for marketing/advertising spend. This led to increased costs and inaccurate tracking.
With Wunderkind’s target audience still relying heavily on third-party data and/or cookies, they teamed up with Intelligent Demand to revamp their sales strategy.
Through a 1:Few AB acquisition program, we aimed to:
- Accelerate Wunderkind’s integrated growth engine via a pilot account-based revenue (AB) program.
- Enhance and streamline collaboration between sales and marketing to enable success with new prospects.
- Increase awareness of Wunderkind’s performance marketing solutions.
- Personalize the user journey and brand messaging so Wunderkind’s value proposition is told in a fresh and compelling way.
- Secure high-value offer (HVO) registrations for an eCommerce Marketing Strategy Workshop—a tailored 60-minute session led by a Wunderkind Strategy Consultant.
- Influence pipeline of new accounts.
The strategy.
Together, we collaborated with the Wunderkind team to devise a comprehensive strategy that would position them as a leader in performance marketing, within the retail eCommerce sector.
As partners, we built a 1:Few AB program based on the following five pillars:
Target: Refine, define, and segment accounts in Wunderkind’s performance marketing retail eCommerce space to focus on a target account list (TAL) reflective of the existing top accounts.
Differentiate: Determine a unique value proposition, competitive positioning, and messaging strategy that resonates with the TAL.
Reach and Engage: Communicate with the TAL via paid media, website engagement, and orchestrated sales plays, while continuing to move accounts through the buying cycle by offering a HVO.
Report: Build a review-based data architecture that unifies sources (media, marketing, sales outreach, etc.) into one view to improve visibility into how market segments engage and accurately measure each account’s interest and readiness.
Refine and Expand: Define opportunities for refining the 1:Few program, TAL, and creative messaging through detailed analyses of account interactions to optimize the program and identify additional growth plays.
The program.
With the strategy pillars in mind, we developed two key personas within the TAL focused on executives within revenue, marketing, and customer experience.
To capture the attention of these sought-after leaders, we crafted a message that spoke to what they care about most—efficiently driving scalable revenue. Then, we created a campaign that showed how they could do it by investing in a top performance marketing solution (like Wunderkind).
We showcased Wunderkind’s strength and reinforced their expertise while prompting engagement and action from the audience using statements like “You can’t” or “You won’t,” then highlighting their value proposition with a positive twist.
The results.
With its strategic and creative focus, Wunderkind’s targeted campaign saw significant traction and engagement from the target audience. After four months, the campaign saw:
HVO Registrations /Influencing Pipeline:
13%
13% of accounts on the TAL Opened an Opportunity (Pipeline Influence) and 2% of TAL accounts converted.
CampaignEngagement:
58%
58% of accounts engaged with 5 or more campaign assets.
Brand and ProductAwareness:
93%
93% of accounts were reached with impressions.