Ad targeting represents a significant opportunity and investment for many B2B organizations, as part of an ABM strategy. However, many brands have learned the hard way that generic ad messages often produce limited results.

WP Engine, a platform that powers websites and applications on WordPress, needed to create a targeted messaging strategy for its growing account list. RollWorks (a division of AdRoll Group), a growth platform, equipped the company with tools to create customized display ads to reach prospects throughout their buyer journeys.

The WP Engine platform is designed to improve the performance, reliability and security of its WordPress clientele. According to Campaign Manager Sinzi Ursu, 5% of Internet users will visit at least one site hosted through WP Engine each day.

Since its launch in 2010, WP Engine has grown from a startup in Austin, Texas to servicing nearly 80,000 customers in 136 countries. But the company’s rapid growth has also brought its fair share of challenges. In particular, WP Engine struggled to identify prospective customers and select appropriate messaging for each part of the buyer experience.

With help from RollWorks, WP Engine was able to move away from the simple, generic messaging it first employed, and instead, use messaging that is personalized to each account.

“We learned some really tough lessons across the way,” said Ursu during a presentation at the B2B Marketing Exchange. “We’ve realized that because ABM is so different, we can actually be a lot more specific in what we say to these customers. For example, agencies are one of our biggest customers. We now try to make it a point to [include the word] ‘clients’ in every ad that talks to an agency because that’s their verbiage.”

WP Engine relies on awareness campaigns when advertising to new companies. After it identifies accounts in key verticals and industries, WP Engine creates targeted display ads with customer logos and industry lingo. This means agencies receive advertisements with client-centric wording, whereas business accounts are presented with technology-specific information.

“We make sure that our prospects know that we know their business and we communicate that through creative,” Ursu said.

Not only is the ad content customized, but so is the timing. Since a majority of the company’s business is derived from upgrading existing accounts, WP Engine formulates ‘upgrade campaigns’ that are released at different times of the year depending on the industry and account. A repeat E-commerce customer would receive an upgrade notification around the holidays, while a new customer would be reminded to update their domain name system and complete account maintenance.

WP Engine’s ad displays have come out on top. The company was able to enhance its outbound marketing opportunities and improve customer touch points. As a result, WP Engine reached more than 70% of its target list and created impressions to more than 50 million accounts. The response rate from cold calls increased by 40%. WP Engine also saw increased brand awareness among customers, as well as top organizations from around the world.

Additionally — with help from RollWorks — WP Engine can ensure that targeted messaging is uniform across display ads, emails and other channels.

“We also have a lot of ‘we see you everywhere’ sort of moments,” Ursu said. “We had somebody say, ‘Well I wasn’t really planning on starting this conversation with you, but I started seeing your presence everywhere … and it kind of made me feel like you’re a big company and you’re a real company and I should really look at you.’”

WP Engine was able to better maintain its relationship with clients and provide customized account messaging on a continual basis.

“You are partnering with your customers,” Ursu said. “Make sure that you think of that and all the opportunities to keep in touch and have that work relationship there.”