Securing Conversions and Exceeding CPA Goals With B2B Targeting

Reaching B2B Audiences With Minimal Media Spend Waste

SentinelOne, a cybersecurity platform, partnered with StackAdapt to reach IT decision-makers and drive conversions through form fills on their website. By utilizing StackAdapt’s targeting solutions and Creative Studio team to build engaging creative assets, they exceeded their primary goal, achieving a cost per acquisition (CPA) of $72.56, well below the target of $80.

Solutions Used

Testing New Targeting Tactics to Reach Key B2B Decision-Makers

To get in front of the right audience, SentinelOne tested new targeting tactics in the StackAdapt platform, including ABM Targeting and Page Context AI, to reach a niche B2B audience. Here are some of the tactics they used:

ABM Targeting

Deployed custom ABM audiences targeting specific IT decision-makers, layering on firmographic data, such as seniority, company size, and job function.

Page Context AI

Leveraged machine learning and AI to reach audiences based on content they engage with, creating a personalized ad experience.

Creative Studio

Partnered with the Creative Studio to design multiple ads in different formats—like hotspot, animations, and carousel ads—to show SentinelOne’s product offerings.

SentinelOne Achieves +650% Conversion Growth With StackAdapt

SentinelOne’s B2B targeting strategy to reach a niche IT audience paid off, exceeding their $80 CPA goal. By leveraging Page Context AI for personalized ads and optimizing bids based on real-time insights, they increased average time on site by 105% and achieved 668% year-over-year growth in conversions.

CPA

-$7.44

Well under goal by -$7.44

Avg. Time on Site

+105%

Increase in one year

CTR Lift

+130%

Increase using Creative Studio assets

Conversions

+668%

Increase in one year

Ash Miah

Digital Lead, Global

SentinelOne

“Our partnership with StackAdapt has been instrumental in transforming our programmatic display efforts—from having no campaigns to executing large-scale global activations across EMEA and AMER. Reaching B2B audiences is inherently challenging, but through ongoing optimizations and leveraging StackAdapt’s advanced targeting capabilities, we have successfully surpassed our initial goals for both conversion volume and acquisition costs.”