How we scale x3 ROAS with ABM for CodinGame

💪 Our Approach

A - Enhanced Campaigns with ABM Strategy

Challenge:

CodinGame needed a focused approach to acquire high-value accounts while scaling their ad spend.

Solution:

We incorporated ABM principles into the paid acquisition strategy:

• Target Account Lists: Used firmographic data to identify and prioritize key accounts in industries requiring developer recruitment, such as IT, finance, and startups.

• Tailored Campaigns: Personalized creatives for high-value accounts, emphasizing CodinGame’s unique value proposition (e.g., gamified developer assessments).

• Cross-Channel Execution: Combined Google Ads, LinkedIn, and programmatic ads to ensure touchpoints across platforms frequently visited by decision-makers.

• Competitor Targeting: Created campaigns targeting companies currently using competitor platforms, offering clear differentiation and incentivizing switching through special offers.

Impact:

ABM campaigns significantly increased engagement rates among decision-makers in high-value accounts, driving more qualified leads to the pipeline.

B - Comprehensive Account Audit

Challenge:

Existing campaigns lacked the optimization necessary for scaling efficiently.

Solution:

We conducted a thorough audit focusing on:

• Bid strategies, audience targeting, and conversion tracking for Google and Facebook Ads.

• Messaging alignment with the needs of CodinGame’s Ideal Customer Profile (ICP).

• Competitive analysis to identify opportunities for differentiation.

Impact:

Insights from the audit informed the creation of high-performing ABM and non-ABM campaigns.

C - Precision Retargeting and CRM Integration

Challenge:

Ensuring consistent messaging across channels and nurturing leads effectively was critical.

Solution:

• Retargeting campaigns tailored to specific behaviors (e.g., demo requests or content downloads).

• CRM integration to synchronize ad messaging with email workflows, creating a seamless experience for targeted accounts.

• Layered audience segmentation to retarget specific job titles such as HR leaders and tech recruiters.

Impact:

Precision retargeting improved lead conversion rates by providing relevant, personalized content at every stage of the buyer journey.

D - Scaling Campaigns for Market Expansion

Challenge:

CodinGame’s U.S. entry required a localized approach for paid acquisition.

Solution:

• Developed U.S.-specific campaigns leveraging localized messaging and targeting.

• Emphasized CodinGame’s success stories in developer hiring to resonate with American HR professionals and recruiters.

• Optimized bidding strategies to balance CPA and volume goals in the highly competitive U.S. market.

Impact:

CodinGame successfully entered the U.S. market with a scalable paid acquisition strategy, supported by ABM campaigns targeting high-potential clients.

🍦 To Conclude

CodinGame’s integration of ABM into their paid acquisition strategy unlocked new growth opportunities, enabling them to target high-value accounts with precision and scale their presence in competitive markets like the U.S. By combining advanced targeting, personalized messaging, and robust campaign management, CodinGame achieved sustainable and scalable growth. 🚀