COMPANY-TARGETED ADVERTISING
Gets Results for CSC
Case Study
CSC is a global IT services company
developing smart, technology-enabled
solutions to solve their clients' challenges.
The Challenge
CSC sells complex IT solutions to a small
percentage of companies. They sold to
those they knew and needed to target
specific companies and understand in fine
detail their market.
Exact Audience
MIN
Targeting Small
Percent of Market
28 million
U.S. Companies
The Target
CSC wanted to fine tune their targeting
to reach their exact audience.
MAX
Audience
Your Homepage
The Goal
CSC aimed to serve customized ads and
content at the most optimal time and tie
demand generation with lift frequency.
“A website is truly becoming
a platform to establish
credibility and begin that
two-way dialogue with
a customer.”
Personalized Welcome Text
The Demandbase Strategy
Demandbase worked with CSC and DWA (CSC's
agency on this project) to serve the right content and
messaging to the right companies by:
• Using display advertising at multiple touch
points at the right time.
– Nick Panayi, Director-Global Brand &
Digital Marketing, CSC
• Coordinating advertising messaging to the
experience the consumer gets on the website.
• Turning messaging into a dialogue with
the consumer.
The Results
Account Lift
CSC launched a new, always-on
campaign as air cover for their global
Account Based Marketing initiative.
245
Targeted
Companies
108
Lifted
Companies
Sources
Advertising Age Custom Webcast: Making B2B Display Ads Highly Effective for B2B Marketers
Nick Panayi, Director-Global Brand & Digital Marketing, CSC
UP
58%
Page Views
CSC moved more of their target companies
through the sales funnel.