A publicly traded company boasting a market cap of $360 million, Bakkt empowers its partners with the tools to responsibly capitalize on the crypto economy. Through a comprehensive suite of solutions encompassing crypto trading, payment, payroll, and loyalty, Bakkt offers its partners flexibility and confidence, nurturing their growth in a regulated environment.
The Challenge
Bakkt needed to foster new partnerships through high-quality B2B leads, while also optimizing their D2C app campaign to demonstrate traction to potential partners and investors. That meant reaching senior decision-makers at some of the world’s largest finance and tech companies while avoiding unnecessary spend on consumer audiences — in a sensitive industry highly regulated by ad platforms.
Our Approach
Major Tom’s strategy focused on smarter targeting. To reach the extremely niche audiences that would drive Bakkt’s business forward, we needed an efficient way to pre-qualify prospects, while keeping consumer and B2B audiences distinct across campaigns. That meant investing in a new measurement framework integrated with the Bakkt CRM. This allowed both teams to better understand and leverage the campaigns, audiences, and keywords bringing in the strongest leads.
Using these insights, we pre-qualified traffic through LinkedIn forms and Google Search ads. Identifying Bakkt’s Most Valuable Customer (MVC), we targeted decision-makers on LinkedIn by combining a list of promising companies with qualifiers such as seniority and skillset. To ensure the specificity of our targeting on search, the Major Tom team built out a robust list of negative keywords. These excluded consumer intent related to crypto, reducing Bakkt’s spend on less relevant leads.
The Results
Bakkt saw cost-efficient growth across their campaigns, reaching their target audience with a:
60%
DECREASE IN COST PER APP INSTALL
65%
DECREASE IN COST PER QUALIFIED B2B LEAD
25%
INCREASE IN THE NUMBER OF QUALIFIED B2B LEADS
Major Tom was largely responsible for the dramatic increase in Milk Makeup’s site traffic, and for the resulting increase in profits for the business.
Mila Mendez, Milk Makeup
Vice President of eCommerce and Digital Marketing
Major Tom is a true strategic partner and dedicated time to understand our business and our customers. They came to the table with great recommendations and we’re already seeing the site drive quality leads.
Mark Simpson, Layfield Group
VP of Technical Services & Product Development
We’ve been able to grow our digital presence because of the collaboration and trust we have in the Major Tom team. Through this partnership, we’ve developed one of the most comprehensive digital media strategies in our sector.
Billy Canning, The Salvation Army
Divisional Manager, Marketing & Communications
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