Optify helps make Gourmet Ads a more desirable ad provider

Armed with Optify’s comprehensive data about every lead, Gourmet Ads provides advertisers with information they need

Gourmet Ads is a global food advertising network, focusing on branding campaigns for reaching the grocery buyer online. With operations in the USA, UK, Canada, Australia and New Zealand, the Gourmet Ads network consists of over 300 cooking websites where consumers are spending time online researching recipes, making meal decisions and developing their grocery shopping lists. Gourmet Ads owns recipe search engine RecipeBridge.com, among other websites. It also has its own Private Ad Exchange so clients can purchase online ads using real-time bidding.

Challenges

As a food advertising network, Gourmet Ads sells to two different audiences, publishers and advertisers. The company needed to know that they are reaching the right audience and driving them to their correct part of their website. To improve their marketing strategies, Gourmet Ads needed to understand what keywords visitors were searching before responding to ads to better target their advertisers’ messages. With no intelligence on their prospects behavior, the sales reps reached out to non-sales-ready leads and lacked the insight to properly engage with prospects.

Solutions

GourmetAds implemented Optify’s inbound marketing solution and took advantage of the real time visitor traffic and marketing analytics to ember the sales team and make more strategic marketing decisions.

Lead scoring. Gourmet Ads used Optify’s lead scoring to created a custom set of criteria to automatically segment and prioritize inbound leads to revel the hottest prospect opportunities for the sales team.

Alerts. The sales team used Optify’s visitor and lead intelligence alerts to automatically be alerted to customers and prospects who are on their website so Gourmet Ads can quickly contact them and share relevant information from its advertisers.

Dashboard. Gourmet Ads tracks all of their marketing activity and results which includes: SEO, social media, email marketing and powerful website intelligence into one real time dashboard to give visibility into actionable marketing insight.

Salesforce integration. Using Optify’s Salesforce integration, Gourmet Ads could find out when, from where, and what visitors are taking a look at on their website right within their Salesforce account.

Results

Thanks to Optify, Gourmet Ads now has comprehensive data about every inbound lead. Anonymous visitors are no longer unknown clicks; rather the company has been able to mine behavioral information about them that it can share with its advertisers. This, in turn, has made Gourmet Ads a more desirable ad provider among its customers and prospective customers.