Building momentum on the buyer side
Matmatch’s business model requires awareness, momentum and scale on both sides of the buyer-supplier relationship, each of which represented a different marketing challenge. “On the buyer side, our platform has most value to add in the early stages of engineering projects when engineers are considering their options and haven’t yet decided which material they are going to use,” explains Ben Smye, Head of Growth at Matmatch. “On LinkedIn, we were able to target engineers in key industries like oil and gas and use Account-Based Marketing (ABM) to reach companies that we’ve identified as relevant prospects.”
Matmatch used Sponsored Content and Carousel Ads to raise awareness of Matmatch’s proposition – and its key point of difference it helping engineers research their materials options. “We educated our audiences through Video for Sponsored Content and were then able to retarget those who visited our site and promote the value of signing up to our full service,” says Ben. In less than a year, this full-funnel approach to the buyer side helped to grow Matmatch’s user base from a few thousand to over 150,000 monthly users.