Acquire · Convert
Trulioo
16.6x ROAS and $4.15M in pipeline
Trulioo, a global identity verification provider serving enterprise KYC and AML compliance needs, faced a complete strategic pivot in 2024—shifting from broad mid-market targeting to pursuing specific high-value enterprise accounts. The Matchbox transformed their paid media approach to achieve exceptional ROI despite the inherently high costs of enterprise advertising.
ROAS on enterprise ABM
cost per lead
pipeline revenue
Key achievements
Achieved 16.6x ROAS while targeting Director+ titles at enterprise accounts.
Reduced Cost Per Lead by 76.8% for premium enterprise segments on LinkedIn Ads.
Generated $4.15M in pipeline revenue including $1.1M in new logo opportunities.
Delivered 40.47% lead-to-MQL conversion rate from strategic target accounts.
The Strategic Pivot Challenge
From Broad Brand to Enterprise ABM
Complete overhaul required mid-year with existing budget.
The Challenge:
Trulioo mandated a complete strategic pivot from broad mid-market targeting to a specific list of enterprise accounts, but CPLs for Director+ titles at these companies were running $1,500+ on LinkedIn and similar platforms. The existing campaign structure and creative assets were built for volume, not precision.
The Matchbox Solution:
We rebuilt the entire account architecture using tiered segmentation (Tier 1/2/3, ABM, GBG accounts) with separate campaign structures and custom bidding strategies for each tier.
- Transitioned from single-campaign structure to 15+ micro-campaigns aligned to account tiers
- Implemented contact-based targeting layers combined with intent signals to reduce waste
- Removed underperforming Competitive campaigns, reallocating budget to Product-specific campaigns
- Created account-specific suppression lists to prevent budget bleeding from non-target companies
The Cost Problem
Enterprise CPLs Threatening ROI Targets
Premium audiences demanding premium prices.
The Challenge:
Initial Q1 CPLs were unsustainable - Paid Social was delivering leads at $1.5k+ per lead for enterprise targets, and Trulioo needed to prove ROI within the fiscal year. Traditional LinkedIn targeting methods weren't working for this narrow audience.
The Matchbox Solution:
We deployed portfolio bidding strategies across channels while layering multiple targeting methods to find efficiency pockets within the expensive enterprise segment.
- Combined first-party CRM data with third-party intent signals and keyword-based audiences
- Portfolio bidding automatically shifted budget from high-CPL ad groups to efficient performers
- Product campaigns (AML, KYB, DOCV) targeted bottom-funnel searches achieving $61 CPL
- YouTube became a CPL arbitrage opportunity at $136 while competitors ignored the channel
- Daily bid adjustments with 2-hour optimization windows during peak enterprise browsing times
Creative Fatigue at Scale
Same 500 Accounts Seeing Ads Repeatedly
Narrow targeting creating frequency problems.
The Challenge:
With such a narrow target list, the same executives were seeing ads 15-20 times per month, causing CTRs to plummet and CPCs to spike. Trulioo's creative team couldn't produce new assets fast enough to combat fatigue.
The Matchbox Solution:
We developed a systematic creative rotation framework with bi-weekly performance reviews feeding directly back to creative development.
- Implemented 14-day creative rotation cycles with automatic pause rules for declining CTRs
- Built creative testing matrix: 3 messages x 4 formats x 2 CTAs = 24 variants per quarter
- Gartner content tested against AI themes and gated whitepapers in controlled experiments
- Gated content at $365 CPL outperformed ungated by 45% for Director+ titles
- Expanded audience combinations for multi-variant testing (creative x audience x placement)
The outcome
The Matchbox transformed Trulioo's paid media through systematic problem-solving, turning expensive enterprise targeting into efficient pipeline generation. By addressing each challenge with specific technical solutions, we achieved 16.6x ROAS while building a repeatable framework for enterprise ABM at scale.
Focus
Performance Advertising & Growth
Year
2024
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