Reaching B2B companies with cost-effective, performance-driven content

ICRON used native advertising to drive over 800 high-quality B2B clicks in just one month. By using our dynamic UTM tracking, testing 22 ad variations, and targeting handpicked B2B publishers, ICRON reached nine high-value target companies with cost-effective, performance-driven content. This is how smart, creative choices, real-time insights, and precise media selection delivered measurable results for a niche B2B campaign.

The challenge

ICRON, a global provider of AI-powered decision intelligence and supply chain optimization solutions, set out to reach niche B2B decision-makers through a strategically focused campaign.

Their goal was to generate high-quality traffic and measurable engagement through native advertising – all while ensuring brand safety and precise targeting across a select group of B2B-focused publishers. Key challenges were:

• Effectively targeting high-value B2B audiences

• Gaining detailed performance insights across creative
  and media choices

• Maximizing results from a small, one-month campaign

• Testing localized vs. English-language content performance

The solution

ICRON partnered with us to launch a one-month native advertising campaign targeting carefully selected B2B publishers. A standout finding was the impact of visuals, where ads featuring real people outperformed others, with an 80% higher click-through rate than creatives without people. The strategy included:

The results

The campaign delivered strong performance, generating over 800 clicks at an average CPC of €1.20. Through dynamic UTM tracking, ICRON was able to identify top-performing publishers, creative formats, and visual elements. Most notably, ads featuring real people drove significantly higher engagement.

The campaign also successfully reached nine high-value target companies, as confirmed by intent data from 6sense, signaling clear alignment between messaging and audience. Another key insight came from content localization: English-language landing pages resulted in higher time-on-site compared to the German versions, highlighting the importance of language strategy in international B2B outreach.

Building on these results, ICRON plans to refine its future campaigns by A/B testing English and localized creatives, leveraging our site recommendations for more strategic publisher selection, and using site- and variation-level performance data to further optimize bidding and content. This case shows that even with a tightly scoped budget, performance-focused B2B advertisers can deliver measurable results and valuable insights by combining native advertising with real-time analytics.