Alumni Ventures is the #1 most active venture firm in the US and America’s largest venture firm for individual investors. They believe in the power of networks, and their network is uniquely broad and deep. The 600,000+ members of their community are the source of their capital, deal flow, and value-added services to their portfolio of companies. Alumni Ventures relies on performance digital media to generate leads for their sales team.
“Marin intelligently optimized our budgets and bids, causing lead volume to double over the last six months. And since it’s all automated, Marin has eliminated hours of manual work so my team can focus on driving strategic value for the company.”
Alumni Ventures targets alumni from specific colleges and universities, with advertising spend spread across LinkedIn and Meta. Monthly budgets are allocated to each alumni network, and then the marketing team splits that investment across publishers to maximize lead volume for the sales team.
They found that although the alumni audiences targeted on both Meta and Linkedin were similar, there was no consistency in how each channel performed across networks. While their audiences were demographically similar, they experienced inconsistent engagement. Some audiences strongly outperformed on LinkedIn and others on Meta – making it difficult for them to optimize using traditional attributes. Manually allocating budgets by alumni audience and channel over a defined period was quite tricky and time-consuming. They needed a more adaptive approach that could quickly adjust for both spend pacing and channel performance trends automatically.
Alumni Ventures used Marin’s optimization tools to automatically allocate spend for each fund across Meta and LinkedIn campaigns based on the predicted performance of each publisher and alumni network. The marketing team mapped campaigns from Linkedin and Meta into a budgeting strategy for each alumni network and set the budget for that network. They also utilized Marin’s algorithmic bidding when setting bids for their LinkedIn campaigns. With this all-encompassing solution, Marin was able to set the right budget and the right bids for each unique campaign.
Marin’s optimization tools performed daily analysis of the performance of campaigns across both social channels and adjusted budgets and bids to maximize lead volume for the marketing investment. Alumni Ventures could easily see how they were pacing against their monthly spend and efficiency targets. The time that was previously spent monitoring and adjusting budgets could be used for strategic marketing initiatives.
“Marin intelligently optimized our budgets and bids, causing lead volume to double over the last six months. And since it’s all automated, Marin has eliminated hours of manual work so my team can focus on driving strategic value for the company.” - Luke Antal, COO, Alumni Ventures
In the six months since launching the solution, year-over-year performance skyrocketed:
- 97% more leads
- 33% lower cost per lead
- 60% lift in impression volume
- 96% lift in click volume
Are you ready to take control of your performance marketing budget? Come see what Marin can do for you.