Challenge
AMP Lighting, VOLT’s pro contractor line, had minimal paid media support. Generator was brought in to develop a more robust strategy to drive B2B revenue growth.
Insight
We conducted a deep audience analysis combining 1st-party data with high-value prospect modeling to target contractors and project managers. Recognizing pros are also consumers, we built a multi-channel media strategy across endemic digital, trade publications, and programmatic to boost visibility and engagement.
Idea
Expanding Reach Among Targeted B2B Audience
Audience Refinement: Shifted 60% of investment to mid/upper funnel to drive awareness among high-value prospects.
Targeting: Google Custom Affinity, 1st-party matchbacks (40–50% rate), lookalikes, and MultiView B2B sources.
Execution: Customized landing pages by ecommerce vs. in-store availability.
Promotions: Layered in performance messaging to drive online sales.