Commerce Advertising Platform Generated 70+ Meeting-Ready Leads with Positive ROI in 3 Months
A commerce advertising platform needed to reach e-commerce and retail media buyers at scale. nxlead delivered 70+ meeting-ready leads in just 3 months - so many that the client's internal team struggled to keep up with the volume of follow-up conversations. Positive ROI was confirmed within the campaign window.
| Metric | Result |
|---|---|
| Meeting-Ready Leads | 70+ |
| Campaign Duration | 3 months |
| Return on Investment | Positive |
| Notable Outcome | Team capacity exceeded by lead volume |
About the Company
A commerce advertising platform connecting brands with retail media networks and e-commerce advertising channels. Their platform offered unique access to shopper audiences that brand advertisers and agency buyers were actively seeking - but building awareness and generating conversations with the right buyers required a systematic outbound approach.
The Challenge
Commerce advertising is a fast-moving category where buyer attention is fragmented across platforms, agencies, and brand direct teams. The company needed to reach brand media buyers, agency trading desks, and e-commerce advertising leads simultaneously - a broad and distributed audience that required precise segmentation to avoid spreading the campaign too thin.
What We Did
nxlead built three parallel targeting tracks: brand-side media buyers at consumer goods companies, agency trading desks and programmatic teams, and e-commerce advertising leads at mid-market retailers. Each track received distinct messaging tailored to their specific role - brand buyers heard about incremental reach and shopper targeting, agency teams heard about inventory access and attribution, and e-commerce advertisers heard about conversion lift and ROAS improvement.
The multi-track approach allowed volume to build quickly across three active buyer segments simultaneously, rather than sequentially - which is what drove the 70+ leads in only 3 months.
The Outcome
70+ meeting-ready leads arrived within 3 months, overwhelming the client's existing follow-up capacity and prompting internal sales hiring to handle the pipeline. Positive ROI was confirmed within the campaign window from the deals that did close, with a large portion of the pipeline still in active evaluation at the end of the initial period. The volume proved that systematic outbound could drive a high rate of market awareness for a relatively new platform category.
"We had more leads than we could keep up with. A good problem to have, but it meant we needed to expand our sales team - which was a sign the campaign was working."- VP of Partnerships
Why It Worked
Running parallel targeting tracks across three distinct buyer personas at once created a multiplier effect on lead volume without sacrificing relevance for any single audience. Each buyer type received messaging specific to their goals and evaluation criteria - which is what maintained quality at high volume. The commerce advertising category was also experiencing strong tailwinds as retail media grew, meaning buyer receptivity was high when targeted with relevant, timely outreach.
Frequently Asked Questions
How did you reach three different buyer personas without the messaging becoming generic?
We built separate sequences for each persona with distinct value propositions, specific language, and different calls to action. Brand buyers, agency teams, and e-commerce advertisers all evaluate commerce advertising through different lenses - what matters to a brand media director is different from what matters to an agency trading desk or a retail e-commerce advertiser. Generic messaging would have underperformed for all three; specific messaging gave each audience a reason to respond that was directly relevant to their role.
What does it mean when a client's team struggles to keep up with lead volume?
It is a sign of successful lead generation outpacing sales capacity - which is a growth problem most companies would choose over the alternative. When this happens, it is typically a signal to either add sales capacity, slow the outreach cadence temporarily, or implement a qualification layer to prioritize the highest-value leads for immediate follow-up while nurturing the rest. In this case, the client chose to expand their sales team to maintain momentum.
How do you target retail media and commerce advertising buyers specifically?
Commerce advertising buyers exist across brand teams (media and digital marketing leads), agencies (programmatic and trading desk teams), and retail companies (e-commerce and performance marketing leads). We build separate lists for each profile and verify titles and roles against publicly available job data. The targeting framework evolves as the campaign runs - if one persona outperforms another in response rate, we shift volume toward the stronger-performing segment.