Ken Kuperstein

Director of Marketing · One Door LinkedIn

Key takeaways

4:12Simply adding the account name to existing ad headlines in a Walgreens-targeted campaign lifted click-through rates to 1.1% versus One Door's 0.25% average — lightweight personalization that yields outsized results.
7:14Despite the common B2B bias toward LinkedIn, research with agency Comm Creative showed Facebook is a key channel for One Door's retail personas, and it now drives more engagement than other channels.
16:22Sharing 'Influ2 clickers' at weekly go-to-market meetings means every lead is pre-qualified because it was hand-picked; sales can call a prospect within two days of an ad click while awareness is fresh.
17:24One Door's focused ABM approach increased monthly branded searches by 66%, grew marketing qualified requests 62% year-over-year, and helped marketing influence about 70% of year-to-date revenue.
22:27Clever creative isn't enough on its own — the 'Retire the Paper Planogram' concept wasn't broadly understood, teaching the team to balance brand creative with offer-driven ads and product shots, and to rotate creative once someone has seen ~100 impressions without clicking.

Questions Ken Kuperstein answered

What was One Door's challenge with its ABM program and the impetus to use Influ2?

Persona research showed buying groups of 15-20 people per target retail account, but account-based ad platforms delivered clicks without confirming whether actual personas — or just anyone at the account — were engaging. With a long enterprise sales cycle and limited budget, One Door needed to sustain engagement with the right individuals.

Case Study | How One Door used display ad campaigns to power a marketing influenced pipeline1:09

How has Influ2 helped One Door address that challenge?

With a small sales team, One Door needed laser focus on ABM accounts. Email clicks are unreliable and LinkedIn InMail offers no open reporting, so agency Comm Creative recommended Influ2; since spring 2020 the team can see who clicked an ad, impressions served, pages visited, and an engagement score.

Case Study | How One Door used display ad campaigns to power a marketing influenced pipeline3:11

How did this approach tie back to your ICP research?

One Door identified three to five personas per buying group and built persona-specific ads driving to relevant landing pages. The biggest win was a Walgreens campaign where adding the account name to headlines raised CTR to 1.1% versus a 0.25% average.

Case Study | How One Door used display ad campaigns to power a marketing influenced pipeline4:12

Have you learned anything new about persona engagement through this process?

Two personas are similarly active online, but a third spends far less time online, hurting digital engagement — so BDRs now focus more one-to-one effort on that persona group. The insight validated and refined their persona research.

Case Study | How One Door used display ad campaigns to power a marketing influenced pipeline5:13

You initially had an aversion to advertising on Facebook — what changed?

The team assumed B2B audiences live on LinkedIn, but research showed Facebook is a key channel where their personas actually spend time. They now see more engagement from Facebook and have upgraded their Facebook page to capitalize on it.

Case Study | How One Door used display ad campaigns to power a marketing influenced pipeline7:14

In Ken Kuperstein's words

“B2B advertising should not be cold or sterile. It should inspire and really connect with people on an emotional level. Even though you're still selling software, you're still advertising to people, and people have emotions.”
Case Study | How One Door used display ad campaigns to power a marketing influenced pipeline10:18

“Every lead is qualified because we hand-picked them, so there's none of that kind of back and forth about 'is this a good lead?' It's, hey, we all wanted to get this person, and now we have that person.”
Case Study | How One Door used display ad campaigns to power a marketing influenced pipeline16:22

“Everyone is not in the market for your product at the same time. If someone's not clicking on it, it doesn't necessarily mean that something's not working or the messaging is off — they're just not ready.”
Case Study | How One Door used display ad campaigns to power a marketing influenced pipeline14:21

“If someone has been served up 100 impressions and they haven't clicked an ad, I don't think impression 101 is going to do it for you.”
Case Study | How One Door used display ad campaigns to power a marketing influenced pipeline23:27

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