B2B Marketing Archives - Propellant Media

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Powerline Publishing, the parent company behind Bulk Bookstore, occupies a unique position in the B2B education market—serving not individual educators but school districts, classroom administrators, and purchasing managers responsible for large-volume book orders. While the company had previously worked with another digital agency, rising ad costs and plateauing performance began to erode confidence in the scalability of their digital acquisition efforts.

At the time of engagement, Powerline Publishing needed a comprehensive, modernized approach to paid media that would restore return on ad spend (ROAS) and deepen their penetration among institutional decision-makers across the education sector.

What Propellant Media Was Tasked With

Propellant Media was engaged to reinvigorate Bulk Bookstore’s digital performance and construct an omnichannel marketing system that:

Reaches educational decision-makers across platforms and behaviors
Reduces cost per acquisition
Drives more qualified conversions
Enhances ROAS with precise, keyword-to-landing-page alignment
Provides strategic support, A/B testing, and agile campaign innovation

The Media Plan We Implemented

Our campaign execution combined full-funnel precision with constant optimization. The strategy married robust audience targeting with smarter creative, channel-specific enhancements, and cross-platform scale. Here’s how we approached it:

1. Google Ads Transformation
We audited and restructured the entire Google Ads account, aligning campaign strategy with Bulk Bookstore’s best-selling categories and high-converting terms:

Performance Max & Google Shopping: Overhauled creative assets, audience signals, and bidding strategies to better surface key product lines.
Dynamic URL & Search Campaigns: Implemented keyword-to-landing-page alignment with match-type testing and custom URL tagging for accurate attribution.
Conversion Focus: Deployed value-based bidding and refined negative keyword strategies to limit budget waste.

2. Meta Advertising Revamp
Recognizing the importance of qualified leads over volume, we refined the Facebook/Instagram campaign structure:

Introduced enhanced lead forms with custom qualifying questions to elevate lead quality.
Improved tracking and data hygiene through Meta’s Conversion API, reducing signal loss and improving conversion attribution.
Tailored creative messaging and audience segmentation to speak to district-level purchasers.

3. Programmatic Display & Geofencing Expansion
Building upon an existing partnership around geofencing, we refined location-based tactics while optimizing retargeting momentum:

Geofencing: Continued event-based targeting of school district administrators and educational conferences.
Site Retargeting Enhancements: Optimized frequency capping, creative sequencing, and tailored CTAs based on page visitation behavior.
Microsoft Ads Launch: Mirrored successful Google Search campaign structures and extended keyword footprint into Microsoft’s search network for incremental reach.

4. Strategic Advisory & Ongoing Optimization
We maintained a bi-weekly collaboration cadence, delivering performance reviews, test-and-learn roadmaps, and proactive ideas to evolve the program. From seasonal messaging to creative refresh cycles, this ongoing partnership became a true extension of Bulk Bookstore’s internal team.

Results Of The Campaign

The transformation in Bulk Bookstore’s performance was immediate, sustained, and revenue-driven.

Performance Metric	Result
Monthly Revenue Growth	+50% Month-over-Month
Google Ads Conversion Rate	+91% Increase
Google Ads Cost Per Lead	-12% Reduction
Lead Quality on Meta	Significant Improvement via Enhanced Forms
Microsoft Ads Contribution	Early indicators show performance mirroring Google ROI

In the first month alone, despite fewer impressions and clicks (due to refined targeting and smarter spend allocation), Google Ads delivered a 91% lift in conversion rate and a 12% reduction in cost per lead—fueled largely by improved landing page mapping and tighter campaign intent alignment.

Most critically, the full-funnel strategy enabled Powerline Publishing to scale profitably, with more predictable outcomes and higher-quality engagements with school district stakeholders.

Conclusion + Our Ongoing Partnership

Bulk Bookstore’s journey from stalled growth to double-digit monthly revenue acceleration demonstrates what’s possible when an educational B2B brand embraces omnichannel strategy and data-driven optimization. With Propellant Media as a strategic partner, Powerline Publishing has reinvested in growth—not just in ad dollars, but in the strategic infrastructure to outpace competitors and meet the needs of a complex, high-value B2B buyer.

TitanX, a B2B software firm specializing in sales acceleration technologies such as AI-driven cold calling, power dialers, and CRM integrations, had built its foundation through aggressive outbound sales. The CEO—an accomplished leader with deep expertise in outbound—recognized a pivotal inflection point: outbound alone could no longer sustain the brand’s growth ambitions.

TitanX needed to build pipeline more predictably, diversify its acquisition strategy, and evolve with buyer behavior. The next strategic move was clear—launch a modern, performance-driven inbound marketing engine.

What Propellant Media Was Tasked With

Propellant Media was engaged to architect and implement TitanX.IO’s first-ever inbound marketing plan. Our mandate was comprehensive:

Develop a digital media strategy to capture high-intent prospects.
Craft messaging that resonated with decision-makers across sales organizations.
Build a multi-channel digital ecosystem optimized for conversions.
Reduce the company’s reliance on outbound channels while maintaining lead quality and volume.

The Media Plan We Developed & Executed

We executed a full-funnel inbound strategy with meticulous attention to message-market fit, audience segmentation, and media allocation. Here’s how we tackled the challenge:

Keyword & Intent Strategy

We conducted deep keyword research focused on high-commercial-intent terms relevant to TitanX’s offerings and audience, including:

AI Cold Calling Software
CRM Solutions for B2B Sales
Sales Power Dialer
Sales Enablement Tools for Tech Companies
Cold Outreach Automation

Audience & Persona Development

We zeroed in on core buying personas, particularly VPs of Sales, Revenue Operations Leaders, and Directors of Business Development at mid-market to enterprise SaaS companies. Using TitanX’s existing customer base, we developed lookalike audiences and refined targeting layers by industry vertical, company size, and job title.

Media Channel Activation

We launched a multi-platform campaign stack to maximize reach and capture demand at each stage of the funnel:

Google Ads (Search & Display) for high-intent capture.
Meta (Facebook/Instagram) to retarget and educate stakeholders within the buying committee.
LinkedIn Ads targeting decision-makers based on role, industry, and company size.
YouTube Ads to build awareness and engagement with visual storytelling.
Site Retargeting to re-engage warm traffic and improve conversion rates.

4. Creative & Conversion Consulting

Propellant Media collaborated with TitanX to enhance ad messaging and landing page UX. Our goal was to ensure conversion paths aligned with user intent. We introduced social proof, simplified lead capture forms, and clarified value propositions across critical landing pages.

Results Of The Campaign

The impact was immediate and measurable—TitanX.IO’s pivot to inbound became a force multiplier for their sales engine.

These results validated the strategic shift from a purely outbound model to a scalable inbound + outbound hybrid. Notably, two opportunities generated from our campaigns entered late-stage negotiations with projected multiple six-figure annual recurring revenue (ARR) implications—underscoring the quality of leads and the strength of our full-funnel strategy.

TitanX.IO’s journey underscores a powerful evolution: from an outbound-driven mindset to a hybrid growth model driven by inbound precision. Through Propellant Media’s performance marketing strategy, TitanX not only scaled lead generation but also unlocked high-value opportunities that aligned with long-term revenue objectives.

This case exemplifies how SaaS brands rooted in outbound can effectively transition to inbound with the right strategy, partners, and execution.