OBM In a Nutshell: How Does Outcome-Based Marketing (OBM) Work?
Outcome-based marketing (OBM) – you’ve most likely heard of it, but what is the fuss all about? In reality, it’s pretty straightforward. OBM is a strategy where brands pay only when they achieve a specific outcome, like acquiring a qualified customer or making a sale. If the idea of boosting your conversion rate by 80% piques your interest, then you’re in for a treat. Let’s unravel the mechanics of OBM.
Outcome-Based Marketing (OBM)’s Key Players
The outcome-based marketing (OBM) ecosystem comprises several key players:
- Marketers: These are the individuals responsible for driving e-commerce sales for their company or brand. You might come across titles like Director of User Acquisition, Director of Partnerships, and Growth Manager.
- Partners: Partners, also known as affiliates, media buyers, or publishers, bring new customers and sales to your brand via online links. OBM partners collaborate with brands to achieve specific marketing objectives and are compensated based on the results they deliver rather than upfront fees.
- Tracking Network: These are platforms that track clicks, sales, payments, and other functions involved in transactions between the marketer, the partner, and the consumer. They can be grouped into different categories:
- SaaS platforms, including Impact, Partnerize, and Partnerstack, which offer analytical features and a vast publisher universe.
- Full-service platforms such as Rakuten, Commission Junction, and AWIN, have features similar to SaaS platforms and offer full program management options.
- Mobile measurement partners (MMP) such as Adjust, AppsFlyer, Branch, Kochava, and Singular grant access to comprehensive tracking services for measuring campaign performance across various channels.
- Customer Acquisition Platforms: These third-party companies, such as Perform[cb], are the cherries on top, functioning as extensions of a brand’s internal marketing team. They specialize in launching and managing outcome-based marketing programs and offer valuable expertise, ad inventory, and technical support.
Delve deeper into the world of OBM by downloading Perform[cb]‘s C-Suite’s Guide to Outcome-Based Marketing today.
Payment Models for Your Desired Outcomes
With pay-for-results pricing, brands can explore new traffic sources without the risk of overspending on unqualified customers. Outcome-based marketers have a range of common pricing models to consider, including:
- CPA (Cost per Action/Acquisition)
- CPI (Cost per Install)
- CPE (Cost per Engagement)
- CPL (Cost per Lead)
- CPS (Cost per Sale)
- CPC (Cost per Click)
- PPC (Pay per Call)
Perform[cb] uniquely offers all these options for your customer acquisition strategy. Contact our team of experts today to explore how we can collaborate to maximize your ROI.
Outcome-Based Marketing (OBM) – Worth the Buzz
Outcome-based marketing (OBM) is the key to unlocking your brand’s full potential. It shifts the focus from metrics to measurable results, enabling you to pay for what truly matters – tangible outcomes.
Want to dive deeper into the world of outcome-based campaigns? Perform[cb]‘s seasoned OBM experts have gathered the essential elements of this strategy for you – get access here. Ready to harness the power of OBM? Get in touch with one of Perform[cb]‘s customer acquisition experts today.