B2B Agencies

Improving B2B segmentation and results for clients across content creation and Account Based Marketing

Events marketing

Challenge

Meetings and events are powerful marketing channels that require tremendous time and resources to execute. But it’s challenging to prioritize events that will deliver the greatest ROI, and recruit and engage the right audience for those events.

Solution

Identify accounts and geographic regions interested in your products or services. With this data, you can source events in areas with greater interest and send more targeted ads or emails that drive attendees to your events.

Case study

Veristor generated an 18% increase in event attendance

Access

Marketo, Integrate

Measurement

Challenge

98% of your website visitors are anonymous. But insight into whether the right prospects are engaging with your website is critical for understanding how to optimize your content and your campaigns to drive greater ROI.

Benefits

Uncover the firmographic attributes of your anonymous website visitors. Find out if your campaigns are driving the right accounts to your website, what content they are interested in, and their level of engagement so you can optimize campaigns and your website for better performance.

Case study

Optimize your campaigns and website for better performance

Access

Google Analytics, VisitorTrak, Contanuity

Effort

Short term (1-3 months)

Digital advertising

Challenge

Marketers have traditionally cast a wide net using basic demographic and firmographic attributes to define their target audience. Account Based Marketing has emerged as an alternative strategy, however only a fraction are interested in what you sell. With limited resources, marketers have little insight into which accounts to focus on and what messages will resonate.

Benefits

Refine your digital advertising and ABM campaigns to focus on businesses in active buying mode for what you sell. Tailor your advertising messages based on topics of interest across programmatic and paid social channels to increase engagement and drive more efficient demand.

Case study

DataStax -40% increase in paid social and 60% increase in Terminus display ads engagement
IBM -41% decrease in cost-per-registration through LinkedIn ads while still driving high quality leads

Access

MediaMath, AppNexus, Salesforce DMP, LiveRamp, Lotame, Adobe, Eyeota, Taboola, Oracle Data Cloud, The Trade Desk, Facebook, Adroll, Terminus

Lead generation

Challenge

Leads can come from many sources, but not all leads are created equal. Many are not interested in what you sell and can consume valuable resources that could be allocated to other efforts.

Benefits

Drive qualified demand for your business. By identifying organizations in active buying cycles for your products or services, your contact acquisition and content syndication programs can be more targeted and efficient.

Case study

Increase qualified leads for your business

Access

Integrate, Madison Logic, Blue Whale, PureB2b

Channel enablement

Challenge

It’s challenging enough to enable a singular sales team but when you add in multiple partners and intermediaries, the process can be even more complicated. Helping identify the right accounts to focus on and developing a consistent and personalized talk track is critical for channel success, but it’s no easy task for most organizations.

Benefits

Use Intent data to identify qualified leads that are mutually interested in you and your channel partner. Prioritize higher likelihood buyers and enable channel sales teams with relevant talk tracks to increase sales productivity.

Case study

Increase qualified leads and sales for channel partners

Access

Averetek

Effort

Medium term (3-6 months)

Content marketing

Challenge

The greatest challenge for content marketing is being able to cut through the noise and earn your audience’s attention. But marketers don’t have visibility into which topics are most interesting to their target audience and at which points during the buying cycle those content pieces are most relevant.

Benefits

Uncover the content topics that your target accounts are interested in. Use this data to inform your content strategy and creation process so you can create content that resonates with your target accounts.

Case study

Increase content engagement with target accounts

Access

Marketo

Data science

Challenge

Sales and marketing have become much more data-centric for selecting the best accounts to focus on with which products or messages. Business intent is a key ingredient and when missing from data science models, overlooks the current interest of businesses in your products or services.

Benefits

Adding Intent to any data science model or data lake can augment account scoring, fit or other predictive models that drive more holistic and integrated sales and marketing strategies.

Case study

VersionOne – 88% increase in enagagement and 23% of new enterprise business from the same accounts by creating a Fit + intent + engagement model
OneLogin – 2X increase in email reply rates and 10% increase in sales pipeline by combining Fit + Intent

Access

Everstring, Lattice Engines, Leadspace

Products

Company Surge® Analytics, Company Surge® Feed, Visitor Insights

Effort

Long term (6 months+)