B2B Marketers want to take advantage of Digital Advertising but are limited in how effective they can be. Tools like Facebook and Google do not have traditional B2B segmentation like Title, Industry, and company size. Audiences are built with consumer segmentation points or look alikes that are not professional. LinkedIn has professional segments to generate an audience, but they do not have a way to recognize a custom audience because their contacts are associated with personal email addresses.
RampedUp can help B2B Marketers by providing traditional B2B segmentation in addition to fields that Facebook and Google will match. The same is true for LinkedIn, except we provide the ability for a customer to upload their contact lists into our system and provide a file that LinkedIn can match.
Customers can use custom audience data for digital targeting, provided there are enough records to comply with the ad network, or they can use the data to suppress digital advertising.
Here is an actual use case from one of our customers
Before RampedUp Append Facebook Audience Append Rate: 4.8%
After RampedUp Append Facebook Audience Append Rate: 20.1%
In this instance, the customer was able to see a 4X increase in his audience. This was a much better alternative of selecting an audience within the Facebook system because these individuals are the exact people the customer wanted to target. This really is the two-pronged promise of ABM. Marketers are able to hyper target their audience with digital ads and save money while doing it.
B2B Marketers can use RampedUp for Custom Audience building that Digital Advertisers can accept. This process has been called “onboarding” by companies like LiveRamp and is very costly. Now, RampedUp customers can avoid costly onboarding fees for Digital Advertising and still use us for Data Hygiene and List Building. Building a list of professional buyers that have personal email addresses is a core competency of RampedUp. This list can be used to build a custom audience in social media or display advertising.
If you allow for personal email addresses on your Lead Gen Forms - then you are going to have difficulty qualifying these leads. Most web browsers auto populate forms with personal email addresses for ease of use. RampedUp can find the professional identity and contact data of these leads.
LinkedIn Lead Gen Form is a perfect example: "Lead Gen Forms come pre-filled with accurate LinkedIn profile data, letting members send you their professional info with just a couple of clicks." The user stays inside of LinkedIn and converts without the hassle of completing a form on your website. The only issue is they rarely provide their business email address.
When it comes to delivering the best audience experience with a limited budget, digital marketers are taking a lesson in suppression from direct mail and email marketers. Suppression lists have been used in traditional marketing campaigns for years. They’ve stopped subscribers from receiving emails that aren’t relevant to their interests; stopped unnecessary communications with prospects who have already advanced down the sales funnel; and prevented conflicting messaging from reaching customers who are already part of another promotional campaign.
More importantly, suppression helps you creates better experiences for all of your identity-resolved audiences – not just for the contacts on your suppression list (who don’t see the irrelevant ad) but for everyone (because you can now spend that ad budget on the next, highly-targeted campaign).