2020 saw a seismic shift in the way that businesses marketed their B2B services. Sales and Marketing, just like most everything in the pandemic, is done virtually. Marketing teams are shifting their budgets from in-person strategies such as local events, trade shows, and billboards to digital advertising for search, social, and webinars.
Problem: When making these changes, customers need the ability to turn their internal data into digital assets. Companies such as LiveRamp (no relation) are able to append or “onboard” customer data with anonymized fields for ease use. Mobile device ID’s, Trade Desk ID’s, Cookies, and Pixels are very effective in targeting the digital customer. However, this process is very costly and is performed by another business – thus relegating the value to a third party data provider to a referral.
Solution: RampedUp works with data providers to help them provide personal email addresses that work very well for digital marketing campaigns. Companies such as Facebook, LinkedIn, and Google will receive custom audience data in the form of email addresses. However, since these are largely consumer platforms, they are able to match on personal email addresses at mostly a 4X rate. Read a great use case here. RampedUp manages over 90 Million professional profiles associated with personal email addresses. Our flat file partners use this data to append personal email addresses to their data and empower their customers with a better append rate for digital advertising.
Inbound Optimization: Bridging the Personal to Professional gap for B2B marketers is very helpful for digital marketers – but it can also help for inbound marketing. As marketers look to increase their digital footprint – more prospects will complete an online form with a personal email address. We can help identify and qualify these form-fillers by exposing their professional profile. This is particularly effective for customers using third parties for demand generation or web conferences.
Our flat file solutions are helping data providers stay current and relevant as marketers are switching their go-to-market strategy during the pandemic. We offer up to 60 fields of data with monthly or quarterly updates. We offer 90 Million personal email address, 10M mobile phones, and social profiles to 500M professionals.