Email is a primary tool for Direct Marketing purposes but recent legislation in Europe and Canada prohibits emailing an individual without their permission. California’s new consumer privacy act becomes law January 1, 2020. There is also the ever present concern of email fatigue, in-box issues, and sending unsolicited emails in the first place.
If email isn’t an option, marketers are using alternative opted-in sources like Facebook ads. According to The Content Marketing Institute’s recent survey, 86% of B2B marketers use Facebook for content marketing purposes. Facebook has many options to create audiences including a customer audience builder that allows for a simple import of existing contacts.
Email is a primary tool for Direct Marketing purposes but recent legislation in Europe, Canada, and California prohibits emailing an individual without their permission. If email isn’t an option, marketers are using alternative opted-in sources like Facebook ads. According to The Content Marketing Institute’s recent survey, 86% of B2B marketers use Facebook for content marketing purposes. Facebook has several options to create audiences including a Customer Audience Builder that allows for a simple import of existing contacts.
Email is a primary tool for Direct Marketing purposes but recent legislation in Europe and Canada prohibits emailing an individual without their permission. California’s new consumer privacy act became law on January 1, 2020. There is also the ever present concern of email fatigue, in-box issues, and sending unsolicited emails in the first place.
If email isn’t an option, marketers are using alternative opted-in sources like Facebook ads. According to The Content Marketing Institute’s recent survey, 86% of B2B marketers use Facebook for content marketing purposes. Facebook has many options to create audiences including a customer audience builder that allows for a simple import of existing contacts.
“The only issue for B2B Marketers is that their data is mostly professional, and Facebook has mostly consumer attributes for matching.”
This is where RampedUp’s B2B – B2C conversion tool can help. Our professional data has current, personal, and former email addresses making our data much easier to match inside of Facebook. Our customers can create an audience inside of our system and use that data to build a better customer audience. They can also append our data to their existing contacts for a better match. Below is an example of a customer who used our B2B – B2C conversion for is reason:
Before RampedUp Append Facebook Audience Append Rate: 4.8%
- Professional Email Addresses: 214,326
After RampedUp Append Facebook Audience Append Rate: 20.1%
- Professional Email Addresses: 214,326
- Personal Email Addresses: 46,772
- Former Professional Email Addresses: 71,103
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.