Digital Identity Resolution

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. 

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).