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B2B best practices for ILS with MultiView Targeted Campaign Account Manager – Tyler Huckabee

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HeadshotBy Tyler Huckabee, Targeted Campaign Account Manager at MultiView

Learn how to gain more inbound leads with ILS   

To effectively utilize ILS, it needs to be placed on the company website as well as any additional landing pages or company blogs.

This will allow all efforts to instantly become lead generators, listing the visiting companies as well as their engagement.  If you leave ILS off of page, you may miss out on important trends and lose valuable page flow data. However, not all visitors to your site are opportunities to expand your business. To cut through the irrelevant and obtain good leads, you need to properly identify viable prospects to follow up with.

There is no one size fits all strategy to qualifying great leads, but there are best practices that can help improve the overall efficiency and effectiveness.

Best practices:

Eliminate irrelevant views

The first and most obvious step is to eliminate any of the companies that may immediately stand out as completely irrelevant, such as hotels, coffee shops and fast food restaurants. Instances such as these are sometimes the product of potential buyers accessing your site from remote locations.

Inconsistent visitations are a no-go

You can assume that if a company has been to your site once and has viewed only one page, they are not the best lead to follow up with. While this is not always 100% correct, following up with visiting companies that lack an interest in your product can prove to be counterproductive. On the flipside, the more times you see a company visit your site, the more you should take notice.

Quality, not quantity

Visit frequency should not be the only qualifier. It must work in tandem with other factors. If a company has been to your site multiple times as well as been to fifteen pages, this is a good indication of a solid lead. There is that old piece of wisdom that states “quality over quantity” often correlates directly with lead gen.

Content hierarchy and placement is key

Do you have a few key pages on your site that are key to leading visitors to a phone call or sale? If you see a visitor spending a lot of time on these particular pages, this could mean that this company is qualified as a good target. Keep in mind where this page is on your site. Maybe it is that page that is so far into your site, that only someone with genuine interest would reach it.

Regardless of the page, you are able to isolate those identified companies that visited it and decide whether to pursue. While these may not be all of the indicators of a good quality lead, it should give you a better idea of isolating the more relevant leads.

Enjoyed reading Tyler’s tips for utilizing ILS? Read more on the MultiView Resources page. 

Coming soon: Quick hacks for scoring B2B leads with MultiView lead gen expert, Andrew Kretzschmer 

Wanted: B2B sales leads

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HeadshotBy Tyler Huckabee, Targeted Campaign Account Manager at MultiView

With the B2B market becoming continually more competitive, B2B sales leads are in higher demand than ever.

It is important for your brand to stand apart. Arm your marketing and sales teams with the tools they needs to make the most of their lead gen efforts.

Get the who, what, when and where for your lead gen.

  • Who – Which companies are frequenting your site?
  • What – What, specifically are they reading?
  • When – When are they visiting your site, and for how long are they on your site?
  • Where – Where are these companies located?

MultiView has a great tool that allows you to gain insight into your websites’ visitors while providing you with actionable lead generation intel – the Inbound Leads Summary (ILS).

ILS is a tool that documents traffic from registered company IP addresses – providing your marketing team with a site visitor’s company, company website, phone number, email address, pages viewed and time spent on site.

Major benefits ILS offers B2B marketers:

Lead gen support

Which companies are checking you out, online? Be in the know. ILS helps businesses identify potential clients and offers reps the contact information for these companies.

Lead nurturing

ILS reveals which companies are reading specific site pages — helping your marketing team know what content attracts certain buyer profiles. This information is useful for framing sales calls and moving prospective clients further down the funnel.

Content marketing optimization

The pages with the most views and time spent on page can help your marketing team create useful insights about your buyers. Optimize your online lead generation by creating better content with ILS insight.

Coming soon: Best practices for generating inbound leads with MultiView Targeted Campaign Account Manager, Tyler Huckabee

Why B2B must think outside of demographics

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By Benjamin Irvin, Sr. Behavioral Marketing Data Analyst

benjamin irvinTechnology is bringing a revolution to the world of advertising. Big data continues to produce new insights in audience targeting and Web analysis, all the while making everything more automated. A primarily data-driven approach to digital marketing is inevitable, and it’s being promoted through the use of programmatic technologies. As programmatic channels continue to increase their market share in the digital marketing realm, B2B advertisers are tasked with finding the most efficient targeting techniques using a decidedly consumer-oriented technology.

Using programmatic channels in B2B advertising can quickly become complicated and inefficient. There are many tools today that make ad serving fairly straightforward. It has become simply a matter of identifying the segments that make up a target audience, usually by selecting a product’s demographics and launching the campaign. Everything else is taken care of by algorithms and the occasional segment change or creative optimization. But typical audience segments and demographic choices rarely apply to products tailored to specific industries or technologies, and it’s easy to become overwhelmed in a sea of segments that don’t properly identify a desired audience. In many cases, the programmatic platforms may say that the correct audience is being reached, but Web analysis tools are saying otherwise, or saying nothing at all. So what if the goal is to promote something strictly B2B, and it isn’t defined by any specific age, language or ethnicity?

In my experience with display advertising, it’s best to identify a B2B audience through the use of website data, keyword search terms and contextual terms. Today, websites collect an immense amount of data on users’ interests that can be included in programmatic campaigns, but often at a high cost. Search and site retargeting are my preferred tools for identifying and serving display ads to a B2B audience without having to rely on expensive data sources, and I try to avoid broad audience segments altogether if possible.

Site retargeting is very straightforward: Serve ads to anyone who has reached our website to encourage brand recall and brand preference. But while site retargeting generally returns a high ROI, it’s usually limited in volume. Many B2B companies lack the organic traffic or Web presence to run an effective site campaign.

Search retargeting has proven to be a powerful tool in reaching B2B audiences that have yet to hear about an organization or product. The concept is fairly simple: Define an audience by serving ads to anyone who searches for or reads about specific terms and phrases. Much like SEM practices, an advertiser can serve display ads to anyone who types in a specific keyword. Better yet, advertisers can exploit industry trends through the use of contextual keywords. This is important because it allows the advertiser to add and adjust on the fly. It also offers the opportunity to build a model based around specific browsing behaviors rather than a predetermined set of audience pools that may or may not be the right fit.

However, a common hiccup clients experience is the inability to reach pacing goals using words and phrases that define what is being promoted. Rarely does a B2B product or service generate significant search volume by itself. These cases require a more thoughtful approach to targeting. My favored strategy with niche clients is to define the industry that we apply to. What associations or industry resources are frequently used? If we can’t serve ads directly on an industry’s digital magazines or publications, then what are some of the topics that are commonly found in their articles? What are some technologies that are disrupting the industry, and who provides them? These all get searched by relevant individuals, and they can be developed into a model that defines our audience.

Programmatic continues to grow, and it will likely always be geared towards B2C campaigns, but that shouldn’t demoralize B2B advertisers. B2B targeting doesn’t have to be difficult, and it certainly doesn’t have to be limited to segments and demographics. Site and search data are invaluable when defining an audience that doesn’t fit any particular demographic mold.

Want to learn more about outside of the box targeting? Check out the MultiView Resources site. 

3 Must know B2B behavioral targeting techniques 

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By Rorobbymiraclebbie Miracle, Behavioral Marketing Data Analyst

These days, B2B marketing managers drink from a firehose of data and information. How do we determine what is important, and what is not? We will walk you through three targeting techniques used by the experts to wade through the waters of big data and find your customers online.

In the modern advertising marketplace, the amount and granularity of data that an advertiser can find is both a blessing and a curse. While it’s nice to be able to micromanage your targeting, it can simultaneously be very difficult to decide exactly what is important when targeting your audience. In this article, we’ll cover three simple and effective techniques to help you more easily find your target demographic.

Geotargeting

Internet Protocol-based geotargeting is the easiest and one of the most effective methods of restricting your audience to just those users who are likely to be interested in your product. IP-based geotargeting identifies roughly where a user is surfing the Internet from based on their IP address. For example, if you provide cold-rolled sheet metal to the Pacific Northwest, you don’t want to be wasting online impressions telling people in Florida about your product. IP-based geotargeting can also be used to segment your target audiences and to offer regional promotions and the like. The only restriction on IP-based geotargeting is that it’s generally only accurate within about 50 miles of the target user, so attempting to be too granular with it can backfire.

Dayparting

Dayparting is the practice of restricting when your advertisement can be displayed to potential customers. This tool is especially effective for B2B advertisers, especially since most behavioral advertising campaigns have a limited amount of impressions to serve on a daily basis. If your target demographic works 9 to 5, you don’t want to serve a majority of your impressions between the hours of 1 and 5 a.m. because those are basically wasted impressions. But if you restrict your daily impressions to start serving at 9 a.m., then you are much more likely to use more of your daily impressions. That being said, you should be careful of restricting your serve window too much, especially if your target demographic is small or keeps odd hours.

Domain Management

One aspect of behavioral targeting that is sometimes overlooked is managing what domains you serve on. This is especially crucial for B2B campaigns, where you’d like to appear on websites that positively reflect your brand. While it’s true that your ad will display for users that meet your targeting criteria, you are more likely to receive positive traffic from advertisements on CNN than from a website that hosts online flash games.

In addition to these three, behavioral advertisers have dozens of tools to help differentiate the correct audience from the horde of Internet users. As with anything, intelligently using these tools and restrictions will positively impact your campaign, while using them incorrectly (or too enthusiastically) can end up hurting it.

Want to learn more about behavioral targeting? Check out the MultiView Resources site. 

In B2B digital marketing, form follows function

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What is under the hood of your B2B digital marketing strategy? 

Good digital marketing follows the principle of form before function. Don’t be fooled.

Digital marketing is not all about flashy creative or generating social media buzz – but actual utility. Marketing’s purpose is to feed new leads into your sales department, nurturing new relationships that create revenues for the rest of the company.

Is your priority creating demonstrable ROI, or doing marketing just for marketing’s sake?

Drive your brand’s presence farther than you ever thought possible by building a digital strategy that is sound, strong and cohesive.

What components are helpful for driving your brand’s digital marketing towards its goals?

Consider every facet: e-newsletters, email campaigns, digital display ads, websites, social media content…

Digital marketing campaigns are not individual units, separated unto themselves. A marketing campaign is like a car – consisting of a system of interworking parts. Each element functions as a specific feature or tool for moving the brand towards achieving ROI goals and boosting KPIs.

A car with a great engine but no transmission would not reach its destination. The same holds true for your digital marketing. Ensure that your digital marketing campaign is well-equipped for taking your brand to its destination, relevant buyers, online.

Remember, in B2B digital marketing form follows function.

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