How Better Data Helps

Marketing

Your programs and campaigns perform better when you’re in front of the right people with the right message, at the right time.

Content Personalization

Leverage keywords about your best customers to find new similar or lookalike companies to target. Then, analyze intent data to and understand the search patterns of those customers that are motivated to purchase solutions or services like yours. Intent insights help you see which accounts are conducting elevated levels of research on relevant topics, terms and brands, giving you clues about how to custom-tailor your content accordingly.

Customer Example:
When the world’s leading logistics company launched an initiative around engaging more small business owners, they relied on modern b2b data to understand their Ideal Customer Profile. Fit scoring and modeling helped identify new similar (AKA lookalike) companies to pursue. Then, weekly-refreshed intent data signaled their sales team when any of their target accounts were showing heightened signs of research. Beyond helping find net new companies to target, keywords and intent data help content marketing teams to better understand their customer personas, as well as the vernacular and industry jargon used. All of this helps improve the personalization of marketing assets and materials.
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Email Marketing

With a clear understanding of your Ideal Customer Profile (ICP), you can quickly identify high-potential target accounts and contacts, then engage them with relevant, timely, effective email outreach. Using B2B data that is up-to-date and accurate, you can prioritize and segment your database in order to attract the right prospects in the right way.

Customer Example:
With a vast target account list, comprised mostly of small businesses, a leading HR technology solution provider wanted to leverage low-cost email marketing in it’s ABM strategy. They knew that delivering mismatched content to their prospects put them at risk of creating a negative brand impression, so the sales and marketing team sought to better understand their total contact list. They turned to EverString’s modern B2B data to build models that pointed to clusters of new, high-fit accounts that resembled past successes. The organization used nuanced company signals, like 4-digit NAICS industry classification codes, software installed, markets served, employee size, and annual revenue, to personalize each email message. Then, to augment the email marketing strategy the team used real-time intent data that surfaced any high-fit accounts that were surging on key topics. At that point, they could initiate an automated direct mail package, to operationalize a highly-relevant and engaging experience for each prospect.
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Direct Mail

Scoring and prioritizing the accounts that fit your business best helps make the most of high-cost direct mailers by ensuring you send to the right accounts and the right contacts. Furthermore, keyword data can help ensure your package design, materials, and messaging all hit the bullseye.

Customer Example:
One of the nation’s leading online retailers for home and office furnishings had an established inbound lead flow with a broad audience segment. But when it came time to nurture their leads with more costly direct mailers, the company needed a way to target only those accounts and job functions that would generate the most ROI. Using fit scoring, the company prioritized their entire account list, then further narrowed the list by job titles and leveraged keyword semantics graphs to customize the mailers for each role. Beyond job title, data modeling helped understand the level of decision making power within each account. For example if the owner of a small business has “Lead Designer” as their job title, they may still be the right contact for furniture purchases. Furthermore, the team also used known job titles to find lookalike ones that previously weren’t included, but actually were a good fit for the same campaign. These are just some of the ways nuanced insights made possible by modern B2B data help drive better direct mail ROI. read more
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Digital Advertising

Stretch your marketing budget further by leveraging real-time intent data to identify those with a high propensity to buy, and then feeding them directly into your digital advertising campaigns. Insights help pinpoint your target demographics and focus your effort where it’s most likely to pay off.

Customer Example:
A top U.S. commercial banking institution combines fit and intent data to achieve microsegmentation in their digital advertising, and here’s how. The team used a list of proven past customer successes to model their Ideal Customer Profile (ICP). From there, they identified groupings of similar companies, industries, and geographies that fit the same ICP criteria, producing a clear list of accounts to prioritize. With their list of high-fit accounts to target, the company began tracking the buyer intent data on those accounts, which signaled when an entire company or team was conducting coordinated research in a particular subject area. When this happened, the timing was perfect to initiate the appropriate digital advertising campaign. Segmenting the various intent data into tiers would help further micro-target the message to the audience. For example, if high-fit accounts are surging on intent topics about your competition, then you can deliver campaigns that specifically include information addressing your competitive differentiators. After running the successful high-fit, high-intent campaigns, in some months, they would still have some extra advertising budget leftover. So they put their advanced b2b insights to work in another way. This time to fuel content personalization. By understanding the keywords and company semantics graphs of their high-fit accounts, they could run vertically-focused campaigns that were still attunely positioned, to fully maximize their ad budget. read more