How Better Business Data Powers

Marketing

Your programs and campaigns perform better when in front of the right people with the right message, at the right time. Explore the tabs below to see how reliable business data helps modern teams achieve better personalization, advanced segmentation, and ultimate performance.

Content Personalization

Model your best customers to surface new similar or lookalike companies to target next. Use fit scoring and modeling to understand your company’s ideal customer profile, then pinpoint the accounts that align with your offering the best. Intent data, firmographics, and technographics help you understand the patterns of customers that are in-market to purchase solutions or services you offer. Pairing high-fit account modeling with intent insights help you see which ideal accounts are conducting elevated levels of research on relevant topics, terms, and brands, giving you clues about how to custom-tailor content accordingly.

Top Global Distributor Delivers Personalization Using Fit And Intent Data:
When the world’s largest delivery services brands launched an initiative to engage more small businesses, 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. In addition to finding 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 identify high-fit target accounts and contacts. Then weave them into relevant, timely, and effective email outreach. Being able to garner advanced insights on verified accounts and contacts, enables you to segment your list and ensure your message lands in the right inbox. EverString offers the highest quality B2B account and contact information, covering over 100M businesses and 70M contacts.

HR Tech Platform Boosts Engagement With Data-Driven Email Marketing:
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 their 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 resembling 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. To augment the email marketing strategy the team used real-time intent data to surface any high-fit accounts that were surging on key topics. At that point, they could layer in an automated direct mail package, to operationalize a highly-relevant and engaging experience for each prospect.
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Direct Mail

Direct mailers aren’t cheap. Scoring and prioritizing the accounts that fit your business most will help optimize this high-cost, effective marketing channel. Working with frequently verified contact and account data, ensures you send mail to the right people at the right locations. Advanced data modeling can help you understand the nuances of your market like the correlation between buying power and job titles. Keyword data can help not only steer the creative direction of package design and materials sent but can also inform your messaging, ensuring everything hits the bullseye.

Online Retailer Hits Bullseye With Targeted Direct Mail:
One of the nation’s leading online retailers for home and office furnishings had a well-established lead flow inbound, from a rather 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 accounts that previously weren’t included, but actually fit well within 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 learning from your best wins. Model your Ideal Customer Profile (ICP) based on your past customer successes, then leverage real-time intent data to identify those showing signs of an imminent purchase, and feed them directly into your targeted digital advertising campaigns. Modern B2B insights help pinpoint your target demographics and focus your effort where it’s most likely to pay off.

Banking Institution Leans Into Account Data & Yields Results:
One of the top U.S. credit card providers combines fit and intent data to achieve micro-segmentation in their digital advertising, and here’s how. The team used a list of proven 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 astutely positioned, to fully maximize their ad budget. read more

EXPLORE USE CASES BY JOB ROLE

The leading B2B brands are achieving best-in-class results with modern data from EverString. Browse by job function to find data use cases, customer success stories, tools, resources, and advice to elevate your performance.

SALES

Leverage data to improve territory planning, sales prospecting, social selling, and account personalization.

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ANALYTICS

Enhance analytics with quality data, matching, enrichment, advanced insights, and modeling.

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REVENUE OPERATIONS

Streamline revenue operations with corporate linkage, firmographics, and enhanced data enrichment.

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