Inbound marketing methodologies are on the rise. Companies like IBM and Adobe are continuously pushing the envelope with new and innovative Enterprise Marketing software developments. As marketers, we need to follow these methods and software developments to solidify an effective model for our respective markets. One of the best practices at our disposal today is personalized B2B retargeting. By focusing on identifying incoming traffic, marketers can accurately recognize companies with legitimate interest. Marketers can then use that information to reach out with relevant sales propositions and dynamic creative web materials.
When implementing a new B2B retargeting strategy, it is important to determine whether certain mechanisms and software are in place. Before jumping into it, here are two questions to bear in mind:
- What portion of website traffic is associated with existing customers and identified prospects?
- With all the traffic not relating to your CRM, who are those companies and how can I retarget them individually?
6 Steps for Personalized B2B Retargeting:
Here are six steps that will set you on the right path for an efficient B2B retargeting model. I have taken the liberty of sharing some (not all!) of the software I use to maximize results:
1. Identify Traffic On Your Website:
Set your analytical tools to capture visitor sessions using IP addresses. Try to configure it in a way that each session from the same address or range is automatically aggregated together. Platforms like Clicky provide a great breakdown for the IP traffic coming through your website – they are definitely on my list of recommendations.
2. Filter IP Addresses Through Reverse IP Software:
The goal here is to identify large enterprises that use their own IP address. Some software available include platforms like Hexillion and KickFire. Each platform provides a different set of resources to suit different business requirements. Additionally, most software provide a network range for the company address when an IP is identified so that whole company can be targeted with online ads. Optional technologies for this step of the process include iPerceptions and LeadForensics:
- LeadForensics relies on a proprietary set of cookie data that can help identify a company even if the IP traces back to the Internet Service Provider. Filtering out the small and mid-size companies to identify and retarget.
- iPerceptions focuses on behavioral pattern and criteria identification that could be leveraged later on in the process.
3. Pass Data Through a Demand Side Platform:
Once a company is identified, the information is ready to pass through a demand side platform (DSP) to automatically generate a specified campaign. These campaigns can use dynamic creative banners/ads that factor company related information, thus tailoring directly to that business.
4. Campaign Creation:
A campaign with dynamic creative materials will usually run for a defined period, depending on the specification. For example – you identified CIBC as a visitor. The next time they visit your website, they may see “Welcome CIBC”, in addition to other sections of the website tailored for the banking and financial industry. This is achieved by IBM Interact functioning as a smart ad server and altering portions of the website on the fly based on the known customer and their industry.
5. Setup Tracking Pixels:
Tracking returning visitors is another great way to monitor campaign performance. This is done by placing an image pixel within the dynamic creatives in the campaign. Even if the person is not interacting with any advertisement but still returns to your website, we can assume there is some level of success with the campaign in regards to return-users.
At this point, you should be seeing indicators of people clicking on banner ads and going through your website. If you see that most people are not engaging with your call-to-actions (contact sections, forms, registrations, etc.), it’s time to pass your data to the sales team. This is done by sending data through a data exchange facilitator, such as IBM UBX, and then back to your CRM as a sales lead. A company like IBM can easily build and maintain a database of large and mid-size company IP addresses. Nonetheless, most companies will likely be visible in the traffic logs. So by linking visitors with IP data in real-time and connecting them to the IP database, the entire website can be changed to an industry vertical model.
With these 6 steps, start visualizing a flowchart of how you can begin capturing all that wonderful incoming data. Put in the time to determine which software options best suit your business practices and budget. Remember, with all that information becoming more available to companies and marketers themselves, the potential for success is endless