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6 Steps for Personalized B2B Retargeting

6 Steps for Personalized B2B Retargeting

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:

  1. What portion of website traffic is associated with existing customers and identified prospects?
  2. 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:
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.

6. Follow-Ups:

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

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Plus Company Privacy Policy

Underline

(Canada) EN

Updated as of September 11th. 2023

“PLUS COMPANY” AND “COMPANY” MEAN PLUS COMPANY CANADA INC. AND ITS AFFILIATES AND BUSINESS UNITS IN CANADA.

Plus Company respects the privacy of its customers.

This Policy concerns you. It describes how we collect, use, disclose and protect your personal information, including when you visit our website or any website we own, operate or control (collectively, the “Site”), when you contact us by phone or email or when you communicate with us via social media.

We may update this Policy (see “Changes to the Policy” below).

You should read this entire Policy before submitting information to us or using our Site. If you submit personal information to us, we assume that you authorize us to use and disclose it as described in this Policy.

What is personal information?

Personal information is information that identifies you directly or indirectly, on its own or with other information, such as your name, contact details or IP address.

We may make full use of all information that is de-identified, aggregated or otherwise not in personally identifiable form.

Information collection and use

We collect personal information …

  • From you
  • Using automated technology when you visit our Site or communicate with us through email
  • When third parties, such as service providers, collect such personal information on our behalf

When do we collect your personal information?

  • When you browse our site
  • When you contact us by phone or email
  • When you communicate with us via social media

What type of personal information do we collect?

  • Usage information – IP address, information on the device, domain name, browser used to visit our site, pages displayed, time spent on a page, link clicks
  • With your consent, we may have access to your geolocation and
    site-navigation patterns.
  • Information you provide to us, such as personally identifiable information or contact information, as well as your comments or questions.

Why do we need it?

  • To better understand how you use our Site.
  • To modify or improve our Site, services and business activities.
  • For marketing, research and legal purposes.
  • To comply with our policies, procedures and legal obligations, including complying with law enforcement or governmental authority requests, investigating fraudulent activity, resolving disputes and enforcing our legal agreements and policies.

With whom do we share this personal information?

As part of our business operations, we may disclose personal information to the following categories of third parties:

  • Consultants, service providers and contractors we use to support our business and operations (e.g., hosting or operating our Site and services, data collection, reporting, Site metrics and analytics, data analysis, fraud detection services) who have agreed to keep the information confidential and use it only to provide the applicable services.
  • Government authorities, agencies, if required to do so by law, regulation or court order, or to respond to governmental and/or law enforcement requests.
  • An acquirer or successor in interest in the event of a reorganization, merger, sale, change of control, consolidation, joint venture, assignment, transfer or other disposition of all or any part of Plus Company or its affiliates, including any negotiation thereof.

Where is your personal information stored?

We currently retain personal information in North America.

We may disclose personal information in locations other than your country, province or state of residence, where privacy laws may differ.

If your personal information is used outside your country, province or state of residence, it is subject to the laws of the place where it is located and may be disclosed to governments, courts, law enforcement agencies or regulatory bodies of that place, or disclosed in accordance with the laws of that place. However, our practices regarding your personal information will remain governed by this Policy and by applicable privacy laws.

Retention of personal information

We will retain your personal information (collected through online and offline methods) for as long as it is necessary for the purposes described in this Policy. We will also retain and use your personal information to the extent necessary to comply with our legal obligations, resolve disputes and enforce our legal agreements and policies.

Intended audience of Site

Our Site, social media accounts and online activities are intended for persons aged 17 and over. Therefore, we do not request personal information from minors aged 16 years or younger, nor do we knowingly collect such information from minors aged 16 or younger. If you are not 17 or older, you should not visit or use our Site.

How do we protect your personal information?

We take reasonable, appropriate steps to protect personal data from loss, misuse and unauthorized access, disclosure, alteration or destruction, whether in transmission or storage. Remember, however, that no security system is infallible and that transmission over the Internet is not perfectly secure or error-free.

We use a secure server. Only authorized persons have the right to access this information, which they are required to keep strictly confidential.

Your rights with regard to your personal information

Right to access and correct

You may request access to and obtain a copy of the personal information we hold about you.

If any personal information about you is inaccurate, incomplete or ambiguous, or if the collection, disclosure or retention of such personal information is not permitted by law, you may require that it be rectified.

You can also ask us for information about the source of your personal information (if it was not obtained from you), as well as the names of persons who have access to your information and details about how long it is kept.

Right to withdraw your consent

You may request to withdraw your consent to our use or disclosure of your personal information.

In most cases, withdrawing your consent means that we will no longer be able to offer you certain services. Otherwise, we will inform you of the consequences of refusal in our request for consent.

To exercise your rights, please send a request in writing, along with proof of identity, to our Privacy Officer at the contact information provided under How to contact us.

Once your request has been received, we will respond in writing within 30 days.

Cookies and other automated technology

A “cookie” is a small text file that is placed onto an Internet user’s web browser or device and is used to remember and/or obtain information about the user. A “web beacon” is a small object or image that is embedded into a web page, application or email and is used to track activity. Web beacons are also sometimes referred to as pixels and tags. We and/or third parties, including our service providers on our behalf, may use cookies, web beacons and other similar technology to collect information for the purposes described in this Policy, including analytics and monitoring performance and improvement of our Site (traffic, errors, page load time, popular pages, etc.). Before using these technologies to geolocate you or evaluate certain characteristics about you, such as your personal preferences, interests or online behaviour, we will ask for your permission by informing you how to enable such features. We use Google Analytics to understand how our Site, services and products perform and how you use them. To learn more about how Google processes your data, visit https://policies.google.com/privacy. To change your settings relating to cookies and other automated technology, visit our Cookie Manager.
For information and questions about the use of your personal information or this Policy, you may contact our Privacy Officer at privacy@pluscompany.com.
This Policy may be revised from time to time for any reason. In such a case, we will notify you of such changes by indicating the date of the last update. Review the Policy before submitting personal information or using our Site, services or social media pages.
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