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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Nicole Plouffe

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Nicole harnesses over 8 years of professional experience in executive and administrative roles to ensure the smooth operation of Munvo’s offices, projects, and processes. By working alongside Munvo’s President, she expertly supports the team and leads a number of Munvo community initiatives. Not only does Nicole dream up cool ideas; she puts them into practice by arranging the right people with the right resources.

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The Munvo University is an online learning and certification environment designed to accelerate the training of Munvo consultants on Enterprise Marketing solutions. Munvo University is built on 4 main pillars: Marketing, Technology, Methodology, and Consulting.

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Ed started his career in sales engineering and management, selling relational database technology for Informix Software. He then moved to one of the first eCommerce companies, Open Market, where he lead a national team of sales engineers and later ran their professional services practice. He transitioned into direct selling with companies such as Open Text and Oracle. He has spent the last eleven years managing North American sales organizations for companies such as Tealeaf (IBM), Neolane (Adobe), and Quantum Metric.

Ed hold a BS in Computer Science from Hartwick College and a MS in Computer Science from BGSU. 

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With a Bachelor of Commerce in Accounting from Concordia University, she first established her career in accounting firms, and spent 6 years at Fuller Landau where she was the Manager and Director of their small business division. She then moved on to a family-owned real estate company as Controller for 7 years before bringing her expertise to the Munvo team.

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Chris holds a Bachelor of Science from the Franklin Pierce University in Business Administration and Management, which he pursued while dominating the baseball field.

Artour Kitbalian

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Artour joined Munvo in 2013 as a Consultant delivering services for both the Adobe and IBM (now UnicaCampaign practices to clients across Canada and the US. He quickly earned himself a reputation for providing high-level services while maintaining a relaxed and friendly environment.

Leveraging his consulting experience as a Business Solutions Consultant, Solutions Architect, and Named Account Manager, Artour has been developing Munvo’s client profiles by working closely with them to bring tailored solutions to their needs. The dedication that he demonstrates in each engagement ensures that our clients’ aims remain a top priority.

Before joining Munvo, Artour worked as a Data Migration Consultant. He also holds a Bachelor’s degree in Mechanical Engineering with a minor in Management from McGill University.

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Alex holds double majors in Business Economics and International Business from the Kelley School of Business, Indiana University – Bloomington.

 

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Marketing Transformation Services Lead

Since joining Munvo in 2013, Dave has continuously focused on helping organizations enable their strategic vision through the evaluation and onboarding of key value-based technologies and processes. With direct experience in implementing over 25 EMM projects across Canada, the US, South America, and Europe, he specializes in designing business-driven solutions for the Banking, Travel, Telecom, and Healthcare industries. Prior to joining Munvo, Dave has held positions at Rogers Communications, Arthroteq Preclinical, and Forniture Technice Europee – an Italian-based electronics distributor servicing the RF communication sector.

Dave holds a Bachelor’s degree in Computing from Queen’s University, as well as a Master’s in Management from Harvard University. A frequent traveller by nature, he speaks English, Italian, French, Spanish, and Hebrew, and can sometimes be found swimming laps, enjoying a live jazz show, or discovering a new pizzeria.

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Since joining Munvo in 2015, Anna has been a passionate advocate for Munvo’s SAS Practice and today she is responsible for evolving and growing the SAS professional services at Munvo. Anna has over 15 years of experience in both business and technology positions in the Credit Card, Banking, Insurance, E-commerce, and Aerospace industries. She has delivered SAS projects in marketing, analytics, data modeling, and CRM, and in credit risk strategies.

Anna holds a Bachelor’s degree in Computer Science from Concordia University and is currently pursuing a certificate in Data Science and Machine Learning at McGill University. She also holds a Master’s degree in Economics and Administration.

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As a Computer Science undergraduate at the University of Toronto, Ajay was Co-Owner and Lead Developer at Beatcatalyst.com, and subsequently worked for IBM and Toyota.

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Prior to joining the Munvo team, Brad also worked at Research In Motion (Blackberry) and earned dual Bachelor’s degrees in Computer Science and Business Administration from Wilfred Laurier University.

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VP Adobe Practice

With 25+ Adobe Campaign implementations serviced, Andrew has become a highly experienced leader in the field. His expertise lies in integrating Adobe solutions with external applications. Over his 5 years at Munvo, Andrew has played a crucial role in building our Adobe business and training the Adobe team from the beginning. In fact, he has been involved in more than 50 on-premise and cloud-hosted Adobe Campaign projects to date.

Prior to joining Munvo, Andrew completed two Bachelor’s degrees in Computer Science and Business Administration at Wilfred Laurier University.

Serge Bohdjalian

VP Unica and SAS Practice

Serge joined Munvo in 2011, bringing with him a wealth of technical and marketing experience. He now manages a Professional Services team specialized in marketing solutions and digital analytics.

For ten years, Serge worked at Matrox Graphics, first as Lead Technical Writer and then as Senior Marketing Manager. He was also the Chief Technologist and owner of Memidex, a word-reference aggregation website with nearly one million pages of content.

Serge holds a Master’s degree in Business Administration from the John Molson School of Business, a Graduate degree in Computer Science, and a Bachelor of Arts in Communications from Concordia University.

William Brooks

VP Salesforce Practice

As the Vice President of Salesforce Practice, Wil is responsible for developing and assisting new lines of business in addition to overseeing the recruitment and resource development functions at Munvo. Since joining Munvo in 2011, Wil has been engaged in more than 25 Enterprise Marketing projects for industries such as banking, travel, retail, insurance, loyalty, telecommunications, and healthcare. The depth and diversity of Wil’s experience now informs his work in client management and talent acquisition here at Munvo. In fact, he both consults and facilitates workshops in Marketing Resource Management and Campaign Execution & Optimization.

Prior to joining the Munvo team, Wil worked for Publicis, John Hancock, and TeraGo Networks. In 2007, he earned a Bachelor’s degree in Commerce from the University of Toronto.

Bill Dynes

VP Sales and Alliances

As the Vice President of Sales and Alliances, Bill is responsible for supporting Munvo’s rapid growth, while maintaining successful relationships with the company’s clients and technology partners. Since first joining Munvo in 2014, he has played a key role in establishing strategic agreements with various global corporations, in conjunction with the Professional Services and Product teams.

Bill launched his career as a Software Business Consultant back in 1990 when he worked for GEAC Computer Corporation. He went on to provide services for companies such as Epicor Software, Screenscape Networks, eBridge Software, ADFLOW Networks, Nexterna, and the UR-Channel Broadcasting Company. Bill holds a Bachelor of Commerce from McMaster University.

Johanne Roy

Chief Financial Officer

Johanne is the Chief Financial Officer responsible for Munvo’s Finance, Human Resources, and Procurement departments. Prior to joining Munvo, Johanne began her career as an auditor at Poissant Thibault Peat Marwick Thorn (now KPMG) and worked as a law clerk at McCarthy Tétrault. Johanne later took on the role of internal auditor for multiple multi-national organizations, including Cirque du Soleil Inc. and Quebécor World Inc., and also served as the Chief Financial Officer for two subsidiaries of Group Air Liquide in Asia, where she led the Finance, Procurement, and Information Technology departments.

Johanne holds a Bachelor’s degree in Business Administration (B.B.A.) from HEC Montreal, a Bachelor’s degree in Quebec Civil Law (LL.B.) from the University of Montreal (UdeM), in addition to the titles of CPA•CA, Lawyer (LL.B.), and Certified Internal Auditor.

Mathieu Sabourin

Founder

Mathieu founded Munvo, originally Client Spectrum, in 2005 after two decades of software and management experience. Deeply inspired by Jim Collins’ influential book, Good to Great (2001), Mathieu started Munvo with the determination, discipline, and entrepreneurial drive to build a world-leading company related to Enterprise Marketing Management solutions. He is now supporting the management team and is also involved with strategic initiatives for Munvo’s continued growth.

Prior to Munvo, Mathieu began his career at Andersen Consulting (now Accenture) and then moved on to an eight-year management tenure at Dun & Bradstreet software. He joined the consulting firm Proximi-T in 1994 as Vice President of Software Solutions. Proximi-T would later become Fjord, a division of Cossette Communication Group, Canada’s largest marketing communications agency.

Having previously worked as an Assistant Professor at CIREM-HEC Montreal, Mathieu remains an avid public speaker on topics such as CRM and Enterprise Marketing.

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As President, Nabil oversees Munvo’s executive team responsible for managing professional services, sales, software products, and financial operations. Since first joining Munvo in 2006, Nabil was instrumental in developing a wide range of marketing solution software practices. He was personally involved in deploying marketing solutions for more than 35 global corporations in Canada, the US, Europe, Asia, and South America. Nabil was also a driving creative force behind the development of campaignQA, Munvo’s solution for ensuring more efficient Quality Assurance processes and data validation.

Nabil holds a double Bachelor’s degree in Organization Management and Computer Science & Engineering, as well as Master’s degrees in e-Commerce and Business Intelligence.