How B2B marketers can turn first-party data into actionable insights

How B2B marketers can turn first-party data into actionable insights



By: Mariama Holman

First-party web data is like a diamond in the rough for B2B marketers.

It is data derived specifically from a company’s site visitors and consumers, revealing anything from how long a visitor perused a specific product all the way to the user’s company email address.  However, data is just data if not transformed into valuable information for sales and marketing.

So, how does one turn this first-party data from unremarkable facts and figures to shiny, gleaming ROI?

Utilize these four tips for making the most out of a company’s first-party data.

1. Transform an email database into display ads with data-onboarding

A company’s email database can be transformed into a powerful display advertising resource with data onboarding.

Data onboarding pulls a company’s email list database into programmatic ad exchanges. The users associated with these email addresses can then be served with the company’s advertising messages wherever they roam on the net – including social media.

2. Scale Campaigns with social media targeting

Facebook and Twitter are powerful targeting tools for small/mid-sized companies as well as large corporations.

On these platforms one can upload an email database and then match these customers and prospective customers with their online profiles. Twitter and Facebook have two features to make the most of email addresses. They can marry a user’s email with their online profile so that they are served ads as they meander through social media. Additionally, they offer a lookalike audience function. This means they can introduce one’s company to audiences with similar characteristics as their email-driven list.

When utilizing Facebook and Twitter one should keep in mind their audience’s social media ad tolerance. Consider the appropriateness of the social platform for the company’s product, message and consumer.

3. Grow repeat site visits with RLSA

Imagine being able to see how long customers spend on certain sections of a site and serve them communications that build off of their interaction – bringing them back for more.

RLSA, or remarketing lists, are generated from tracking pixels inserted on websites that monitor a myriad of visitor behaviors. They are especially useful for showing the products and services of interest to users and the extent of their attraction.  The information can be used to segment users into interest-level groups and then bid for display advertising impressions with customers who demonstrated the most interest.  What does this look like in practice? RLSA can be used to aggressively serve ads to visitors who filled a shopping cart, or began completing form, but then suddenly clicked out of the site.

4. Create more targeted ads

Given site pixels track behaviors and preferences, they can also assist marketers in serving better, more targeted creative. Imagine sending the customer who browsed the “work boots” section of the site a banner ad highlighting the product they last browsed.

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