Account-Based Marketing Cross-Device and Cross-Location

Mobile Footprints Enables Account-Based Marketing at Scale

B2B digital campaigns have long struggled with the common behavioral marketing paradigm. Unidentified targets in anonymous segment pools don’t work when the scale of a B2B campaign is reduced to a professional group, a specific industry, or a regional trade area. Programmatic technologies bring some clarity of direction to digital B2B through onboarding, but specialty list match rates rarely deliver adequate coverage, and ROI suffers as a result.

What B2B marketers will tell you is that email outreach, direct mail, and telemarketing is tough even when the targets are transparent and fully attributed. Trying to reach professionals through cookies tied to business titles, company lists, or business categories is the classic definition of “thin data.”

Account-Based B2B marketing offers the CMO a new option for attacking the digital audience challenge. By holistically approaching digital targeting for B2B, across multiple devices and locations, marketers are able to interact with prospects at the device-level at the place and time they’re ready to engage.

How this works:

Semcasting has extended its patented IP targeting technology to incorporate Mobile Footprints. With over 800 million target combinations of decision-makers and professionals in 18 million businesses, Smart Zones allows onboarding match rates “above 100%” in most cases.

“Above 100%” match rates refers to the fact that Mobile Footprints connects ISP services at a business location to the mobile devices in use by employees and customers at that location. This deterministic map of over 90 million mobile devices offers immediate audience and location extension. Mapped devices can be linked to households or out-of-home locations within a device activity history of 7, 30, 60, or 90 days. Devices mapped to households can be appended with demographic information for lead generation.

For digital B2B campaigns, Mobile Footprints can generate device and profile matches based on an offline CRM postal file or firmographic targeting definitions. Mobile Footprints can be targeted at any location to which they’ve been identified without the use of geo-fences or cookies, using Semcasting’s patented IP targeting technology. With Mobile Footprints, targeting cross-device and cross-location is the core of every B2B marketing campaign.

Learn more about Semcasting Mobile Footprints applications.