Reach Business Owners and Operators at Home and at Work
The formula for creating an online B2B targeting profile has been a muddled one, stitched together from various offline advertising techniques. You onboard lists of business titles, match them to cookies, and hope that a click-through happens on an ad that prompts sales staff to make a follow-up call.
The issue with using this methodology in B2B targeting is threefold:
- The match rates of these cookie-based onboarded lists are often less than 20%.
- Ads deployed based on cookie matches are, more often than not, blocked by the business’ network.
- Business users only sporadically venture online to sites that support advertising when they are at work. Additionally, certain professionals – such as health professionals, attorneys, contractors and small business owners – have no time to go online during work hours.
To address this, we’ve eliminated cookies from our business model entirely and come up with a new way to connect the dots when it comes to Internet usage by professionals and SMB.
Our enhanced IP targeting process – Semcasting Smart Zones™ – involves a fusion of offline and online data. We’ve mapped the ISP delivery points of known business targets and enriched them with information aggregated from business registration data, the Department of Commerce, Federal Reserve Data, the Housing Management Development Association, and many other sources. Match rates to most business mailing lists will approach 90%.
Our baseline of B2B owners and operators provides coverage of 18 million businesses with full firmographic data profiles. Smart Zones can match to locations, business name, industry category, business domains, and now business ownership and operators at home. Using our patented genetic algorithm analytics engine and drive-time analysis, we’ve connected over 10 million professionals not only to their business rooftop, but to their household location.
Reach business professionals when they are ready to transact.
Like any marketing strategy, online advertising should be based on a target location, contextual fit, and the ability to transact. Smart Zones makes this happen. Not only does our cookie-free method connect the dots, it vigorously protects individual privacy by eliminating device tracking while still enabling 100% reach across any device – desktop, tablet, mobile, etc.
Smart Zones expands the focus of digital targeting and massively improves both the match rate and the ability to reach the right prospects when they are available online. Make your B2B targeting Smart and learn more.
Ray Kingman : Feb 23, 2017 9:34:54 AM
