Onboarding: Not what You Thought it Was

Now Better than You Hoped      

Turning website traffic and site visitors into identified prospects for your CRM is the most requested tactic from CMOs, Agencies, and Lead-Gen Services.

Onboarding has morphed. In the beginning, CRM onboarding was a simple cookie match to an email list: you send to a third party, bounce off an email registration server, and map to a bucket of look-alikes within the DSP traffic stream. The cookie would then sync with (many) other Demand-Side Platforms to against which ads would be served.

It seemed simple enough — until marketers began to scrutinize unique user match rates, worry about attribution and match backs, and get serious about using digital as a primary tool for Consumer and Business-to-Business lead generation.

In the last few years, digital marketing has evolved beyond the inferred intent, brand building, and influencer metaphors. Programmatic advertising created a desire for CRM onboarding and list-based audience targeting, which in turn led us to Account-Based Marketing (ABM). In a successful ABM process, the source data, path to action, and business outcomes have to be connected — deterministically.

The basic process:

• • Onboard first-party CRM postal files to IP Targeting and deterministically match 80-90% of your customer’s online delivery points.

• • Apply cross-device extension to the IP match and link delivery options to homes, businesses, and mobile devices.

• • Reverse-Onboard website traffic from IPs to CRM files to identify future prospects and measure audience engagement.

• • “Match-Back” served impressions to the audience, web traffic, device, locations, CRM and prospect files, and outcomes.

• • Generate actionable reporting and actionable list assets.

Of course, there are a dozen scenarios that will come into play: media viewed, audience segmentation, time, and more. At the end of the day, however, the role of onboarding isn’t just to connect a customer record to a segment of 200+ look-alikes in order to serve an ad. ABM onboarding is the DNA of digital engagement, requiring both reach and deterministic accuracy.

For more information on Deterministic IP Targeting and Account Based Marketing scenarios, download our datasheet.