Top marketers are finding that increased pipeline demands require new approaches to lead generation. More often than not, companies reach a point where they’re struggling to find additional levers to optimize their online marketing programs. A primary reason for this is that lower-funnel channels such as email and search are really only reaching a very small portion of their target audience. For example, email marketers are limited by the size of their house databases or the finite number of external lists that actually target their market. And according to ComScore, paid search is only reaching around 8% of the people that a matter to a given marketer.
So how can marketers break through their core program plateau and reach the highest percentage of the audience that they care about online? Just as traditional advertising has been used as “air cover” to support marketing efforts for decades; it all starts with reaching a much larger percentage of the marketer’s core audience.
Display for Lead Generation
Enter targeted display advertising. Like other mass media vehicles such as TV, radio, and billboards, display advertising can scale and reach almost everybody that a marketer wants to touch. However, unlike these broad and expensive vehicles, targeted display ads give marketers a cost-effective way to access their precise business audiences—wherever they travel across the Web—and helps drive the right target prospects into the top of the marketing funnel. Today, a marketer can put a display ad in front of the exact business segments they’re targeting without wasting a single ad impression on someone who is irrelevant to their business.
While other marketing channels such as search and email are most useful for targeting prospects in later stages of the sales cycle (e.g. during the vendor evaluation stage) display advertising helps fuel lead generation from start to finish. And because the business consumer’s buying process is longer and more complex than the typical consumer purchasing process, display ads work well to increase awareness and brand saturation for prospects at all stages of the sales cycle. Display ads begin to influence a prospect’s decision making from the point at which they become aware of a product or service to even after they have purchased—at which point they may be looking for reassurance that they have made the right choice. Display is one of the best vehicles for educating, building trust, and preparing prospects to engage with your sales team—when they are ready to engage.
Introducing Smart Zones
Smart Zones is a breakthrough audience identification platform that maps nearly 100% of online home, education and business traffic into qualified, target-ready audiences. Corporate advertisers now have the ability to qualify each site visit in real-time by its demographic, psychographic and firmographic profile.
How We Do It
Our approach to online targeting is analogous to how cable companies define broadcast zones – using a patented genetic modeling process; clusters of optimal concentrations of individuals or businesses with similar attributes are aggregated and mapped into audience clusters. This patented process creates over 30 million IP-based targeting Zones, and each is scored against home demographic attributes or business variables such as revenue, number of employees and NAICS Code.
The scoring process defines virtual clusters of IP addresses that correlate to a business vertical or individual business category to target online. Smart Zones for Business provides sub-zip code level targeting resolution, categorizing nearly 18 million U.S. businesses with annual revenues above $500K.
Smart Zones – Business-to-
Nearly 18 Million Businesses – Online & Target-Ready with Smart Zones
Inventory Scale and Data Integrity
An issue for professional marketers when it comes to business-to-
Smart Zones for Business allows the marketer to identify the business or business category they wish to target and generate a target audience of Smart Zones from those organizations. So when they hit the ad network anywhere in a Real Time Bidding (RTB) exchange environment, the proper ad will be served. Because Smart Zones does not use, require or apply any cookies, nearly 100% of the target audience that is online can be reached – often tripling the available number of qualified unique users.
Smart Zones allows audiences to be defined by NAICS Category down to six digits as well as by revenue and number of employees. In addition to business categories, Smart Zones offers groupings of larger target audiences:
Smart Zones maintains the highest standards of online privacy and complies with “Do Not Track” and the “Consumer Privacy Bill of Rights”. There is no access or linkage to personally identifiable information and there is no application or usage of cookies or tracking pixels. Smart Zones is IAB, DMA and TRUSTe certified.
Benefits of Smart Zones for Business
Custom Audiences: Clients requiring audience segments that are beyond firmographic selects can tap our analytic option at no additional charge. We build a custom audience to fit your needs such as identifying likely business owners in Home or Business Zones.
More Qualified Inventory: We can identify nearly 100% of the qualified inventory by using selection criteria and/or digital look-alike models that are no longer dependent on a limited pool of cookies.
Inventory Value: we can help to define audiences using Smart Zones to create higher value CPM inventory with the increased visibility to the target audience.
Attribution & Sales Lead Generation: Our clients can now validate site traffic or ad server logs against Smart Zones for Business and tie visits back to organizations that have demonstrated an interest by visiting your site.
If you have questions or would like to learn more about Smart Zones please feel free to contact me at chris@marketing-
The Marketing Grid
The Marketing Grid