INSIGHT: B2B 1 CASE STUDY


Net Communities was looking to drive pre-event registrations for IP EXPO, an Enterprise IT event in the UK, produced by Imago Techmedia, using an email campaign.


The newsletter database for ITProPortal.com was placed into Madison Logic’s Email Segment Builder – with content to be promoted – which identifi ed 10 smaller segments of users that had expressed interest in the 10 topics related to IP EXPO. These segments were targeted with email creative relevant to each topic, while a control group of users received email messaging with a generic creative.


Andy Evans (left), CEO of Net Communities, said: “Our strategy is to increase our engagement with our customers. Intent data provides the audience insights and will be used to power our multichannel communications.”


Click-through performance increased by 4.1 times, registrations 6.9 times and attendance rate performance 2.5 times. 2 CASE STUDY


UBM Tech was looking to test the ability of intent data to improve CTR for an email campaign promoting a white paper download to users that have researched content related to similar topics. The campaign created was designed to re-engage dormant leads in their database with an email marketing campaign.


Click-through rate performance saw a 375 per cent improvement from normal, with a 200 per cent increase in whitepaper downloads.


Paul Miller (left), CEO, UBM Tech, said: “The ability to connect the rich data gleaned from UBM Tech’s extensive interactions with more than 9.9 million tech decision makers with an expansive B2B data stream in real-time allows us to provide more scalable, targeted marketing solutions. We are overlaying Madison Logic’s data across our suite of solutions to help power decisions from content recommendations to email segmenting to digital advertising.”


whitepapers, webinars, web articles and search activity are analysed, and then in real-time, the system applies intent topics to this activity and uses proprietary scoring techniques to determine which segment of B2B buyers are interested in specific topics. This process involves properly linking a cookie-based profile with a company, a geographic region, an industry, job title, or other relevant business attribute. This is an important step, as without a single source of harmonised, standardised intent data, there would be incredible challenges for the industry to consume and make use of the data.


3. AUDIENCE SEGMENTATION: The utility of standardised intent data brings us to the final stage of CCM, which is making the data actionable by providing audience segmentation tools to accelerate lead scoring, lead nurturing, lead retargeting and multi-channel marketing campaigns including email and display.


This approach is not only a valuable tool for B2B brands, but also for B2B media owners, who can leverage the insights not only to improve their own content creation and engagement with users, but also to better serve their B2B brand clients. Erik Matlick, CEO of Madison Logic, puts it simply: “There is no better behavioural signal than listening to what content is being consumed.


TOPICS IDENTIFIED


DATA MATCH


INTENT IDENTIFIED


CONTENT CONSUMPTION MONITORING


EMAIL SEGMENT IDENTIFIED


EMAIL SEGMENT BUILDER


Madison logic email segment builder


Uploads asset


Upload your assets into Data Match and the key intent topics will be identifi ed


Uploads database


Upload your database. The Content Consumption Monitor will identify your prospects by their expressed intent


Uploads intent & topics


The Email Segment Builder matches your asset topics to prospects’ intent to produce email segments


Erik Matlick, CEO of Madison Logic


In our B2B world, business buyers need information relevant to their needs and CCM provides just that insight. It allows marketers or media owners to provide relevant, timely information.” Knowing how and when to reach out to


your customer means monitoring their content consumption and working with a platform that layers that rich intent data atop other demographic and behavioural data points to create highly-qualified,


accurately-targeted audience segments. Once the creation of those segments becomes automatic via the right data platform, it’s easier to engage with them. Another great use case for intent data is user email verification. For example, a company can upload their email database into the Madison Logic’s Email Segment Builder, and by using CCM technology, they can find out which email addresses have been actively downloading and consuming content on the internet. This is a quick and easy way to gauge whether or not a user is in fact using a verifiable email address. Brands are increasingly leveraging content


marketing and acting like publishers to succeed, and B2B media owners need to also be leveraging the technology and tools used by B2B brands to better plan, engage, and serve their readers and clients.


Michael Toedman is founder and managing director of Soho Syndicate, a media and marketing consultancy focused on international, digital and commercial strategy, and has recently launched www.b2bsyndicate.com, a platform to feature expert practitioners in B2B media and marketing, including thought-leadership, professional development and benchmarks. Toedman also serves as international managing director for the Business to Business Network (www.bbnnetworks.com). Prior to Soho Syndicate, he served in senior roles at BusinessWeek, Euromoney and Institutional Investor in London, Hong Kong and New York. He served as president of the International Advertising Association in Hong Kong (1998-2000), and joined the IAA UK board in 2001, including two terms as president (2007-2011), and currently serves as chairman of the UK chapter.


www.fipp.com issue 84_2014 | Magazine World |51


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