There are so many hurdles when creating B2B digital marketing campaigns. Ad platforms rarely have the exact targeting categories relevant to the audience you want to target or the target audience is far too niche to create a custom audience with a high enough match rate to even run at all.
Listen + learn with Versium's co-founder + CRO, Chris Matty, he shares the secret to successfully activating B2B digital marketing using your first-party data.
Key Moments
01:40 Intro: Speaker, Chris Matty, background and experience
02:46 Agenda
04:00 The identity graph is the key growth in digital marketing
05:00 The global digital marketing software market growth
06:24 "Consumer" ad targeting with identity linkage being key to digital activation
08:50 Lack of transparency in "walled garden" ad platforms + fake identities and bots
11:40 Enable digital ad targeting
12:40 First-party data activation
14:06 The bad data (what about it?)
16:45 Data prep and cleanse
19:15 Data enrichment
20:40 The B2B marketer's dilemma
24:50 Reaching business decision markers across all digital touch points
25:11 Good news! Consumer to business identity linkage, B2B2C identity method
26:20 Contact data enrichment
28:00 The Versium B2B2C Identity Graph
29:00 Advertising platform match rates
34:38 Other identity mapped - additional email addresses + phone numbers
Questions
38:35 How would I identify and fix bad data in bulk?
40:50 How often is Versium's data updated and refreshed?
44:03 Are there any specific industries or company size that this type of data enhancement and digital activation works best for?
46:35 We want to know more information about any white labeling features and APIs? How do those work?
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