Identifying anonymous website audiences is an important topic that is increasingly on the radar of sales and marketing departments. It is gaining importance especially now that, according to Google’s announcement, the second half of 2024 is expected to see the culmination of work on the so-called Privacy Sandbox, which will completely eliminate from our landscape, the access of businesses to the use of 3rd party cookies. The official goal is the changes, is to protect the privacy of consumers, but as a consequence, access to the data needed for advertising profiling will be lost by entrepreneurs i.e. advertisers, and the only companies that from now on will have access to so-called 3rd party cookies will be browser operators. So we are dealing with another privacy revolution since GDPR, which will shake up the global market. However, it’s hard to resist the impression that these changes benefit giants such as Google, and lose entrepreneurs, who have to spend more and more money on advertising with companies such as Alphabet, while the potential consumer gain is negligible, to say the least. The consequence will be one, inevitable and convertible to the advertising budgets of companies, which will have to grow.
How do you save money on b2b advertising? Custom b2b audiences
One of the ways to get better results from b2b ads are the so-called Custom Audience Groups. Whether on Meta, LinkedIn or Google, you will find an option thanks to which your ad will reach specific people. All you need to do is fill in the appropriate template, the shape of which varies depending on the individual ads manager. In order for such a database to have a chance to work, we need to provide it with records of several hundred to several thousand people, and that’s it. Once the recipients’ profiles are matched with email addresses, which is done automatically, we can go ahead. The problem, however, is that not everyone has a large enough database, and if they have tools that provide access, to the data then they still need to have a high enough subscription so that they do not have to wait several months to collect a group of recipients. It might seem that buying the right software for acquiring or filtering b2b databases ends the matter in this regard, but there is another catch here. Well, selecting a target group for advertising, even if they are supported by even far-reaching knowledge from the CRM system(https://automatemeup.com/pl/budowanie-bazy-danych-z-potencjalnymi-klientami-b2b/) leaves out a very important group of your potential customers: those you have not considered until now, because you did not know that they are interested in your services.
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The anonymous recipients of your b2b offer that you know little about until now
According to Gartner reports(https://www.gartner.com/en/newsroom/press-releases/2023-06-08-gartner-marketing-survey-finds-b2b-buyers-value-third-party-interactions-more-than-digital-supplier-interactions) as much as 67% of the b2b buying process without initiating conversations with representatives of potential vendors. Only 17% of their time is spent talking to service providers. What does this mean? Is it that 67% of the time you won’t find out who is interested in your offer? Well, no, because as much as 98% of your site’s audience remains anonymous, and only 2% leave you contact information in a completed purchase form. This means that only 11.76% of people interested in buying the service you provide or the product you sell (statistically, 2 out of 17 people) contact you. So, based on your CRM data, can you infer who you should advertise your offering to? If you do, you’ll miss out on the 98% of companies you don’t know why they visit your domain. You also won’t know how many percent of your site’s audience came to you, with the intention of buying a service – andrelying on Google Analytics alone, you won’t get such information, precisely about b2b traffic. If you’ve seen the new version of G4A, then, insofar as you’ve seen previous versions of the application, you already know that there is far less data.
Identifying anonymous b2b audiences – a must, but what’s the point?
Back in 2017, I tested the functionality of identifying business visitors to my then-employer’s website from Hubspot. At the time, I didn’t quite know how to use this knowledge, but by then I was already interested in the methodology for obtaining such data. The most common method used up to that point, was to access information about what your anonymous recipient’s IP address is, since the owner’s data is also publicly available. In 2017, it was a problem to recognize a corporate recipient who viewed a given page from a so-called home office. Such a recipient was listed as the company that de facto provides him/her with access to an Internet connection. Today, advanced systems such as our TriggerMeUp https://automatemeup.com/home-en/trigger-2/, are able to use a number of additional sources of information, thanks to which we are able to determine in a large part of cases in which email domain, a particular browser user is logged in. On top of that there are dozens of other additional data. However, the key is the ability to map IP addresses. Depending on the tool, we are still left with the question of data quality and the number of companies identified. Here we can boast that we are able to identify from 50% to even 1200% more recipients than the leaders of our segment on G2.com and We identify even 300% more accurately than our competitors, – just run a free trial of any application like ours and compare the number of identified companies. Once you know who has visited you, your next task, is to perform what is called lead scoring, i.e:
- Listing your listing pages
- Determine which companies spend more than 1 minute on them, and return to the site
- Determine other data characterizing the lead: location, industry, company size
As a result, you will find out:
- Which companies are interested in the offer
- When current leads are ready to sell
- When current customers are ready to up-sell
- Representatives of which companies, want to hire from you
- What information your competitors are looking for about you
I’ve identified the audience, I know their behavior, and what’s next?
Once you have the full picture, meaning you know who you are actually targeting with your offer, you can do 2 things:
- Use the data to create custom audiences that don’t leave anyone out, and that evolve based on the data you get in real time.
- Contact current leads and customers – when they are ready to buy additional services, using the contact information you already have
- Contact potential leads you didn’t know were interested in your offerings
Even if your traffic is seemingly low, e.g., only 200-300 companies visit you, there’s a good chance you’ll gain about an additional 5 calls per 100 identified companies per month. However, if your customer’s LTV exceeds €5,000 net then 1 additional customer, acquired on a regular basis, is worth the effort, which is relatively small thanks to automated reports. Remember, 67% of the work involved in convincing yourself of an offer your lead will do on its own, your role remains to be ready to talk, when the lead is ready to talk too.
Check out our Campaigns on LinkedIn to learn how to get potential customers for your brand!