February 2019 Summaries

Retargeting is a crucial strategy for converting site visitors into customers, but traditional methods often fall short by only leveraging data from on-site actions. Clearbit Reveal enhances retargeting by providing firmographic data, such as company size, technology usage, and location, allowing businesses to identify high-value leads and craft personalized advertising strategies. Integrating Clearbit Reveal with platforms like Google Analytics and Google Ads enables companies to create custom audiences based on specific attributes, such as an ideal customer profile, and automatically includes them in retargeting campaigns. This targeted approach can increase conversion rates, cost efficiency, and return on investment by focusing marketing efforts on leads most likely to convert. For instance, Outreach successfully used Clearbit Reveal to run more effective campaigns by targeting specific company sizes and excluding current leads in their pipeline, demonstrating the power of precise audience segmentation. By concentrating marketing efforts on well-defined audiences, businesses can optimize their ad spend and tailor their messaging for maximum impact.

Clearbit leverages its own suite of data tools—such as Enrichment, Prospector, and Reveal—to create highly targeted and personalized B2B demand generation campaigns. By bypassing broad native targeting options on platforms like Facebook and LinkedIn, Clearbit's growth team constructs a precise list of ideal prospects based on a detailed Ideal Customer Profile (ICP) tailored for each campaign, such as the Marketo integration campaign. Using a sequential marketing approach, they guide prospects through various stages of the buyer’s journey, from awareness to expansion, employing tailored creatives and marketing channels to match each phase. The goal is to generate qualified leads for the Clearbit sales team, which are primed and educated through targeted ads and emails. This data-driven strategy not only optimizes the demand generation budget by focusing on well-defined audiences but also ensures a seamless handoff from marketing to sales, enhancing the overall effectiveness of their campaigns.