March 2020 Summaries

In B2B marketing, traditional channels like events, direct mail, and search engine marketing have been staples, while social advertising, except for LinkedIn, has been underutilized due to targeting limitations. Clearbit Advertising aims to revolutionize B2B marketing on Facebook by offering LinkedIn-style targeting, allowing marketers to convert prospects efficiently. This tool enables the creation of Facebook audiences based on firmographic data, such as industry and employee count, and uses Salesforce data to dynamically inform ad segments. It leverages a proprietary dataset to create specific ad audiences, enhancing the effectiveness of B2B marketing efforts on Facebook. As companies seek new strategies to replace traditional methods, several success stories highlight how businesses have effectively utilized Facebook for B2B advertising, improving engagement and conversion rates.

A B2B client faced a site conversion issue despite having implemented a chat feature, with only 0.1% of visitors engaging. By collaborating with the company to launch personalized chatbots using Drift, the conversion rate increased sixfold, resulting in an additional $600,000 in sales. The text introduces a guide on building chatbots with Drift and Clearbit Reveal to personalize user experiences and improve conversions. It emphasizes the importance of having a Drift Premium plan and utilizing Clearbit Reveal for identifying site visitors' profiles. The guide outlines steps for setting up Drift, creating basic playbooks for quick wins, building a catch-all qualifying bot, and crafting high-converting 1:1 targeting bots. It also includes a framework for researching and prioritizing chat plays using firmographic data, URL targeting, geo-targeting, and behavior analysis to enhance personalization and conversion rates. The guide concludes with a template for writing chat plays, encouraging feedback and further connection on LinkedIn.