How Accurate B2B Audience Targeting Stretches Your Marketing Budget

Nick Arnaiz
October 2, 2019

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Here on the LeadCrunch blog, we talk a lot about the importance of highly-accurate B2B audience targeting. Of using artificial intelligence to identify lookalike leads – those prospects that are most similar to your existing customers. And where these lookalike leads fit into your overall B2B marketing strategy. 

But so what? 

Are they really valuable enough to adopt a new, untested-by-you technology – especially right now, with the growing chatter around a potential global recession to worry about? 

I’m going to make the case that they are. 

Lookalike audiences are powerful because of the externalities, the unexpected side effects of this particular marketing advancement. So if you’re struggling to make the case to upper management or the C-suite about the real value of lookalikes – these are some powerful arguments to consider. 

 

 

Smarter Marketing Messaging

When you have a clear idea of who you’re messaging, you do a better job of it. Knowing your audience means that you have a greater understanding of what problems they’re facing, and how your product or service solves those problems. You also learn what types of content they’re more likely to engage with – is it case studies, or blog posts? Infographics or research-driven reports? Then you can focus on creating or improving those types of assets, and stop putting team resources into developing content they’re not interested in. 

 

Improved Sales Funnel Velocity

Just as knowing your real audience helps you improve messaging, it also helps you move prospects through your sales funnel faster. Why? Because you have a greater understanding of what a good-fit prospect’s buyer’s journey looks like. What top of funnel information would they find valuable? Where should you promote this information so they’ll likely see it? And what bottom-of-funnel content helps to clinch the deal? 

When you don’t know who your ideal prospect is, a lot of your resources are directed towards your best guesses – rather than zeroing in on what information really works to move people from one segment of the funnel to the next. Improving funnel velocity is about constant refinement – seeing what works and doubling down. If you’re testing too many variables, it’s really easy to get lost in the woods. 

 

Efficiency Gains 

One key reason that many B2B marketers are concerned about a recession is the impact it could have on their team’s budget. In lean times, advertising and marketing budgets are typically the first to get cut – and at the worst possible moment for everyone. Nobody can do their best work when they’re worried about their employment – and this creates a vicious cycle. The team struggles, the work suffers, the revenue drops. 

So how does a B2B marketing director weather the storm? By finding efficiencies wherever possible. Making smart use of limited resources, and knowing what efforts actually make the biggest impact. Should you keep posting content to LinkedIn if you’re getting your most valuable engagement from industry-specific guest posts? Probably not. Are prospects reading your long-form blog posts, or are case studies more effective? 

Knowing the answers to these questions can help you cut back on marketing activities that don’t generate revenue – and just might keep your team intact during an economic downturn. 

 

Sales & Marketing Alignment

The lack of alignment between Sales and Marketing teams in B2B is so common as to be almost humorous – if it wasn’t so problematic. Sales doesn’t like the quality of the leads that Marketing delivers. Marketing thinks that Sales doesn’t know how to follow up with leads. And lost in the middle of this ongoing battle? Revenue, potential long-term customers, and a whole lot of goodwill. What a mess. And an unnecessary one. 

Using lookalike audiences helps you deliver pre-qualified leads to the Sales team.  Before delivery, LeadCrunch leads go through a rigorous 9-point quality check to ensure accuracy – including verification of current contact information and a check against your suppression list.

The result?

A Sales team that’s empowered to do what they do best – sell, to warm leads that are already verified. 

 

Real B2B Campaign Results

All those reasons above are important considerations for adopting a new process – but do lookalike audiences actually impact metrics and revenue in a meaningful way? Survey says… 

 

From Bryce Roberts of Oracle + Bronto (read the case study here

  • Improved customer acquisition cost by 67%, added $500K in pipeline value from initial pilot program 

 

From Christian Hastings of GoShare (read the article here

  • Increased sales leads by 300%, improved ROI by 500%, resulting growth allowed GoShare to generate the necessary capital to expand operations into new territories

 

From Ebsta (read the case study here

  • 3x greater pipeline, reduced the sales cycle from 35 to 10 days, and helped to drive 30% monthly growth  

 

If those results are raising your eyebrows, maybe it’s time you spoke with our team to learn a little more about how we do audience targeting. Schedule a product demo today. 

Further Reading

Nick Arnaiz
November 4, 2019
September 11, 2019
Nick Arnaiz
September 4, 2019