Pure B2B vs True Influence: Evaluating B2B Content Syndication Vendors
The best B2B marketers are strategic.
They carefully weigh what to invest their limited budgets in, and how to make the most of those initiatives – before they get started. And then there are those that are just running by the seat of their pants, trying a lot of tactics and doubling down on what works. For most of us, it’s probably a bit of both, if we’re being honest.
Why? Because nobody likes to get called to the carpet for a poorly-performing campaign.
Hell hath no fury like an angry CFO, amirite? Whether we move lean and strategic, or failing fast and experimenting, we all want to deliver a measurable ROI on our campaigns.
One of the most successful strategies used by B2B marketers today for their demand gen campaigns is content syndication. Content synd is a proven way to get your content – and your business – in front of a new audience of potential prospects. It also presents the benefit of association with a recognizable third-party – your vendor is presenting your assets to a potential customer, which is key if you’re building brand awareness.
But how do you know who to partner with on a content syndication campaign? Lead vendors are famous for promising the moon, but when it comes down to betting your budget, how can you be sure they’ll deliver?
We’re taking a look at two well-established players in the B2B content syndication game – PureB2B and True Influence. Both companies offer content syndication for B2B, with the aim of delivering engaged leads to your Sales team.
This Boston-based company provides content syndication through their branded PureSyndication offering. Your personas will be targeted using intent data, culled from their ecosystem of 17 million companies across 600K websites. While they promise a global audience of 62 million B2B tech buyers, their targeting is refined by firmographics and other filters, so the actual audience your content is presented to will be understandably smaller.
- Pros: Leads delivered from your syndication campaigns are vetted through email and telephone outreach so prospects are more likely to be ‘warm’ as you start your nurture campaigns. Using intent data, paired with firmographic, demographic and technographic filters, increases the likelihood that campaign targeting will be more accurate than a traditional content synd vendor can offer.
- Cons: Given their focus, this is not a good fit for B2B companies operating outside of the technology sector. In addition, no details are available about their technographic filters, so it’s hard to know exactly what you’re buying into in terms of targeting data.
Another well-established player, True Influence brands their content synd offering as PersonaBase. Using intent data for targeting, PersonaBase provides co-branded email campaigns to identify and deliver ‘already engaged’ MQLs that can be passed on to your sales team. True Influence uses a proprietary software to analyze intent signals from individual accounts, buying groups or demand units to identify companies who may be in-market for a specific solution.
- Pros: True Influence offers a substantial range of offerings, so it’s a good choice for those looking for a one-stop shop for their full-funnel B2B marketing campaigns. Contacts are passed through three levels of verification before delivery, and 100% guaranteed for accuracy.
- Cons: These are leads that may be in-market based on intent data – they’re targeted based on their browsing history as having interacted with content relevant to your service or offering. You’ll want to provide a current suppression list, as this will help to avoid wasting ad spend on site visitors – like competitors and job-seekers – that will never be viable leads.
Unlike PureB2B, TrueInfluence doesn’t share the reach or the specifics of their content syndication network, instead relying on their reputation as a key benefit of their offering.
Having recently closed a Series B, LeadCrunch is a relative newcomer to the space, but has already worked with Lockheed Martin, IBM, Oracle Bronto and Google on content syndication campaigns. The company uses artificial intelligence and a proprietary data set to deliver a more nuanced view of companies and prospects to fuel effective lead generation.
- Pros: There are no complicated implementations with existing software – just provide a seed list of ‘best’ customers, and the engine delivers a highly accurate target ‘lookalike’ audience. This audience is mathematically similar to the seed list, providing valuable insights into similarities between existing customers and prospects. Leads are vetted through a 9-factor verification process before delivery, and post-campaign feedback serves to improve the lookalike model for future campaigns. This new approach – using data-driven lookalikes rather than intent – can reveal opportunities that would never be discovered with traditional targeting data.
- Cons: Unlike PureB2B and True Influence, LeadCrunch doesn’t use intent data as a filter for accounts. Marketers that rely on that type of data for targeting may not be ready to trust a new approach.
For most B2B marketers, content syndication is a vital part of their overall demand generation strategy. Choosing the right syndication vendor should factor in reach, reputation, industry-knowledge and reliable targeting data. The better you can understand how leads are sourced and engaged with, the better you can prepare your post-syndication nurture campaigns to capitalize on the lead deliveries and move them through the funnel to closed-won. That said, this isn’t an all-or-nothing game – you may choose to work with a couple of vendors to ensure that you’re getting a full view of the market.