When properly executed, Inbound Marketing lets you own the search profile for your products and services. It's the most cost effective way to build a steady state stream of highly qualified leads for your business.
However, there's a lot of internet out there. Just because your prospects aren't actively searching in a given moment to learn ways to solve their problems doesn't mean that they won't respond when new ideas present themselves.
This is where Content Amplification comes in. Using a range of technologies including big data and machine learning, it's now possible to find your prospects whereever they are across the web and to present your high quality content directly to them.
Content Amplification further monetizes your content investment increasing the ROI of your content marketing. It substantially increases the size of the top of your funnel while accelerating deal flow through your funnel.
Inbound Marketing is the ideal foundation for every B2B marketing use case when combined with strategic content amplification systems.
Modern marketing allows you to target your content at the device level. Using a variety of discovery methods, big data sets and machine learning algorithms it's possible to identify groups of devices, and by extension their owners, that share a startlingly wide range of attributes.
AMPED accesses over 55 brands of third party data that cumulatively enable us to target your content at anonomized individuals sorted by over 100,000 attributes. Each of these dataset brands brings a unique dataset building methodology and set of targeting options.
This enables us to deliver your content precisely in front of your prospects as they consume content across the web based upon firmographic, demographic, psychographic and geographic attributes.
Virtually every B2B industry has associations and trade publications which aggregate important audiences. Many also have dedicated chat rooms and forums where key prospects congregate.
We provide the opportunity to select and target individual web properties with your content where your future customers are most likely to be.
In addition to the ability to target individual sites, the Interactive Advertising Bureau (IAB) enables publishers to tag their own content, organizing a large part of the web publishing ecosystem into targetable categories. This enables a massively scalable content targeting architecture for content publishers to reach.
A common B2B demand generation challenge is Account Based Marketing or ABM. The ability to reach specific organizations and in fact specific locations of these organizations to build your brand and generate demand has been a longstanding goal.
In the past, various direct mailing strategies, such as dimensional mailers have been used to target specific accounts and individuals in accounts.
Devices, and by extension their owners give off a variety of signals when they are coming from within or associated with certain organizations. This enables us to place your content in front of decision-makers at key prospect accounts along their buyers's journey, from awareness, to consideration to purchase.
Many B2B companies want to target businesses, business locations and individuals who are using specific types of hardware and software. Reaching these groups and individuals with your content, by the brand they are using or by individual products is one form of Technographic Targeting.
Use of a particular form of hardware or software can be an indicator of possible interest in your solutions as when you are complimentary or improve specific software and hardware. Alternately, companies want to execute 'conquest' campaigns where they are seeking to directly replace competitors products. Also still, certain types of technology are proxies for business attributes, such as the use of human resources recruitment management software indicating an aggressive rate of and investment in growth.
Our customized Technographic Targeting datasets provide marketing access to users of over 8,000 technology products by more than 4,000 technology vendors.
We've solved the most challenging of all B2B marketing use cases. In B2B marketing, we are often challenged to reach difficult to find audiences. These audiences often consist of a small number of individuals, possibly as few as a few hundred people that are deep within a small number of highly valuable customers.
Often this is made more challenging as these individuals may be identified with non-standardized titles or roles. Even more challenging is when even their role or title can't be identified.
How do you directly reach engineers, technicians and managers who are responsible for CMP (Chemical Mechanical Planarization) within large and complex semiconductor manufacturing companies?
Even more difficult, B2B marketers might be challenged with 'find us the handful of individuals within the 200 largest technology companies who are interested or involved in bringing healthcare technology products to market regardless of their title or role in the organization'.
With the right data, logic and targeting capabilities you can build micro-targeted audiences of extremely valuable prospects that are impossible to reach with any other marketing or sales methodology.
The datasets that we utilize can be leveraged to evaluate the anonymous visitors to your website. We are able to parse your existing website traffic across more than 100,000 attributes and to compare your website traffic to the population of internet users in general.
Using these techniques, you can take 'snapshots' in time of your anonymous traffic to not only discern what types of businesses visit your site, but to actually verify that your Inbound Marketing Persona-based strategies are working, and that the right individuals are visiting your site.
You can also then retarget these anonymous visitors by Persona profile. We've proven with analytics that content relevance is a key to inspiring content engagement. Targeting and retargeting using large datasets to 'personalize' your visitor experiences improves engagement rates by as high as 10X.
Using our strategies, we build 'anonymous leads' that revisit your site again and again consuming content that is valuable to them, until the time is right for them to convert into contacts and be nurtured by name.
CRM Targeting is a common name for converting email addresses that you have into anonymous sets of targetable devices. You can create significantly more value from your hard won leads with CRM Targeting!
How? Because on average, B2B emails have a 25% open rate (+ / - ). Many of the companies that we talk to have open rates that are well below this. Of course, there are many reasons for this, including lack of persona relevance and poor content quality. However, we do know that there's also a large group of potential customers who will simply not open email from you, or anyone.
CRM Targeting allows you to reach these important prospects through a route that they can be more receptive to. This allows your brand to be in front of and enage with the 75% or more of your prospects that otherwise wouldn't benefit from your great educational content.
Through combining the targeting methodologies described above with 'and', 'or', 'include' and 'exclude' you can be incredibly detailed and efficient in reaching your ideal prospects across the web.
In the old agency days, we were often asked by our B2B customers 'how can we be like Coke'? The answer, sadly more often than not, is that with your scale and scope, you cannot.
With modern content amplification techniques, we can make your business seemingly ubiquitous to the audience that matters the most to your business. We can invite them to engage in the content that you've already produced for Inbound Marketing. We can nurture them just as we would through an Inbound Marketer's buyer's journey with a self-guided and self-paced education experience.
The result is more business faster, or what we call High Performance B2B marketing.
Getting all of the factors right in your content amplification is how you generate results. Having the visual and textual presentation of your content right as your prospects move across the web is essential to driving engagement and interest in your business and engagement in your content.
Using insights and best practices gained from 23,397,541,849 user interactions and additional testing, we can show you what works and why.
AMPED is the only solution that enables testing at small scales, affordable for most every business. With our shared success model, your investment increases as we are able to demonstrate together that your business goals are being met.
In addition to providing Personification of the individual buyer's journey, we can demonstrate to you how respecting the buyer's journey with your content amplification maximizes business value from your investment. We've developed strategies that engage your prospects on their own terms with your content.
Once you understand how to execute effective B2B content amplfication strategies, a wide array of websites and user behaviors present themselves which you would not normally associated with B2B marketing.
We use tools to help us to discover the undiscovered behaviors of your prospects and to meet them where they are. Sometimes, this is not where you would expect on the surface, but in these gems are competitive advantage.
AMPED Pipeline Marketing is focused on using our extraordinary experience marketing for over a 100 B2B companies including many of the largest IT and Industrial firms and leveraging the most recent thinking, technology and methodologies to produce superior, measurable business value.