Anything B2C Can Do, B2B Can Do (Better?)

November 3, 2016 Ari Soffer

If you’re a B2B marketer, there will inevitably have been times when you’ve envied your B2C counterparts. While they get all the fun running cool mass marketing campaigns, us B2B nerds get our thrills from swapping notes on account-based marketing.

But the times are a’ changin’. And it’s all thanks to artificial intelligence (AI) and predictive analytics.

In this blog we’ve covered many use cases of the exciting, yet still relatively young field of AI for B2B marketing. Predictive analytics in particular is empowering B2B businesses in so many different ways – from prospecting net-new leads, to identifying and expanding into new markets, to planning business events.

In 2016, we at Leadspace helped pioneer something which offers a taste of the immense potential of predictive analytics beyond traditional uses – and which will level the playing field between B2B and B2C marketers: individual-level, cookie-based ad tech.

Anything B2C can do, B2B can too

Our head of VP of Product, Travis Kaufman, outlined this exciting innovation in an article for Demand Gen Report, detailing our partnership with Oracle Data Cloud.

In short, while B2B marketers have long been able to use I.P. tracking to know where a particular web user worked, it was always a very blunt instrument. You can’t just market to an essentially anonymous lead, whose only trait you know is that he or she works at “company X”. Do they have buying power or not? Are they the CMO, VP Sales, or an intern in the IT department?

The Oracle B2B audience marketplace is revolutionary in that it provides that crucial level of personalized intelligence. In essence, it’s unlocking the potential of AI-powered predictive analytics in exciting new ways.

To quote Travis:

The recent launch of the Oracle B2B audience marketplace is a huge step toward bringing B2C levels of digital ad personalization to B2B marketers. According to Oracle, their audience marketplace provides access to more than 400 million business profiles through thousands of B2B audience segments, along with more than a million addressable U.S. companies from data partners such as Leadspace.

This breadth and depth of data will let marketers target their buyer visits online very specifically across a wide range of places, including news websites, publisher sites, premium publishers and long-tail niche content sites. B2B marketers will be able to place digital ads in front of people and companies with a B2B focus — the kind of targeting previously reserved for B2C.

AI-powered predictive analytics – pushing the boundaries of B2B lead gen

But it’s not just about the sheer amount of information. Leadspace Data Enrichment provides highly-detailed, granular intelligence (80+ data fields) on each lead, while our predictive model uses machine-learning and semantic modeling to build Ideal Customer Profiles and score, rank and target leads.

Watch: How predictive scoring makes marketing more efficient & effective

The result, to quote Travis again, is a “volume, specificity and accuracy that even a B2C marketer would envy.”

All this offers just a glimpse into the potential held by AI for B2B marketers. One major key is innovation: artificial intelligence is pushing the boundaries of what we once thought possible in the field of big data and analytics.

But equally important is the quality of your data. In fact, without good data quality none of the advances in artificial intelligence will have much of an impact on your business.

Get all the best possible leads from one place: Leadspace

 

 

 

 

 

 

 

 

 

Picture from Pixabay | CC0 Public Domain

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