B2B marketers are always looking for new tools and tactics to capture prospects’ attention. The key is personalized engagement and content, but that isn’t always as easy as it sounds. Leadspace, the B2B predictive analytics choice of four of the top five enterprise software companies, today announces the ability to segment, score and engage with prospects based on their most strongly-held personal beliefs.
Leadspace Ideal Dietary Profile (IDP) brings together data from first- and third-party sources, proprietary databases and the open and social web—including restaurant review sites, cooking blogs and recipe sites—to help marketers understand their prospects in an individual, customized, meal-based paradigm.
Target Customers Based on What Matters Most to Them
“At first it sounded crazy,” said Matt Heinz, president of B2B marketing and sales acceleration firm Heinz Marketing. “Why would I care what a prospect eats? Then I remembered a campaign we created in 2012 called We Love Bacon. Do You Love Bacon?”
“It was a postcard with a great big slab of home-cured bacon,” he recalled. “You could practically taste it. We lost a lot of vegans that day.”
“I cured it myself,” Heinz added. “I have pictures if you’d like to see them.”
IDP Enables Personalized, Effective Marketing Automation Campaigns
Initial beta tests of Leadspace Ideal Dietary Profile have shown significant results in boosting open rates and conversion:
“As someone who avoids high-fructose corn syrup whenever convenient, I understand how important this is from a customer engagement perspective,” said Craig Rosenberg of analyst firm TOPO.
“This could be the biggest news in demand gen in 2016,” he continued, “with the possible exception of the TOPO Sales Summit, April 7-8 at Pier 27 in San Francisco, where 600+ sales leaders responsible for more than $50B in revenue will share how they drive exceptional growth.”
“I like the email where I’m dressed like Flava Flav” he added. “Yeah boyee!”
“Account-Based Marketing,” he added.
IDP is Unique to Leadspace
According to Leadspace Vice President of Product Travis Kaufman, the ability to target a prospect by dietary preference is a feature he never expected to be tasked with developing.
“Not in a million years,” Kaufman admitted. “Do other vendors offer this? No, they certainly do not. That’s for sure.”
Kaufman, a software-as-a-service (SaaS) veteran with 10 years of direct experience in the B2B enterprise world, added, “I can’t believe I left Marketo for this.”
David Raab of Raab Associates, Inc. got an early view of Leadspace Ideal Dietary Profile. He offered his insight as an expert in the B2B martech space.
“As a marketing technology analyst and consultant, I’m always on the lookout for the Next Big Thing in marketing technology,” Raab said. “I’ll keep looking.”
For more information about Leadspace Ideal Dietary Profile or to schedule a demo, visit www.leadspace.com or call us at (855) 532-3772.
“Please do visit our website,” said Leadspace CEO Doug Bewsher. “We’ll be posting some openings on the marketing team very soon.”
all images from Flickr | CC 2.0
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