Uber is the largest company car services, but not have vehicles. Airbnb has the most bookings from day to day, but does not have a hotel. At a rate more rapid, innovative disrupt and transform industries by facilitating market relations – without the operational hassles of owning the channels that run them. By doing so, consumers win and innovative operational hassles that are deleted and standards are increased.
In the consumer space, we can find several of these examples. But what about in the B2B? How service providers and technology companies offer the highest level of service to companies without owning property assets? In the corporate marketing world these property assets are often active data.
Adobe, through our Solutions Partner Program provides that value. Like Airbnb does not have a hotel, Adobe does not have a customer data assets. Instead, we’re providing the public market in Adobe Audience Manager for buying and selling first, second and third party data assets. We have invested and focused on data partnerships with simply the best in the industry. We have compiled more than half a billion profiles enabling B2B companies message to other companies as granularly or generically as they would like. And B2B companies can take advantage of this today through the data management platform of Adobe Marketing Cloud (DMP) -. Audience Manager
Thousands of brands worldwide, including two-thirds of Fortune 50 companies rely on Adobe Marketing Cloud, including 10 of the largest media companies in the world top 10, 10 of the 10 companies financial services in America, and 10 of the largest agencies in the world top 10.
At the heart of this solution is the adoption of a desire to provide the best solution for Adobe and end users of our partners. In many cases, it could mean the maintenance, preservation and win the makers of some of the largest companies in the world.
Today, Adobe partners with the best B2B companies in the industry to provide solutions for our joint customers. Public Marketplace in Adobe Audience Manager, high technology and top financial services can fuel their B2B marketing initiatives via Dun & Bradstreet, ALC, Bombora, Cross Pixel, Eyeota, Demandbase and TransUnion.
Have the best data partners is not enough. Adobe has created a way for e-commerce customers of the hearing manager to test these datasets to assess which give the best results for their digital initiatives. We give our customers DMP direct access to our data partners to see what the overlap is with their first party data and identify the best audiences for retention or competitive campaigns. Want to see it in action? Please click here to view our Premier Partner, Dun & Bradstreet, show you how it works.
Having me talk about the B2B strategy of our data partners is not enough. In agreement with partner-led strategy of Adobe, we wanted to give our partners the opportunity to speak for themselves. Please see below for details of our data partners directly on what B2B marketing in partnership with Adobe seems to them.
- Dun & Bradstreet: Anudit Vikram, SVP, Advanced Marketing Solutions
- Bombora: Greg Herbst, Solutions VP Programmatic data
- ALC: John Whitmore, Vice President, digital Solutions audience
- TransUnion: Jeffrey Minich, VP Partnerships products, digital
Q & A
- One of the biggest buzzwords in B2B marketing is “Account Based marketing. what does that mean?
Anudit Vikram (SVP, Advanced marketing solutions, Dun & Bradstreet) the “marketing” in “account based marketing” is a bit misleading. ABM is not just marketing. It is a commercial initiative that unites sales, IT, product, success customers and other groups around a common goal: to deepen engagement with the target, strategic or key accounts. These accounts need not be new business, either. ABM can also focus on retention, upsell and cross-sell efforts. Whatever your specific objectives ABM, the key is to align and orchestrate people, processes and technology to deepen customer relationships and prospects.
- What makes a B2B category to his own? Why mail to various courier companies to consumers?
Greg Herbst (VP, Solutions Programmatic data Bombora): B2B sales are generally more complex than B2C. While buying B2C funnel is usually a one-to-one trip, there are many actors involved in the B2B buying process. This means B2B marketers must reach a range of people in disciplines ranging from a perspective of organization. To identify and target those groups – B2B data must have not only a wide range of fields and the public, but also be very specific to target the right people – hence the higher cost. This complexity also results in a higher cost in that there is less of B2B data available -. Especially on a global basis
- Which segments are growing at the fastest rate for B2B sales?
John Whitmore (VP, digital hearing solutions, ALC) ALC has seen a spike in requests for policy makers SMEs, especially those with a known influence on the purchasing power for their respective organizations. The public B2B buyer is also experiencing increased demand – which allows marketers to target buyers known by product type and frequency of purchase. In addition, we have seen a lift in the C-suite segment -. Targeting these key industry decision makers
We are seeing increased demand retargeting traffic anonymous website both electronic and direct mail. ALC has responded to this need with Remarketable -. Which combines the unprecedented response rates and deliverability of the mail with the intent to buy the relevance and timing of the display retargeting
- What the SMB need to know before engaging with targeted B2B data? How is it different than when a large company running a campaign?
Jeffrey Minich (VP, Partnerships products, digital, TransUnion): Honing the right decision maker and the industry is generally essential to identify the right audience for a campaign B2B. TransUnion B2B data provides the ability to target by title, industry, income, and number of employees. SMB also often serve local markets so it is important to locate your expenses geographies served. Most purchasing platforms support the location of the public to buy postcode.
For large companies, we often see the need for what we call “Small Business Identification” in their CRM package to current consumption. For example, a large bank may wish to cross-sell products to small business customers with banking services to consumers who may also small business owners. By overlaying the Small Business TransUnion data on top of the bank’s CRM folder in Adobe Audience Manager, the bank may set a new hearing small business prospect for cross-selling campaigns.
- What is the biggest trend in B2B marketing in 2016?
Anudit Vikram We will see more discussions on the measure. In many cases, the cross-functional nature of the ABM requires a cultural change and, if the effort is time to investment and strategic resources important. How to measure the return on relationships? We can look at the sealed bids and the amounts of revenue but ABM is qualitative and requires different parameters that we used with the traditional funnel (eg, conversion rates). For example, we need to quantify ABM moves the needle on engagement and influence.
Greg Herbst Using the data of intent in ABM is a trend that every buyer should be aware B2B. While the typical approaches to ABM used the IP address purely targeting and demographic information (such as job function, etc.) – which limited scale. It adds a rich layer of insight to the ABM campaigns, enabling marketers to identify exactly what their addressable market is interested and when.
By creating a custom segment or cookie private pool, Bombora can build a list based on an overview of our Surge data – which measures when a company begins to consume content on a subject much more than they do normally. Bombora also of intent data mining soaring and enrich existing lists by matching companies that are “surge” – or on the market right now. – to help marketers target only companies
According to 2015 business Technographics global priorities and Journey Survey “Forrester Research report, the level of technology professionals in the United States of influence is strongest with mid-management and SMEs – rather than the C level. The ABM targeting expansion beyond the c-suite provides the most complete range marketing – and the likely influence -. Throughout the B2B buying process
Ultimately, personalization and precision is the opportunity for B2B marketers. Solid data partners are the key to any B2B marketing strategy because of the scarcity of B2B data quality and complexity of understanding how various organizations. Through partnerships with the organizations listed above, Audience Marketplace Adobe Audience Manager is to help our clients navigate this challenge and offer the fastest solution to our mutual customers.