Many sites like Facebook, LinkedIn, and YouTube allow marketers to target their ads to a list of professionals. The challenge B2B marketers face, however, is matching a high percentage of a custom targeted list to those sites since most people don't use their business email addresses when registering.
The client’s prospect list is sourced from various means including services that sell professionals lists. These lists are typically limited to business contact details, which yield low digital campaign match rates. For example, they were only able to target 10% of their list on one of the platforms for their digital campaign.
Improve the reach of their digital campaign and generate more leads cost-effectively.
What Versium Did
- Mapped consumer attributes to the client’s original list of business decision makers using Versium REACH
- Increased the volume of emails and phone numbers used for matching by 80%
- The additional data provided by Versium increased their match rates for each platform as follows: YouTube and Gmail from 10% to 42%, Facebook from 45% to 86%, and LinkedIn from 25% to 60%, greatly increasing their reach for the campaign.
The Match Rates Impact
The ROI Impact
Versium’s audience extension technology enabled the client to reduce their cost per sales approved leads by 75%.
Because of the significant increase in their reach, the client was able to generate more qualified leads faster and more cost-effectively through their digital campaign.