B2B DIGITAL TARGETINGCONSTRUCTION CASE STUDY

CASE STUDY

The challenge with Business-to-Business marketing is reaching enough qualified unique users to make the campaign cost-effective. Account-Based Marketing tactics is the popular response by incorporating large numbers of partially qualified contacts and work them through a multi-step qualification process. The issue with small to medium- sized businesses is the cost of qualification too often outstrips the budget.

Semcasting’s 1st Party data for business is unique because it allows advertisers to skim the waste out of the top of the funnel.

Using an advanced methodology for identifying the business by its name, industry code, revenue, and employee count, we were able to target the exact owners and operators of the business. The Semcasting solution uniquely extends the business to include the geo-fencing of the business property parcel to identify both the employees and store customers by their digital ID. Knowing the employee by title and role helps identify their devices across the business and the home – where they may be more inclined to engage.

Situation

An agency representing over two dozen major B2B construction companies approached Semcasting with the objective of reaching out to a variety of specialized contractor businesses and being able to track and attribute these marketing initiatives to sales success.

The goal was to reach decision-makers from a list of targeted businesses and inform or convert them. The products and services behind the campaigns were varied, including updates on product lines,

brand awareness, and upselling attachments for equipment.Typically, these companies either had their own prospect list or knew the types of companies they wanted to target, but had no way to reach

them online.

Results Summary

Semcasting’s B2B construction campaigns have consistently sur-passed industry benchmarks. They’ve generated an average 0.12% CTR and $6.16 cost per click. By leveraging Semcasting Business Owners at Home and IP targeting these advertisers were able to expand their digital presence to more qualified prospect and attribute success to specific marketing initiatives.

Solution

Companies able to provide mailing/customer lists were onboarded to Semcasting’s ip targeting at an average match rate of 80-90%. These lists were matched by company name and address, company domain, and by the GPS location of the store. In cases where there were no lists, the client provided information on the type of company they wanted to reach.

Semcasting’s unique Business Owners/Operators at Home (BOAH) solution enables Title targeting and allows marketers to reach busy professionals at home, where they are more likely to have the time and inclination to review the offer. BOAH links the office and home address of more than 20 million business owners, operators, and professionals.

To reach specific job titles, Semcasting targeted business owners at home by matching by title information. These techniques placed ads on websites and pages related to the user’s role in the company to maximize impact and relevance.

Business and Title are categories identified through the use of Semcasting’s pre-optimization technology known as Media Zones. Media Zones enables advertisers to know up front what media the target audience prefers via a process of media evaluation and scoring.

0.12%

$6.16

CTR AVERAGE

CPC

www.semcasting.com | 978 684 7580 | 41 High Street, North Andover, MA 01845

B2B DIGITAL TARGETINGCONSTRUCTION CASE STUDY

14,430,225