At Dun & Bradstreet, we are obsessed with helping marketers realize the promise of delivering personalized experiences and growing relationships at scale. We thrive on solving the biggest customer challenges in an unconventional and radically simple manner, by leveraging cutting edge AI technologies. Today, we are continuing this mission by launching Lattice Campaigns App for LinkedIn.
B2B marketers are spending over $6 billion in online advertising, and yet it has been reported that only 1% of leads turn in revenue. That’s because marketers are taking a “spray and pray” approach when it comes to online advertising. The targeting is based on demographic and behavioral criteria (rather than on accounts and their journey stages), which results in low click-through rates and, ultimately, fewer opportunities from the target accounts.
The Lattice Campaigns App for LinkedIn improves this wasteful approach by helping marketers target the spend on the accounts that are likely to buy. In early testing, our customers saw 42% higher click-through rates, double the higher opportunities for the target accounts, and a 54% increase in ROI on media spend.
How It Works
D&B Lattice creates a 360-view of prospects and customers. The first-party data typically includes, but is not limited to, anonymous website visits, marketing campaigns responses (email opens, clicks), product purchases, and support. The third-party data includes more than 20,000 buyer-intent profiles, technology profiles, growth profiles, and more.
This 360-view allows customers to segment their target accounts into buyer’s-journey stages and then activate those segments in LinkedIn campaigns with a just few clicks. For example, instead of retargeting every website visitor on LinkedIn, customers can retarget only the visitors that have a high propensity to buy, dramatically reducing the waste on the media spend.
Now, the additional targeting options are great for getting more granular with your campaign. What happens, though, when a buyer engages with one of your top-of-funnel campaigns? Like most companies, you’re likely continuing to waste paid media spend on those accounts because it’s extremely time consuming, if not impossible, to keep these audiences up to date.
We’ve designed the app to automatically update your Matched Audiences as buyers engage with your campaigns and progress down the journey – helping to ensure that you are engaging your buyers with the most relevant campaign and message (based on fit, interest, timing, stage of buyer journey).
A Real-Life Example
Here’s one example of how our customers are driving impact with the new app. A major telecommunications company was trying to increase sales revenue, and they realized they had two big problems. The first was that while their inbound traffic was good, the inbound leads were only a small share of the total market and were mainly from small companies that didn’t represent the most profitable business segment. The second problem was that when their reps did outbound prospecting, lack of insights turned these efforts into ineffective cold calls with no differentiation in their outreach or priority for accounts that were more likely to close.
They had an ABM program to drive more effective outbound campaigns that leveraged multiple channels, including search, social (LinkedIn), email, and sales development (see example below for the outbound cadence they were using).
Example ABM Outbound Cadence Using Multiple Channels
They did two things differently with their LinkedIn campaigns using the data and insights provided by Lattice:
- Re-allocated ad spend: In the past, the customer had allocated spend equally across all its target accounts. But then it began using D&B Lattice AI Account scores to identify its’ high- and low-fit accounts (based on how closely each account looked like its’ existing customers), allocating twice the original ad budget on the “high-fit” accounts and half the original ad budget on the “low-fit” accounts. This ensured it didn’t waste any ad money on accounts that weren’t as likely to convert.
- Better matched campaigns and content to buyers: Traditionally, the customer used LinkedIn targeting options to show different ads based on industry and persona. However, with D&B Lattice, it was able to identify more granular audiences and it matched ads and associated CTAs with the individual buyers, based on:
- Interest – It was able to see what keywords/topics buyers were interested in on third-party web properties, as well as what they were browsing on the customer’s own website)
- Timing – It was able to recognize what stage of the buyer’s journey the new customers were at by using AI and measuring level of engagement with its’ programs
- Need – It identified complementary solutions (the company had a huge ecosystem), which served as an indicator of need
It was able to drive double the post-click conversions as a result – simply by matching the content with buyers based on interest, timing, and need as well as persona and industry.