The main issue marketers and salespeople face on a daily basis are getting qualified leads in the pipeline. Marketers over the years have strategically tried to get their content in front of the right people. They have done this by increasing precision by targeting with more accurate audiences such as Technographic, Firmographic, and Mobile ABM. Yet getting in front of the right decision maker is not the only roadblock marketers face today. The main inquires marketers fail to consider are maybe it’s not the right time in the sales cycle? Maybe this target account already has the product/service you are looking to sell? How do I know if my target is interested in purchasing my product? The answer is intent data and not just any intent data but eCHO intent data by 180byTwo!
First things first intent data marketing by definition is a powerful predictor of which accounts are in the market to buy. It can identify companies or C-level decision makers that are actively analyzing different online topics. When accounts do their research they’re constantly scored on thousands of topics. This information can then be used to alert marketing and sales as to when these leads are in buying mode. Marketers have realized there is value in being able to target prospects during their research stage, this is critical to driving engagement among bottom funnel leads and moving them closer to the point of purchase.
Intent data is only as reliable as the data that is being utilized, eCHO 180byTwo’s newest breakthrough product is the front-runner in the industry. 180byTwo’s proprietary AI technology captures online content consumption and assembles it into technology topics that pinpoint quality leads. By layering 180byTwo’s Technographic and Firmographic audiences with eCHO you can narrow the scope and only include qualified companies.
eCHO derives data from more than 25 billion online interactions, and our technology taxonomy consists of over 7,000 live topics. Intent data has been proven to increase qualified leads and overall revenue by executive marketers. Our coverage reaches across every industry and every vertical creating the industry’s most precise data-driven approach in the market today. By using the most anticipated intent data solution on the market you are taking the guesswork out of sales and marketing! If you could increase the overall ROI and sales, wouldn’t you?
We are extremely excited to announce our newest partnership with Kochava Inc, being one of the industry leaders in mobile app attribution and mobile app analytics . With Kochava saying “Mobile is the tether between brands and their consumers” it’s no wonder that 180byTwo and Kochava decided to partner together. This is a huge opportunity for 180byTwo and we can’t wait to see how this partnership flourishes in the next couple of months.
TAMPA, Fla., Feb. 25, 2019 /PRNewswire/ — 180byTwo is excited to announce the release of AccountLink in collaboration with Stein IAS, an award-winning global B2B agency. 180byTwo’s AccountLink is the industry’s first Account-Based Marketing (ABM) solution designed to help B2B marketers connect with small business owners to large enterprises companies and organizations at the site and individual contact level across programmatic channels. The AccountLink solution leverages 180byTwo’s own proprietary B2B Entity Places dataset and AI, along with billions of location signals and IP intelligence, and the industry’s most accurately sourced third-party B2B data available today.
Up until now, Stein IAS has been utilizing 180byTwo’s B2B Audience solutions across several campaigns for their clients. As a result, Stein IAS has seen their clients’ KPIs increase by more than 200 percent across programmatic channels.
Stein’s goal in working with the AccountLink solution was to increase the match rate on accounts at the company location level while improving click-through and overall engagement rates for their client, a global safety research and insights company. The target audience was marketing decision makers within a list of prospect accounts in the media, entertainment and publishing verticals. This particular campaign was the perfect fit for 180byTwo’s AccountLink solution combined with their deterministic decision maker audiences.
“Our commitment to all our clients is to deliver value through data-driven marketing and advertising,” said Jason Abbate, director of interactions at Stein IAS. “With 180byTwo’s AccountLink and decision maker audiences, we were able to exceed all of our clients’ target KPIs while reducing their ad spend.”
“Stein’s a phenomenal B2B-focused agency and we’re excited to have them as our first agency partner testing AccountLink,” said Ben Goldman, CRO of 180byTwo. “Our core belief of delivering accurate audiences is core to what we’re doing with AccountLink. 180byTwo has always focused on building data-driven solutions for B2B marketers and we believe AccountLink will be an essential tool in every B2B marketer’s toolkit as they strive towards a more comprehensive Account-Based Marketing strategy.”
Stein IAS is the Post-Modern Marketing Agency merging state-of-the-art technology with creative passion. We’re a trusted partner to global B2B brands, connecting them with customers rationally, emotionally and financially. That’s why we’ve been named Agency of the Year by the ANA’s Business Marketing Association six times in the last eight years.
About 180byTwo
180byTwo is an industry leader in global audience solutions: leveraging multi-sourced offline, online, mobile, location, signal, proximity and various other data points across industry verticals designed to help marketers and platforms more efficiently and effectively target businesses, consumers and professionals across channels and devices wherever they are. 180byTwo works with thousands of clients and partners around the globe to provide best-in-class solutions and services so that they can make the most informed decisions through data to drive ROI.
Lotame today announced they saw 460% growth in second-party data adoption globally in 2018.
Second-party data is data sold by its owner in a private 1:1 transaction. With this type of data available, buyers understand exactly where the data is coming from and how reliable it ultimately is. Marketers need assurance as to the quality and precision of the data they buy.
Lotame Syndicate, the company’s private second-party data marketplace, has seen a 460% growth in the number of participants since 2017 and an overall increase in global revenue of 273%. This revenue growth is largely thanks to the North America market where revenue grew a whopping 20,044% over the past two years.
North America has seen users increase by 1,200% since 2017. In the APAC region users increased by 300%, and in the EMEA region, users doubled.
On the heels of this growth, Lotame launched the Syndicate online marketplace. While Lotame Syndicate has been available for a few years, this new visual marketplace provides buyers with a transparent way to research and vet some of the sellers of second-party data on Lotame Syndicate that have opted-in to showcase their data. Some of the participating global sellers include 180byTwo, AD3+ (Neuron), Advance Local, Connected Interactive, DataXpand, Gulf News, Hexagon, Lonely Planet, MMPWW, Phunware, VerticalScope, Vibrant Media, Viglinks, and Zoopla.
“Second-party data offers the transparency that marketers demand today in a post-GDPR world,” said Jason Downie, Chief Strategy Officer at Lotame. “And we’re seeing publishers take advantage of that. Challenged to compete against the duopoly, publishers are monetizing their first-party data by reselling it on a one-to-one basis. The benefits of second-party data are clearly resonating with marketers and we expect this number to only increase this year.”
In fact, 180byTwo saw a 67% increase in CTR using second-party data purchased through Lotame Syndicate.
“Lotame Syndicate tools allow us to deliver segments in a more agile way than before,” said Karl Hjartarson, CoFounder of 180byTwo. “It’s a great product that allows to move at the speed that our clients expect.”
Launched in 2016, Lotame Syndicate provides a safe and secure peer-to-peer environment for data owners and buyers to directly discover and size target audiences, free from the inefficient and costly process typically associated with third-party data providers and aggregators. Syndicate offers unique capabilities in the industry such as Syndicate:Direct which allows DSP buyers who aren’t Lotame platform customers to buy second party data directly from Lotame partners who are.
TAMPA, Fla., Feb. 20, 2019 /PRNewswire/ — 180byTwo, the leader in B2B Audience Solutions today announced the launch of eCHO, the industries first true cross channel location-based B2B Intent solution. Powered by billions of Buying Intent Signals, Precise Location Intelligence, and advanced Artificial Intelligence (AI), this solution enables B2B and ABM Marketers to more accurately identify and activate customer and prospect accounts when there is genuine buying intent, allowing for more targeted sales and marketing campaigns across channels.
Users of this new solution will be able to identify and target accounts and decision-makers when they are most interested in the products and services you offer. eCHO addresses a major pain point marketing and sales teams have struggled with — identifying accounts, gaining actionable marketing, sales, and competitive insights; and activating them seamlessly across channels. eCHO is the industry’s first cross-channel B2B Intent solution designed specifically to unify sales and marketing teams efforts as they strive to drive greater returns through Account-Based Marketing (ABM) programs.
180byTwo’s proprietary technology ingests more than 50 billion daily web signals, storing more than half a million keywords, along with 20 billion daily location signals on 220 plus million MAU’s ranking and scoring more than 250 thousand US companies to find the right target accounts and contacts. eCHO utilizes billions of streaming signals, natural language processing, pattern recognition, combined with one of the industries most comprehensive compiled business listing databases alongside advanced predictive analytics driven by machines; allowing customers to identify accounts at the decision making unit level, at the right time and location where the likelihood to close is the highest, on the largest deals and with the shortest sales cycle. 180byTwo’s solution leverages data such as billions of streaming web signals, raw location and proximity signals from SDK’s/Beacons/Wifi networks, IP intelligence, technographics, firmographics, titles, functions, and past purchase data. eCHO continually learns and enriches company location records with intent topics, categories, and propensity scores.
“Marketing and Sales teams are spending massive amounts of time and resources to align their B2B and ABM marketing initiatives. The biggest challenge we hear about most frequently is around the lack of data portability across the sales and marketing stacks,” says Eric Shaffer, CEO and Co-founder at 180byTwo. Most solutions out there are are limited in scope requiring that you work with multiple vendors who don’t necessarily work well together, nor integrated with your technology stack. “This is where 180byTwo’s eCHO B2B Intent offering is going to make a huge difference for Marketing and Sales teams by providing a comprehensive B2B and ABM data solution across the enterprise.”
180byTwo’s eCHO Intent Data will be available Monday, March 4, 2019, through 180byTwo, and eCHO B2B Intent Audiences will be available March 24 via the Liveramp Datastore, Oracle Data Cloud, Lotame Data Exchange, Pushspring Marketplace, theTradeDesk, and all other programmatic buying platforms. For more information, please contact connect@180bytwo.com.
Mobile devices have completely transformed the way marketers are able to target their customers. With more GPS enabled devices than ever before the location data, we are able to gather from these consumers creates a sea of information that is begging to be used by marketers. What has really stimulated the extensive information we have gathered is the increase in consumers using location-enabled mobile devices. Mobile devices now have the ability to record a customer’s real-time location with accurate geographic information generating more useful data for marketers daily.
That being said location-based marketing is not new to the industry, but with all the new data points that have been acquired with geofencing and mobile GPS. This data helps marketers to understand where their customers are and when to target them for maximum performance. Below are going to go through the top five things you should know about Location-Based Marketing.
1. Impulse Purchases Can Be Turned Into Sales:
With Location marketing, it is easy to persuade a consumer to purchase when a specific retailer targets an ad while that customer is in the proximity of the store. Now that the companies product/service is top of mind and in the physical location, it is three times as likely for that customer to make the purchase than if they were at home.
2. You Can Connect More With Consumers:
When you can more accurately identify a large number of your customers clustered in an area it is much easier to create relevant content that will appeal to them. This kind of tailored content will make your customers relate more to your business as well as feeling more connected to you.
3. It Is Highly Trackable And Personalized:
Being that you can see your customers’ app downloads, precise location, and even past purchasing habits allowing mobile advertising to be a valuable asset every marketer should utilize. These ads become trackable and retailers can identify which ads are bringing customers into their store and what ads are falling flat.
4. Have A Good Call to Action:
Having a persuasive call to action is key. To actually get your customers into your store you can’t create content that is generic. You need to concentrate on your customer’s specific wants and needs, and the way to do that is by creating a relevant call to action for your ad campaign that will bring people in.
5. Getting Creative Boosts Sales:
Most marketers that utilize location-based marketing think that knowing the location is everything. But to really draw in those customers you must make the ad creative and fun. Creativity when creating your campaigns will win over more customers than any other aspect on the ad.
Now that we have discussed what you need to know about location-Based Marketing, it’s time to talk about the best way to execute this marketing strategy. The best way is by taking advantage of 180byTwo’s Location-based audiences that provide you with location audience sets that have been proven to increase ROI. Created from billions of location signals covering more than 240 million people across 50M U.S. locations. See what moves your customers!
