Conversational Marketing by David Cancel & Dave Gerhardt

Author:David Cancel & Dave Gerhardt
Language: eng
Format: epub
ISBN: 9781119541899
Publisher: Wiley
Published: 2018-11-12T00:00:00+00:00

Targeting Visitors Based On the Companies They Work For

As we explored in Chapter Eight, integrating messaging with an enriched data solution allows you to reveal troves of useful data, not only about the people you have email addresses for but also for anonymous visitors. Specifically, thanks to IP address matching, you can instantly identify the company an anonymous visitor works at and then surface relevant attributes about that company, such as number of employees, the amount of funding they’ve raised, the technologies they’re using on their websites, and their Alexa rank, which is based on how much traffic their websites are receiving. These sets of attributes are known as “firmographics,” and for B2B companies, using firmographics can be crucial when it comes to targeting the best leads on your website.

With the same data enrichment integration you use to passively learn about the companies visitors work at when those visitors start conversations with you, you can also actively target visitors who work at companies that match your target criteria. This is something former Perfecto Mobile CMO Chris Willis did on the Perfecto Mobile website. As I mentioned in Chapter Six, Chris set up messaging as a “second net” for engaging with and capturing leads who weren’t filling out Perfecto Mobile’s lead capture forms. But in order to ensure that his sales development reps (SDRs), who were responsible for managing incoming conversations, didn’t get bogged down by random visitors who were never going to buy, Chris used IP address matching to hone in on companies that fell within a particular size range.

As Chris told the Drift marketing team, “Our leads tend to be 70% out of our target, 30% in. Now, I expected with web chat we’d see about the same thing. So people chatting and just essentially taking up the time of our SDRs when they could be working on more productive activities.” However, after setting up targeted welcome messages, Chris discovered right away that he could easily filter out the “noise” he had been worried about. To quote Chris: “And so right out of the gate, we identified that we were going to see the ability to manage that process. So we’re able to, by IP address, identify companies by their size, and only present to our SDRs chats that come from companies that we want to sell to.”

At Drift, we use a similar approach in order to set up a fast lane for our best leads. Specifically, we display a custom welcome message (see Figure 9.4) to B2B, SaaS companies that have more than 50 employees. As we looked back on our conversation data, we found that those were the types of companies that were more likely to convert into customers, so it made sense to set up a customized path to purchase just for them. And remember, since the firmographic data we’re using to target visitors is sourced via a person’s IP address, that means even anonymous visitors—people who had never been to your website before—can receive your personalized welcome messages.

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