Let's be honest. Since we run a million and two activities simultaneously as marketers, it can be challenging to keep track of what is effective and what the data is showing us. Introducing database marketing.
Let's talk about what it is and why it's the best tactic to use in your upcoming B2B pay-per-click (PPC) campaign.
Database marketing: What is it?
Database marketing is a scientific approach to the collection, processing, storage, and maintenance of customer data in a business's database. It entails gathering consumer information, including names, phone numbers, email addresses, and other firmographic data. This data may be strategically examined and used, along with PPC advertising platforms, to develop a customized experience for both current and potential clients.
Comparison of Internal and External Databases
Databases that contain contact information for current leads and customers can come from private internal resources. This data can be retrieved via marketing automation and customer relationship management (CRM) tools in many B2B businesses.
A variety of data suppliers offer or can construct external databases. Numerous leading B2B data suppliers offer predictive analytics on target accounts in addition to contact information to construct lists. Below are some of Directive's most popular methods for getting these databases:
- Dun & Bradstreet - praise for the accuracy of firmographic corporate data and the quality of account planning reporting
- Bombora - possesses cutting-edge account behavioral and purpose data, as well as "surge signals" that aid in account priority.
- DiscoverOrg - depth of information for contacts, places, and verticals
- ZoomInfo - has a broad range of connectors and effective functionality for adding data to existing leads
Finding the appropriate database is an entirely different animal. It necessitates a thorough comprehension of the persona of your target customer and the crucial traits that set them apart from everyone else. After settling on those details, start creating your ideal database using the superior data solutions mentioned above.
How Does PPC Fit Into This?
Database marketing tactics can be utilized with a wide range of PPC ad platforms. Most online ad platforms have a native targeting feature that lets users upload contact lists for use in campaigns. Google Ads, LinkedIn Ads, Facebook Ads, and Twitter Ads are a few famous examples. Platforms for account-based marketing (ABM), which offer advertising options, also have the ability to submit contact lists. Terminus, RollWorks, 6Sense, DemandBase, and others are a few of these.
Since Google Ads and LinkedIn Advertising are two of the more popular options for the majority of our B2B clients, we concentrate on these strategies in this post. Other ad networks and platforms can use such tactics as well.
You'll need to know how to upload your contact database once you've received it. Here are detailed instructions for each advertising platform:
Google Ads
Step 1: After signing in to your Google Ads account (assuming you already have one; if not, follow these steps): enrolling in Google Ads) the "Audience manager" can be found under Tools.
Step 2: Click the plus sign, then choose "Customer List."
Step 3: Give your audience a name, add the information, and publish by choosing "UPLOAD AND CREATE LIST".
You're done now! You may now use this list in campaigns on Google Search, YouTube, and Gmail.
Linkedin Ads
Step 1: If you already have an account, log in to your LinkedIn Ads Campaign Manager dashboard. If not, follow these steps: Locate "Matched Audiences" under "Account Assets" after creating a LinkedIn Ads account.
Step 2: Choose "Uploaded list audiences" and then between "Connect to data integration" and "Upload a list" your desired upload strategy. The ability to integrate with contact management solutions like Marketo, Eloqua, LiveRamp, Zapier Acxiom, Salesforce Advertising Studio, and Pegasystems is a huge advantage of LinkedIn's platform.
Step 3: If you decide to upload your own list, abide by the file submission instructions.
All it takes is that! You can start using these datasets as targeting criteria in your ads once you've given the platform a few days to thoroughly digest the data.
Why is database marketing crucial for return on investment?
Today, marketers are having a harder time maintaining performance improvements. According to a recent report by Adstage, typical Google CPCs have grown by 117% since last year. PPC managers must therefore pay more for each conversion and lead in order to afford the same number of clicks at the same conversion rates.
This pattern won't be changing soon. Google has recently debuted several new automated bidding techniques, such as Target Outranking Share, Maximize Impression Share, and Maximize Conversions.
By utilizing previous data to adjust ad placing at a faster rate than manual bidding, these bidding tactics, when applied properly, can boost campaign effectiveness. However, average CPCs will inevitably continue to rise as a result of allowing machines and automation control bids.
What do you suppose will occur if six of your rivals employ the same maximum impression share bid technique? Competitors will keep beating each other up and drive up CPC.
B2B marketers usually struggle with challenging marketing funnels and protracted sales cycles if costly clicks aren't enough. It can be difficult to demonstrate ROI when top-of-funnel leads turn into sales-qualified opportunities in 30, 60, or 90+ days.
To discover more about B2B decision-making processes, watch this video. Learn how to modify your strategies so that your marketing is strengthened and you can run campaigns that are effective and profitable.
How Does ROI Be Achieved by Leveraging Databases?
Most businesses use keyword targeting only when using Google search marketing; audience targeting is rarely used. When you can't filter the users that your ads are being served to, it affects the quality of the leads you generate.
Let's utilize the following B2B SaaS example: CRM application. Your list of target keywords may include "crm software." With this configuration, you would show advertisements to everyone who entered "crm software" in their search. This implies that a business student looking for "crm software businesses" to learn more about crm solutions for a sales management class may come across your advertisement. You can't manage who clicks on your ads without audience targeting combined with keyword targeting.
Many times, B2B businesses are only looking to work with certain job titles at organizations with more than a certain number of employees. If keyword targeting is the only variable employed, you'll produce a ton of undesired contacts, which will result in wasted money and a lower return on investment. A CRM company runs the risk of receiving a significant number of hits from unintended consumers if it uses a broad targeting strategy for the keyword "crm software."
It is a potent ability to restrict your clicks to only your target market when the proposed CPC for this term is calculated at $30.28 and average search volume is 74,000 searches (see graphic below).
By removing anyone who does not meet your target audience, internal and external databases can help you make sure the correct individuals see your adverts. A great formula involves fusing these two targeted capabilities with the contacts looking for your answer.
You can more efficiently target a smaller number of your most important contacts and target accounts rather than hundreds of millions of searchers and start boosting the ROI you're after.
The fun part now that we've covered why databases are essential to your PPC ads, where to create your perfect target client database, and how to upload them into two potent ad platforms.
Let's go over how to carry out particular campaigns and plans.
Marketing Plan: Bringing in New Clients
You might never have a complete list of your target accounts. To be competitive in PPC, you must, however, make the decision to concentrate your emphasis in order to produce more quality leads.
Let's explore how to be there for the appropriate person when it counts.
Using "Search" as a Buyer Intent Signal to Attract New Clients
Serving text ads via search engines to users who have a purchase intent is one of the fundamental tenets of PPC marketing. Making a good first impression is crucial when a potential customer is actively looking for a solution that perfectly matches the key principles of your product. Make them act now!
Although the majority of PPC managers are already familiar with the fundamentals of creating a search campaign in Google Ads, we've provided a link to a Search Campaign Setup Guide in case you need a refresher or want to gain new knowledge.
Let's suppose for our purposes that you have already completed some of the following:
- Your target contact list was uploaded to Google Ads Audience Manager.
- Optimal buyer intent keywords identified
- Created a landing page with a strong offer and call to action.
We've now reached the enjoyable phase, which involves customizing your messaging to give your target customer an engaging experience. Let's discuss a few easy steps where you can apply the Google Ads audience that you created earlier from your database before moving on to examples.
Steps for Choosing Audiences in Google Ads
Step 1: After logging into your Google Ads account, choose the campaign under "Campaigns" to which you want to apply the audience.
Step 2: Choose "Audiences" after entering the selected campaign's campaign level.
Step 3: To choose the audiences you want, click the blue pencil symbol next to "Audiences."
Step 4: Select "Targeting" and "Add to Campaign."
Step 5: Find your target audience and choose it. You can choose "How they have interacted with your business" > "Customer Lists" > and then select your uploaded audience if that option better suits your business objectives.
Step 6: Press "Save," and you've reached the goal. Congratulations! It wasn't all that horrible, was it?
Following steps entail:
- The Determination of Key Performance Indicators (KPIs) to Assess Success
- Collecting data
- Analyzing Performance Testing and Optimization
- CRM systems analysis of lead lifecycle data for specific accounts to calculate campaign ROI
- Let's move on and discuss an example campaign plan that could provide fresh inspiration for your campaign personalisation.
Let's move on and discuss an example campaign plan that could provide fresh inspiration for your campaign personalisation.
Target Audience Information for an Example of a Campaign:
a. Industry: Electrical Contractors
b. Revenue Range: $50 million or More
c. Job Titles: Head of Operations, Operations Director, VP of Operations, COO
d. Key pain points:
- Risk Mitigation
- Connecting Field & Office communication
- Spreadsheet overload
A successful strategy for increasing ROI is combining a targeted advertising experience with your target audience while they are looking for your answer.
Campaign Approach: Making Use of Current Customer Databases
Driving new business from current clients is some of the lowest hanging fruit for any business. You'll discover practical examples of how you use your internal client database to generate new business below.
Current Clients: Renewing and Upselling
Many B2B products and services use subscription-based business models that require renewals. Additionally, B2B goods frequently offer more than one capability or solution, and upsells are possible.
When seeking to sustain company or grow client lifetime value, using PPC campaigns to promote to these customer databases provides you a huge edge (LTV).
Renewal Strategy: As an illustration, suppose firm X has one month till the date of their contract renewal with your service. They're assessing the worth of your product or service and might be thinking about canceling their contract. The time is right for your business to actively promote why you are the finest answer.
Why not launch a LinkedIn Sponsored Content Campaign to highlight accolades and successes, case studies, brand-new product features, analyst reports, etc. You can improve your chances of successful campaign implementation by exporting a contact database of potential consumers.
To establish a database marketing-driven LinkedIn campaign, just adhere to these four easy steps.
Step 1: Click "Create Campaign" after signing into your LinkedIn Ads account.
Step 2: Select "Select" from the Sponsored Content menu.
Step 3: This step can be divided into a total of four more compact ones (LinkedIn Sponsored Content Overview):
a. Name your campaign, Choose a campaign group. Select your goal here. Choose the ad format that you want.
b. Create your adverts. You can choose to "Create Sponsored Content" or "Select an Existing Post to Sponsor" depending on the creative assets or content you already have.
c. Establish your audience. The most crucial phase of database marketing plan implementation is this. Recall the audience you created previously in this post using the contacts in your CRM database? You can use it at last!
d. Select a goal > Conversion setup (CRUCIAL: Conversion Setup Guide) Decide on a budget > Select your bid type here. Schedule your campaign: Select "LAUNCH" after selecting your preferred ad rotation option.
Step 4: Congratulations! You now have a fresh campaign and a potential chance to strengthen your brand. Make a sincere attempt.
Following steps entail:
- Identifying key performance indicators (KPI’s) to measure success
- Gathering data
- Analyzing performance
- Optimization and testing
- Analyzing lead lifecycle data for specific accounts in CRM systems to measure ROI for your campaign
If you're struggling to come up with innovative ideas for your renewal marketing campaign, take a look at some of the standout work we've assisted our clients in creating for LinkedIn:
Promotional Cases:
- Analyst Reports by Gartner
- Reports from Forrester
- Company Comparison Reports from G2Crowd
Upsell Technique:
Let's look at how you can use Sponsored Content for upsells for your business now that you have seen step-by-step how to design a whole campaign with database audience targeting.
B2B businesses frequently provide a variety of product suites and solutions that include upsells. Additional product releases are ideal opportunities to earn new money from existing consumers in order for businesses to continue expanding and meeting new demand.
You should have the resources to upload your database of existing customers who are ripe for an upsell if you followed the campaign setup instructions above.
You can base your campaign on the outstanding marketing program techniques and materials listed below:
- Promote a software demonstration video that illustrates the features of your newest product.
- Boost news releases that create excitement and social media sharing around the launch of your new product.
- Host scheduled webinars that explore particular features and advantages in a more relaxed environment.
Your current customers are more likely to interact with this content than new prospects since they trust you. You may improve your chances of generating upsells and raising the LTV of existing customers by testing some of these tactics.
Next, what?
Reaching the appropriate audience at the right time is the foundation of search marketing. The best methods for efficient demand generation involve the use of databases and PPC ads.
Account-based marketing (ABM) and persona-based marketing are the current trends in the sector. Strong customer databases are necessary for each of these tactics.
Have you got the appropriate database to accommodate that? B2B marketers, you must be certain about this.
It can be exhilarating and frightening to test out new campaign tactics. I hope the examples in this article will inspire you to use databases in your upcoming PPC campaigns.
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