Guest Q&A with Charlie Whife, VP of Global Sales, about the process of capturing the right B2B data variables for Account-Based Marketing campaigns, and why first-party data is going to be a priority for brands in a cookieless world.
Selling Simplified is described as a data-driven B2B marketing company, can you share more information about your business?
Selling Simplified aims to empower companies in their marketing and sales efforts through unprecedented customer insights and a real-time pulse on intent, via a comprehensive suite of data enrichment, marketing, and analytics tools—with a core mission of helping people make more meaningful B2B connections. As a controller of over 175 million global B2B records, we focus on providing innovative, intelligent, and compliant solutions to identifying, analyzing, and capturing B2B demand backed by our enriched, intent-based data. Headquartered in Denver, CO and servicing clients globally, we’re proud to be considered the market leaders in APAC in regards to data quality, data quantity, and innovative solutions to demand generation.
Why have you chosen to partner with Eyeota?
As an offline data provider, Eyeota’s Onboarding solution makes it simple for us to make our data accessible to a broad online audience in an efficient and compliant fashion. But beyond simply uploading our data, Eyeota’s team works closely with us to understand our data its best use for their customers. They take a catered approach to understanding the relevance of our data as it pertains to their clients’ unique needs. No one else in their space seeks to provide the most value to their clients by understanding the value of the asset themselves.
With SSG being an entirely customer service driven organization, we appreciate their attention to detail, their commitment to quality, and feel good about doing business with like-minded people. We are simply honored to be a part of their trusted network of data partners and we love the opportunity to service the marketing community at large through our strategic partnership.
How are Selling Simplified audiences relevant for advertisers?
Our data has been built up over years to be truly representative of the global B2B landscape. We pride ourselves in our global coverage of 185 countries, our niche targeting across hundreds of industries and dozens of LOBs (line of business), and our intelligent data knowledge-base touching on intent and technographic fields.
In addition to its sheer size, our database has a strong reputation for quality. We’ve developed our own technology dedicated to ensuring our data’s integrity. Through daily refreshes and constant validation, we maintain a minimum 96% accuracy rate at all times. Finally, we adhere very stringently to global standards of data compliance. As a data controller, we ensure that your target audience is not just available, but also actionable for your own marketing efforts.
How should marketers best use Selling Simplified audiences?
Selling Simplified focuses purely on B2B data - meaning that we are a good fit for companies looking to reach out to target buyers at other companies. Our audiences consist of engaged professionals, many in decision-making positions, from both SMB and enterprise-level companies across the globe.
Because we collect so much information at both the company and contact level, our data is great for ABM initiatives and retargeting campaigns. The majority of our clients globally utilize our data as a part of their ABM strategies and to reach their target accounts across various channels.
One of the most unique qualities about our database is its relevance in local markets around the world. We did away with a single standard of normalization a few years ago when we started doing business in Asia. Now, our data includes local-language translated contact fields (first name, last name, email, job title, etc.), and is structured to reflect regional business practices. Our focus on localized data has been a game changer for many of our clients globally!
What are your data predictions for 2021?
First-party data is shaping up to be a massive strategic priority for marketers, especially with Google set to phase-out third-party cookie data by 2022. It’s going to be imperative that marketers either build up their own marketing databases, or find trusted first-party vendors to help them achieve their marketing goals.
I also think that the demand for additional insights into customer behavior is going to continue gaining momentum. Marketers are really starting to get more curious about the “why” rather than the “what” — so I expect we’ll continue to see solutions evolve to capture more and more intent data and behavioral insights at the individual contact level.
With Eyeota, Selling Simplified audiences are available in Australia, Hong Kong, India, Indonesia, Japan, Malaysia, New Zealand, Singapore, Thailand, Vietnam and the US for digital campaign activation on display, video and social channels including Facebook, Instagram, Twitter, Pinterest and Snapchat. For more information about Selling Simplified, connect with an audience specialist today at datadesk@eyeota.com.
