Currently, digital B2B targeting relies on cookie-based ad delivery systems, which by now, most digital marketers have agreed is a woefully out of date technology. Why? Browser cookies users are actively opting-out of cookie-based tracking (or enabling security software to block them) and cookies generally don’t work in the mobile space where most of the users are these days. So how can you reach the appropriate B2B decision makers though digital channels?
For example, one of our clients is a hardware device manufacturer who needed to reach law firms, financial services organizations and medical centers with more than 100 employees. With Smart Zones, the device manufacturer was able to run a campaign that started with a list of company names and titles. They also targeted other organizations based on NAICS codes and employee count and revenue. Instead of just onboarding a company list the Smart Zones solution was a far broader and more accurate approach than the 20% match rate you’d get with cookies.
Smart Zones was able to provide the Internet delivery points for each and every target organization through a simple match, which made targeting the right people online a snap. Furthermore, we were also able to provide details on the media mix for reaching these people with our Media Zones extension.
At the end of the day, without cookies, Smart Zones is able to provide access to nearly 100% of all B2B targets online. To learn more, visit our B2B Targeting page and download our overview.