— March 28, 2018
IP Targeting is a great technology that allows you to send digital advertising to a specific IP address. Every home or office building that has a connection has one or more IP addresses. In a marketing strategy of B2B marketing, this would allow you to send messaging about your brand into a targeted business. (You can read more about that here.) However, this blanketing approach may not be the best. If the business has a larger number of employees, you may be talking to people that are not a good audience for you. This is not a good spend, and also creates an opportunity for confusion. So how can you avoid this? The answer is combining IP targeting with job data and behavior. That’s what IP Targeting With Job Title is all about.
Job Title Filtering
Within a company, different departments and levels of management are identified by their respective job titles. Titles not only tell us the area that person oversees, but oftentimes give an insight into their decision making authority. This can be especially important based on the goal of your advertising as well as the messaging itself. This information on a person’s title or position is found through 3rd party cookie data and self-reported information.
Why Filtering Works
If you are looking to start a ground-swell movement of employees petitioning for a benefit such as a type of insurance, off-site at a particular location, or maybe a new addition to the vending machine, you may want to avoid some of the upper management initially so that you build trust and agreement at the start. Conversely, if you are offering a product or service that is a large capital expense, it may be better to approach the decision makers directly with opportunities to review specifications, white papers, or case studies.
Issues With Job Title Filtering
As with all data, this is not 100% in its accuracy. Know that you may miss a person, or send a message to someone that is not the best target. The good news is that this is not as personal as an email or as confidential as a direct message on a proposal. Instead, this is a marketing message intended to catch the attention and engage your target. Good copy and creative imagery allow you to filter out extra audience members because the message presented would not be of interest. This ensures that the people who express interest through clicking are truly your best prospect.
You can download a case study we put together using this approach for one of our customers. The campaign allowed them to speak to the decision-makers in the top companies on their prospect list. Additionally, you can schedule some time to talk about your particular project and see how we can partner together to get your message heard.
So what do you think? If you have your own experience, feedback, or a comment, please leave it below.