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BizReport : Advertising archives : April 24, 2013

Bizo release targets based on business interests

Bizo has launched a new business data solution, set up to help brands engage all clients throughout the sales funnel - including B2B clients who may otherwise be missing from the data equation. Called Bizo Data Solutions, the platform extends the existing Bizo infrastructure to include demographic information from business professionals.

by Kristina Knight

"In the past, we primarily used Bizo's audience data to run full-funnel display campaigns for clients, and we're now moving behind the firewall to weave our data into existing CRM, content management, web analytics and marketing automation systems," said Russell Glass, CEO of Bizo. "With Bizo Data Solutions, marketers will have unprecedented ability to nurture and convert prospects at scale through the entire marketing funnel."

Why is this important?

"Our research shows that B2B marketers will increase their advertising and marketing digital spend by almost 11 percent to $65.9B in 2013," said Chuck Richard, vice president and lead analyst at information and marketing industry research firm Outsell, Inc. "Yet, 78 percent of marketers also report a key barrier to optimizing this investment is the difficulty they have evaluating the effectiveness of their marketing programs. This data point underscores the need for solutions that break down silos, allowing for more accurate attribution and tighter program integration."

The solution integrates seamlessly so that systems can share information, making for an optimized approach across the sales funnel. With the tool brands can differentiate between audiences that visit landing pages or social channels, for example, and then personalize content and offers for those distinguishable groups. From there the channel allows brands to target audiences, including business demographics, and measure results across channels.

The platform supports digital marketing channels includeing Salesforce, BlueKai and Adobe AudienceManager.

Image via Shutterstock

Tags: ad targeting, audience targeting, B2B targeting, Bizo, online advertising

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