The Personalization Paradox & Where Third-Party Data Fits In

Ever get the feeling your prospects just aren’t that into you?

 

They visit your website, spend a few minutes on each page, click through (just like you hoped they would) to the CTA. Then, instead of leaving their name and contact information so you can reach them, they ghost you.

 

Don’t worry, it’s not you. It’s them. Really.

 

Buyers today are hesitant when it comes to sharing their information. Blame it on increasing privacy concerns or just the sheer volume of ads out there, they won’t give out those details to just anyone. And when they do provide information, there are limits to what they’ll share.

 

But while they don’t want to share their personal information, they still expect a personalized experience. So how do you deliver a personalized buying experience without personal information? You can’t—which is one of the reasons third-party data is so important.

 

Third-Party Data Fills In The Missing Pieces

 

Personalization is more than just adding their name to the subject line (but that’s a good start!).

There’s a reason that demographic, firmographic, attitudinal and digital behavior data often make up a significant portion of audience data budgets. Marketers are looking to address those gaps in their own first-party data. Even enterprise-level businesses with extensive customer lists have a difficult time getting enough comprehensive data, as it’s often spread throughout various channels or different vendors within a business process.

 

With more usable information about the prospect—such as their job title, location, company size—you can engage with them more effectively and target them with the right offers that actually mean something to them. For example, a manager at an enterprise firm will have different priorities from the owner for a small business, yet both could benefit from and be looking for what your business offers. Third-party data fills in the missing pieces for a more tailored, effective approach that’s more likely to convert and result in higher ROI.

 

Fuel Successful Acquisition Campaigns

 

In addition to using third-party data to gain more relevant information about current prospects, third-party data is key to finding new prospects and customers. Acquisition email campaigns, which focus on bringing new customers into your fold, are essential for driving business growth—especially now, as many businesses have had to reorganize and adapt in the aftermath of the pandemic. (Stay tuned, I’ll dive into this more in an upcoming blog post).

 

Quality third-party contact data expands marketing reach, offering a wider net to cast for campaigns. And with intent data matched to contact data, you can go after prospects that are in-market and looking for what you offer. 

 

An important reminder: quality third-party data is cost-effective because it generates the results you’re looking for, whereas bad data is a waste of time and money. At OMI, we specialize in quality contact data and have more than 78 million B2B manager-level and above contacts from more than 18 million businesses. And we stand behind our data to guarantee 95% email validity for 30 days.

 

Have questions? Get in touch with us to learn how quality third-party data can drive your B2B marketing and grow your customers.  

 

 

Outward Media’s proven data cleansing services and targeted, accurate B2B data can enable you to achieve better digital marketing ROI and, ultimately, convert more prospects into customers. Go here to find out about leveraging our SMB and medical market data on the LiveRamp Data Marketplace.