“We take intelligence we have about all these anonymous people – how senior they are, what industry they’re in – and combine it with all the digital body language we’re able to learn based on what content they’re consuming, pages they’ve viewed on a marketers’ site, and create nurture flows,” Glass added.
Some B2B marketers validate Glass’s argument around the importance of social ad targeting. For example, Twitter ads customer TenXer, which develops a productivity analytics tool, mostly sells to software engineering teams and is constantly looking for new ways to target its audience more effectively. The company primarily uses Twitter ads for B2B lead generation.
“When we launched a new product in January, we experimented with Twitter Promoted Tweets against our normal reach on Google AdWords, Facebook and LinkedIn,” said JP Patil, VP of business development at tenXer. ”From our data, we saw Twitter totally crushed it compared to the other two. With Twitter, because we were targeting specific people, we were able to get better quality leads to our site, which got better sign-ups and conversions.”
As to why tenXer didn’t use a more standard enterprise marketing automation system to source for qualified leads, Patil said the core reason is cost effectiveness. “If we were able to generate leads for less than $50 per user [using one of the enterprise platforms] it starts to make sense, but in doing the math we determined it’d take an entire year to win back that revenue from that one user.”