Always retarget your data because the chances of them boosting your lead gen is 150%, but the catch is most of that data is first party, do you, have it?
Collecting First-Party Data
These are collected through various touch-points: online site engagements, email sign-ups, interaction on social media, customer surveys and purchase history etc. Unlike second-party and third-party data that is obtained from external sources, first party data is collected and owned by the company itself. For this reason, companies consider first-party data to be of highest value and reliability.
First-Party Data in B2B Lead Generation
First- party data gives you as a marketer an insight into how your target audience behaves; their likes and dislikes about your products which is important for personalized effective lead generation strategies.
Below are some keyways in which first-party data drives B2B lead generation:
1. Enhanced Targeting and Personalization
Using first-party data, businesses can divide their audience according to specified activities or preferences. These divisions make it possible to launch highly focused advertising campaigns that resonate with each potential buyer.
In fact study done by Experian found out that “personalized emails deliver 6x higher transaction rates than non-personalized emails” This level of personalization would only be achievable using the rich insights generated through collecting first party-data.
2. Improved Lead Scoring
The use of information obtained from the first party can help entrepreneurs to properly score their leads as it gives them a whole picture about the actions prospects take. In case businesses scrutinize this kind of data, they will be able to differentiate between more and less engaged leads to convert.
According to report, companies that employ lead scoring have their lead generation ROI rise by 77%. This clearly shows how important first-party data is when it comes to lead scoring.
3. Retargeting is Now More Effective
Retargeting is a very effective strategy for re-engaging prospects who are interested but have not yet converted. Because first-party data helps businesses identify such prospects and frame retargeting campaigns towards them.
According to AdRoll, retargeting can increase conversion rates by up to 150%. It emphasizes why we should embrace first-party data in our efforts for retargeting.
4. Customer Insights are now Better
First-party data furnishes companies with an array of details about their clients such as what they like, dislike and what makes them buy among others things. It is such kind of information that forms the basis for making resonating content and offers with your audience.
Also, for your knowledge, importance of data types based on budgets:
First-Party Data Strategy Implementation
To effectively generate leads in a B2B setting, companies must have a strong data strategy in place. Here are some things to keep in mind.
1. Collection of Data
The primary step is to gather personal data from different touch points such as website analytics, email subscriptions, social media interactions and customer surveys. Tools like Google Analytics, CRM systems and marketing automation platforms can help to streamline data collection.
2. Integration of Data
After collecting the data it must be integrated into one central system. This means that all data points are connected and so they can be analyzed cohesively. A customer data platform (CDP) would be helpful in integrating first party data for easy management.
3. First Party Customer Data Analysis
To find valuable information, it is necessary to analyze first-party data. It is necessary for businesses to use data analytics tools to analyze their customers, identify patterns and track key performance indicators (KPIs). Such analysis will allow you to develop lead generation strategies and optimize campaigns.
4. Data Activation
Activation of first-party data is the final step in using this information for marketing purposes. This may involve developing personalized materials, targeted email marketing and retargeting advertising. These campaigns must be continuously managed and improved by referring to the findings provided by the data analyzed.
5. Employ Marketing Automation
In making use of first party data in B2B lead generation, marketing automation platforms are irreplaceable tools. This allows such platforms automating your marketing activities as well as adapting them in line with collected data.
As an example, you can configure automated mail campaigns that respond to specific actions or behaviors thereby ensuring correspondence always stays relevant and current.
