![]() The B2B business could target with the precision of LinkedIn and get the lower costs and greater ROI of Facebook advertising that consumer brands typically see.įor Emily, the wins are two-fold. Using Clearbit Advertising, Frame.io saw their match rates go up more than triple, from 15% to 50%. "Just being able to get in touch with past customers who have unsubscribed from our email list with launch content is where a massive return will come." The result - more than triple the match rates "Our ability to connect with our customers in a non-email channel is pretty incredible," Kyle comments. For instance, Frame.io doesn't have to rely solely on email for important product launches since they can connect with the right people later in their lifecycle on Facebook. "Now we could focus our efforts on true prospecting, where those exclusion audiences are key."Ĭlearbit's Contact Audiences also helps target more precisely across the customer journey to re-engage users, win back churned accounts, or upsell to existing customers. Otherwise, those campaigns are always going to favor the people who are continually visiting your site, working within the app, or continuing to make payments," Emily explains. "If you can't exclude people who are showing the most high-intent indicators, whether they're purchasing or they've recently signed up, then it's impossible to scale your paid efforts. Finetune your targeting across the lifecycleĬreating the right custom audiences for Facebook also means keeping out specific segments, like when you only need to reach net-new leads for acquisition. Marketers like Emily can now quickly create dynamic segments with higher match rates to continually target the right Facebook custom audiences - and never deal with CSVs in the process. Thanks to Clearbit's rich data network, with multiple identifiers for B2B buyers (including non-professional email addresses), Contact Audiences can see improved match rates and help seed ideal audiences for creating stronger lookalikes. "Clearbit Advertising is an easy-to-understand, very seamless way to create segments and automatically push them over into Facebook," she explains.Īudiences in Clearbit Advertising can draw on all of your first-party data (from sources like your user table, CRM, marketing automation, and more) as well as Clearbit-enriched person and company data. With Clearbit Advertising, Emily found a new kind of segmentation power. ![]() But it's been super, super hard to use Facebook's native parameters to find the right people." "The scale that Facebook unlocks is the whole appeal of the entire platform. "Even when I was exporting things and enriching the data as much as I could, we were still only able to get this super low match rate," Emily recounts. Trying to find people on the popular social media platform using work emails (rather than the personal emails they signed up with) usually surfaces a fraction of the intended audience.įrame.io's team felt that pain, manually pulling email addresses from their CRM to try to create the right target and exclusion audiences. Traditionally, B2B businesses have trouble harnessing Facebook as an effective paid channel because it's so challenging to target the right people. ![]() Kyle Gesuelli VP Growth & Analytics, Frame.io Finding the right people for B2B on Facebook
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