Thousands of Clearbit customers can now leverage their customer data together with Clearbit’s to improve online advertising, deliver de-anonymized leads to sales, and personalize their entire lead lifecycle — from website to messaging to renewal
Clearbit, a data-tools provider for thousands of business-to-business (B2B) companies, announced Clearbit X, the first data-enabled growth engine, purpose-built for both marketing and sales teams within B2B companies. X lets companies improve their customer communications with easy-to-use digital-marketing and demand-generation tools that enrich every interaction with first-party (data the company owns) and third-party data (e.g., firmographic data Clearbit owns).
“Using Clearbit X Audiences, we saw our Facebook ads match rates go up more than triple, from 15 to 50 percent,” says Kyle Gesuelli, VP of growth and analytics at Frame.io, one of the companies testing X. “We could target with the precision of LinkedIn and get the lower costs and greater ROI of Facebook advertising that consumer brands typically see.
”Building on a profitable, third-party data business that has become the standard for modern B2B companies, X is Clearbit’s foray into true marketing-workflow tools. X evolves the concepts of Marketing Automation (MAPs) and Customer Data Platforms (CDPs) — which focus on first-party data the user owns — and builds in Clearbit’s third-party data from the ground up.
“Here at Clearbit, we have the privilege of watching some of the best marketers in the world — our customers at Segment, Stripe, Slack, and more — use data to build unstoppable growth machines. They’re constantly iterating and tweaking these engines to get the most out of their go-to-market software tools. So we asked ourselves, what if instead of B2B marketers building a world-class growth engine from scratch, they could build on top of ours?”
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At launch, Clearbit X offers B2B companies data-driven growth tools for:
- Demand Generation: More surgically target high-value accounts in Facebook and Google by not only pulling in Salesforce data (e.g., late-stage opportunities, cross-sell opportunities), but also by improving “match rates” on these social sites with Clearbit’s own data.
- Sales-operations: Alert sales teams via Slack, email, and more about which active opportunities are browsing a website. These sales alerts tools are designed to identify intent, and to trigger the appropriate response at the right time (say, when a champion is moving jobs).
- Website conversion: De-anonymize website traffic based on Clearbit’s proprietary IP-to-company mapping. Know which prospective accounts are visiting a site, and take action via dynamic chat and website personalization.
“X helps to strengthen an advertising channel like Facebook to perform better for B2B with cleaner customer data and better targeting,” says Yuri Daniels, director of performance marketing at Zenefits, another company that tested X. “As Zenefits looks to increase its average deal size, X has driven a 33 percent larger median companysize and a 20 percent increase in the conversion rate from a prospect to qualified lead.”
Clearbit’s CEO Alex MacCaw says: “I’m looking forward to a future where marketing data is democratized, data-enabled and smart. Clearbit X is a big step towards this future.”
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