Programmatic will offer customers the ability to create bespoke audience segments around technographic, firmographic and intent data to promote brand awareness and thought-leadership content

BNZSA, Europe’s leading IT B2B digital, data and lead generation agency now delivers programmatic display that aims to give customers the ability to deepen relationships with prospects and to enhance subsequent lead generation campaigns. Underpinned by the cleanest first- and third-party data available, and the largest telephone-based contact centre in EMEA, customers can now look to build fully integrated marketing programmes that utilise a multi-channel approach from a single supplier.

“Clients no longer have to search, evaluate and appoint multiple agencies for data, digital and tele to support their marketing programmes,” said Soniya Ganvir, Chief Marketing Officer and Head of Digital at BNZSA. “BNZSA provides it all under one roof with owned and operated data validation and quality assurance teams that guarantee data integrity and compliance as well as lead quality. Creatives for programmatic can also be produced for our clients by BNZSA’s in-house design team.”

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With programmatic, client campaigns are fully integrated from end-to-end and this means BNZSA can maintain an on-going and relevant dialogue with prospects. BNZSA can also track interest and intent and maintain engagement with relevant and valuable content to underpin the personal relationships our Business Development Resources maintain with prospects to nurture leads ahead of handing over to client sales teams.

Layering programmatic to BNZSA’s integrated services has many benefits. Firstly transparency. Programmatic advertising offers a layer of transparency that marketers have struggled to get from traditional advertising.

This transparency is often around data insights and real-time measurement, which can track how creatives and targeting is performing. Brand awareness is also a key. Programmatic play as it is a perfect way to push brand awareness not just to scale and overall total addressable market but also relevant prospects. Programmatic can also deliver content across multi platforms and devices so can reach those prospects in multiple scenarios such as when they are travelling.

.Paul Briggs, Director of Global Corporate Development at BNZSA said, “Programmatic really gives the ability to put the creativity back into integrated marketing campaigns and is a very powerful ally when it comes to converting prospects from a subsequent or parallel lead generation campaign.

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“Firstly, BNZSA can identify potential prospects for its customers and develop a database rich in technographic, firmographic and intent data. Secondly, BNZSA can then surround these prospects with messaging and brand awareness and measure the metrics.”

This actionable insight can help craft the content for subsequent digital content syndication and enhance prospect engagement with BNZSA’s BDRs as there is already a clear sense of topic interest, relevance and sentiment before any conversation is started.

“Following this approach has a positive uplift in conversions to our Warm Handover Process, where BNZSA agents broker, arrange and moderate a call between the prospect and our customer’s sales or product specialist,” Briggs added. “This ultimately boosts closed won opportunities for our customers up to 300x.”

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