by Rick | Oct 4, 2016 | Converting B2B Email to B2C Email, Linkkey, Marketing Data, News
How the move to the cloud and work-from-homers are changing how anonymous B2B traffic is resolved to companies A common method for associating anonymous website traffic with a company is to use the feedback loops found in the DNS that associate name servers with physical equipment. To varying degrees these are listed with entity names or have contextual clues in the domain string that point directly to the parent Company or through subsidiary relationships. This technology type is integrated into various marketing service solutions designed to help marketers know who (which companies) are visiting their website so they can engage in further development. It’s accurate and fairly good at resolving very large organizations. Where it’s leaving companies that could be resolved for further Account Based Marketing (ABM) work is in firms that allow employees to work from home outside of corporate VPN’s and in hosted equipment services like AWS and Google Cloud. If you follow EMM, you’ll know our Linkkey product resolves B2B emails to B2C emails through a series of logic’s at various confidence levels. What you may not know is that when we walk the B2C email over to the B2B file, the B2C consent information comes with the email. Within that information is a series of IP addresses over time collected for the purpose of documenting marketing consent. So how does that give us an IP address for a company? Linkkey is able to associate a consent IP (or IP’s) with a business contact, associate that contact with a company, then use groups of contacts at companies to build an IP profile of the company! This provides... 
by Rick | Jun 28, 2016 | B2B Email Lists, email marketing, Linkkey, Marketing Data
Has your marketing company considered using an email data compiler to help you target your ads and email marketing campaigns? If not, then you are missing out! They are an excellent idea for many reasons, not only do they have phenomenal data specificity, the science of analytics has also made tremendous leaps in recent years. The result is that working with a data compiler can seriously broaden your horizons in digital advertising, putting your ads in front of the right eyeballs, at the right time, and yielding measurable results. Here are 4 reasons you need a wholesale data compiler. 1. Powerful Core Assets A wholesale data compiler like Every Market Media (EMM) offers core assets beyond what you might have thought possible. The email data compiler you choose should have a keen understanding that each client’s needs are different, and that just about every client requires custom-engineered data assets. EMM offers email data on close to a billion records of varying degrees of verification, and in the case of our B2B file, we have over 45 million Unique “Double Verified” Business Emails with a SB or D delivery Status, all of which are re-verified quarterly. Clients can target core assets by job function, industry, company size, and many more parameters. 2. Custom-Engineered Use of Those Assets Whether your marketing services business is B2B or B2C, it’s unlike any other, and a wholesale data compiler shouldn’t try to shoehorn your needs into their products. You need reliable, consistently high quality data supply especially in the marketing data industry where some suppliers methods of gathering data are questionable at best. If your provider... 
by Rick | Apr 19, 2016 | business database, Converting B2B Email to B2C Email, Linkkey
Silo’d data is a huge challenge for the modern marketer and they may not even realize it. In its most simple form it’s the sales rep calling without a complete picture of prior interactions with the prospect. In a more complex form it’s preventing marketers from using programmatic display to generate more business. If you’ve ever asked yourself “Why is my match rate so low?” when importing email data into Facebook or when using a prospecting list to create an online audience, you’ve experienced data silos impacting your results. Facebook’s data silo in this instance is primarily made up of people whose personas are “B2C”. You register your email with Facebook and generally you don’t register your work email because you don’t want work to have ownership of that digital property. This silo’s impact is that the B2B marketer uploading their list sees very low match rates to Facebook’s audience because of the makeup of its registrations. The same challenge applies to a marketer using a service like LiveRamp or Neustar offer to on-board their offline B2B data. The data making up the pools at those firms is also largely “B2C” because it is generated at registration and security forms. A marketer on-boarding offline B2B data will see similarly low match rates as compared to Facebook. EMM’s Linkkey.io product allows a marketer to cross this gap by converting B2B data to B2C data by linking data points from within these data silos to connect the B2B email silo to the B2C email silo. Using these linking points yields match rates of 30% and higher at an individual level and the resulting...