W3 Marketing Lab

B2B

The days of your prospect's buyer's journey being anonymous are over.

Identify Prospects, 

By Name, in the B2B Buyer’s Journey  

Only target prospects that are actively researching and considering a purchase of what you sell

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A Brave New World Begins Today

The days of your prospect’s buyer’s journey being anonymous are over. It’s transforming and it’s happening faster than you think. The B2B digital buyer’s journey is now transparent. No more anonymity. 

Your company can now track and monitor your marketplace’s digital behavior using identity resolution. With identity resolution you have the ability to identify by name those who are actively researching a purchase of the products or services your company sells. This includes those prospects on your website.

To do identity resolution, you need what’s called an identity graph, sometimes called an ID graph. An identity graph is a database that stores all identifiers that correlate with that particular person. 

Things such as a cookie, a device ID, a persistent identifier for a particular ad channel, their user agent, their browser, these are all pieces that help connect their identity.  By having an identity graph, you can recognize a person, regardless of their device, and monitor all of their digital behavior.

Our system collects and processes the individual identity on over 40 billion pieces of digital behavior. This includes things like URL-level navigation, keyword search, content consumption, and ad campaign response. 

The first thing we do is  onboard your marketplace to our identity graph.  This is how we start to collect all of the behaviors that are relevant to the buying behaviors of what you sell.   Because of the identity graph, we’re able to track and monitor their digital behaviors across 40 billion data triggers per day. 

As we process that information, we’re looking for the common behaviors between your prospects. When a prospect clicks on one of your ads and is engaged on your website, then all of the chronological behaviors leading up to that purchase are analyzed (it’s called a training sample).

See, machines are dumb. They are systems that can learn from data, but they must be taught to do so. The specific data that is the teacher in this example is that chronological behavior.  Behavior that:

  • leads up to a purchase or
  • leads up to a click or 
  • leads up to a form fill or 
  • leads up to engagement on your website 

This training sample for any one individual prospect is now compared to hundreds of other prospects who committed the same or similar behavior.  We then build out a behavior pattern of prospects that are In Market.

Next, our system goes back and looks at all of the individual behavior for that particular prospect, and all of the other prospects.  We use this to create a behavioral profile. As the behavior comes into our system, we’re resolving the identity on those 40 billion pieces of digital behavior looking for the same behaviors in the training sample profile. 

And we’re just asking the simple question, “Is this person in our client’s marketplace? And if so, is this behavior exactly like previous conversions?”  If yes, now we start collecting more of that person’s behavior and we build out the behavior pattern. 

The machine is taught to predict, and if that prediction continues to have behavior, we’ll push it as a lead (an InMarket lead). If we make a prediction and you run ads to it (we’ll give you the ability to do that), you’ll get a click and we’ll be able to know if they visit your website. If they navigate to your website outside of anything you might be doing directly with them, we’ll also know that as well.

Marketplace Tracking

Marketplace tracking is giving you the ability to onboard your marketplace, your CRM data, and attach it to our identity graph.  In essence, this gives you the ability to track them. So if you have 50,000 companies and you want to onboard five employees at those 50,000 companies, so then you’re onboarding 250,000 records to our identity graph. 

Which now means that as we bring in 40 billion pieces of behavior every day, we are looking to see if any of those 40 billion pieces of behavior belonged to the 250,000 people in your marketplace.  Next we’re looking at the behavior to see if this is something a prospect does when they are researching to buy what you sell.

The other part to marketplace tracking is that we give you back all of the identifiers, the personal identifiers for those 250,000 people. Because when you onboard their business email, this may not be their primary email if you want to run ads to them at channels like Facebook, Google and other ad platforms. 

By giving you back all the personal identifiers that go along with that B2B record, you’re then going to be able to upload them yourself and run ads. With every click you get to your website, we have the ability to resolve the identity on those clicks.

So to recap, when you onboard your data (both your CRM data and your marketplace data) to our identity graph, that now gives us the ability to collect, track and monitor those 250,000 people. All we’re doing as we bring in our 40 billion pieces of behavior every day is resolving the identity and looking to see if they’re one of the 250,000 that has the behavior profile of a previous conversion.

In Market Insight

When we sign up your company, we will build out all of the keywords, all of the content, all of the behavior that somebody would do on their way to buying what you sell. So InMarket insights are prospects that are actively pursuing a purchase of what you sell. By actively pursuing, what we mean is their URL-level navigation, keyword search, content consumption, and campaign response.

Basically, if you were to purchase something, we would look at all the behavior that led up to that purchase. We can go back three months, six months, and even nine months, to look at all of the chronological behavior that led up to that event. 

That piece of information, a chronological path to purchase, the chronological buyer’s journey is what’s called the training sample. Machine learning is a subset of AI. Machine learning is a system that can learn from data.  Data is the teacher. 

This chronological path to purchase is the training sample data that we feed into our machine learning algorithm. And our system looks at the path to purchase for all your prospects, and it builds a behavior pattern. It’s a pattern recognition, regression algorithm.

Site Visitor Insight

This is when you have a prospect that is actively pursuing your product or service…and is on your website. They’re considering you. They’re in your sales funnel. So every time a prospect lands on your website, our smart pixel looks at the identity of that visitor, goes up to our identity graph and evaluates who it is deterministic-ally. 

How?  Our cookie, or one of the prospect’s identifiers – their browser ID, their mobile ID, or it could even be a persistent identifier with one of our partners, is already associated with that visitor.

Why should you do this?  Well, companies who leverage buyer journey transparency, buyer journey insight, are going to receive many competitive advantages.  They’re going to get sales efficiency, which means they’re only going to target those prospects that are actively researching and considering a purchase of what they sell. 

So imagine two prospects standing in front of you. 

  • Prospect A: Has done nothing behaviorally to give you a reason to contact them 
  • Prospect B: Has searched dozens of keywords, read white papers, read articles, etc.  Has even committed as on a company level, not just on an individual personal level, because our system shows two or three people are actively InMarket pursuing this

Which prospect would you want to engage with?  Prospect A who has done done nothing, or Prospect B who has done several buying behaviors? 

Your best chance of a sale is obviously Prospect B.  The advantage here is you’re not going to waste one extra minute talking to a prospect that doesn’t deserve your time. We’re going to always give you the greatest probability of profit, the quickest path to profit, and the best allocation of your resources for a sale. 

Every morning when your staff comes in, you’re going to have a list of where your best opportunities are, and where your largest opportunities for profit for that day are. We call it Profit efficiency. More profits by eliminating deadwood prospects, and eliminating prospects that are not ready just yet.

The side benefit to this is that you’re going to also no longer burnout your sales staff due to all that cold calling, cold prospecting and daily negativity. Your teams are going to become more sales efficient.

Ready to Get Started? 

We hate spam as much as you do. 

Any information provided when you book is only used for us to contact you.  We do not sell, rent or give away any of your information.

Buyer's Journey Insight

Our company tracks prospects across the entire buyer’s journey, not just on your website. In a complex sale or a long sales cycle, there will be a lot of behavior that happens well before the prospect gets to your website. There are estimates of 60-70 percent of the sale being done anonymously before they even engage with you.


Now we’re talking about the behavior that happens first, right? That behavior is something that you can capitalize on by reaching out and starting a dialogue via content with your prospect. That ability to be first, before your competition, means that you get to frame the idea and control the perspective.


There’s incredible value in you defining what the value proposition is to solve the prospect’s problem. You’re basically setting the buying criteria. Once you have that frame control, any company that comes in behind you is going to have to be compared to you. They’re going to have to move you off that spot. And if you set frame control properly, you’re going to have a tremendous competitive advantage.


Having the ability to not just be first, but to be there throughout the entire buyer’s journey makes a big difference. At any single company, you may have different levels of people doing the research, right? It might be an engineer or it might be a C-level executive. So that behavior is going to be different.


You’re going to need to know not only what the entire buyer’s journey is, but what we call InMarket. And when they visit your website, that’s what we call InFunnel. Those prospects are going to have different types of buyer’s journeys based on their responsibility at the company. Therefore you’re not going to have the correct frame control if all you’re doing is tracking somebody’s behavior at your website.

What is the value of the behavior?  Knowing not only who is InMarket and when they’re InMarket, but why  they’re InMarket. This gives you the ability to utilize that piece of insight to advance the sale, to strike up a relationship, to have a conversation via marketing collateral, and yes, eventually close them.

By being able to target somebody across the entire buyer’s journey, especially prior to them coming to your website, you now can induce them to consume your content in an ungated way. You’re going to get more clicks. You’re going to get deeper engagement, because the prospect will feel like they’re in control of the decision making process.

Your job when you ask somebody to consume your content is for you to help them make a smart buying decision. By helping to facilitate the prospect’s smart buying decision, they can feel safe and more at ease about their decision. Using ungated content, you’re going to be able to have a conversation via that collateral, right? That mental conversation is helping you to build a relationship with them. You’re going to set the buying criteria.

So to simplify, what our company excels at is providing insight across the entire buyer’s journey, not just on your website.

 

 

 

Technology that Produces ​Results

We didn’t build this technology to sell you technology. We built our technology to produce a result, a profitable sale. We’re not in the business of building software. We’re in the business of enabling a transaction, i.e your sale. If our technology does not produce that outcome, then we are of no use to you.

Many of the companies you talk to build technology for you to use (i.e. another tool), and most don’t even use it themselves. We analyze our technology through the lens of your outcome. If we’re not delivering you that outcome, we need to fix our technology or get out of the business altogether.

These are the two reasons why us: 

  1. Our level of experience across the the entire buyer’s journey  
  2. Our expertise of being able to use machine learning with identity resolution and digital behavior tracking to produce a result.

At many companies, you’re going to talk to a sales rep who doesn’t even use their own technology. With us, you’re always going to get on the phone with someone who actually uses their our own technology.

Ready to Get Started? 

We hate spam as much as you do. 

Any information provided when you book is only used for us to contact you.  We do not sell, rent or give away any of your information.