Bizo enhances Analyze and Targetable Segments

We're excited to announce that we just released the latest upgrades to our targetable B2B audience segments and Bizo Analyze product. These upgrades deliver two powerful capabilities to marketers using the Bizo products:

1. Exporting: Marketers and publishers that use Bizo Analyze can now export any query from their dashboard to a .CSV file for easy use within Microsoft Excel or other data management software. This makes it even easier to work with the B2B website traffic data that Bizo Analyze delivers to marketers and publishers.

2. New Segments: Bizo has released over 150 new Industry and Job Function segments. These new segments allow our targeting and analytics to be much more focused. For example, before we were able to target simply Medical/Health professionals, but with the new segments, Bizo marketers can now target and report on detailed segments within the Medical/Health segment such as Cardiologists or Psychiatrists.

As always, Bizo Analyze remains a free product for marketers to use to measure their web traffic. Click here to learn more and sign up to measure the B2B traffic on your own website today!

Audience Segmentation in Action

Hoover’s is one of the leading sources of proprietary business information with a database of information on more than 30 million corporations and organizations, and more than 35 million people. Their trade is the intelligence that business people need to get their jobs done.

Earlier this year, Hoover’s marketers went through the process of drilling down to answer just what kind of businessperson is their best target customer. It’s an exercise that marketing departments go through all the time, but when Hoover’s took the answer to the Bizo ad-targeting platform they were able to put into action.

“What was intriguing to us was the ability to target people in their network based on their job title, the size of their company, what level they are at the company.” said Rocky Brown, marketing manager at Hoover’s. “We were able to take the segmenting work we had done — which identified sales roles in micro to small businesses, and marketing roles in pace-setter mid-sized businesses as our key customers — and translate that to targeted advertising.”

Because of the research that Hoover’s had done up front about these audience segments, the creative wasn’t challenging to execute. Because the ads would be targeted to a particular subset of the business audience, the ads could be very specific in their messaging.

Working with Bizo, Hoover’s was able to target ads to exactly the audience that their own research had shown would be the most receptive to their messages. It was also an audience they hadn’t been able to target effectively in the past. They started targeting their ads in September 2009 and the results have been significant.

Hoover’s, which had been advertising on ad networks that had advertised themselves as reaching business audiences, saw clickthroughs on its advertisements improve at a rate of 3x higher than the last campaign.

Rocky was pleased to see the results come in so strong. “I can’t say it was surprising, but we were pleased to actually see it happened.” Because Hoover’s sales doesn’t usually stretch past a month at the most, Hoover’s was able to quickly calculate ROI on its online advertising spend. It came in at 181% in September and 278% in October.

“What we saw was using a reduced spend — and I’m not ever advocating for a reduction in marketing expenses —we were maintaining the same amount of revenue,” said Rocky. “The ROI was fantastic.”

Bizo – Supercharging B2B landing pages – BizAudience API available in beta today

Today, B2B marketing is largely a process of driving visitors to a website, and often to specific landing pages within that website. Whether a marketer is using email, search, webinars, display ads, or a combination of all of the above, the ultimate goal is to bring a visitor to their website to purchase a product or fill out a form for more information. A ton of work and budget goes into creating the campaigns that convince users to come to a landing page, not to mention the fact that roughly 50% of a marketer’s budget is spent on the website (according to Forrester) – the vehicle designed to convert the visitor to a purchase or a lead.

However, the success rate of turning a visitor into a lead is actually quite small – ranging from 0.5% to 20% of visitors. This small number of leads ultimately costs marketers billions of dollars. For example, let’s say a marketer spends $2.00 per click to drive visitors to their website from Google. If they are able to convert 5% of those visitors to leads, they are getting 5 leads for every 100 visitors or $200 they spend. That means they’re spending $40.00 for every lead. If they were able to improve the conversion rate of the landing page by just another 2%, the cost per lead would drop by roughly $12. This is a 40% improvement in the ROI of the marketing campaign. Multiply this across every marketer in the world, and the opportunity becomes clear.

One marketer that has cracked this nut is Amazon.com. The company has received a lot of well-deserved attention for its ability to personalize each site visitor’s experience. Every Amazon.com visitor has a different experience based on who they are and the products they’ve purchased in the past. Amazon.com predicts what a user might be interested in, which has driven the company to industry leading success and growth – all while delivering a phenomenal experience for the visitor.

Enter Bizo. The company was created to help B2B marketers target online advertising to business audiences. Today, Bizo is launching a new service that allows marketers to use this same targeting to significantly improve the conversion rates of their landing pages, creating an experience much like users get at Amazon.com. The service is called the BizAudience API, and simply, it tells a marketer exactly who is visiting their site – THE MOMENT THEY ARRIVE.

This service allows a marketer to create landing pages and websites that are personalized to each visitor coming to the site. For example, if a visitor from the healthcare industry comes to a landing page, the marketer can now serve their healthcare-focused case study. If a CFO comes to the site, a marketer can serve finance-related content or messaging that will be relevant to the CFO. Similarly, small business owners see SMB content when they arrive on a landing page.

Bizo is now providing the capability for any website owner to easily personalize the experience for business visitors, and ultimately convert more visitors for a higher ROI on all marketing activities. We’ve released the API in a limited beta starting today. If you are interested in an API key for the beta period, please reach out and email us at API-support@bizo.com and we’ll put you on the list!