B2B Programmatic Demand Generation
Identify and reach your entire addressable market with your ads.
What is programmatic advertising?
Learn MoreNamed Account Tracking
B2B Contextual Targeting
B2B Dynamic Content Optimisation (DCO)
B2B Conversion Rate Optimisation
Cookieless Attribution
Intent Based Targeting
Full Insights & Analytics
Account Based Marketing has traditionally relied on platforms like LinkedIn. FunnelFuel enables ABM in programmatic advertising. To enable this, we built our own programmatic Demand Side Platform (DSP) and developed advanced curation based sell side tactics to ensure that we can see the entire bidstream (biddable impressions) for your named accounts.
This means that FunnelFuel can uniquely scale Account Based Marketing, globally, overcoming historical challenges like limited biddable impressions and poor advertising environments caused by chasing a paucity of available impressions. For the first time, ABM can be applied across the Worlds leading B2B publishers and the premium content web only.
This means that FunnelFuel can uniquely scale Account Based Marketing, globally, overcoming historical challenges like limited biddable impressions and poor advertising environments caused by chasing a paucity of available impressions. For the first time, ABM can be applied across the Worlds leading B2B publishers and the premium content web only.
We have built a dedicated B2B taxonomy of 169 (and counting) parent and child categories. We crawl and index the programmatic bidstream (all the pages that we see advertising opportunities on) and categorise these pages into our FunnelFuel B2B taxonomy.
If you don’t find contextual audiences which match your needs within the FunnelFuel taxonomy, then we will make dedicated audiences for you, enabling super-precise B2B contextual targeting
If you don’t find contextual audiences which match your needs within the FunnelFuel taxonomy, then we will make dedicated audiences for you, enabling super-precise B2B contextual targeting
When you install our B2B analytics and Insights platform, Journey, you get a host of performance and segmentation data back. Journey lets you build out an intent funnel specific for your product or service, based on detailled on-site behaviours.
The FunnelFuel DSP ingests these segments and enables precise creative targeting. So rather then serving the same advert creative to each named account, now you can target creatives based on behaviours which have happened on your website and the intent that you have determined sits behind those behaviours.
For example, you may want to serve a different creative to a prospect who has downloaded your white paper or you may want to serve video ad creatives to users who you know have been watching your videos.
Make batch component creatives which call our details about your customer in the advert messaging to drive higher ad engagement, such as their industry, company size, revenue range and office locations.
The FunnelFuel DSP ingests these segments and enables precise creative targeting. So rather then serving the same advert creative to each named account, now you can target creatives based on behaviours which have happened on your website and the intent that you have determined sits behind those behaviours.
For example, you may want to serve a different creative to a prospect who has downloaded your white paper or you may want to serve video ad creatives to users who you know have been watching your videos.
Make batch component creatives which call our details about your customer in the advert messaging to drive higher ad engagement, such as their industry, company size, revenue range and office locations.
Its no secret that cookie based attribution is on its last legs. With more browsers deploying more tactics to prevent their use, and the general upcoming deprecation of them, there’s a clear need to ‘go beyond the cookie’.
In our opinion, B2B needed to go beyond the cookie years ago. The average cookie lifespan is just 29 days, and the average enterprise B2B sales cycle ranges between 18 months and 2 years.
Journey, our analytics and insights pixel uses advanced cookieless technology combined with organisation based attribution, linked to persistant identifiers, giving a longer term view which does not rely on technology which will be gone in ~2 years.
In our opinion, B2B needed to go beyond the cookie years ago. The average cookie lifespan is just 29 days, and the average enterprise B2B sales cycle ranges between 18 months and 2 years.
Journey, our analytics and insights pixel uses advanced cookieless technology combined with organisation based attribution, linked to persistant identifiers, giving a longer term view which does not rely on technology which will be gone in ~2 years.
Its no secret that cookie based attribution is on its last legs. With more browsers deploying more tactics to prevent their use, and the general upcoming deprecation of them, there’s a clear need to ‘go beyond the cookie’.
In our opinion, B2B needed to go beyond the cookie years ago. The average cookie lifespan is just 29 days, and the average enterprise B2B sales cycle ranges between 18 months and 2 years. Journey, our analytics and insights pixel uses advanced cookieless technology combined with organisation based attribution, linked to persistant identifiers, giving a longer term view which does not rely on technology which will be gone in ~2 years.
In our opinion, B2B needed to go beyond the cookie years ago. The average cookie lifespan is just 29 days, and the average enterprise B2B sales cycle ranges between 18 months and 2 years. Journey, our analytics and insights pixel uses advanced cookieless technology combined with organisation based attribution, linked to persistant identifiers, giving a longer term view which does not rely on technology which will be gone in ~2 years.
Finally, FunnelFuel has brought to market intent targeting within a dedicated B2B marketing stack. Our ability to define intent based on a multitude of factors unique to your website and your offering, through our deep insights toolkit, combined with our built-from-the-ground-up DSP, enables us to make targetable segments based on your highest intent accounts (ABM).
These segments are built by leveraging organic as well as paid media sources, creating an overall holistic view of accounts, better informing your programmatic activity.
This enables powerful tactics such as FunnelFuel’s high performing component creative and DCO, contextual targeting and more aggressive bidding strategies targeting just those most engaged segments of high intent companies and decision makers, driving incredible ROI for B2B marketers.
These segments are built by leveraging organic as well as paid media sources, creating an overall holistic view of accounts, better informing your programmatic activity.
This enables powerful tactics such as FunnelFuel’s high performing component creative and DCO, contextual targeting and more aggressive bidding strategies targeting just those most engaged segments of high intent companies and decision makers, driving incredible ROI for B2B marketers.
Typically programmatic advertising platforms give you a login with ‘media metrics’; such as CPM, CTR, CPC and the overall number of impressions and where they were served.
These basic stats serve a purpose, and we provide them, but where FunnelFuel really differentiates FunnelFuel is our on-site insights and analytics platform.
This gives you full analytics around which companies have been on your site and what impact your marketing has had on their behaviour.
Build funnels, set goals, track events and create incredibly granular reports based on all elements of your marketing.
Leverage our A/B testing tool combined with heatmaps, session recordings and other conversion rate optimisation tools to improve the performance of your site, ensuring that every named account visit has the maximum possible business impact.
These basic stats serve a purpose, and we provide them, but where FunnelFuel really differentiates FunnelFuel is our on-site insights and analytics platform.
This gives you full analytics around which companies have been on your site and what impact your marketing has had on their behaviour.
Build funnels, set goals, track events and create incredibly granular reports based on all elements of your marketing.
Leverage our A/B testing tool combined with heatmaps, session recordings and other conversion rate optimisation tools to improve the performance of your site, ensuring that every named account visit has the maximum possible business impact.
Journey lets you quickly build preset reports and run them as often as you like. These reports are the most detailed on the market.
Compiled against groups of dimensions; there’s 54 dimensions related to visitors, 7 related to visitor location, 15 custom variable dimensions, 26 related to onsite behaviours, 5 event dimensions, 14 acquisition related variables, 7 form dimensions and 11 related to multimedia consumption.
These 140 trackable metrics combine with a similar number of metrics across the same categories, giving an incredibly detailed overview of everything happening on your site.
Compiled against groups of dimensions; there’s 54 dimensions related to visitors, 7 related to visitor location, 15 custom variable dimensions, 26 related to onsite behaviours, 5 event dimensions, 14 acquisition related variables, 7 form dimensions and 11 related to multimedia consumption.
These 140 trackable metrics combine with a similar number of metrics across the same categories, giving an incredibly detailed overview of everything happening on your site.
Built Exclusively for B2B Marketers
Programmatic advertising platforms have been built for the higher spending world of B2C advertising. We believe that B2B marketers need more precise tools. With FunnelFuel they get them:
- Target named accounts, businesses and organisations by their Firmograhic profiles, at scale, globally.
- Target by 161 dedicated B2B audiences and contextual segments, to find the most precisely relevant media on the internet to serve your ads next to
- Leverage Dynamic Creative for B2B to call out your prospects company name, firmographic data or target your advertising creatives by your prospects funnel stage and displayed intent – all designed to get hard to locate ITDM’s to interact more with your ads
- Business Level reporting, insights & analytics, powered by Journey, our enterprise-grade B2B analytics and insights solution
- Reach B2B publishers which aren’t available on normal programmatic channels via FunnelFuel’s direct publisher partnership programme
B2B programmatic advertising is a form of automated digital advertising that helps businesses reach their target audience more effectively.
It works by using data-driven algorithms to purchase digital ad space in real-time, allowing advertisers to focus on their most relevant audiences.
Applied correctly by specialists, this type of advertising is especially beneficial to B2B companies, as it allows them to target their ads to specific individuals as well as businesses (named accounts).
So how does it work? Programmatic advertising uses a combination of data points, such as company, demographic information and historical performance data, to determine which ads should be shown to the right people.
It also uses predictive analytics to anticipate the best times and places to show the ads, ensuring that they are seen by the most relevant audience. Overall, B2B programmatic advertising is a small subset of a multi-billion dollar (programmatic advertising) industry but the technology builders have historically focussed only on the needs of the higher spending B2C marketers. The complete focus on B2B is a huge differentiating factor here at FunnelFuel.
Drive your pipeline by addressing your exact audience delivered by combining CRM data, website data, log level bidstream data and over 100 firmographic, technographic and audience level attributes.
We have enabled this by building our custom technology stack from the ground up, specifically and only to address the needs of the B2B marketer.
Book A Demo Today!We have enabled this by building our custom technology stack from the ground up, specifically and only to address the needs of the B2B marketer.
Contextual targeting for B2B programmatic marketing
In a world of long sales cycles and incomplete data points, it's a strange quirk that the one asset which a B2B marketer can control - their website and apps - ends up failing to provide the real insights that the sales field want to know - what is the intent behind a prospect
To begin to fix this incompkete data we began by building out a fully fledged, feature rich, enterprise grade analytics platform. This is designed to capture all the data that platforms like GA provide.
Then we started adding the missing bits - true company level insights, surfacing the company data throughout the analytics to really highlight exactly what content has been read by which key account, how deep was their engagement and whether they triggered any goals.
We then built a web crawler so. wecould index both B2B advertiser websites and publisher pages, allowing a seamless matching of contexts across the media that the ITDM's are reading. This enables the deepest segmentation of B2B users in the world, providing a depth of insights which are simply unavailable on 'made for the masses' analytics platforms.
To begin to fix this incompkete data we began by building out a fully fledged, feature rich, enterprise grade analytics platform. This is designed to capture all the data that platforms like GA provide.
Then we started adding the missing bits - true company level insights, surfacing the company data throughout the analytics to really highlight exactly what content has been read by which key account, how deep was their engagement and whether they triggered any goals.
We then built a web crawler so. wecould index both B2B advertiser websites and publisher pages, allowing a seamless matching of contexts across the media that the ITDM's are reading. This enables the deepest segmentation of B2B users in the world, providing a depth of insights which are simply unavailable on 'made for the masses' analytics platforms.
How does FunnelFuel do B2B contextual advertising
Here at FunnelFuel, we have developed our own B2B taxonomy consisting of 169 parent and child combinations. This aligns to our deep sector expertise and our ability therefore to focus entirely on this sector.
We match all of the web pages that we see in the programmatic bidstream against our taxonomy; generating a page relevence score to each topic. If the page we have found displays a high enough match score on a topic, then we determine that page to be in that context.
Leveraging Journey, our unique B2B analytics platform, we can determine the context of your web pages and seamlessly locate and target pages in the same context within the content internet, delivering complete contextual alignment and higher performing B2B programmatic campaigns.
We match all of the web pages that we see in the programmatic bidstream against our taxonomy; generating a page relevence score to each topic. If the page we have found displays a high enough match score on a topic, then we determine that page to be in that context.
Leveraging Journey, our unique B2B analytics platform, we can determine the context of your web pages and seamlessly locate and target pages in the same context within the content internet, delivering complete contextual alignment and higher performing B2B programmatic campaigns.
Target Your Named Accounts Programmatically
Contextual targeting for B2B programmatic marketing
Named account targeting is a powerful B2B tactic that can help companies increase their sales and reach their target customers. Prior to FunnelFuel, most B2B marketers relied on LinkedIn for this targeting lever.
Named account targeting is a method of identifying and targeting specific organisations or accounts that have the highest potential for success. This approach allows companies to focus their resources on the most profitable accounts or those with the highest liklihood of being interested in your solutions, which can lead to higher conversion rates and increased revenue.
By leveraging customer data and our Journey analytics, companies can identify key accounts and develop tailored strategies to reach those accounts, programmatically, in real-time.
Additionally, companies can use this information to create personalised content and messages to engage their target customers, and they can do this based on the intent signals displayed by the user.
Named account targeting is an effective way for B2B companies to maximise their ROI and reach the right audiences with super-precise and tactical programmatic media buying.
Named account targeting is a method of identifying and targeting specific organisations or accounts that have the highest potential for success. This approach allows companies to focus their resources on the most profitable accounts or those with the highest liklihood of being interested in your solutions, which can lead to higher conversion rates and increased revenue.
By leveraging customer data and our Journey analytics, companies can identify key accounts and develop tailored strategies to reach those accounts, programmatically, in real-time.
Additionally, companies can use this information to create personalised content and messages to engage their target customers, and they can do this based on the intent signals displayed by the user.
Named account targeting is an effective way for B2B companies to maximise their ROI and reach the right audiences with super-precise and tactical programmatic media buying.
LinkedIn level targeting for the rest of the internet.
Define & measure your target audience. Benchmark your performance against your peers. Fuelled by insights. Powered by a bespoke B2B tech-stack. Enabled by complete sector specialism. Get in touch below to learn more about how FunnelFuel can fuel your businesses growth. Click below to book a demo now or email us on the below contact details:
Book Your Demo NowEmail us at:
Sales@funnelfuel.io