And it appears to have worked and worked well.( It appears to have worked so well in fact, that VoteLeave spent 40% of their campaign budget with Cambridge Analytica ).
So can it work for B2B marketing and could the results be as good?
Well, yes and no. Let me explain.
Yes, it can work with B2B so long as you have enough information on your target audience to make your message hyper-personalized.
No, it can not work as well for B2B as it does for B2C because there is very little research available on sentiment analysis in B2B. Sentiment analysis was key to the run Cambridge Analytica performed. They were able to deduct how groups of people would feel about a specific issue and then guess which style they might vote in an election should this be a key issue in a political campaign by analyzing the response to a lifestyle survey from hundreds of thousands of people then extrapolating out research results. At a broad level it ran very well( as we considered) but at a granular level it was a little hit and miss.
The problem for many companies targeting B2B is the lack of information we hold. Typically, our lead generation campaigns capture merely email addresses( because many people do not have the time to fill in everything else ).
If however you can get more detail on your B2B contacts utilizing their email as the key identifier then you can move towards microtargeting and even small steps will make significant results.
To be effective this is necessary 5 campaign parts to work in harmony 😛 TAGEND
1 – A campaign aim( i.e. customer acquisition or customer retention) 2 – Information – what do you know about your audience( company location, description, size, etc) 3 – Reach – a source of data( Suspects, Prospects or Customer) 4 – Knowledge/ Intelligence( THIS IS KEY)( If you are a technology marketings company then informing yourself what technology they are already utilizing is info but then knowing if that technology is compatible with yours in knowledge) 5 – Timing( Payroll companies typically do all their marketing in the final quarter of every year, sending a campaign to them at any other time is great for brand awareness but probably won’t help you attain your goal if your goal is client acquisition because it is not the right time for them to buy)
If you can get the above elements to work in harmony then you can expect massive results – yes, I mean massive!( If you are getting a 2% open rate then you could increase it to 40% use a microtargeting approach)
I use 2 solutions to help with the heavy lifting, one I made myself to research information using merely the email addresses on my list as the identifier and two, the application I use to personalize and deliver my message.( I have used a few but settled on one ).
WARNING – before I began looking at microtargeting I use mass marketing and the majority of my replies were negative, i.e. remove me from your list etc and my conversion rate was sustainable but difficult to rely on. But now, the vast majority of my reactions are questions coming in from people about my products and services – if you scale your microtargeting too quickly, you are not able to have the time to respond to these properly. Microtargeting requires a complete altered in your approach.
I have a presentation in google that I can share with anyone( if there is any interest) and I can provide a link to the service I created and the tools I have used if necessary.
Even if you do this alongside your normal stuff I guarantee it will be worth it in the long run.