How ZoomInfo WebSights Improves Retargeting Strategies

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Tactics post image

Let’s say you work at a financial technology (fintech) company that sells software for credit unions, investment firms, and commercial banks.

Now, imagine two prospects working for different organizations. One business is an ideal fit. The other? Not so much. 

On their way to work, both prospects see your company’s billboard and think to themselves, “Hmm, I should check that product out.” Each prospect visits your company’s website. 

And then, nothing. Neither prospect converts.

Knowing when employees from specific company domains visit your website is important. When conversions don’t happen, it presents an opportunity to retarget prospects from those domains. However, data about which domains qualify as high-value web traffic has been difficult to corral — until now. 

Not All Web Traffic is High Quality

Back in 2018, 90% of B2B customers reported investigating between two and seven sites before they made a purchase. Further digitization of the buyer’s journey, along with the pandemic’s impact on field sales and marketing tactics, has only accelerated this trend. 

However, the rub here is simple: All web traffic is NOT created equal.

For instance, in the fintech example, why would you willingly waste marketing spend on retargeting the perfect and not-so-perfect prospects? 

In an ideal world, you wouldn’t. But marketers still do. And that could be why over 60% of marketers say their customer acquisition cost has increased in the past three years. 

That’s one of the reasons ZoomInfo created WebSights, which enables you to understand which companies are researching your product and retarget them efficiently in campaigns.

How to Qualify Web Traffic with ZoomInfo WebSights

Historically, a problem with retargeting is the lack of insight needed to qualify and parse out high-value traffic. 

With WebSights, ZoomInfo helps our customers shine a light on website traffic and connect only qualified traffic to GoogleAds for retargeting. 

Screenshot of Google Analytics, showing how to use WebSights.
Figure 1: After connecting WebSights with Google Analytics, you can create segments with specific company attributes.

Once you have WebSights integrated with Google Analytics, you can create an audience segment with specific company attributes that fit your ideal customer profile in addition to the other filters Google Analytics offers, like webpage consumption and source of the traffic. 

How to Retarget Your Audience with Digital Advertising

Next, you can export this audience to Google Ads to run your retargeting campaign.

Screenshot from Google Analytics, showing how to use WebSights.
Figure 2: An example of an audience segment with company attributes pulled in from ZoomInfo with WebSights and regular Google Analytics filters to drop into Google Ads

For our fictional fintech company, maybe this means that you care only about prospects visiting your website from credit unions based in the United States with at least 25 employees. Or maybe you only want to retarget commercial banks with more than $1 million in annual revenue. You can also tap into the behavior of visitors from certain domains to serve offers aligned with their current stage in the buyer’s journey. 

The ability to drill down here matters to marketing teams. A lot. 

In fact, when asked the top reason for investing in better data enrichment practices, respondents to the 2020 Database Strategies and Contact Acquisition Survey cited the following: 

  • Better insights to personalize content and messaging (76%)
  • Better data coverage of target accounts for account-based marketing initiatives (55%)
  • Better data to expand total addressable markets and identify new prospects (52%)
Top reasons in better data enrichment practices and solutions. "Better insights to personalize content & messaging" is the clear leader.
Figure 3: The ability to personalize messaging is a top reason for seeking data enrichment.

Case Study: Akrobi doubles pipeline with ZoomInfo WebSights

“Not only does WebSights help us to determine which accounts to target and when; it also helps answer important questions like, ‘Is our website converting? What kind of companies do we get traffic from, and how frequently?”
– Ed Cavazos, Executive VP at Akorbi

Conclusion: Use Data to Uncover Buyer Profiles

The bottom line is simple: If inefficiencies scale, companies usually suffer. Like with any demand generation strategy, you need to parse the data to understand the following two elements: 

  • Buyer profiles: Whom do we want to do business with? 
  • Buyer behavior: Who wants to do business with us? 

The combination of ZoomInfo WebSights, Google Analytics, and Google Ads is an effective method to retarget qualified web traffic coming to your site and focus on ideal buyers.