The implications of removing anonymity from web traffic are immense, not least of which may be an answer to the eternal question of how to measure return on marketing investment. Through its proprietary matching mechanism, Clearbit Reveal is able to dynamically match IP addresses with companies and their relevant industry and market segmentations. Marketers will now be equipped with deep, real-time insights about their web traffic, allowing them to draw direct correlations between outward marketing campaigns and inbound traffic — which companies have visited your website, from what source, and which of those converted to signups.
"It may seem counterintuitive, though our marketing spend has actually increased since we began testing Reveal. The intelligence that we get from Reveal has led to measurably higher conversion rates, and an increased confidence that every dollar we spend will return greater value to the business," said Jeremy Barlow, Director of Demand Generation at BoardEffect. "We are now increasing spend in some tried and true areas, and exploring new ones where less certainty stopped us from spending money on tests in the past."
Clearbit Reveal is available today in an out-of-the-box solution, integrating directly with Google Analytics, and allowing marketers to:
- Identify which companies are browsing their website, in real-time, regardless of whether that company has submitted a form of any kind
- Determine attribution and conversion statistics for key accounts and target industry segments
- Customize engagement for key accounts or company profiles (e.g. customize by size, industry vertical, or even technical stack)
- Deliver dynamically personalized content to site visitors
"The ability to attribute anonymous web traffic is not new. Unfortunately, existing solutions deliver very limited value. Reveal measurably improves match rates, and will unlock massive value through better data and direct integration with third-party services," says Alex MacCaw, CEO and Cofounder of Clearbit. "For instance, imagine being able to customize, automatically and in real-time, your entire online experience based on the company that is browsing your website. Reveal will help to bring about a whole new level of dynamic personalization, and will be an engine of growth for any company focused on B2B sales and marketing."
Clearbit delivers customer intelligence through a suite of modern developer APIs and platform integrations that help enterprise sales and marketing teams to identify and understand who their customers are, and ultimately to increase sales, attribute inbound leads, and or reduce fraud. To learn more visit: http://clearbit.com/reveal, or contact firstname.lastname@example.org.
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