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OUR BLOG

Find your Total Active Audience, and get more from your marketing spend

Posted by Claire Gardner on Wed, Jan 16, 2019

Do you know what the average click-through rate is for a B2B digital ad? It’s 0.3%.

You don’t need us to tell you those numbers are low. Sure, if you send out hundreds of thousands of emails and your ads display to almost everyone under the sun, you’ll eventually start seeing some solid engagement. But how much money and time is wasted on the 88% of emails that are sent out to the void, never to be opened or engaged with?

That’s the big problem at the core of B2B marketing; the elephant in the room we need to start addressing. This scattershot, spray and pray approach isn’t just inefficient – it can waste your limited time, energy and budget.

 

Why is engagement so low in B2B?

So why are only 12% of emails, and 0.3% of ads seeing engagement? Most B2B marketers seem to be furiously running A/B tests and testing new channels assuming it’s a content or reach problem. But it’s not an issue with what you’re sending or how you’re sending it, it’s an issue with who you’re sending it to.

Ultimately, even if you can reach your entire target audience, only a fraction of them will be in buying mode. This small fraction that are actively looking for organisations like yours are what we call the Total Addressable Market (TAM). According to our figures, only between 2-5% of your audience are part of your TAM at any one time.

That’s why so many aren’t engaging with your marketing. Because, even though they may be in the market for your product or service, they aren’t looking for it right now. It’s a case of the right message, to the right person, but at completely the wrong time.

 

How to get the timing – and the data – right

To fix this timing problem you need quite a lot of data: you need to know who your target market is, what part of the buying cycle they’re in and how you can best reach them. To learn all this, you need an engine that can track the behaviour of your potential audience and help you reach the customers that really matter.

But getting this data isn’t simple. By 2020, it’s estimated that every person on the planet will produce 1.7mb of data every single second. That’s a lot of noise to cut through. But you’ll need to find a way to sift through it to get the right data, and send out your campaigns to the right people with the right timming.

 

Sift through the noise and find your TAM with Nexus

This is where we come in. We used to grapple the elephant in the room the same way you do – but then we developed our Nexus platform. Nexus is a behaviour based marketing solution that cuts through the noise to give you real actionable insights based on the behaviours and buying patterns of your audience.

An always-on multiverse of 150 million organisations around the world, Nexus can get you the data you need on your audience, helping you narrow down your TAM, and time your messages to the right people to get the best engagement and generate maximum impact.

In short, Nexus uses the miracle of cyance to bring your perfect prospects into the light.

 

The benefits of a focussed approach

By using Nexus to identify your TAM, you can:

  • Improve visibility and start seeing which people are actively looking to purchase your solutions
  • Get actionable insights by sifting through the noise and getting the data that really makes a difference to your results
  • Optimise ROMI by focussing entirely on the 2-5% of your audience that are currently in buying mode

Most importantly you can get the elephant out of the room, start putting your marketing budget to better use, and see engagement soar as a result.

Watch our video to discover how Nexus can help you cut through the noise and find your TAM.

To find out more about Nexus, arrange a free trial, or to discuss your customer behaviour requirements, contact us on 0203 950 5270 or email results@cyance.com.

 

 

 

Posted on Wed, Jan 16, 2019