Your Partner for Data-Powered Marketing
Often, data is sold to businesses as the solution to all their problems. These data sets, whether in the form of leads or insights, are usually delivered in bulk.
The data that the business acquires is either redundant or completely mismatched from what was required for the campaign to succeed.
Finally, organizations waste resources, hoping the acquired data will help predict user behavior and intent.
It’s time to say no to low-quality data and missed opportunities.
The marketing campaigns we run for you are based on the historical data of your buyer and the real-time data we collect during the campaigns.
Our Data-First
approach
With the changing currents, it is necessary for organizations to have these tangible sources of information to drive decisions and base their intuition.
And how does Ciente help you here?
Our data-first approach is designed to extrapolate the data from your buyers’ behavior. It can range from the simple to the complex. Our data-driven marketing solutions will let you know which channel is working best for you to the psychographic behavior of your ICP at any given time.
How does Ciente help you here?
Tactics that fuel your growth
“Right content, at the right time”
Personalization has become vital for organizations. It’s no longer a point of differentiation but a prerequisite to enter the competition. And personalization depends on the quality of data available for your campaigns.
With our up-to-date data collection tools, we curate the full funnel experience for your ICP, helping you affect your bottom line and fuel your growth.
Content Syndication
The syndication of content requires precision. Although emails and landing pages are effective channels for syndication, there are other channels that might be effective for different segments.
Such contradictions will always exist in marketing, and it is our job to find these hidden opportunities using data and insights to amplify your brand voice.
However, collecting data is not enough. Syndication and promotion require a keen- eye to understand the story behind that data. This is where Ciente’s teams excel.
Account-Based Marketing
The accuracy and successful implementation of ABM campaigns is based on the gathered data.
As buying journeys become complex and buying committees make the final decision, it becomes imperative to understand their mindsets and buying patterns. For any ABM campaign that we deliver, we ensure these metrics are passed by the data we use.
Through continuous testing and refining, we identify the stakeholders involved in the buying process and personalize content and marketing messages, ensuring a seamless and tailored ABM experience for your buyer.
BANT
The BANT questionnaire is one of Ciente’s most potent tools. With our methodology, we are able to gauge the buyers’ intent. Often, sales reps and marketing teams alike believe BANT is just its acronym. No, that is only its meaning.
For a BANT campaign to deliver mid to bottom-funnel leads, it has to be dynamic and must ask questions in a natural and believable manner.
Ciente gathers data on the relevant buyers, and then our dynamic questionnaire changes to match the preferences of the buyer and is delivered in a natural way, matching the context of the buyers’ journey. This helps the buyer feel secure when sharing their details.
Intent-Driven Marketing
For our campaigns, we collect intent-driven data that helps your team gauge the interest level of the buyer.
But for us, intent does not mean the surface-level behavior of the ICPs. Rather, we look at the comprehensive journey the buyer takes and use social listening to enrich the data we have collected.
This ensures that the leads and campaigns we deliver are not one-dimensional in quality and give you a 360-view of your ICPs’ interest. We also assign scores and insights so that your teams can understand what the behavior is trying to say.
HQL
For us, highly qualified leads mean leads that show a high level of engagement at any stage of the buying journey. HQLs can be BANT-Ready or may show intent or have become aware of your brand.
The trick here is to use real-time data to understand which lead is an HQL and which segment it falls under.
Data: Telling A Story That Connects and Drives Business Goals
The full-funnel experience is perfected through data. But it is executed through emotion.
Business goals are often complex and nuanced. And multiple people have stakes during their tenure with the business. HBR, in one of their brilliant pieces, highlights the emotional stakes a buyer has during the B2B buying journey.
This understanding is the crux of data-powered marketing solutions and often missed opportunities for many teams and organizations.
Buying is personal. And the data should be used to tell a story that reflects the real-life pain points of the buyer. This understanding affects the bottom line positively by building trust. Let’s walk through the process.
The Role of Data-Powered Marketing Solutions in the full-funnel experience
Top of the Funnel
Middle of the Funnel
Bottom of the Funnel
To attract the right audience and deliver content to them requires a deep understanding of their behavior and preferences. In the top funnel, data can help form a connection with the buyer by speaking their language and solving their pain points through content. The TOFU needs to be particularly treated with precision because it is where the buyer will form a connection with your brand.
Using data, the ICP can and should be targeted with personalized messages.
This includes data like: -
a) Favored content type and channel
b) Digital behavior and historic buying patterns
c) Interactions with competitors
d) Pain points and individual stakeholder needs of the buying committee
e) Intent signals and market trends
Through these, a story can be crafted for the buyer, and their journey can be curated to give them a nudge to the next stage.
The middle of the funnel is where the data shifts from more historic and periphery behavior to behavior with the brand.
This real-time collection of interactions with the brand will help us understand the buyers' perceptions. In this stage, the brand-buyer interaction would be crucial, and the story will change as per their behavior.
Ciente will score, and segment leads based on these interactions and nurture them with personalized messages.
The process looks something like this: -
a) Division of segments based on brand interactions.
b) Each segment will have a score and a different nurturing process
c) Based on the interactions and data gathered, the content will be used to nudge the prospects in the right direction
d) The behavior is re-evaluated, and messages are personalized for different segments.
e) The leads are then qualified for the next stage
—Transformation into Sales-Qualified Leads.
The bottom funnel is where data and marketing creativity become one. By addressing the pain points of the committee and nurturing them, the behavior and insights have to be collated into one.
This means understanding the behavioral nuances of the potential buyers.
In this stage, the data gathered should reflect: -
a) The bottom-line impact for the buyer
b) The emotional and financial stakes involved
c) The context derives from the buyers' journey
These datasets will help us understand the buyers' core needs and desires— essential for sales qualification.
In the BOFU stage, the story has to make contextual sense to them. This use of data and drip-feeding of a story to the buyer using the data helps you become the only choice for the buyer.
In all three stages of the full-funnel experience, the data serves to provide the necessary information to direct the buyer's journey in the right direction and hit the emotional and practical beats that nudge them toward sales.
Ciente ensures, with our data-driven storytelling, a better position for your brand to have positive sales conversations.
Top of the Funnel
Middle of the Funnel
Bottom of the Funnel
To attract the right audience and deliver content to them requires a deep understanding of their behavior and preferences. In the top funnel, data can help form a connection with the buyer by speaking their language and solving their pain points through content. The TOFU needs to be particularly treated with precision because it is where the buyer will form a connection with your brand.
Using data, the ICP can and should be targeted with personalized messages.
This includes data like: -
a) Favored content type and channel
b) Digital behavior and historic buying patterns
c) Interactions with competitors
d) Pain points and individual stakeholder needs of the buying committee
e) Intent signals and market trends
Through these, a story can be crafted for the buyer, and their journey can be curated to give them a nudge to the next stage.
The middle of the funnel is where the data shifts from more historic and periphery behavior to behavior with the brand.
This real-time collection of interactions with the brand will help us understand the buyers' perceptions. In this stage, the brand-buyer interaction would be crucial, and the story will change as per their behavior.
Ciente will score, and segment leads based on these interactions and nurture them with personalized messages.
The process looks something like this: -
a) Division of segments based on brand interactions.
b) Each segment will have a score and a different nurturing process
c) Based on the interactions and data gathered, the content will be used to nudge the prospects in the right direction
d) The behavior is re-evaluated, and messages are personalized for different segments.
e) The leads are then qualified for the next stage
—Transformation into Sales-Qualified Leads.
The bottom funnel is where data and marketing creativity become one. By addressing the pain points of the committee and nurturing them, the behavior and insights have to be collated into one.
This means understanding the behavioral nuances of the potential buyers.
In this stage, the data gathered should reflect: -
a) The bottom-line impact for the buyer
b) The emotional and financial stakes involved
c) The context derives from the buyers' journey
These datasets will help us understand the buyers' core needs and desires— essential for sales qualification.
In the BOFU stage, the story has to make contextual sense to them. This use of data and drip-feeding of a story to the buyer using the data helps you become the only choice for the buyer.
In all three stages of the full-funnel experience, the data serves to provide the necessary information to direct the buyer's journey in the right direction and hit the emotional and practical beats that nudge them toward sales.
Ciente ensures, with our data-driven storytelling, a better position for your brand to have positive sales conversations.
Understanding the Data
The data we collect and use is for you and the effectiveness of your current and future campaigns.
This includes: –
01
Your product-market-fit or ICP02
Competitor analysis03
Lead Definition or understand what the ideal lead should look for your specific product and campaign.04
Basic analytics and market data derived from tools like GA, SEMrush, GSC, etc.05
Insights are drawn from the collected data.
Leveraging Display Ads Solutions
Display ads are a cornerstone of data-powered marketing. The data we gather help us target your ICPs with precision.
The display advertising campaigns we run are dynamic and change according to the segment visiting to our website. No two distinct segments see the same advert, unless they share the same intent.
Our display ads services aren’t just about grabbing your audience’s attention; they must provide value. To deliver this, we leverage different ad formats:
Ciente’s ABM display ad services allow you to choose from formats that could be your go-to storytelling canvas.
Display Ads
Banner Ads
Rich Media Video Ads
Audio Ads
Display Ads
Traditional display ads are the foundation of digital
advertising. They are versatile and offer targeted messaging. It not only amplifies your brand’s awareness but is also highly cost-effective.
However, the primary issue with the current advertising industry is the low-quality data it produces. Bot farms, included.
We address this by targeting a segment contextually and displaying relevant content. The copies reflect the interest, industry, and funnel placement of the buyer.
Ciente empowers brands to maximize their display ad spend by optimizing placement and providing premium inventory.
Banner Ads
These ads are dynamic and are an upgrade to display ads. Banner ads are designed to capture the audience’s attention through eye-catching designs and animated or strategic images. It encases interactive elements to draw users and elevate your engagement rates.
Whether your buyer is reading our content or exploring landing pages, we ensure they see copies that matter to them in the moment and are related to their searching habits and intent level.
Our ad inventory serves one purpose: driving performance. While the majority of inventory has become filled with bot traffic and low-quality clicks, Ciente uses contextual targeting and dynamic placement to improve brand reputation and click quality.
Rich Media Video Ads
Rich media ads are leveraged to convert passive viewing into active engagement. These are videos embedded within display spaces and comprise clickable hotspots and motion graphics. The advantage? Conveying complex messages and building high emotional resonance.
Our data-powered marketing initiatives enable your teams to display their rich media ads to buyers, ensuring engagement. Rich media is vital for engagement and yields massive returns.
We display these ads as part of our native environment, making it a premium experience for the user.
Audio Ads
While not quite common, we also offer audio ads, given the increasing audio consumption across the digital landscape. Our teams help you strategically embed your ads in podcast episodes to target a niche audience.
This fosters contextually relevant messaging and hyper-focused targeting. Audio ads are meant to target audiences based on their listening habits and are a non-intrusive ad format.
While helping you guide you through choosing any ad formats, we focus on audience preferences and content relevance. Our optimization and creative adaptation strategies allow you to make the most of the above format(s).
Measuring Performance Metrics: Optimize Your Display ad Campaigns
To deliver this effectively, we incorporate cross-channel attribution in our overall display ad services to:
Our data-based advertising focuses on more than just clicks or impressions. The priority is mapping the whole buyer acquisition journey.
Our Focus –Maximize ROI Display and Ad Efficiency
Garnering engagement and conversions through display ads requires sophisticated and smart strategies.
And Ciente is dedicated to transforming your raw data into high-performing ad solutions.
Advanced Audience Segmentation
From first-party data enrichment forms to external data sources, we curate a 360-degree view of your customers for you. Our segmentation techniques capture behavioral patterns, browsing history, intent signals, and demographic nuances.
This initial step is the backbone of our display ad strategy. We spotlight not just who your buyers might be but also what they are actually looking for.
Ad Fraud Protection and Brand Safety
To protect your brand from bot-generated traffic and fraudulent clicks, our team has an advanced security strategy in place. Ciente only works with premium inventory providers using multiple layers of verification processes.
This ensures your brand data is protected while regularly monitoring traffic quality and providing transparent reporting on ad placement.
After all, a robust partnership is based on integrity and transparency. And Ciente thrives on being a strategic and purposeful partner in your business endeavors.
Integration with Your MarTech Stack
So, we offer a more integrated route for smooth communication across platforms.
Ciente specializes in helping your brand adapt display ad strategies with your in-house CRM systems, MAPs, business intelligence dashboards, and advanced analytical tools.
We believe in offering holistic approaches where every ad campaign becomes a data point and every interaction is an opportunity.
The positive data loop is one of the most exciting aspects of collecting data. But what is it exactly, and how does that help you?
But this example is a simpler one. There are complex examples that exist which connect two data points together to make sense. The complex example would be: – A new CTO has joined a big company, and they are known for making changes in the tech stack. This type of data gathering requires keen market understanding.
But what does that have to do with the loop?
The loop begins by understanding what data can do for you. When marketing starts and interactions begin, the real-time data can be used to nurture the buyer and gauge their interest.
Methodology: Using the Positive Data Loop
This simple loop generates more behavioral and market data that can be used for real-time changes, understanding market conditions
and pain points, and the impact of marketing messages on the buyer.
The bottom line? It gives you insights into the buyers’ preferences and keeps generating them with each interaction.
Methodology includes:
Methodology includes:
Tracking: Data Insights
We provide a comprehensive analysis of the data we have gathered. We will act as an extension of your marketing teams and provide reports that help you make sense of the data.
a) Tailored Marketing Campaigns
b) Efficient Marketing Automation
c) Optimized Conversion Strategies
d) Real-Time Performance Tracking
What makes Ciente the preferred choice?
Ciente understands that data is not just about information but rather about understanding the relationship between the data and its accompanying behavior.
Throughout the years, we have perfected data-driven marketing by telling a story that helps the buyer make informed decisions.
After all, data is not just about numbers but about the relationship and interactions between people and their needs.
It’s about taking responsibility for the greatest asset in existence today.