SOURCE: Bizo

Bizo

March 08, 2011 08:00 ET

Bizo Unveils Industry's First Business Audience Marketing Platform

Audience Marketing Leader Brings Unprecedented Analytics and Precision to Reach, Educate and Influence Business Professionals Wherever They Travel Across the Web

SAN FRANCISCO, CA--(Marketwire - March 8, 2011) - Bizo today announced the release of the Bizo Audience Marketing Platform (BAMP) that enables marketers to reach, educate and influence their target business audiences, wherever they travel across the web. Building on Bizo's experience with hundreds of leading brands, and powered by rich, third party-certified, anonymous data on more than 85 million business professionals, the platform is peerless in enabling marketers to cost-effectively access the precise business audiences they care about and measure the full impact of their campaigns.

"Online marketers are in a tough position. Today, so much of a marketer's efforts and investments are wasted because they are based on guesswork and validated with rudimentary analytics that only measure clicks," said Chris Mann, director of product management of Bizo. "Audience marketing is the key to higher impact, efficient marketing and Bizo makes this a reality through precision reach and measurement of business audiences from a marketer's or publisher's site to anywhere they travel across the web."

The Marketer's Dilemma and the Bizographic Difference
Before Bizo, marketers could not tell who was actually coming to their sites and they were wasting dollars on un-targeted ad impressions on various publisher sites. This cycle led to extreme waste and diminishing return on marketing spend. Audience marketing changes these rules. Now, for example, a marketer that wants to specifically reach senior level decision makers in finance at mid-size companies in Healthcare can put a very precise message in front of that specific audience and measure exactly who saw the ad, who made it back to their site, and how the campaign results trend over time. 

Bizo maintains data on more than 80 percent of the U.S. business population, verified and audited by BPA Worldwide and organized into non-personally identifiable information (non-PII) business demographic segments ("Bizographics"). Knowing the industry, company size, job function, seniority and location of site traffic helps enable more precise online marketing than ever before possible. 

"We understand better than most that getting the right message in front of the right person at the right time makes all the difference -- but targeting our prospects online can take a lot of effort and a healthy dose of guesswork," said Jon Miller, VP of Marketing, Marketo. "Bizo is able to place our ads precisely in front of our ideal prospects across the web. The resulting precision is an essential part of meeting our online advertising objectives."

Some Highlights of the New Bizo Audience Marketing Platform
The Bizo Audience Marketing Platform combines business audience data, a campaign analytics and optimization toolkit, and the largest business professional ad network. Today, Bizo introduces a new set of capabilities that provide deeper analytics and reporting, as well as tools to speed the set up and ongoing optimization of Bizo campaigns to better reach, educate and nurture target prospects.

Understand and Reach

  • Powerful (and free) audience analytics tools help the marketer understand the profiles of the business professionals who are already coming to their site. Marketers can now understand at a very detailed level which specific Bizographic segments are most engaged with their site's content. This insight is used to craft highly targeted display advertising campaigns to reach more of the marketer's target audience. 

Segment and Remind

  • As visitors arrive to the marketers site, regardless of which marketing program drove them there, the platform automatically segments them based on the product and offering pages they view. If they do not become a qualified lead and leave the site they are later presented with personalized display advertising now tailored to the product or service they reviewed on the marketer's or publisher's web site. This brings them back into the marketing funnel, effectively lifting the performance of the marketer's entire program mix. 

Measure and Optimize

  • Once campaigns are running with Bizo, marketers will understand precisely which audiences their Bizo campaigns are reaching and which audience segments are performing their key site actions (e.g., signing up for free trials, downloading white papers). The dashboards and analytics uncover high responder audience segments and enable marketers to refine messaging and audience targeting to reach more of these engaged business professionals to maximize campaign performance and ROI.

"Our ongoing studies show that, above all else, advertisers allocate their spending based on campaigns that yield the highest lead quality," notes Chuck Richard, VP & Lead Analyst at leading analyst firm, Outsell, Inc. "Marketers, as well as publishers, put themselves in preferred positions by using audience targeting such as Bizo's to increase the ratio of ideal prospects entering the funnel."

About Bizo
Bizo is how marketers reach and engage business professionals, wherever they travel online. Bizo's unique ability to precisely target more than 80% of the US business population gives marketers cost-effective access and insight into business professionals -- the most valuable online audience segment. Hundreds of leading brands including AMEX, Monster, Jaguar, Microsoft, and FedEx count on the precision and deep analytics that the Bizo Audience Marketing Platform provides to reach, educate and motivate business professionals, boosting the effectiveness of every dollar invested across their marketing program mix.

Bizo is privately held and based in San Francisco, California. For more information on Bizo, or for a free look at the Bizographic make-up of your website audience, visit www.bizo.com

Contact Information

  • Media Contact
    Carol Carrubba
    Borders + Gratehouse
    415.963.4174 ext. 6
    bizo (at) bordersgratehouse (dot) com