Interview: Chris Mann, VP Product Management at Bizo, on Targeting Business Audiences

Otilia OTLACAN advertising, interviews Leave a Comment

Otilia Otlacan: Bizo has recently announced the launch of Bizo Data Solutions, enabling B2B companies to efficiently engage their target audiences across an entire marketing funnel. Can you tell us more about the type of company benefiting most from Bizo Data Solutions?

Chris Mann: Bizo Data Solutions is designed to benefit brands and enterprise companies that have heavily invested in building out their existing “marketing technology stack,” including CRM, marketing automation, web analytics, content management, data management platforms, and media channels.

Otilia Otlacan: Social platforms are notoriously difficult to integrate with. How does Bizo Data Solutions work with social media campaigns, what have you found to be the most challenging?

Chris Mann: Social media continues to hold a lot of promise for today’s marketers as companies are discovering that their prospects and customers are increasingly on social channels not only at home, but also during the workday. The way marketers use Bizo Data Solutions in conjunction with social media channels will vary across companies depending on their specific business needs. We currently have one client who is exploring how to add Bizo data to its social link shortener in an effort to determine the business demographics of its social audience. Outside of Bizo Data Solutions, we have multiple customers who are using our social advertising capabilities to reach their target audiences on LinkedIn and Facebook. I think the main challenge with social media, and any other marketing channel for that matter, will be for marketers to determine how each channel fits within the larger attribution picture when it comes to determining the ROI driven by specific tactics and strategies.

Otilia Otlacan: What types of metrics and dashboards are available through Bizo Data Solutions? Could we see a screenshot of the reporting interface?

Chris Mann: Bizo Data Solutions integrates with marketing technologies including Adobe® AudienceManager, Salesforce, Eloqua, BlueKai, [x+1], Google Analytics, and more by powering them with our demographic data on more than 120 business professionals. As such, our customers will see the value in the analytics and dashboards that reside within these systems. However, when marketers combine Bizo Data Solutions with Bizo Advertising Solutions, which provides powerful, targeted display advertising, marketers can truly begin to reach their prospects anywhere on the Web. Through Bizo Advertising Solutions, marketers can use audience analytics to determine if they’re driving their target audiences to their websites, and trend display ad campaign performance over time. Below is a screenshot from Bizo’s own audience analytics dashboard demonstrating how we’ve been increasing traffic from our own target audience (marketers) to the Bizo website since the beginning of the year—a trend that validates that our programs are indeed reaching the right audience!

BIZO - Audience Trends

Otilia Otlacan: Bizo is currently focused on the much sought-after U.S. business audiences. Is there any plan to extend the reach outside the U.S.?

Chris Mann: In addition to the U.S., we have a strong presence in both Canada and the United Kingdom. Since many of the 600+ brands we support are leading, global brands, we’ll continue to keep a close watch on the needs of our clients to help prioritize as we expand internationally in the future.

Otilia Otlacan: What’s next for Bizo?

Chris Mann: Bizo will continue to strive to be the ultimate choice for B2B marketers when it comes to reaching their target audiences anywhere online and at every stage of the marketing funnel. Our focus has always been on providing unparalleled precision when it comes to B2B targeting, and in just the last twelve months, we’ve expanded our capabilities to support this effort with social ad targeting, CRM retargeting, company targeting, and more. As for Bizo Data Solutions, we will continue to focus our product development on Bizo’s role “behind the firewall,” partnering with other marketing technology providers who will join our mission to break down information siloes and empower marketers to use their data more effectively.

About Chris Mann, VP of Product Management at Bizo
Leading product management at Bizo Chris has a passion for building new businesses. With over 20 years product management and sales experience Chris comes to Bizo from Coremetrics where he is credited with building the market leading real time product recommendation business for e-commerce. Previous to Coremetrics he held multiple product management roles with IBM’s WebSphere business unit over a 10 year span. Chris is passionate about family and all things cycling. In his free time can be found on the roads and trails of Marin County.

About Bizo
Bizo is how B2B marketers identify and reach their target audiences online. Fueled by Bizo’s audience of more than 120 million professionals around the world, including more than 85% of the U.S. business population, the Bizo Marketing Platform can precisely target business people by specific business demographic criteria. Bizo’s customers use the platform’s data management and targeting capabilities to reach audiences anywhere they travel online and engage those that come to their websites, landing pages, and social channels. Bizo has earned the confidence of more than 600 SMB marketers and large global brands including AMEX, Mercedes Benz, Monster, Salesforce.com, Porsche, Microsoft, AT&T, and UPS who use Bizo to impact every stage of their sales and marketing funnels.

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