Tech Talk: Sapphire Web Optimizer Ties Web Behavior to B-to-B Leads
Company: Infogroup Targeting Solutions, an Omaha, Neb.-based supplier of data and database and database marketing solutions.
What it Does: "The Web Optimizer converts Web traffic to actionable leads" from Infogroup's Sapphire database, says Jeff Adee, senior vice president, B-to-B List Services at Infogroup Targeting Solutions, who oversees Sapphire Web Optimizer. "The Sapphire database is a multi-source B-to-B file containing almost 60 million decision-makers. The depth of data available allows marketers to select the most desirable prospect pool. The Web Optimizer then tracks Web behavior [of those prospects] and feeds prospects from this pool as interest in the marketer's products or services are observed."
Don Patrick, president of Infogroup Targeting Solutions, adds that
Infogroup "clients know what to do, but they don't know how to do it." The Web Optimizer is a way to bridge that knowledge, skills and/or time gap for Infogroup's clients by "using data to drive specific marketing results for our clients ... It allows us to capture online behavior and match it to targeted leads to deliver results."
Who It's For: "Companies selling via the Web and that have a sales force able to follow up on warm leads are the primary target for this service," says Adee. "However, any company that has an internal lead follow up mechanism should also benefit from contacts received from the Web Optimizer."