Yes, Kwanzoo's in-banner form ads allow collecting form fills directly inside the ad unit (and eliminates the need for landing pages). This works incredibly well with 30%+ higher conversion rates (vs. landing pages) for account-based site retargeting ad programs. The form ads directly integrate with Marketo

Ad sequencing based on user behavior is supported at the DSP. This will require a deeper discussion between the Customer and the Kwanzoo CS team and may require additional CS services.

Designing and implementing omnichannel ABM journeys requires specialized messaging and experience design. Kwanzoo offers expert CS services to support these initiatives for our Customers. We can review a complete experience design methodology and process with the Customer's demand generation and content experience team and prepare a customized proposal to fit the Customer's specific needs.

Yes, we can trigger specific actions in the display channel (e.g., retargeting) based on the email channel's same target buyers' actions. Our Kwanzoo CS experts can walk the Customer through our process here, from persona mapping to audience segmentation to journey mapping.

Yes, we provide a self-service UI for both these core capabilities.

Yes. Kwanzoo has the most complete Salesforce UI within Salesforce CRM. Our cross-account “ABM Tab” shows the complete list of engaged accounts sorted and ordered in multiple ways. 

Each account screen additionally shows the information on all the engaged buyers from that account and their associated activity. For each buyer, we show the entire buyer journey, ordered by date/time - ad click, website visit, live chat along with the product/solution of interest, specific ad creative, website page visited. The Buying Groups tab shows all the buyers (by seniority and department) that have engaged and an easy way to track them down using Linkedin Sales Navigator.

Kwanzoo’s account data is linked to CRM account data using Salesforce CRM account identifiers. Kwanzoo additionally maintains our own account identifiers, which are a composite key (go beyond account names), including account name/ account name/account IP domain/account geo city, state, country, zip / Account type = CorpHQ, Division. We are additionally working on introducing support for account hierarchies (parent-child accounts, sibling accounts).

With CRM - account list sync is supported today. Opportunity sync for engaged accounts to provide deeper business impact analysis (coming soon.). Our Salesforce ABM Tab shows a cross-account engagement view. The Salesforce lightning component in the account screen shows all anonymous buyer and buying group engagement at that account. With MAP (Eloqua/Marketo/other) - we support in-banner form ads, which enable the capture of leads directly from site retargeting ads into the Customer’s MAP instance. Both immediate and staged form submits from in-banner form ads into MAP are supported. The form includes writing of additional fields (e.g., lead source).

The Kwanzoo AWS S3 connector enables writing of Kwanzoo’s account-level engagement data into an S3 bucket. Customers can retrieve the data and use it for in-house analytics efforts across Kwanzoo’s engagement data and other platform’s engagement data (e.g., Engagio)

Many of our Customers use the Kwanzoo engagement data feed to inform their marketing planning and budgeting process, to determine where to focus their media spend in the upcoming quarter. It also helps with prioritizing the correct accounts and personas for upcoming ad programs.

We strongly recommend as a best practice that the direct connection to CRM be a Kwanzoo integration user account sync-ed to a CRM user account. No, it does not have to be a dedicated user seat within your CRM; it can be shared across all other integrations into your CRM. 

Yes, both GA and SFDC integration are available and included. Our CS team can walk you / your web person/sales ops person through the process. GA setup should be less than an hour. SFDC requires more planning. It is configured once all the data is placed correctly in SFDC, again in an hour or so. That would include some testing to make sure all the data is flowing correctly between the systems. Plan on 1 to 2 separate calls to get this done. For SFDC, we would sync your complete account list across SFDC and Kwanzoo. Then present all account engagement in a Salesforce Lightning UI within the Account Screen inside SFDC to your SDR and Sales team. For GA, we add Kwanzoo's account-level engagement data into GA as custom dimensions. That would allow you to understand better incoming site traffic, especially time on page data from GA tied into account engagement data from Kwanzoo. We will provide integration documents to review in advance of the live call to get the integration done.

We support multiple intent data partners. Bombora provides us with “content-consumption”-based intent. Here we get a list of engaged accounts that demonstrate intent to purchase a product/solution based on specific topics (e.g., Customer Data Platform). Another partner, called Budgets.AI, provides us with “self-declared” intent data. Here the expressed intent in bios, job profiles, resumes, SEC filings, and more by B2B buyers or their Company leadership are used to build an “intent graph” of key accounts expressing intent and interest in a specific product or solution category. Kwanzoo’s strategy is to continuously add additional intent data providers to our suite to provide more choice to our Customers.

Yes, our data partner Budgets.ai provides a rank or score for all the accounts reported as expressing intent in a topic (i.e., product/solution category) such as “Customer Data Platform.” The rank/score also includes the available budget (relative budget) for that product/solution.

Yes, we support this at an additional cost. There are two use cases: (a) personalized on-domain banners and (b) dynamic ads with account names dynamically inserted into the ad. It's a $3 CPM add-on to your CPM pricing for the website page views, or dynamic ads served. It would be outside the scope of this initial POC, but we can offer it to you after getting past the opt-in via an SOW add-on to the current contract. 

Please note we will be limited by the 4-month pacing goal of how many ads served in the first week after launch. There is also a period when cookies are syncing at the DSP early on, and ad volumes go up. You can learn more about this from our CS team. While there will be some brand exposure across your target accounts, we would caution you on expecting significant results within one week of launch for this specific webinar.

We report on the account (i.e., Company) of the anonymous buyer (unknown visitor), their seniority and job function/department, geolocation, specific product/solutions of interest (based on the ad creative clicked or pages visited), live chat interaction through Drift. We can additionally show session time for this visitor in Google Analytics. Kwanzoo places a Website Visitor Tracking (WVT) tag on our Customer’s website. When a visitor (also known as target buyer) visits the website, the WVT tag identifies key attributes of the target buyer from a third party cookie on the buyer’s browser to resolve to the buyer’s account (e.g., HPE Inc) and persona (e.g., VP of Marketing). The buyer account, persona, and geolocation are mapped through Kwanzoo’s Salesforce UI that connects into LinkedIn Sales Navigator to map to a set of relevant contacts. These buyers have NOT filled out a lead form on the Customer’s website, and therefore these buyer attributes from third-party cookies are the best alternative way to track down these buyers for further Sales outreach.

For known contacts in MAP (e.g., Marketo), we track the engagement data as if they were an anonymous buyer/visitor. The information we can capture for Known Contact interactions is the same as for anonymous buyers as described above. We also provide a “jump out” or link to LinkedIn Sales Navigator, so the SDR / BDR can track down all key information about this known contact or anonymous buyer. 

We offer several different reports, in multiple report formats and data formats, on buyer engagement. The Account Engagement Report (AER) shows a list of engaged accounts for any duration rank-ordered by the aggregate number of ad clicks and website visits across multiple buyers from that account. The Sales Insights Report (SIR) shows each individual engaged buyer’s journey - from ad clicks to website visits, to live chat, and more. The Buyer Engagement Report (BER) shows a cumulative trend graph by a week of account-level engagement across multiple buyers from that account. We additionally provide a reach report that shows the complete list of accounts that had ads served.ABA Email Targeting - Target and serve ads to prospects based on their email address by uploading in-house or 3rd party email lists and matching them to online cookies. These cookies resolved from the contact’s email address are then used to serve ads. 

• ABA IP Targeting - Map the list of target accounts to a set of business IP range(s) for each account. Serve ads to target buyers that browse the web from those accounts. Track and report on buyer engagement in terms of the specific accounts that Sales should pursue further conversation.

We can support this requirement through a business impact analysis and reporting engagement through the Kwanzoo CS team. This is not a native capability in the current Kwanzoo platform. We will need to export Kwanzoo’s engagement data feed, push the data periodically into a BI / Analytics platform, and build out the integrated account engagement views/graphs across Kwanzoo’s engagement data for anonymous buyers and the known contact engagement data that is retrieved from the Customer’s MAP, CRM, Engagio and other related systems.

We support multiple third-party data provider partners for targeting the right accounts, buying groups, and specific buyer personas at those accounts. We can also start with contact data from our internal marketing database (email contacts) that match the target accounts and buyer personas. When starting with accounts and personas, we use Bombora and Oracle|Bluekai to identify relevant cookie-based audiences for those contacts. Alternatively, when we source email addresses, we match them to online cookies using 180byTwo and other cookie-to-email matching partners to identify those contacts online for ad targeting. Finally, for specific global geos where we do not have cookie reach, we support IP-based identification of buyers at those accounts, so we can serve ads and engage those buyers.

Kwanzoo identifies the target buyers that engage with the Customer’s display ads or visits the website using third-party cookies (and IP as a backup strategy). Cookie-based identification of any specific target buyer can be up to 40% of the time that Kwanzoo’s platform attempts to resolve the account and other buyer attributes.

Besides third-party cookie targeting using Bombora and Oracle|Bluekai based audiences (also known as ABA Cookie Targeting) Kwanzoo additionally offers ABA Email Targeting and ABA IP Targeting:

• ABA Email Targeting - Target and serve ads to prospects based on their email address by uploading in-house or 3rd party email lists and matching them to online cookies. These cookies resolved from the contact’s email address are then used to serve ads. 
• ABA IP Targeting - Map the list of target accounts to a set of business IP range(s) for each account. Serve ads to target buyers that browse the web from those accounts. Track and report on buyer engagement in terms of the specific accounts that Sales should pursue further conversation.

There is a move across the industry from third-party cookies to first-party (opt-in) cookies. These are cookies directly set by the marketer or advertiser with opt-in by the target buyer or prospect. Kwanzoo has recently started work on building out first-party cookie support within our platform. We will enable support of first-party cookies as target buyers visit our Customer’s websites. We will additionally enable placement of first-party cookies when the Customer’s SDR and BDR team sends out Sales emails to their target buyers and prospects. Finally, we will enable the serving of different display ads to audience segments created off the direct “first party cookie” audiences that are created and managed by Kwanzoo for our Customers on our DSP media delivery platforms.

Yes, we support segmentation based on different personas from job titles that are mapped to job levels (senioritis) and job functions, across global geos. We can apply intent data to account selection. We can also apply intent data to narrow down the account-based third-party cookie audiences to those buyers that are demonstrating intent around specific topics.

Our primary DSP partners are DV360 (Google), Xandr/AppNexus & Adelphic. We can additionally serve out ABA cookie-based, email, and IP targeting programs through a range of additional DSPs (MediaMath, TheTradeDesk among others). We are able to set up advertising programs on DSPs to match specific industries and global geos that we want to target. We recommend third-party ABM audiences with 20,000+ cookies to deliver deeper engagement from target buyers across a set of target accounts.

We refresh our third-party cookie audiences at a minimum quarterly (i.e. every 90 days) from our data partners. Our data partners regularly refresh their active cookie pools to make sure the cookies are actionable and active in our account-based audiences used for targeting. We also refresh IP data associated with target accounts quarterly (i.e. every 90 days) from our IP data partner. Our email data that is used for ABA email targeting programs are refreshed overnight (i.e. every 24 hours) from our data providers.

Many of our Customers work with the Kwanzoo CS team to define target audiences that are specific to key industries, account stage in their pipeline (prospect, active opportunity, customer, partner), persona. Audience segments for retargeting are segmented by the target buyer’s actions on the Customer’s website (i.e. specific pages visited, or landing page sections and content consumed). Ad creative messaging is then tailored to specific target segments. Building the proper “next funnel stage” actions requires planning and experience design. Kwanzoo provides this as an add-on service through our CS team.

We support individual campaigns with multiple ad creative. The specific ad creative from that campaign that is presented to the user is based on round-robin ad serving and the selection of a creative at random to be served. We additionally support setting up multiple retargeting programs. Each program is associated with a specific retargeting audience segment. The retargeting audience can be assembled based on the target buyer’s on-site behavior (i.e. pages visited, landing page content consumed).

Please refer to the Personas tab from this template for examples of the data format we need.

Yes, that's a standard process for us. Once you have supplied us with additional accounts and personas, we will send you a google sheet template to fill out and share. Our CS team will share back available cookies and help select the right accounts to launch. We will cover this and more as we walk you through our onboarding process once we have the contract in place. We will introduce you to your Kwanzoo CS contact, I will be on the call for the handoff, and we will make sure you have all the help and support you need from our team. 

Here is the template to fill out in two tabs -  e.g.: (a) the account list - we require account names / IP domains and country (which we know is the United States).

As soon as we receive your account list, we can set up the ABM cookie audience, push it to DSP and work on the launch. It takes 5-7 days from when we push the audience to activate at the DSP. If we can finalize/sign the contract today/tomorrow and provide us with the account list, we will get the audience creation going. Our CS team will then discuss creative, LP URLs, pixels/tags, and an onboarding call (ideally Monday). The retargeting ads will take a bit longer as it requires some level of site traffic to build.