Announcing the launch of Dreamdata Audience Hub

We’re excited to announce Dreamdata Audience Hub! The easiest way to utilize every bit of your go-to-market data to create the most relevant audiences anywhere.

By collecting and modeling end-to-end B2B customer journey data from the tools on your go-to-market tech stack, Dreamdata offers a 360° view of the customer journey, giving you insights into every customer segment, their signals, and how to reach them effectively.

With this launch, we’re empowering revenue teams by putting an end to messy audience lists siloed across tools, manual CSV uploads, and having to rely on data teams to set up your audiences.

Contents:

• Introduction: the challenge of activating B2B customer data

• Audience Builder: fully empowered revenue teams

• The audiences that matter most to B2B revenue teams

• Target your ICPs with first-party data

• Build signal-based audiences

• Audience Sync: automatically delivering your audiences to your ad platforms

Introduction: the challenge of activating B2B customer data

B2B go-to-market is at its most efficient when marketers have direct access to the right accounts at the right time. This enables us to target and personalize marketing strategies that directly address the specific needs and interests of different segments.

Yet marketers, and revenue teams in general, haven’t been able to build, let alone instantaneously activate, these audiences without having to go through data engineers first. 

Instead, most marketers have had to make do with a mish-mash of lists hosted on the CRM, MAPs, or the humble spreadsheet, and of course, waiting at the back of the data engineering queue to build any level of sophistication for these audiences.

Just take a second to think about the number of lists you own and use to build audiences. No doubt, this includes:

• ICP lists, 

• event attendee lists, 

• review lists, 

• webinar lists, 

• intent data lists, 

• third-party retargeting lists, 

• BDR lists, etc.

And with these many lists, an equal number of possibilities for them to go wrong. Poor data quality, depth and freshness, GDPR considerations, cookie deprecation, duplication.

That’s why we’re so excited to announce the launch of the Dreamdata Audience Hub.

Dreamdata Audience Hub

Dreamdata Audience Hub allows everyone to easily build any audience from your Dreamdata data and automatically sync these directly to your ad platforms. This hands B2B marketers the easiest way to utilize every bit of go-to-market data for creating and activating the most relevant audiences anywhere.

So whether it’s a retargeting list of all the ICP accounts that were on your pricing page last week, or a list of all the VP Marketing contacts who requested a demo in the last 30 days and have not signed up to the Free plan, our Audience Hub will enable you to instantly build and active it.

The Dreamdata Audience Hub consists of two main features: 

• Audiences - the point-and-click audience builder.

• Syncs - the automated integration with LinkedIn Matched Audience and LinkedIn Conversions API (CAPI), and, Google Ads Customer Match and Google Offline Conversions.

Together these enable anyone from the revenue team to create custom audiences directly from your Dreamdata data and seamlessly sync those audiences and conversions data to LinkedIn and Google Ads.

Let’s take a closer look.

Audience Builder: fully empowered revenue teams

Our no-code (and we mean NO CODE) audience builder shifts responsibility from data engineers to anyone on the revenue team. 

By using the simple and intuitive UI you can easily create precise audiences of contacts and companies based on activities performed (or not performed), stages reached, or properties sourced from your CRM or enriched by Dreamdata - more on this in a sec.

To do this, the audience builder uses conditional functionality to allow users complete flexibility when filtering their data. Meaning that the audiences can be simple, based on a single attribute, or more advanced layered segments combining “AND/OR” conditions.

Try building an audience for yourself

These audiences can be examined as soon as you build them, and once saved, can be revisited and edited whenever you need to.

The audiences that matter most to B2B revenue teams

While the Audience builder hands you the tool to build any audience you need, it is virtually useless without the solid go-to-market data foundation needed to build those very audiences.

Dreamdata automatically collects and models your end-to-end B2B go-to-market data; from tracking site behavior through our tracking script, to propriety integrations with all the major tools on the B2B go-to-market tech stack - ad platforms, MAPs, CRM, and intent data platforms. 

This hands B2Bs the clearest picture of their customer journey anywhere. 

And Audience Hub gives you direct, limitless access to this data.

Which means, you not only get enriched contact and company data to target your ideal customer profiles but also data on the channels, sources, campaigns and any other event performed (or not) by these contacts or companies.

On top of this, you can add conditions on the pipeline stages reached or any other properties sourced from your CRM, such as subscription plans, ABM target accounts, or churn status.

The result? The chance to build the audiences that matter most to B2B revenue teams.

Target your ICPs with first-party data

Dreamdata’s first-party data means that you own it completely. Not only does this consent-based data guarantee compliance with privacy regulations but allows you to easily overcome (and surpass) the gap left by the deprecation of third-party cookies.

Audience Hub ensures that you can build highly accurate targeting audiences focused on the most relevant segments. For instance a list of all the companies which meet your ICP criteria and have visited your pricing page, or all the VP marketing contacts on companies engaging with your ads over the last 10 days.

Signal-based audiences

Our tracking infrastructure incorporates collecting and modeling comprehensive B2B intent data on top of your first-party tracking. This includes first-party intent tracking through an IP-lookup solution, second-party intent data from LinkedIn Ads and G2, and integrations with the top intent data providers. This enables Dreamdata to aggregate signals on all customer segments. 

As Chris Walker recently put it, “the next wave of go-to-market is going to be focused on the signals good-fit accounts send us.”

With Audience Hub you can activate this data to identify, target and convert accounts when they’re ready to buy. Helping you put your resources towards capturing the 5% of prospects who are in-market with personalized and timely efforts.

For instance, listing all the accounts on your ABM target list that have visited your category on G2 and visited your site, which you want to retarget with LinkedIn Ads.

Audience Sync: put your powerful audiences to work with full automation

But Dreamdata’s Audience Hub doesn’t just hand you the power to build precise, filtered audiences. With Audience Sync, you can instantly and automatically feed all of these directly back to the ad platforms.

A big part of the future of B2B go-to-market is automation - getting your audience and conversion data back into the tools you’re using every day.

This closes the revenue feedback loop to the ad platforms - automatically. 

And keeps it closed with daily updates, so that you’re guaranteed the necessary data accuracy and freshness to continually optimize your campaigns.

Dreamdata Audience Sync is part of this automation revolution and comes on the back of our LinkedIn CAPI and Google Ads Offline Conversions integrations. And enables you to instantly send your custom audiences directly to Google Ads Customer Match and LinkedIn Ads Matched Audiences. 

Best of all, you only need to set this up once. after the initial setup Dreamdata will automatically send daily updated audience data, including any edits you may have made to your audiences.

You can read more about how this works here (Google Ads Customer Match) and here (LinkedIn Ads Matched Audience).

The accuracy of Dreamdata data ensures excellent Match Rates on Google and LinkedIn Ads

The quality of the audience data is really important on the sync side of things too. It’s no use sending over audience data that the ad platforms cannot use.

By sending additional properties daily back to the ad platforms, Dreamdata is often able to secure a higher-than-average Match Rate (the number of people from your audience that the platforms can identify).

Our preliminary data shows match rates in excess of 90%, against an average range of 29% and 62% seen by the majority of advertisers.

A final word

Dreamdata Audience Hub offers the easiest way to create the most relevant B2B audiences anywhere.

Through the intuitive audience builder, B2B revenue teams are empowered to instantly build, examine, and activate their customer data, without having to write a single line of code - and we mean not a single line.

This means you can gain a much deeper understanding of your segments, rapidly iterate experiments, and build increasingly advanced use cases. Such as using the signals that matter most to you to identify, target and convert accounts with hyper-personalized and timely campaigns.

Audience Sync then closes the loop by automatically sending the custom audiences directly back to LinkedIn and Google Ads. Empowering you further to act instantly on the audiences that matter the most.

Marketing is about targeting the right audience at the right time. Every dollar spent on the wrong audience is a dollar wasted. With Audience Hub, you’ll reduce that waste and put your marketing dollars where they’ll make the biggest impact.