Boost Match Rates for B2B Advertising

These tactics can dramatically improve B2B advertising effectiveness. So why isn’t everyone doing them?

Low match rates interfere with first-party B2B advertising

When you try to upload first-party data to ad platforms, you’ll often find that most of your data doesn’t match to the customers in each platform. You may upload thousands of customers into an ad platform and find you can only target a handful.

This problem is particularly acute for B2B companies because they typically collect business identifiers from customers and prospects rather than personal identifiers. For example, people create accounts on platforms like TikTok with personal phone numbers and email addresses. So, you won’t successfully match your customer list to use that platform if you only have business email addresses. More often than not, B2Bs have only been able to leverage their first-party data on (relatively expensive) platforms like LinkedIn that also rely on business contact information.

If you can’t match your first-party data to ad platforms, you’ll miss out on the many valuable campaigns it can enable, like account-based marketing, nurture campaigns, lookalike audiences, and more. You also won’t be able to take advantage of Conversion APIs to use your online and offline conversions to optimize spend. You’ll likely pay more because you have to target more users to reach your target customers and face elevated CPCs on the audiences you can upload because they’re too small to optimize.

Introducing Match Booster B2B

Match Booster B2B solves this challenge. Hightouch has built a robust graph of customer identifiers spanning business and personal accounts. When you sync business emails to ad platforms through Match Booster, we enrich each customer profile with personal identifiers like phone numbers and personal emails, allowing you to successfully find and target that customer in your downstream ad platforms.

We’ve used Match Booster B2B ourselves and seen dramatically improved match rates across many platforms, making their first-party audience tooling viable for us for the first time:

• Google: we improved our match rate from 1.4% to 25.1%
• Facebook: we improved our match rate from 2.4% to 24.9%

These newly unlocked first-party audiences are performing really well for us and, on average, have 25% lower CPCs than our third-party-sourced audiences.

Our first-party audience enriched by Match Booster (“1P_Salesforce_Match_Boosted”) has notably lower CPCs than our third-party audiences.

Our team hasn't ever been able to create first-party audiences large enough to use in Facebook and Google due to their poor match rates for B2B. After turning on Match Booster, we can finally leverage our customer lists to create valuable first-party audiences.

Alex Roed

Head of Growth

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Hightouch

Getting Started

B2Bs: you can finally leverage your first-party data to improve your advertising effectiveness and unlock brand-new channels. Contact us to set up a proof-of-concept at no cost to see what you can accomplish with Match Booster B2B.