Create Ads Look Alike Audiences from your best customers

Acquisition costs are soaring (+60% over the last 5 years according to a Profitwell study). Optimizing your ROAS (Return on Ad Spent) is now a key dimension of your business model, especially for mid-market players who have to fight with smaller marketing budgets than bigger brands.

By using the socio-demographic and behavioral criteria (age, gender, geographic location, habits, interests, behaviors, browsing history…) that define your top customers, you will improve your campaign performance by targeting people who are more likely to become good customers.

This implies exporting customers from your ERP or website back office, going through the technical or data team to combine the data, and then manually importing the segments into Google/Facebook.
This is a time-consuming process that limits the regular updating of segments and the accuracy of segmentation.

With Octolis, this approach can be easily automated :

  • Create an audience from the Contact and purchase table,
  • Segment to keep only those contacts who have spent more than X€ per year (top 20% of your customers for example),
  • Sync this segment with Google / Facebook on a daily basis.

Retargeting non-opening email contacts through Ads

Most companies have around 70% of their customer base which reacts very little to emails. Obviously, the reactivation channels must be diversified, but it is not always easy in practice.

All CRM / Marketing Automation tools do not allow you to reactivate non -email openers via an ADS campaign.

With Octolis, it becomes very simple. In a few clicks, you can:

  • Create a segment of contacts that have not opened an email for some time (+ other criteria based on other data sources)
  • Synchronize this audience with Google/Facebook Ads.

Synchronization takes place in almost real time.
Whenever a contact enters the definition of the segment, it will be added to the ADS Google / Facebook audience.

Exclude your existing customers from Ads campaigns

It is an increasingly frequent practice. The interest is double:

  • Limit ADS expenses on customer profiles that have just bought.
  • Check marketing pressure, avoiding aggressive appearance with many advertisements with an active client.

In practice, it is not necessarily so easy to set up because Google / Facebook ADS mainly have web conversions collected thanks to a pixel installed on your site. And your customers may not buy only on the website.

With Octolis, it becomes very simple

  • Create a segment of active customers from purchases / reservations from several data sources
  • Synchronize this audience with Google/Facebook Ads.

Synchronization takes place in almost real time.
Whenever a contact enters the definition of the segment, it will be added to the ADS Google / Facebook audience.

Scoring prospects to be called back in priority

To prioritize prospects (or leads) with greater potential, the implementation of a scoring is essential. Most commercial CRM tools (Salesforce, HubSpot, Pipedrive, etc.) offer more or less advanced scoring systems.
We can thus create one or more scores generally based on two criteria:
1. The level of “heat”. The more a lead visit your website, click in your emails, the more “hot” it is, and potentially receptive to a telephone call.
2. The level of “potential”. We assess the potential turnover from the size of the company, the profile of the person, the price of the products in which he or she is interested, etc.

Most VSEs start with a simple scoring set up in terms of their CRM tool. It does the trick at the start, but the limits arrive quickly:

  • Difficult to integrate into the score of behavioral data such as email openings or pages visited on the website (because CRM tools rarely allow calculations on these data)
  • Scoring developments are laborious. Business profiles quickly reach their limits, and technical profiles prefer to work in a different environment than CRM, using SQL / Python rather to build the score.
  • Not always possible to use the score easily in different tools. For example, to retarge hot prospects via Google/Facebook ads ads.

With Octolis, you can easily build a prospect scoring, and synchronize it in all your tools.

  • The score can be based on all your data sources.
  • It can be carried out with fields calculated “no code” and/or sql.
  • We can bring the score to a note of 1 to 100, or in the form of decile, for the values ​​of the score to be easy to use (example: 10% of prospects have a note of 90 to 100)
  • The score is updated in time to real each time new data associated with this prospect.
  • The score is synchronized in real time with in your commercial CRM, your emailing tool, your Google Spreadsheet, etc.

Enrich your prospects’ CRM records with web behavior

To be relevant to each interaction, your salespeople need to have a maximum of context on each prospect.
In this regard, the pages visited are a gold mine. If a salesperson knows that the prospect visited the “Alpha offer” page and the “Entreprise” page, he can adjust his speech to take it into account.

Some CRM tools (like HubSpot) allow you to natively recover the pages visited by each prospect, but there are limits:

  • The matching rate is low. A large part of the prospects are not recognized, and therefore the pages visited on the website do not appear.
  • Impossible to make fields calculated from the pages visited, for example: number of web visits over the last 7 days, number of pages visited, etc.
  • And above all, all CRM softwares do not offer this feature.

With Octolis, you can enrich your CRM records with website interactions very easily.
1. Extract the pages visited from Google Analytics 4 (through BigQuery)
2. Add for each individual computed fields based on pages visite
3. Enrich your CRM with these fields in real time.