HIPB2B – A leading demand generation solution provider serving their clients content to potential leads

HIPB2B is a leading digital demand gen solution provider with significant reach in email and social advertising. The company leverages thought leadership content, early demand data, historic behavior, and digital marketing to drive high-value outcomes at scale for technology clients. It maintains a highly accurate contact database with millions of engagement points and extensive targeting options. Exemplary lead quality standards are its norm. HIPB2B has served clients like LogMeIn, Adobe, Blackline, Board, and others. Its methodology has driven standard-setting outcomes for companies like Microsoft, IBM, Dell, Oracle, and Google for years. HIPB2B works with the major content syndicators and a number of online publishers, delivering 409,000 qualified leads to clients last year.

Q. Why HIPB2B?

HIPB2B has a formidable database, filled with millions of actively-validated contacts, from which their data specialists assemble an audience matching your exact targeting criteria. They fulfill your campaign rapidly, usually within days of you sending over your content. The company curate the data so you don’t need to worry about the connections you receive being ready for nurture. HIPB2B’s dedicated Data Verification team ensures every lead delivered to you has current, accurate contact information and company details. Simply put, they serve the content to potential leads. When they interact with your content, they validate the interaction and deliver the most interested engagers to you – with multiple means available and verified so you can activate, nurture and develop their interest.

HIPB2B also sponsors the 8,800+ member Demand Generation and Content Marketing Group on LinkedIn. Their group is a platform to discuss relevant topics, ask questions, and share opinions with thousands of like-minded professionals. They take pride in maintaining a brand-neutral, spam-free environment.

Classic Lead Gen: Today, the business-to-business (B2B) ecosystem is ruled by self-education. Potential buyers are moving increasingly further through the buying process before talking to a sales rep. The key to developing modern business relationships is connecting potential buyers with relevant content early in their buying process. Unfortunately, starting a conversation is the hardest part of the process. Running a classic lead generation campaign with HIPB2B allows you to put your top-of-funnel, educational content – like white papers and ebooks – in the hands of your target audience. Early-stage interaction with leads positions your company as a trusted advisor and sets your team up for warm conversations down the line. In fact, Forrester Research reports that 65% of decision-makers will award business to the company that first creates the buying vision.

When you work with HIPB2B, you choose the ideal audience for every campaign. Based on your criteria, they create a target group of contacts from their database. They then deliver your content to these contacts through a series of optimized email broadcasts and/or timed display ad campaigns. As the campaign progresses and users interact with your content, they deliver leads in incremental batches until they reach your specified count.

Campaigns for Early Demand: Form completions are only a small portion of the total engagement in any given campaign. On average, only one of every three users that reach the landing page complete the form.  In other words, a majority of the users that click through your email never see the related asset. Forms create a lot of friction with your audience. Nobody wants to go through a background check in order to read your content.  Even short forms quickly become a roadblock for prospective readers.  This is especially true today when data security and privacy is top-of-mind for consumers. HIPB2B offers frictionless Campaigns for Early Demand (CED) for exactly that reason.  The process is exactly the same as a Classic Lead Generation campaign with the exception that there is no form on the landing page.  Instead, users can click to view the asset directly. By matching users to records in their database, HIPB2B is able to provide full business card data for all those who engage with the asset.

Omnichannel: Omnichannel demand gen focuses on delivering a consistent prospect experience across 2 or more digital channels. An orchestrated omnichannel demand gen strategy across these channels enables HIPB2B to capture data on all campaign touchpoints. The engagement rate on omnichannel is 18.96% vs 5.4% via a single-channel. That said HIPB2B’s guiding principle for omnichannel demand gen is prospect-based, not channel-based. The goals are to:

• Provide engagement options across the prospect experience,
• Capture that engagement in various forms, and
• Unify those data streams so they can be fully monetized.

Connecting HIPB2B’s Display to their Classic Lead Gen or Campaigns for Early Demand enables the potential for omnichannel demand gen outcomes. For the clients, this means securing verified business card data and firmographics on leads and engagers, as well as in-depth intelligence on ad performance.

Bret Smith, Founder & CEO | In his own words

With 30+ years of marketing and business development experience, I am widely known as a forward-thinking leader in Demand Generation, Content Marketing, Behavior Data and ABM. I've presented in countless webinars, spoken at numerous tradeshows, contributed a plethora of articles, podcasts and blog posts and been named a “Top 25 Marketing Influencer”.

My innovations like Closed-Loop Classic Demand Generation, Campaigns for Early Demand, ABM Display, Historic Behavior, OmniChannel and Data Verification are differentiating hallmarks of HIPB2B’s business model. Over the years, I've served many high-profile clients including Google, Microsoft, Pitney Bowes, CenturyLink and others. I've also built quite a following in social media, with 30,000 1st-degree connections on LinkedIn and a moderated LinkedIn group, “Demand Generation and Content Marketing,” with 8,800+ members.

"We’ve perfected a demand generation process that orchestrates multiple channels with marketing automation, thought leadership content, and behavior data."