B2B technology company Cyance has unveiled an update to its customer behaviour platform, Nexus.
The audience activation module, Nexus Engage, connects segments of customer intent into digital advertising campaigns. The company describes the update as an ‘ABM approach’ proven to transform lead generation results.
The Nexus platform tracks online research and buying journeys from B2B organisations across the globe and integrates the audiences into marketing and sales campaigns. It claims it has the capability to improve lead generation by 300% and increase sales pipelines by 3.5 times.
The platform allows marketers to target specific customer behaviour
The platform builds audiences from customer behaviour and intent within accounts of interest. The cookies from these accounts are then used within digital advertising campaigns.
Jon Clarke, CEO of Cyance, said: “Nexus establishes the interests of your audiences and tracks the behaviour within the accounts you care about. Now, with Nexus Engage you can directly target and message the cookies behind those behaviours. Onboarding the cookies into your digital advertising campaigns, you can send tailored adverts and messages in real-time.”
