Martech: Martech is Marketing Logo
  • Topics
    Digital Transformation
    Marketing Operations
    Data
    Customer & Digital Experience
    Performance Marketing
    Marketing Management
    Special Reports
    MarTech Topics
  • Conference
  • Webinars
  • Intelligence Reports
  • White Papers
  • What is MarTech
    Mission
    Staff
    Newsletter
    Search Engine Land
    Third Door Media

Processing...Please wait.

MarTech » Customer & Digital Experience » NetLine brings company-targeting to its self-service content marketing portal

NetLine brings company-targeting to its self-service content marketing portal

Long available via its managed services practice, company targeting means self-service marketers only pay for account-specific leads.

Barry Levine on June 13, 2017 at 10:17 am

Arrow target

In the mid-90s, Los Gatos, California-based NetLine began offering a managed services distribution of B2B content like white papers to websites, blogs, RSS feeds and newsletters.

That service allowed enterprise marketers to target either individual companies or types of users, such as IT management at companies larger than 500 employees in the US and the UK.

Marketers only paid for leads when they matched their targets, either individual companies or types of users. Publishers that made the content available received a piece of the lead gen fee.

In the managed services offering, content is targeted at users either by comparing visitors’ IP address to known companies or by the email address and other info in the online form visitors filled out before downloading the content. Publishers can also help visitors to self-select themselves by creating surrounding content, such as a blog post pointing out that this downloadable white paper is designed for enterprise IT users.

About a year ago, NetLine opened a self-service Portal, so that B2B marketers could upload a white paper themselves and select their targets at much lower fees and without contracts.

Through the self-service portal, they could only target by job level, company size, job area, industry and geographic region, after the visitor filled out a form. Leads matching those criteria were the ones the marketers paid for.

Today, NetLine is taking the next step for its self-service content marketing portal.

It is adding the ability for self-service marketers to upload a list of specific companies along with their content, and pay only when they obtain leads from those companies. The company notes this kind of targeting/lead payment was previously only available for full-service enterprise clients with large monthly budgets and contracts.

This means that IP targeting before a form is filled out is now also available through the self-service portal, in addition to company filtering through the form. Here’s a workflow to set up filtering:

SVP of Audience and Product David Fortino told me that, to his knowledge, this is “the first self-service content-powered ABM [account-based marketing] platform available on the market.” He noted that account-targeting services like DemandBase are focused on display ads, while NetLine users only pay for leads matching their targets.

NetLine quoted Citrix’s Marketing Program Manager Jillian Gillette, who said that “the quality of the leads is consistently excellent [from both the managed services offering and the self-service portal], resulting in greater ROI.”


New on MarTech

    How clean, organized and actionable is your data?
    Replacement Survey: The top 5 solutions replaced
    What’s the biggest hidden secret in Google Ads?
    Native video tops social media in brand awareness study
    Worsening economy has more shoppers getting online info before making in-store purchases

About The Author

Barry Levine
Barry Levine covers marketing technology for Third Door Media. Previously, he covered this space as a Senior Writer for VentureBeat, and he has written about these and other tech subjects for such publications as CMSWire and NewsFactor. He founded and led the web site/unit at PBS station Thirteen/WNET; worked as an online Senior Producer/writer for Viacom; created a successful interactive game, PLAY IT BY EAR: The First CD Game; founded and led an independent film showcase, CENTER SCREEN, based at Harvard and M.I.T.; and served over five years as a consultant to the M.I.T. Media Lab. You can find him at LinkedIn, and on Twitter at xBarryLevine.

Related Topics

Customer & Digital ExperienceMarketing OperationsPerformance Marketing

Get the daily newsletter digital marketers rely on.

Processing...Please wait.

See terms.

ATTEND OUR EVENTS The MarTech Conference logo.

September 28-29, 2022: Fall

Start Training Now: Master Classes

Start Discovering Now: Spring



The SMX Conference logo.

Start Training Now:: SMX Advanced

November 14-15, 2022: SMX Next

March 8-9, 2022: Master Classes

Webinars

Agencies: Grow Revenue Streams Through Web Accessibility & Compliance

Protect Your Paid Advertising Spend Against Ad Fraud and Invalid Traffic

Build an Integrated Search Strategy Across Google, Amazon and YouTube

See More Webinars
Intelligence Reports

Enterprise SEO Platforms: A Marketer’s Guide

Enterprise Identity Resolution Platforms

Email Marketing Platforms: A Marketer’s Guide

See More Intelligence Reports
Featured White Paper

Site Search 101

See More Whitepapers

Receive daily marketing news & analysis.

Processing...Please wait.

Topics

  • Transformation
  • Operations
  • Data
  • Experience
  • Performance
  • Management
  • All Topics
  • Home

Our Events

  • MarTech
  • Search Marketing Expo - SMX

About

  • What is MarTech
  • Contact
  • Privacy
  • Terms Of Use
  • Marketing Opportunities
  • Staff

Follow Us

  • Facebook
  • Twitter
  • LinkedIn
  • Newsletters
  • RSS

© 2022 Third Door Media, Inc. All rights reserved.