Customer Story

Frame.io unlocked B2B advertising on Facebook — and tripled match rates

Frame.io team

Clearbit Product Used

Clearbit X

Use Cases

Facebook Advertising

Frame.io is the modern video workflow, (re)defined.

https://frame.io

Industry

Video

Objective

Harness Facebook advertising to get in front of the right people throughout the customer lifecycle.

Result

Facebook audience match rates tripled, from 15 to 50 percent to target with the precision of LinkedIn.

Amid the move up-market, Frame.io's growth team faced one familiar paid media challenge: how to get in touch with the right people.

Frame.io is changing how over one million video professionals collaborate on video projects today. After launching as a self-serve product in 2015, the company grew quickly, adding an enterprise product for larger teams, from agencies and content powerhouses like BuzzFeed and Vice. The growth team needed to get in front of more relevant people in high-value audiences.

Kyle Gesuelli (VP of Growth and Analytics) and Emily Kalen (Senior Manager of Growth Marketing) turned to Clearbit X, a data-first marketing platform that allows you leverage context on every visitor, lead, and customer — including the ability to natively combine all your customer data with the entire Clearbit universe.

They use Clearbit X’s Custom Audiences feature to defeat the traditionally dismal match rates for B2B advertising on Facebook — without it costing an arm and a leg.

Clearbit X is playing a huge role in us getting more and more unique impressions across multiple channels.

Kyle Gesuelli - VP Growth & Analytics

Finding the right people for B2B on Facebook

Traditionally, B2B businesses have trouble harnessing Facebook as an effective paid channel because it's so challenging to target the right people. Trying to find people on the popular social media platform using work emails (rather than the personal emails they signed up with) usually surfaces a fraction of the intended audience.

Frame.io's team felt that pain, manually pulling email addresses from their CRM to try to create the right target and exclusion audiences. "Even when I was exporting things and enriching the data as much as I could, we were still only able to get this super low match rate," Emily recounts.

"The scale that Facebook unlocks is the whole appeal of the entire platform. But it's been super, super hard to use Facebook's native parameters to find the right people."

With Clearbit X, Emily found a new kind of segmentation power. "Clearbit Audiences is an easy-to-understand, very seamless way to create segments and automatically push them over into Facebook," she explains.

Audiences in Clearbit X can draw on all of your first-party data (from sources like your user table, CRM, marketing automation, and more) as well as Clearbit-enriched person and company data. Thanks to Clearbit's rich data network with multiple identifiers for B2B buyers (including non-professional email addresses), match rates improve with X's Audiences feature.

Marketers like Emily can now quickly create dynamic segments with higher match rates to continually target the right Facebook custom audiences — and never deal with CSVs in the process.

Finetune your targeting across the lifecycle

Creating the right Custom Audiences also means keeping out specific segments, like when you only need to reach net-new leads for acquisition.

"If you can't exclude people who are showing the most high-intent indicators, whether they're purchasing or they've recently signed up, then it's impossible to scale your paid efforts. Otherwise, those campaigns are always going to favor the people who are continually visiting your site, working within the app, or continuing to make payments," Emily explains.

"Now we could focus our efforts on true prospecting, where those exclusion audiences are key."

Custom Audiences also helps target more precisely across the customer journey to re-engage users, win back churned accounts, or upsell to existing customers. For instance, Frame.io doesn't have to rely solely on email for important product launches since they can connect with the right people later in their lifecycle on Facebook.

"Our ability to connect with our customers in a non-email channel is pretty incredible," Kyle comments. "Just being able to get in touch with past customers who have unsubscribed from our email list with launch content is where a massive return will come."

The result — more than triple the match rates

Using Clearbit X Audiences, Frame.io saw their match rates go up more than triple, from 15% to 50%. The B2B business could target with the precision of LinkedIn and get the lower costs and greater ROI of Facebook advertising that consumer brands typically see.

For Emily, the wins are two-fold. "The most impressive piece for me was that match rate and then, being able to properly exclude audiences from our prospecting campaigns."

The power to target the right people is becoming even more important as the team digs into their account-based marketing (ABM) strategy.

As Kyle explains, "Clearbit X is playing a huge role in us getting more and more unique impressions across multiple channels. The marketing team is supporting a much larger sales team, so we have to have all these new views on relationships with users, prospects, companies and domains. It's critical for us to have this layer where we can target them properly."

Clearbit Audiences is an easy-to-understand, very seamless way to create segments and automatically push them over into Facebook.

Emily Kalen - Senior Manager of Growth Marketing