Twitter Helps B2B With E-mail-Based Ad Targeting

Twitter has expanded its appeal for b-to-b marketers with the announcement that it will allow advertisers to target Twitter users based on e-mail addresses, reported Ad Age. The new functionality opens an avenue for b-to-b lead generation, but the Ad Age article warns marketers that succeeding with Twitter requires an understanding of the special ways prospects behave on the site. Luckily, the article also provides several tips for success in e-mail gathering and targeting. Advice includes offering something of value in exchange for e-mail info; keeping conversion streamlined and cutting steps with the Twitter lead gen card (a landing page within a tweet); avoiding the hard sell in favor of the personal touch; using event hashtags to network, boost show traffic and gain followers; using promoted accounts and in-stream promoted tweets to build followers; and ways to test and measure results, including tracking conversions from promoted tweets, to optimize spending. For the full article, see http://adage.com/article/btob/ways-b-b-marketers-generate-leads-twitter/291109/