Having spent more than 30 years building technology in the Martech industry – which builds the underlying technology which enables digital marketing – we know it’s designed for a B2C universe.

FunnelFuel was born to bring a B2B-centric technology stack to this ecosystem, directly addressing the precise needs of B2B publishers and advertisers >>

As the ABM revolution was starting to lift off, it became abundantly clear that marketers were struggling to identify their Target Audience Lists and then to extrapolate out their Ideal Customer Profile. It was even harder to ensure that they were building an exhaustive list of all of the companies which matched their ICP.

We developed a global organisation database with full firmographic profiling to make this task easier, enabling marketers to identify all of the organisations which meet their ICP. Using ICP lookalike modelling, borrowing a concept from B2C marketing but applying it to B2B, we enable a one click solution which builds an ICP list which matches your target audience, geo-fenced to the territories where you do business.

B2B Marketers and Publishers need to know precisely which of their prospects and customers are coming on to their websites and apps, and they need to know exactly what those prospects and customers are doing on their web properties.

Generalist analytics platforms like Google Analytics sample your data, using modelling to estimate what is going on across the web. These free services are saving resources using these modelling methods, because they are implemented on the biggest websites globally, carrying billions of daily page views.

B2B volumes are smaller but much greater precision is required. Services like GA also do not provide the detailed data around ICP’s and how they interact in order to enable you to gain the real insights needed to turn page views into pipeline. Our analytics are different.

We capture 100% of page views. We show detailed user journeys for all organisations which come on to your site and apps. We offer session recordings and heat maps so you can dial in on exactly what an ICP has done on your site. We enable form analytics and other tools which aren’t available in B2C analytics platforms.

Programmatic advertising has always focussed on scale – linked to the soon to be deprecated web cookies – in order to target huge audiences, typically with no regard to the environment that those audiences are found in. 

We believe that B2B media buying has to be smarter. We believe that B2B advertisers need to augment the research journey that a prospect is on, engaging an ITDM at their moment of research and not interrupting their commute home by covering CandyCrush in your brands messages. 

We built a semantic targeting taxonomy for B2B covering hundreds of topics and thousands of B2B brands, services and specific market participants. We combine this with the ability to target large organisations, in their place of work, on work devices – meaning we eliminate a swathes of wasted ad impressions. We enable ad creative to be targeted at specific verticals, company profiles and companies directly, delivering a personalised outreach which wins more clicks, and gets more ICP’s to your web site – where our analytics finishes off our 360 degree view by deeply measuring engagement and delivering insights.