How to reach and keep customers engaged throughout the sales process in order to drive conversions?

[​​In this episode](https://www.youtube.com/watch?v=sjbQ8xjCBDs&list=PLahL-CewOxv8c-lLa2DUjr7lwyBYSpR2O), Miguel gives a Rapid Returns advertising tip to Ed Zabar, the Founder and CEO of Verif-y.com, a company specializing in delivery trust in a digital world.


##### What is Verif-y?

[Verif-y](https://verif-y.com/) is an identity company offering a variety of screening capabilities to organizations worldwide. Their services consist of anti-money laundering, facial recognition, background checks, and in some U.S. states, credential verifications. The combination of these factors creates a unique data set in customers that can be utilized for their online advertising (provided that the company gives permissions for enterprises use.)

##### How does Verif-y currently advertise their business?

Currently, Verif-y has had difficulty reaching their audience – Attending events and conferences are the main ways they obtain clients. They have done a bit of advertising, but know they need to do more. They understand that they need to improve their SEO and are looking at other advertising avenues in order to get in front of the right people continuously. They aim to show that their new technology can compete and outperform traditional solutions.

This begged the question, “How do you build trust for clients?” since Verif-y is essentially asking customers to depart from traditional methods. What marketing strategies can be implemented to get customers to adopt this novel solution? This brings us to our Rapid Return tips.

#### Tip #1: Utilizing first party data to reach a precise target audience to improve engagement and conversions

Since Verif-y follows a Business-to-business (B2B) model, they deal with larger clients that need a precise method of reaching them. It can be difficult to keep these clients interested and ultimately convert them, as the sales cycle is quite lengthy, especially for big-scale enterprises.

 [Image Source](https://embedsocial.com/blog/first-party-data/)

On the top-of-funnel, Otis advises Verif-y to utilize their existing [first-party data](https://meetotis.com/blog/how-businesses-can-party-with-their-first-party-data-to-deliver-relevant-ads-to-their-customers-with-otis-ai), which is existing customer and transactional data, for more precise data-driven audience targeting and attribution – which is the main source that makes Otis run. This is data about your existing decision makers that have gone through the sales funnel and have converted into clients (ie. people who have purchased your product or service, or your email list.)

One of the values Otis can give to Verif-y is that our AI leverages all this information to create very precise audience segments called lookalike audience segments, which target people with similar attributes or commonalities to your existing decision makers. This is a very precise form of targeting that is essential for B2B marketers.

 [Image source](https://nt.technology/en/blog/everything-you-need-to-know-about-look-alike-targeting/)

People in a lookalike audience segment are [more likely to engage with your content and convert](https://blog.hubspot.com/marketing/facebook-lookalike-audiences#:~:text=With%20a%20lookalike%20audience%2C%20you%20can%20reach%20a%20cold%20audience,similar%20to%20your%20warm%20audiences.) as you’re reaching new customers that are similar to your existing ones, with highly targeted material. This, in turn, helps you to find high-qualified customers who would have been difficult to identify and reach.

#### TIP 2 - Track and retarget customers that have shown an intent lead or interest in your product to build customer trust

On the bottom of the funnel, as businesses bring in new prospects, they are going to interact with your business and other sales enablements such as clicking on your website. The next step is to track and retarget customers that have shown an intent lead or interest in your product on a regular basis.

 [Image source](https://www.sendinblue.com/blog/retargeting-guide/)

Because we know their identities and have shown interest, it would be beneficial to keep targeting them to push and nurture them through the different stages of the funnel. One of the ways to do this, is again, utilizing your first party data to have longer attribution windows.

As previously mentioned, our AI uses the data to create those audience segments, which can be used to retarget them with ads (if you’d like to drive repeat customer engagement) or upsell them into a different offering.

Continually hitting customers with sales enablement material is a great way to convince them and build trust for your solution, especially if you want them to adopt a novel way of business in the case of Verif-y.