Philipp Wolf, Guest BloggerMay 26, 2020

Customer Success vs Customer Service vs Customer Experience – The Definitive Guide

Given how competitive our market is today, customer success is the core of SaaS businesses. A good customer success strategy can make or break a company.

At the same time, customer service and customer experience also play an important role in the success of a business. It’s hard to differentiate one from another because they’re so closely intertwined, but we’ve taken a look at the main differences between the three. So let’s dive in.

Custom Intent, Custom Affinity, and Customer Match Audiences

Custom Intent, Custom Affinity, and Customer Match Audiences can help B2B marketers with branding and lead generation by serving personalized messaging to prospective buyers. Each audience type has different capabilities and features.

Custom Intent Audiences enable Google advertisers to define and reach custom audiences on Google’s Display Network (Custom Intent Audiences aren’t available for search campaigns). Advertisers can use customer segments which have been automatically created by Google or define their own audiences by entering in-market keywords, URLs, and apps related to their business.

Custom Intent Audiences can be used to create more targeted, relevant ad campaigns based on specific segments of customers. For example, a B2B cybersecurity company can create a customer segment comprising managed service providers (MSPs) who are interested in white labeling cybersecurity services and another segment of B2C customers to market an end-user security subscription service.

Custom Affinity Audiences can be utilized on most Google properties including Search, Display, YouTube, and Gmail. Advertisers create custom affinity audiences by specifying audience interests (entered as keywords), URLs, places, lifestyles, passions, and apps that customers may like. The ads don’t appear on the apps listed — they’re just a way to further clarify the interests of the affinity audience. (Note: adding places limits the audience availability to video campaigns only).

Customer Match Audiences are created using your online and offline data and can be applied to Search, Shopping, Gmail, YouTube, and Display campaigns. Customer Match lets advertisers re-engage with their customers using offline and online customer data they already own.

Customer Match Audiences can also be leveraged to create similar audiences that mirror the demographics and online behavior of your existing customers and prospects. Similar audience lists have the potential to increase the reach of your audiences list by up to 10 times.

Audience lists help you reach the right audience

From a B2B perspective, audience lists — whether custom intent, custom affinity, or customer match — are an extremely effective way to direct personalized messaging to in-market B2B buyers. Lists can be segmented for different goals, such as increasing brand awareness, driving leads, and increasing conversions.

Audience lists give advertisers more control over campaign optimization as follows:

  • On Search & Shopping, advertisers can adjust bids based on customers’ activities.

  • On Gmail, advertisers can reach customers and similar audiences with specialized messaging that appears via ads at the top of their Gmail inbox.

  • On YouTube and Google Display, advertisers can reach similar audiences that match their uploaded customer lists.

  • On the Google Display, advertisers can reach both similar audiences and existing customers with targeted ads.

Augmenting audience lists with custom data is a two-step process. First, upload a data file that contains your customer and prospect contact information. Then, create/update your desired campaign to target your custom audience.

Google users will see your ads when they’re signed into their Google accounts and use Google Search, YouTube, Gmail and when browsing a website on Google’s Display Network.

How Ocean can help you create custom audiences’s platform combines your existing CRM data with our growth intelligence data enabling you to identify the most optimal companies and market sectors to target in your ad campaigns.

We support an account-based marketing (ABM) approach which relies on using your existing sales and marketing intelligence to identify and qualify the most viable prospects before launching inbound and outbound campaigns.

The secret ingredient to our technology lies with our proprietary data-sets which we’ve painstakingly built out using a combination of publicly available — and GDPR compliant — industry data (eg from business websites, social media profiles, etc) and a robust classification system we developed using our own industry tags. Our codes classify B2B industries in a more granular way than is standard in the industry, mirroring the precision of B2C classification.

For example, SaaS is a broad industry classification with many subcategories that represent companies with extremely different solutions and business models.

Our classification system solves the problem of broad classification by breaking SaaS company types down into subcategories (eg e-commerce platform, CRM, document management, etc)

We’ve discussed the issue of industry codes in detail elsewhere but, for our purposes, the crucial bit is:

“First, we used natural language processing to create a mathematical representation of every company in the world as it relates to any other company. Secondly, we looked at individual companies and assigned what our data team calls “industry vectors” to each of them.

That technology is more than a year in the making. Today [March 15th], we’re making good on our initial promise with a big update to our Growth Intelligence platform.

We’ve released our industry tags, which bring a whole new level of detail in classifying and finding companies.”

The platform helps users streamline and improve their Google campaigns by identifying appropriate audiences and creating segmented lists of customers and prospects which can be imported into Google Ads.

Why custom audiences are important

The custom audience feature in Google Ads is an advanced targeting element that can help B2B marketers reach more qualified prospects. It can also improve branding and recall for potential and existing customers who may be in the market for your specific B2B solution.

Custom audiences enable B2B marketers to make search and display advertising on Google much more targeted and relevant. This improves the efficiency of your ad spend while reducing the time your sales team spends qualifying and vetting leads.

As with all initiatives that are associated with an account-based approach, custom audience targeting is only as good as the data it’s built from. Simply uploading unsegmented email lists and attaching them to your Google Ads campaigns is not enough to ensure you’re reaching the right prospects with the right messaging.’s technology addresses the issue of poor-quality data by first normalizing and then combining your CRM data with our data-sets which are designed to help you identify — and segment — your customer and prospect lists.

If you’re located in Denmark, Germany, The Netherlands, Norway, Sweden, or the UK, contact us to learn more about our growth intelligence platform or schedule a free demo today.

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