The Insider’s Guide: How Lumar Uses Spotlight to Up Their Marketing Game

Hi, I’m Sharon from Lumar (LinkedIn Profile), I’m the Senior Content Marketing Lead at Lumar, where drive both content marketing and paid campaigns. Lumar is a website optimization platform that provides comprehensive analytics, reporting, and collaboration tools for managing  technical SEO, website accessibility, and site speed at enterprise scale. Three years ago, role started with a focus purely on content, but about a year and a half ago, I took on paid campaigns as well—primarily on LinkedIn and Google. That’s when I first started using Metadata — and now I work in the platform every day. Recently, Metadata’s new tool, Spotlight, has provided valuable insights and retargeting features that have been a boon to our larger campaign strategies . Here’s how I have been using the latest features.

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Why Spotlight Caught My Eye

When Spotlight launched in beta, I was immediately intrigued. In the world of B2B SaaS, where sales cycles tend to be lengthy, it’s critical to know which accounts are truly engaged with our brand. Spotlight helps me see exactly where different accounts stand—whether they’re clicking on our ads, visiting our high-intent pages, or just receiving ad impressions. But what really sets Spotlight apart is how customizable it is. I can drill down into the data with Spotlight’s robust filtering options and focus on the engagement that matters most to us.

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How I Create My Segments in Spotlight

Here’s where things get interesting. To get the most out of Spotlight, I use its filtering capabilities to create segments that align with different funnel stages and our broader business goals. . For me, it’s all about precision. A visit to a high-intent page on your website might be a good indicator of interest, but those who have both viewed a high-intent page and taken additional actions — for example, 5+ website visits, or LinkedIn ad clicks, or form submissions — can help you really hone in on those accounts that are the most highly engaged with your brand.

You can then create segments using varying degrees of filtering requirements to add breadth as well as specificity, as needed. For example, a “Level 1 engaged” segment may filter for only a minimum of 1 visit to a high-intent web page. While a “Level 3 engaged” segment may introduce additional layers of intent signals using ‘and’ rules on your filtering criteria — for example: at least 2 high-intent page visits and one additional action (form fill, ad click, etc.). The ads, offers, and language you use when communicating with a higher-engaged segment can then be tailored for more bottom-funnel propositions with the understanding that this account is already more familiar with your brand and offering.

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My Spotlight Playbook

Start with High-Intent Actions

Focus on the actions that indicate serious interest, like visiting key pages on your website.

Layer on Additional Engagement Signals

Add criteria for other actions—whether it’s multiple site visits, ad clicks, or form submissions—to refine your audience further.

Combine for Breadth

Don’t just rely on one segment. Mix Spotlight segments with other retargeting groups to ensure you’ve reach a healthy audience size and create a full-funnel strategy that appropriately addresses each group’s level of brand awareness, engagement, and stage in the funnel.

Keep Testing

Your audience isn’t static, so your segments shouldn’t be either. Keep refining based on what works best.

Here’s an example of how to build a customized high-engagement segment in Spotlight:

• Define your high-intent pages: Metadata’s customization abilities are great. In your platform settings, you can define exactly which pages on your website should be considered as ‘high intent’ signals.
• Add a Spotlight filter for high-intent page visits: In Spotlight’s segment filtering panel, filter first for accounts that have visited any of the ‘intent pages’ you’ve defined. This is your baseline criteria for engagement.
• Layer on additional engagement criteria: Then, add additional criteria using ‘and’ rules for actions like multiple website visits, ad clicks, or form submissions. Create multiple segments with more or fewer criteria in place to build audiences that are at different levels of engagement — then tailor your campaigns for each group’s current familiarity with your brand and offering.
• Combining Segments: You can also create Target Groups in Metadata that combine your Spotlight segment audiences with other types of retargeting audiences if more breadth, more data sources, or a larger audience size is needed for a given campaign.

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What’s Next?

As we continue refining our audience segments and testing new strategies with Spotlight, we’re seeing more potential every day. The platform’s ability to focus on high-intent engagement is helping me sharpen both our content and campaign strategies. If you’re looking to up your marketing game with more highly tailored campaigns, building the right segments with Spotlight is a great place to start.

Curious to see Spotlight in action? Take a spin with the self-guided product tour here.