We get it, stepping into B2B marketing can feel like you're embarking on a journey into uncharted waters, especially when it comes to nailing audience targeting. If you're wondering about the ins and outs of connecting with the perfect business audience, you've stumbled upon the right article cause we're about to shed some light on how to do exactly that!
In the world of B2B, being spot-on is key. It's not about trying to reach everyone; it's about zeroing in on the people who make the big decisions and are essential to your business success. There's a saying that goes 'If you're talking to everyone, you're talking to no one.'
So, why stick with a trial-and-error approach when you can confidently steer through the twists and turns of B2B targeting? Let's get started!
Leverage 3rd-Party Data for Targeted Marketing Insights
Tap into the power of 3rd-party data to find the right people for your B2B advertising. It can be tough to connect with the decision-makers you need, so one trick is to use information from other sources.
For example: there are platforms, such as data management platforms (DMPs), that collect details about users. They look at things like who these users are, what they like, and how they interact with ads.
These platforms don't just gather a ton of data; they also help organize it so it's not overwhelming. They group users into ready-to-use segments. This means they create lists of users you can target. So, if you're looking to reach decision-makers, executives, or specific industries, these segments make it a whole lot easier.
Engage with Relevant Users Using Your Own Data
Another way around this is by using your own customer information (1st-party data) to reach people who are already interested in what you offer. Your advertising tools, like your demand-side platform (DSP), should make it easy for you to put in your customer data.
This way, you can quickly create a group of people to target in your ads without waiting around. It's a simple process that lets you spend more time on your advertising campaigns.
Zero in on Companies with Account-Based Marketing (ABM)
Account-Based Marketing (ABM) is a B2B marketing strategy where you focus your marketing efforts on specific companies instead of a broader audience.
In the past, ABM mainly involved physical activities like events where marketers could meet face-to-face with people from targeted companies. While that's effective, it's a bit challenging to personalize things on a larger scale.
Now, with programmatic ABM, you use technology for ad buying to target important B2B professionals based on lists of companies, firmographic data, and personal details. This means you can show ads that really matter to the right companies.
If you already know which companies you want to target, make a list and upload it to your ad platform. This list is ready to use on its own or combined with other data. It's a great strategy if you have specific companies in mind, and you can even save money by making sure your ads reach the right people without wasting impressions on the wrong audience.
Time Your Ads Right with Dayparting for Better Engagement
Dayparting is a useful feature for your advertising strategy. It allows you to decide when your ads appear throughout the day. You can divide the day into intervals and choose when different ads will be visible.
For B2B marketing, you might use dayparting to display your ads on specific days and at certain times. For instance, you can ensure your ads run from Monday to Friday, between 9:00 am and 5:00 pm. It's a straightforward way to control when your ads are most effective.
Track and Improve Results with Targeting and Measurement
Make sure your programmatic advertising platform helps you track and measure your B2B campaign results. This is important for your campaign's success. By keeping an eye on performance, you can figure out which parts of your marketing are working best and make improvements as needed.
Once you've got that info, you can then proceed to make decisions around your budget. For instance, you can use the reports to see who's interested in your ads, check if your targeting is hitting the mark, tweak how you group your audience, and make your ad messages even better. It's all about using the data to make your digital campaigns more profitable.
Final Words
To effectively connect with your audience throughout the buying process in B2B advertising, a generic approach won't cut it. The secret is being specific.
Zoom in on what makes your product or service stand out and try various strategies to figure out the best way to convey those advantages to your ideal audience.
SO, WHERE DO YOU FIND THIS PARTNER?
Well, aren’t we glad you asked! We at DigiCom are obsessive data-driven marketers pulling from multi-disciplinary strategies to unlock scale. We buy media across all platforms and placements and provide creative solutions alongside content creation, and conversion rate optimizations. We pride ourselves on your successes and will stop at nothing to help you grow.
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