It seems like most business news feeds these days are littered with headlines about programmatic advertising technology: how quickly it has proliferated, how it’s taking over marketers’ budgets, the privacy concerns involved and all the mergers, acquisitions and IPOs. What’s lost in all this, though, is how programmatic ad tech can work for industries other than retail, food and consumer electronics. Here at Demandbase, we’re especially sensitive to how the ad tech space can work for B2B.
We think this is a particular challenge for B2B marketers who focus on selling to companies, not individuals. And we understand why some of the existing methods for targeting and segmenting audiences in programmatic buys would be such a challenge for B2B. Most of those methods focus on persona segments, leveraging cookies or questionable third-party data sources to provide demographic attributes like job title, functional area, or seniority. As most smart B2B marketers have discovered, there are several problems with targeting this way:
The way that B2B can really leverage programmatic ad tech is by taking a Target Account Marketing approach, using advanced tools to focus in on only the companies that are most likely to become your customers. This approach is the foundation of our Company-Targeted Advertising solution.
If you’re curious about how programmatic ad tech can work for B2B, explore our Company-Targeted Advertising resource library.