Experts Sound Off On Growing Importance Of People-Based Targeting, Intent-Based Monitoring
As B2B buyers grow evermore demanding of a relevant, contextual buying experience, marketing teams must move away from the audience-based targeting approach often synonymous with display advertising and use the data and insights they have on prospects in key accounts to target down to the one-to-one level.
In a marketplace seemingly dominated by email, display advertising has gained a deeper appreciation by B2B marketing teams looking to stay top-of-mind with top-tier accounts and help continue their buying journey. Research from Demand Gen Report shows that the majority (68%) of B2B buyers notice ads from the solution provider they chose during the research process. Of those who noticed the winning vendors' ads, 37% of them said those ads positively impacted their view of the company.
This report shares first-hand accounts from some of the most prominent B2B targeting and advertising experts in the industry on topics covering ABM, intent data, 1:1 personalization and more. They share their assessment of B2B advertising as a practice, while also providing tips and best practices to ensure marketing teams are positioning themselves to provide positive experiences for their buyers and drive ROI.
Experts highlighted in this report include:
Jennifer Toton, VP of Marketing, RollWorks
Marc Keating, Chief Innovation Officer, Stein IAS
Dave Whyte, Media Practice Lead, Quarry
Joanna Bittle, Agency Partner, CommCreative
Jon Russo, Founder, CMO Fusion Group
Matt Binz, Director of Digital Marketing, The Mx Group