Each audience requires a unique, deliberate approach.
Marketers are tasked with developing strategies that yield the best results based on the alignment of their internal resources, external environment, and target audience. Some digital advertisers that have experience in one area may not know that the same strategy won’t work for the other; for example, if you have both B2C and B2B clients or accounts, you will need to tailor your digital advertising strategy for each.
Download the free one-sheet below to explore the similarities and differences between B2B and B2C advertising strategies to sharpen your marketing efforts.
Explore a brief overview of the topic of ABM and how such an approach could benefit your business.
Account-Based Marketing (ABM) tailors marketing, advertising, and sales efforts to each account, resulting in a personalized experience for each business.
We all know business data is invaluable, but many marketers are not able to use it to the best of their abilities. Now, ABM for B2B digital advertising makes business data actionable and increases brand awareness among intended business audiences.
Account-Based Marketing allows marketers to use highly tailored data, targeting, and analysis to fuel B2B digital advertising campaigns in an effort to reach the accounts that matter most and drive positive business outcomes. AdDaptive’s approach to ABM enables our customers to upload their own lists of companies they want to reach, utilize the appropriate validated data to identify the best way to reach key influencers at your intended accounts, and optimize your strategy in real-time to maximize engagement. Post-campaign, we provide the industry’s most comprehensive analytics report, full of meaningful insights and actionable intelligence that informs about your audience and fuels future campaign strategies.
AdDaptive leverages ABM to fuel B2B digital advertising strategies by teaching which accounts are the best to target, optimizing in real-time toward previously defined KPIs, and providing transparent firmographic reporting to inform future ad campaigns
ABM is an approach that makes business data actionable. Whether you have access to first-party data in your CRM or you want to build a new segment based on validated offline data, leveraging AdDaptive’s ABM solution will increase your brand’s awareness among your target business audience. You’ll work with a dedicated account expert to explore your goals and determine the best way to reach your intended businesses. Then, your account rep will deploy your ads and optimize your campaigns in real-time to ensure maximum success against your KPIs. Using our groundbreaking post-campaign B2B analytics report, you can use transparent, firmographic data to inform your next campaign’s strategy and goals. In this way, ABM is a vehicle for awareness, engagement, strategy, and growth. And AdDaptive is the best in the business at helping you achieve your marketing – and overall company objectives – through a unique ABM approach to B2B digital advertising.
Programmatic Continues To Fuel The B2B Digital Advertising Market’s Growth
March 06, 2019 |
Laura Bakopolus Goldstone
AdDaptive’s comprehensive package fills the market gap and offers a differentiated ad tech solution that keeps it ahead of the market
As highlighted in a recent LinkedIn article supported by data from a new eMarketer report, the U.S. B2B digital advertising industry is trending upward and has not yet reached its peak of maturity. Similar to its $1 million growth in 2018, the market is projected to grow 18.7% in 2019, surpassing $6 billion. The growth is attributed to four areas: account-based marketing, people-based marketing, personalized content sequencing, and programmatic.
Many companies in the industry are not able to leverage all of the areas contributing to that growth. In many cases, it wouldn’t make sense for them to do so. Strategic management would have it that in order to identify which core competencies could be exploited to provide a competitive advantage, a company needs to first evaluate its internal resources and capabilities, determine which are valuable, rare, costly to imitate, and organized around its exploitation (per the VRIO test). Many companies in the B2B digital advertising industry are already leveraging their capabilities as effectively as they are able, and new entrants are hoping to capture market share by providing focused products – point solutions, software, or data. A company might have an excellent ABM solution, an edge on people-based marketing, a superior personalized content sequencing offering, or relationships and technology that position them to provide programmatic advertising that yields favorable results. But few companies are able to offer the total package, as is evident in the aforementioned analysis of the market. The eMarketer report found that many B2B marketers “still lack the foundational data and technology to successfully leverage digital”; LinkedIn adds that “B2B marketers as a group have not yet fully embraced the powerful targeting options offered by digital.” The market will continue to grow and evolve; in the meantime, this is a market gap that industry leaders are working to fill and provide consumers with a well-rounded solution that they cannot find elsewhere.
As one of the early adopters in this market, we’re proud to learn that programmatic advertising is continuing to propel the growth of B2B digital. We’re also proud that we have matured over the past few years in our constant technological innovation, and as a result, we have more to offer than just one of the pillars of growth for our market. We don’t only offer a narrowly focused solution, which may require marketers to go elsewhere and create a network of vendors to get the best of each of their offerings. An easier route for advertisers would be to find one company that offers the most comprehensive package and can yield superior targeting and analytics. That company is AdDaptive.
AdDaptive offers differentiated technology, a unique data set, and world-class service and expertise. We are well-positioned to outpace the growth of the market and solidify ourselves as a leader in the B2B advertising world. If you’re interested in getting an edge up on your competitors, set up a free demo to experience the power of our technology firsthand and explore how our solution can help you reach your marketing goals.
Programmatic For B2B: Fitting A Square Into A Circle
August 23, 2018 |
Laura Bakopolus Goldstone
What if I told you programmatic wasn’t meant for B2B?
Hear me out.
Programmatic utilizes machines to make the ad-buying process more efficient and cost effective, since the technology can purchase the digital ads in real-time at scale while the humans, who previously had to buy and sell the ads manually, can now focus on strategy and optimization. It sounds ideal for any situation, but its targeting capabilities were originally meant for B2C. Programmatic emerged using web browsing behavior and cookies, which were fairly accurate indicators of what individuals were looking at online in their spare time. From this data, companies could discern what topics and items individuals were interested in, and, therefore, which they might want to spend their money on. B2C companies leveraged that power to reach these individuals at the right time, so that they were informed and ready to spend their money with said company.
For example, if you get home from work, relax on the couch with your laptop, and look up car reviews, there is a good chance you are in the market for a new car, or you know someone who is. If companies deliver digital advertisements to your screens that promote great prices or models of cars that interest you, your purchasing journey just got much easier (and the company deploying the ad just benefitted, too!).
But that is not how it works in the B2B world. Which website would you go to if you were exclusively in the B2B market? There are certainly websites that offer B2B resources, or you could go to the website of a company whose marketing efforts are solely B2B. But there isn’t really a digital marketplace exclusively for C-levels or IT decision makers in the B2B field where data can be collected on business accounts. Since there isn’t one website that can trace cookie data and browser behavior to B2B, it is very difficult for B2B companies to rely on those targeting efforts alone to reach the right people at the right companies.
The answer is to take programmatic beyond its basic B2C capabilities. We need to leverage more reliable data sets for B2B, so that publicly available data (and opted-in data) for decision makers at key business accounts is available for B2B companies to use in targeting their campaigns strategically.
This has not been readily available in the digital advertising world – until recently.
AdDaptive Intelligence has built its own proprietary technology that is capable of utilizing the strengths of B2C targeting and data, completing it with even more validated data and more narrow targeting solutions, and elevating it to apply to the B2B world. Suddenly, companies don’t have to employ the “spray and pray” approach; instead, they can choose the individual at each business that they want to target based on who would be most beneficial to their business.
Whether we are ready for it or not, the lines between B2B and B2C marketing approaches are growing increasingly blurred as strategies overlap. Of course the two differ in terms of who their direct clients are, but even in that sense, there is some murkiness, since programmatic in the B2B sense can target individual customers at business accounts. It’s still technically B2B because the individual is at a business, and engaging the business account is the goal, but the most powerful technology out there can pinpoint the specific customer at that company account for whom it is most important to view a specific ad. Plus, people-based marketing delivers more favorable results. If you concentrate on the customer-buying journey, and you relate to the individuals with whom you aim to engage, you will be able to reach your target customer in a more strategic and effective manner – whether you are working at a B2B or B2C company. And in both cases, brand loyalty matters. B2C marketers tend to revel in the idea that they have more fun communicating directly with their customers, but that doesn’t necessarily have to be the case. Even though B2B companies are ultimately looking to form a relationship with a company, the individuals at that company are the ones who make the decisions about the relationship. At the end of the day, the customer is a person in both B2B and B2C sectors.
Programmatic is no different. Ads can be directed towards businesses or customers, but regardless of the intended path, the end user is a person: An individual is going to see the ad and either advocate for it, purchase it, or disregard it. If an individual sees value in the ad, he will take action, whether for himself (B2C) or his company (B2B). If a technology is strong enough to dig through the layers of business data to reach the individual at each company that will deliver the most effective results for each digital ad campaign, programmatic can be the key to – and the future of – B2B digital advertising.
Only a few players in the field are capable of deploying such a powerful solution, one of which is AdDaptive Intelligence. AdDpative’s trailblazing technology filters through myriad data points and targets the individual influencers at key business accounts for each client. The technology can do so at scale in real-time, and can react to pricing and inventory changes accordingly. The ad buying is being done digitally and instantaneously through machine learning, while the workers in the office are setting up and managing the campaigns strategically in order to deliver the best results for their clients. In other words, programmatic advertising is finding a new home in the B2B marketplace, and it’s delivering a great deal of value to companies with business prospects. Key technology and ABM providers like AdDaptive are crucial in furthering the advancement of this game-changing approach and providing valuable solutions to B2B marketers.
Creative uses of technology can lead to sustaining innovations that incrementally improve existing products or services in a manner that is vastly different from what was previously thought possible. Sometimes, a technology comes along and revolutionizes the way business is done. Programmatic is that technology. Several years ago, programmatic B2B digital advertising was a mere dream, and now it is a reality. For some, it is a necessity to achieve competitive advantage. Who knows what the ad tech landscape will look like in just a few more years? The only certainty is that companies like AdDaptive will be leading the charge, bringing us new capabilities we never knew we needed.
New MarTech Intelligence Report On Account-Based Marketing
May 24, 2018 |
Laura Bakopolus Goldstone
Earlier this month, AdDaptive was featured in a MarTech Intelligence Report entitled, “Account-Based Marketing Tools: A Marketer’s Guide.” This brand new (First Edition) report examines the market for ABM tools and the considerations involved in implementation. The 60-page report provides you with insights gleaned from numerous in-depth interviews with leading vendors, industry experts, and independent research.
This report is a must-read for anyone interested in learning about the growing market for ABM solutions, as well as the latest trends, opportunities, and challenges.
Who should read this report:
* Internet marketers and agencies doing their due diligence in selecting an ABM solution for large and enterprise level organizations
* Analysts and vendors looking for current intelligence about this dynamic marketplace
* Anyone who needs to be up to speed on the key players and major trends in the market for ABM software
What readers will learn:
* Leading players in ABM
* Most important parts of an ABM solution
* Trends driving the adoption of ABM software
* Capabilities ABM solutions provide
Account Based Marketing (ABM) is the practice of marketing to a company’s defined, value-rich prospects as individual organizations, or further more as individual decision makers. Personalization is the cornerstone of ABM in order to better specify the marketing message and how it pertains to a prospect. There are numerous factors that go into creating this strategy: identifying prospects, aligning sales and marketing, unique messaging creation, ect. But few will argue it is not worth the effort to treat each key account as though they are the only key account.
Making Execution Easy
With the wide adoption of marketing automation software, the implementation of ABM campaigns is easier than it appears. With a comprehensive list of target accounts, pulled from a CRM system or through offline data, all that is left to do is rely on the technology at hand. For example, with options like a multi-channel approach and targeting key decision makers within the target accounts, marketers can take advantage of the options they previously relied on in a more effective way.
Benefits
As the intersection of specificity and scale, it is not surprising ABM campaigns are of high interest to B2B marketers. The benefits are clear to see, starting with higher ROI. Clients are more open to receiving the marketing message because it is personal. Relating to a prospect’s unique situation and offering a solution is as personal as marketing gets without a one-on-one conversation. This allows marketers to cut out any waste caused by being in front of a more vague audience. All of this begins happening with the kick-off of a campaign- ABM is not a waiting game. The results can be measured immediately without a steady ramp up period.
Account Based Marketing (ABM) is something we feel passionately about here at AdDaptive. Check out co-founder Patrick Shea’s input in B2B News Network’s article on how enterprises can monetize data:
As seen in recent coverage, account-based marketing (ABM) remains one of the hottest areas of B2B data analytics. Using leads, buying intent signals, white paper stats and other ABM data, BI scientists can focus on the customer accounts they already know and retarget them with display ads and other paid-for messaging.
“We’ve found that many B2B companies have tremendously rich and underutilized data,” says Patrick Shea, co-founder, AdDaptive Intelligence, an ad tech company. “Whether that’s lead information, CRM data or subscriber info, those are extremely strong signals of business purchase intent. Activating that data is the first step to unlocking value.”
And using that data to run highly targeted digital media campaigns is an extremely effective way to monetize data, according to Shea. Lead retargeting and ABM are great ways to start, he says.
Ideally, B2B practitioners will use this data to learn about users and the companies they represent, then target them and their colleagues with digital ads in coordination with the rest of marketing. With lead retargeting, they’re getting a message in front of a specific user who has shown some interest (e.g., white paper download, form fills).
“Someone who has demonstrated intent in your product and then been exposed to additional messaging about that product is more likely to be receptive to your other marketing efforts,” Shea says. “Or they could convert directly from the digital ad.”
