Over the last two years, digital advertising in B2B has replaced more traditional tactics. Although this trend is expected to continue even after the pandemic, companies using digital advertising will face some challenges in the future:
With the right adtech platform and a comprehensive data set, you’ll be able to overcome these challenges, and start hypertargeting.
Data needs to come from multiple sources. On top of good quality firmographic, technographic and financial data, all at company level, you should also integrate digital addresses, including IPs, user IDs and device IDs. You should also integrate decisionmakers’ purchase-intent data obtained via their interactions with digital and social channels, along with more traditional channels.
Integrating IP tracking and mapping with your or your agency martech stack will allow you to transform anonymous traffic into known traffic. Using both direct and IP-predicted matching using device IDs, you can track the behaviours of individuals no matter where they are.
What’s more, all the individual-level intent data can be mapped together with company-level information, giving you a broader picture of the customer journey.
Collecting and integrating this data and using the right data-management platform will enable you to create hypertargeted lists of companies, along with personalising and precisely timing your messages.
Using the right marketing tactics at the right time will boost the results of your demand generation and branding campaigns. Hypertargeting ensures you reach and target only:
Technology develops so rapidly that constantly generating the level of innovation needed to keep pace isn’t easy. From awareness campaigns to lead-generation programmes, you’ll be more effective working with the right data, the right adtech platform, and the right delivery partner.