According to research from Adweek and Dun & Bradstreet, almost 70% of B2B marketers plan on increasing their programmatic spending in 2017. Before diving into this powerful marketing approach make sure this research is performed around the target audience and the message being conveyed to them. Here are the steps to follow when performing this research.
Step 1: Target Audience Profiling
Before you launch your first B2B programmatic ad buy, you first want to establish the profile of the ideal company. Your best bet is to go back to your internal reports and figure out which customers have 1) purchased most often, 2) generated the most revenue, and 3) have purchased most recently. You have now established a list of your best customers.
Step 2: Intelligent Targeting
Analyze the list of your top customers or target audience to determine telling firmographics. What industries do they represent? How large are the organizations? Are there regional attributes? You might need to add some of these metrics to your database. If so, the Dun & Bradstreet Workbench Data Optimizer can help enhance your data by adding firmographic data to your accounts.
Step 3: Account Analysis
Now that you have an idea of the types of companies you are going to target, it’s time to focus on the people at those companies. Did you know that an average of 5.4 people are involved in B2B decision making? Who are they? Speak to your sales team to better understand the purchasing dynamics within your profile accounts. At the end of your account analysis have a list of departments and titles that you need to touch in order to close the sale.
Step 4: Personalized Advertisements
Once you identify the people to target, you will need to craft multiple messages. The message you deliver to the end user of your product might be very different from the message you deliver to the budget owner. Just as the messages need to be individualized, so too do the delivery channels. Where do each of your targets live? Are managers and directors going to an industry news site every day? Is a Vice President using a frequent flyer app often? Once you determine the message and the channel, you are good to go!
By doing this homework, you'll see how much better you utilize your Data Management Platform to optimize your B2B programmatic campaigns.
See how Dun & Bradstreet audience segments can help you target your ads based on facts, not guesses