B2B Marketing
B2B marketers have a number of considerations to factor into their advertising outreach. They must factor in the longer sales cycles inherent to the vertical, which are often complicated by long-term contracts. Today, they must also adjust their targeting strategy due to the wide-scale shift to hybrid and remote work.
Due to their highly-specialized audience, B2B marketers want to ensure that their messaging is reaching the right prospects, however digital isn't always as transparent as it’s made out to be. A lack of transparency and budget can result in hesitancy towards trying new methods. Marketers need to know that their spending is making an impact on their sales.
The Impact of Measurement on ABM:
Programmatic advertising is often the best option digitally providing marketers with advanced measurement and transparency capabilities. The ability to measure and optimize campaigns in near real-time and alter strategies quickly is an essential first step to ensuring a successful campaign.
With Semcasting’s AudienceDesigner (ADS) platform, advertisers can complement their ABM strategies by loading their account lists and contacts into the platform and deploying them to digital platforms for programmatic execution. Once an account list is loaded, advertisers have the ability to overlay specific job titles and reach those people at home. ADS is able to overlay job titles to target decision makers and influencers from the list of target businesses. Once an audience is deployed and used in your digital media campaign, you can track the successful reach of your audience in near real-time.
How does this affect B2B campaigns?
The ability to see results almost as they happen helps avoid delays or budget waste. Quick adjustments can be made to campaigns and impressions can be tracked to ensure that everything is performing optimally, throughout the campaign lifecycle. ADS has the ability to measure the impressions served against your list of accounts and report which of these were served ads and which were not. This process is automatically updated on an hourly basis so marketers can track the progress of their reached audience.
Our B2B solution complements account-based marketing or intender marketing tactics by allowing marketers to fill the top of the funnel with pre-qualified targets at scale and engage them across a wide variety of channels.
Post Campaign Sales Attribution
Measurement is the key to successful campaigns. Using a data-driven approach toward marketing eliminates unnecessary budget waste, gives campaign ops teams another value to optimize from and improves the effectiveness of marketing campaigns overall.
Semcasting’s ABM measurement is deterministic and ensures that you know who was reached and who wasn't. It is able to use the list of served businesses to optimize digital marketing campaigns over the course of the flight to ensure you’re reaching as many ideal prospects as possible. With these cross-platform measurement capabilities it’s simple to take an unserved audience and reach them across other digital platforms.
The ability to identify businesses reached opens the door for direct attribution capabilities to offline sales data, something that doesn’t exist in the ecosystem today. In other words, companies can track future sales and deals and connect it back to those reached by their advertisements. Since sales cycles in B2B can take months or even years, being able to tie these branding and awareness dollars to down-funnel initiatives is imperative for proving effectiveness of ad dollars spent.
Revolutionize your B2B marketing campaigns and contact Semcasting today to get started.
