• Chris DeMartine

It is great to see the rapid development of the B2B digital advertising ecosystem, but even greater to see the supporting research for its effectiveness.

Thank you to Jillian Ryan, Princial Analyst and all of the contributors who helped her with this fantastic research.

I'd share my personal takeaways, but don't want to steal anyone's thunder. Check it out!

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  • Chris DeMartine

Updated: Aug 18

August 18, 2021

New ABM Interface Launched for B2B Marketers!

The new ABM audience builder interface presented below is now publicly available to help B2B marketers get started with a comprehensive ABM approach at an acceptable cost. It includes options for uploading companies, contact titles, intent keywords and creative assets. Digital media selections include display, video, social, mobile, email, retargeting and more!

Most seasoned business development executives can remember the days when deploying emails and dialing company phones were the factors of a numbers game to generate new leads for B2B organizations. Things have changed. Today, the big players have access to enterprise systems and powerful platforms for targeted ABM promotions and prospecting. But what about the other 200,000+ B2B firms in the US alone that don't have the luxury of in-house integration? The challenge is even greater for firms outside the US, where privacy legislation limits the use of targeting to the company.

Therefore, outsourcing becomes inevitable and projects become much greater in scale and complexity when agency overhead gets factored into the equation. In an era when the DSP has become a 'commodity', now is the time to take technology one step closer to the marketer and bring together all of the aspects of an ABM program in one place.

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Most ABM (Account-Based Marketing) and B2B (Business-To-Business) digital marketing programs require significant investments in time and money, but that should not be the case for testing new solutions. Traditional marketing best practices always begin with a controlled test and relatively small investment to get a read on performance. While this approach still works for the continuous improvement of most DTC (Direct-To-Consumer) advertising programs, it falls short when applied to campaigns targeting senior level business decision-makers.

Effective new business development is a collaborative process, where success is highly dependent on transparency and seamless sales and marketing integration. This only works when the target audience and unique value proposition are clearly defined and agreed upon by sales and marketing stakeholders. Who wouldn't agree with that?

Unfortunatley, technology has done as much to dismantle collaboration as it has to facilitate it. Something often breaks-down after the initial agreement of sales and marketing leaders on goals and objectives. Sales managers go back to their CRM platform of choice, and marketers begin the process of acquiring their target audience and developing messaging and creative assets for execution of a program. Now operating independently, the gap widens and programs lose their edge for delivering a strong RoAS (Return on Ad Spend).

So why not have a place where logins are not required, users can make decisions together, and an objective third-party can deliver a proposed solution that can be executed accurately and efficiently in a measureable manner?

B2B Digital Audience Builder

Programmatic B2B is committed to delivering this for ABM and other new business development functions, with an emphasis on delivery comprehensive solutions for small to mid-sized businesses around the world.

Are you ready? Give the B2B Audience Builder a test drive today!

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