• Chris DeMartine

Updated: Jul 29

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.

How long will it take? Let's start with a minute and 45 seconds to watch the following video.

The interface presented above is publicly available here to help B2B marketers get started with a comprehensive ABM approach.

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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  • Chris DeMartine

Updated: May 12

Small to medium-sized businesses (SMBs) are beginning to leverage traditional Account-Based Marketing (ABM) tactics to land 'whales', one massive account at a time. The events of the recent year have made it even easier for this to happen. Why?

For several reasons, mostly related to a pandemic-leveling of the playing field. Many SMB's found themselves competing in the same arena as large consultancies, agencies, and big tech companies. Advancements in technology have lead to user-friendly solutions, enabling individuals and companies of any size to tackle ABM and lead generation programs in-house at a fraction of the agency cost.

For example, ZoomInfo and Adapt enable users to access firmagraphic and contact information with email and phones for targeted B2B marketing.

Creative development has never been easier and it keeps getting better. Adobe is not the only game in town. Affordable platforms like Creatopy and PROMO have emerged from Romania and Israel to empower all of us to build brands, engage buyers and make an impact. These companies are hungry to help and growing their respective user bases rapidly, so upgrades and new capabilities are the norm.

User-friendly Demand-Side Platforms (DSPs) like The Trade Desk and Choozle enable users to run targeted B2B campaigns for custom audiences with site lists for contextual targeting in a non-PII way. And, if you are concerned about the onboarding process, then stop worrying. Do you know how to copy and paste into MS Excel? If you've answered "yes", then you are qualified. The aforementioned DSPs are handling the data partnerships for you on the backend, with an easy set of guidelines for you to load your customer files.

Platforms like Lead Forensics and Leadfeeder enable B2B marketers to identify site traffic by company name and more. This is great for tying back ABM efforts back to the source and for monitoring interest level based on web pages visited and time spent on those pages.

We've vetted dozens of platforms and rely on G2 crowd-sourcing to weigh in on our value-based decision process.

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