Since B2B publishers are still waking up to the possibilities of programmatic, media buyers must find B2B audiences on consumer sites. Sixty-three percent of media planners and buyers execute B2B campaigns programmatically, as opposed to 73% who do so for B2C campaigns, according to the inaugural “B2B Programmatic Media Planning and Buying” study released Friday by […]
Account-based marketing, or the ability for a B2B marketer to target a cross-section of companies, has been around for a while, but the techniques are becoming increasingly sophisticated. LinkedIn recently launched company targeting on its platform, and Demandbase, which has had an account-based marketing solution in-market for several years, extended the tool to the Oracle Marketing […]
AdRoll’s B2B data co-op IntentMap, unveiled eight months ago, has expanded its participating partners from 1,000 to 3,000 out of 20,000 overall clients. The prospecting co-op is a pool of shared advertiser data managed by AdRoll’s data science operation. “We think data co-ops will gain momentum over the course of the year,” said AdRoll President […]
Many industry analysts expect B2B media marketing budgets to finally reach pre-recession levels by the end of 2015, following a drop-off in 2009 that removed almost one out of every $5 spent on B2B outlets. And those revenue streams are migrating to programmatic technology and new native strategies to develop brand awareness. One of the […]
Most targeting data addresses consumer marketing needs. Finding people who want to buy welding machinery or business software in a market full of data segments about new moms or golfers is tough. It’s a void that B2B marketing company MultiView intends to fill through its expertise serving B2B advertisers. Because many of its clients don’t […]
