Programmatic Advertising Adds Value to B2B Marketing
Tailor messaging to suit needs, time and context:
Whether B2B or B2C, brands cannot compete in today’ environment with rigid messaging strategies. As Forrester predicts, “The core of the display market, performance-based impressions, will shift toward programmatic exchange-based trading at a rate of 43% annually between 2012 and 2017, comprising 30% of total display spending by 2017.” Businesses need to provide diverse deliverables to meet the varying expectations of audiences. Cues can be taken from various factors like the referral sources of website visitors to decide the types of content to serve. For example, if a prospect arrives at a creative agency’s site from an article on iPad website design, the content displayed should have information about producing an iPad website. Similarly, if someone arrives via a tweet about “back-to-school marketing strategies,” the website should tailor the content accordingly. The same principles hold for businesses that have presences on multiple platforms. By analyzing the information prospects consume on one platform, smart marketers should customize the content served in their next interaction on different channels to take dialogues further. In other words, if prospects have searched websites with career-related terms, they will be excluded from the display campaigns, whereas the frequency of ads will increase to target people who looked up related solutions.
Nurture leads with intuitive email campaigns:
Data plays a vital role in lead nurturing by allowing marketers to segment prospects according to where they are in the sales cycle and their unique needs, providing the ability to follow up with targeted messaging. Marketing automation platforms help B2B marketers understand the interests of their audiences based on their on-site behaviors and the information they provide in forms. This insight is used to develop emails with the appropriate calls to action, whether that means stressing price, quality or project management—depending on the top concerns of the potential customers.
