winning b2b audience strategies
TRANSCRIPT
Winning B2B
audience
strategies
Target Accounts. Drive Results.
WHAT IS
AUDIENCE PLANNING?
It’s putting your customer first
Remember that old saying from Sales, “Put the customer first?”
Well, in audience planning, think “audience first.” And that
means separate audience from media. Placement doesn’t drive
people, but connecting with them does.
Set your objective, then let your data do what it does so well:
define and identify your best potential target.
Now you can cut waste,
be relevant and drive results
More on that in a bit
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For now, just remember
to set yourself up with
a competitive
advantage by putting
first things first: your
audience of customers
and prospects.
Winning Audience Plans | B2B Toolkit 33
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Here are five steps to
audience planning success
Our team of brand strategists and data scientists
with deep vertical knowledge will help you:
1 Build your third-party data advantage
2 Leverage account-based marketing
3 Tailor messaging to align with your audience
4 Connect with your audience across devices
5 Analyze first-party data for optimization
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Build your third-party1
B2B data advantage
Brands win by knowing more about their customers and prospects
than the competition. Third-party data empowers marketers to find
niche audiences, understand their needs and create experiences that
motivate action. High-quality, differentiated third-party data gives
marketers an edge when penetrating new markets, engaging new
accounts or launching new products.
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Leverage third-party buyer and company insights
B2B marketers must think about selling to both companies and
the decision makers working there. Blending user- and
company-level insights is key to a winning B2B audience
strategy. For example:
User-level insights
• Vice president
• Decision maker
• Sales leader
• Attends financial
services events
Company-level insights
• Financial services
• 5K employees
• $500MM annual
revenue
• Purchased CRM
solution
Winning Audience Plans | B2B Toolkit 7
2
Programmatic account-based marketing (ABM) targets digital
messages to users based on where they work. This approach creates
powerful alignment between marketing and sales by allowing both
groups to focus resources against the same list of high-value
accounts. Use programmatic technology for powerful efficiency and
automation. With Programmatic ABM, you can execute a consistent
account-based strategy at scale across display, social, mobile and
video.
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Leverage account-based
marketing
ABM empowers you to flip the
funnel and align with sales
Focus on the accounts Sales cares about and flip the funnel.
Don’t simply weed out non-relevant buyers, start with your
highest value accounts and develop them into advocates.
THE ORIGINAL FUNNEL
Upper-
funnel
prospects
Mid-funnel
leads
Lower-funnel
opportunities
conversion of opportunity
FLIPPED FUNNEL
Identify
high-value
accounts
Find decision makers
Engage key players
Create advocates for your solution
Winning Audience Plans | B2B Toolkit 9
3
Relevance is the key driving action and knowing what matters to
your audience is the key to delivering relevance. Audience data
reveals insights about unknown users and allows you to act on it.
Don’t just target relevant audiences of B2B buyers with the same
message. Tailor communications to speak directly to their needs to
ensure your marketing resonates
Tailor messaging to
align with your audience
Deliver relevant marketing that resonates
No two business users or companies are the same. Even if they
have a lot in common they may be at different stages of their
purchase decision. Third-party data helps you understand your
target and deliver relevant messages to motivate action.
Awareness:
“Connect deeply with customers”
Challenge/Solution:
“Looking to unlock insights
in your 1st party data?”
Vendor Comparison: 93% “We win 93% of head-to-head tests”
Winning Audience Plans | B2B Toolkit 11
4
Professionals are constantly switching between desktop and mobile,
browsers and apps—plus personal and work devices. The average user
has more than eight digital IDs, so they look like eight different people
online. Technology that connects IDs empowers marketers to
accurately reach their ideal audience across devices and touches for
great customer experiences that create connections.
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Connect with your audience across
devices
Connect IDs and market to people, not devices
When you focus on people, you engage in relevant dialogues over time,
even as your audience migrates between channels and devices.
Winning Audience Plans | B2B Toolkit 13
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Targeting audiences with relevant messages is great, but campaign
success still hinges on identifying the right audience in the first place.
Signals in your first-party data reveal which individuals and companies
are engaging and most likely to convert. Your CRM and site-traffic
data illuminate powerful opportunities for building, segmenting and
optimizing digital audiences.
Analyze first-party data
for optimization
Optimize campaigns using site-visitor insights
Third-party audience data reveals
who is responding to marketing and
visiting your site. See the companies,
departments, titles, regions,
industries and more of the people
who are engaging.
Optimize account lists
with predictive analytics
Predictive analytics use historical
win/loss data to identify companies
most likely to convert and deliver
sustainable revenue. Some
providers also look for signals
identifying an account’s purchase
stage.
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Powerful audience
strategies to support your
B2B marketing objectives
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2
3
4
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Lead generation
Customer retention
Competitor conquesting
New product launch
Event sponsorship
Winning Audience Plans | B2B Toolkit 17
Lead generation
OBJECTIVE:
Generate quality leads for your Enterprise Database Management software.
STRATEGY:
Engage with and deliver thought leadership to IT decision makers at target accounts. Target companies that purchased database management solutions in the past to add relevant reach to your campaign.
KPIs:
• Cost per lead (CPL) • Number of marketing qualified leads (MQL)
You have questions? We have answers.
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HOW TO BUILD A LEAD-GEN AUDIENCE PLAN
Custom ABM audience
Create an ABM audience that aligns with sales account list
Filter by group
Screen your audience to only target IT decision makers
Add past purchase
Target companies that previously invested in
database management software
Reach out to your Client Partner or
The Data Hotline [email protected] to get started today. Winning Audience Plans | B2B Toolkit 19
Customer retention
OBJECTIVE:
Retain and deepen relationships with your existing Marketing Performance Measurement solution customers.
STRATEGY:
Utilize custom account-based audiences to target your existing client accounts.
Filter further to reach sales and marketing decision makers at those accounts.
KPIs:
• Targeted impressions • Click-through rate (CTR) • Click to view (CTV) • Upsells & subscription renewals
You have questions? We have answers.
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HOW TO DEVELOP A CUSTOMER RETENTION AUDIENCE
Custom ABM audiences
Develop custom ABM audience to align with customer account list
Filter by occupation
Filter for sales and marketing decision makers
Reach out to your Client Partner or
The Data Hotline [email protected] to get started today. Winning Audience Plans | B2B Toolkit 21
Competitor conquesting
OBJECTIVE:
Increase market share by winning competitor installs of Customer Relationship Management (CRM) software.
STRATEGY:
Utilize company past-purchase insights to target companies previously
investing in CRM. Use a custom account-based audience to suppress your existing customers.
KPIs:
• Targeted impressions • Click-through rate (CTR) • Click to view (CTV)
You have questions? We have answers. The Data Hotline is ready to give you fast recommendations to win.
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HOW TO DEVELOP A CUSTOMER RETENTION AUDIENCE
Company past purchase
Target companies that previously purchased CRM solutions
Suppress current customers
Build a custom ABM audience of current customers and exclude them
Reach out to your Client Partner or
The Data Hotline [email protected] to get started today. Winning Audience Plans | B2B Toolkit 23
New product launch
OBJECTIVE:
Support launch of new enterprise Human Capital Management (HCM) software.
STRATEGY:
Run upper-funnel awareness campaign against employees at target HCM accounts. Target companies with more than 1K employees that previously purchased SCM to add relevant reach to your campaign.
KPIs:
• Targeted impressions • Click to view (CTV) • Number of marketing qualified leads (MQL) • Cost per lead (CPL)
You have questions? We have answers. The Data Hotline is ready to give you fast recommendations to win.
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HOW TO BUILD AN AUDIENCE FOR A NEW PRODUCT LAUNCH
Target by occupation
Target people who work in human resources
Add HCM past purchase
Target companies that previously purchased HCM
Refine by company size
Target companies with more than 1K employees
Reach out to your Client Partner or
The Data Hotline [email protected] to get started today. Winning Audience Plans | B2B Toolkit 25
Event sponsorship
OBJECTIVE:
Maximize ROI on your biggest tent-pole event sponsorships in the healthcare industry.
STRATEGY:
Target and engage healthcare professionals across digital channels. Aim for
people who attended or demonstrated interest in healthcare trade events.
KPIs:
• Targeted impressions • Click-through rate (CTR) • Event foot traffic & lead capture
You have questions? We have answers. The Data Hotline is ready to give you fast recommendations to win.
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HOW TO BUILD AN AUDIENCE FOR A NEW PRODUCT LAUNCH
Target by industry
Target people working in healthcare likely to attend events
you sponsor
Add B2B events
Target individuals who attended or shown an interest in major
healthcare events
Reach out to your Client Partner or
The Data Hotline [email protected] to get started today. Winning Audience Plans | B2B Toolkit 27
Take advantage of the world’s largest
B2B audience data marketplace
Tashiqa AI brings together proprietary data assets with more than a dozen
strategic partnerships with the leading B2B data providers to bring you:
1B Business profiles
1MM
Companies/accounts
700+
Tashiqa B2B audiences
350MM
Mobile device IDs
220MM
Profiles linked to IDs
4K+ Branded audiences
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Connect more deeply
with your audience
and wonderful things
happen.
Let’s make it
happen for you.
The Data
Hotline
Reach out to your Client Partner or
The Data Hotline www.tashiqa.com
/thedatahotline to get started today.
Winning Audience Plans | B2B Toolkit 29
Tashiqa Data Cloud | @TashiqaDataCloud Tashiqa Data Cloud delivers the richest understanding of consumers across both digital and traditional channels based on what they do, what they say and what
they buy enabling leading brands to personalize and measure every customer interaction and maximize the value of their digital marketing. Copyright © 2017, Tashiqa Corporation and/or its affiliates. All rights reserved.