Winning B2B audience strategies

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

2

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

5

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


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.

6

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


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.

8

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


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”


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.

12

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.


5

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.


16

Powerful audience

strategies to support your

B2B marketing objectives

1

2

3

4

5

Lead generation

Customer retention

Competitor conquesting

New product launch

Event sponsorship


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.

18

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.

20

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



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.

22

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



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)


24

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



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


26

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



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

28

Connect more deeply

with your audience

and wonderful things

happen.

Let’s make it

happen for you.

The Data

Hotline


The Data Hotline www.tashiqa.com

/thedatahotline to get started today.


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.

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Winning B2B audience strategies

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