Leveraging 1st party customer data is an increasing priority for business-to-business (B2B) marketers, alongside their consumer oriented counterparts. Across a range of advertising platforms AUDIENCES enables brands to deliver advertising to specific groups of individuals, but critically for B2B marketers, specific companies. This capability supports the account-based marketing (ABM) strategies pursued by leading B2B marketing teams.
Whether directly targeting advertising to defined groups or the ability to extend reach via look-a-like, AUDIENCES enables marketers to bring their 1st party data to advertising platforms in a secure and privacy compliant manner for the first time. LinkedIn specifically plans to reach 1 billion users and make itself indispensable to B2B advertisers continues to evolve as an advertising platform and crucially, as the ability for audience targeting increases, so does the need for measurement and attribution. Speaking to the Drum, Tom Pepper, LinkedIn’s senior director EMEA & LATAM, stated:
“We think one of the themes this year, and going into next year, will be that there'll be an emergence of measurement tools specific to B2B. [So] how do we solve for longer buying cycles, buying committees, purchasing to humans in their business environment… and it is a different process, which requires different types of tools to help them in that focus on pain point and opportunity.”
Further, as Alexander Storozhuk states in his 'B2B Marketing In 2023: Three Trends To Watch' on Forbes.com, "The growing use of AI and automation in marketing has shown great promise for creating more efficient and effective campaigns". Marketers are fast adopting AI & ML model outputs to drive this campaign success as detailed in our previous blog posts.
On the opportunities for B2B marketers, AUDIENCES Chief Commercial Officer Matt Wilkinson commented:
"AUDIENCES represents an exciting capability for B2B marketers who until now could not on-board their 1st party data to industry platforms in a fully security and privacy compliant manner. Unlocking the use of 1st party data across advertising platforms is essential for many brands to fully scale their data-driven campaigns inline with their aspirations and marketing objectives".
Contact AUDIENCES to discuss how to accelerate activation of your 1st party data.