In the world of B2B marketing, you’ll be surprised how often people make the mistake of targeting based on titles. It doesn’t matter if you’re running display programs or social campaigns, the first crucial step is to find the right individuals. But using job titles alone won’t scratch that itch.
As SiriusDecisions explained when it revealed its recently-updated Demand Unit Waterfall, it’s up to marketing and sales teams to think, plan, execute, and measure againstBuying GroupsandDemand Centersat each stage.
Salespeople working to penetrate big accounts are always on the lookout for the stakeholders and influencers who make up a Buying Group. Considering there are close to seven decision makers involved in an average B2B deal, and those separate influencers can be any of seven different types, identifying these people becomes paramount in cross-channel ABM programs, since you need to engage each and every one of them individually.
The result, when done right? Higher returns on display media spends for both social media targeting and programmatic display targeting, because you’ve done a better job of identifying these buyers. Continue reading