Same media spend.
More media value.

Blueprint

B2B Audience Data

+17% return on media investment

Harmonize audience data and prioritize targets.

Harmonizing personal identity information with account structures and job roles will increase the value of your media investments. Data-driven segmentation and audience targeting enable persona-based messaging, dynamic advertising, and personalized digital customer experiences — the foundations for superior media plans and account-based marketing (ABM) campaigns. Access to all available insights from first-party and third-party customer data sources is required, and customer data platforms (CDPs) can serve as one source for aggregating, integrating, and modeling customer data sources.

Blueprint

B2B Content

+15% return on media investment

Thread consistent, personalized messaging at scale.

Commercial buyers want both a demonstration of expertise and the creation of an emotional connection with their suppliers. Complex solutions make this more difficult since they require both education of the target audience and significant time investments in solution design work. Persona-based messaging, dynamic advertising, complementary digital experiences, and account-based media strategies cannot operate without high-quality, consistent, and compelling content delivered in the right form at the right time. These important activities require marketing content that bridges the core brand positioning, brand value story, and personalized value propositions with tactical execution in campaigns, conversations, and other customer touchpoints. Consistent, connected content is vital.

Blueprint

B2B Integrated Programs

+14% return on media investment

Manage and activate omnichannel programs.

The average B2B organization relies on over 25 different sales and marketing solutions, tools, and data sources to engage, activate, and convert media impressions into revenue. Media in B2B must be an integrated, cross-functional program to succeed, even though most media plans operate in fragmented silos by media type. Successful marketing programs orchestrate the activation of media across many channels and connect them with other commercial teams, systems, data, and operations. Managing complex, multithreaded marketing programs more effectively drives revenue growth but often requires better capabilities and infrastructure than the typical marketing organization has.

Blueprint

B2B Measurement

+6% return on media investment

Create a closed-loop measurement system.

Fragmentation across channels, processes, data sets, and systems stifle media performance and impact. The integration of systems, processes, and data flows into a closed feedback loop can significantly improve the ability to tune and adapt targeting, messaging, campaigns, and resource allocation. It allows media teams to spend more time responding to and optimizing customer responses, efficacy of touchpoints, buying signals, and feedback information. A closed-loop system also allows teams to shrink planning cycles to adapt more quickly to changing competition, market forces, and customer behavior.