In the early days of SaaS, a single champion — usually a department head with a credit card — could buy a product and start using it before IT or Finance knew it existed. Those days are largely gone. Enterprise and mid-market B2B purchases now involve an average of six to ten stakeholders, according to…
Ask a B2B marketer what went wrong with a campaign that underperformed, and you’ll hear one of a handful of answers: the creative didn’t land, the budget ran out, the timing was off, the sales follow-up was slow. Rarely do you hear: we didn’t define the audience precisely enough before we launched. But that’s usually…
B2B Audience Targeting Workbook: Plan Your Next Campaign Most B2B campaigns don’t fail because of bad creative or a weak offer. They fail because the audience was never really defined in the first place — “IT decision-makers at mid-market companies” isn’t a targeting strategy, it’s a guess dressed up as one. That’s the gap we…
Most B2B demand gen teams run LinkedIn campaigns and programmatic display campaigns. Very few run them from the same audience. That gap — between two channels operating independently with separate targeting logic — is one of the most common sources of waste and missed reach in B2B paid media. It’s also one of the easiest…
There’s a version of the first-party data conversation that’s become unhelpful. It goes like this: third-party data is on its way out, privacy regulations are tightening, cookies are dead, and the only sustainable strategy is to build a rich first-party data asset. Third-party data is a crutch. First-party data is the future. This framing makes…
Account-based marketing gets a lot of airtime. Account-based advertising gets less — and that gap is where most ABM programs quietly underperform. The strategy is right: identify high-fit accounts, align sales and marketing around them, engage the buying committee. But the execution breaks down at the activation layer, where “we’re doing ABM” often means a…
Every B2B programmatic pitch deck leads with scale. Access 300 million professionals. Reach 95% of B2B buyers. Tap into the largest verified database in the industry. It’s a compelling story. And it’s the wrong one. Audience size is a consumer-media metric — appropriate when you’re buying reach for a CPG brand or a streaming service…
Most B2B teams discover their data quality problem the hard way: a campaign that underperforms, a sales team complaining about bad contacts, or an attribution report that doesn’t match reality. By then, you’ve already spent the budget. A data quality audit — done before a campaign, not after — is how you catch these problems…
Most B2B marketers are comfortable with firmographic targeting: company size, industry, revenue, geography. It’s the default layer of any account-based strategy. Technographic data adds a layer that firmographics can’t provide: what software and technology a company is currently using. That shift — from who a company is to what tools they run — unlocks targeting…
When you’re evaluating B2B data providers, you’ll find no shortage of vendor comparison posts — most of them written by the vendors themselves. This one is different. We’ll walk through three providers — ZoomInfo, Cognism, and Hat Trick Data — on the criteria that actually matter for demand gen, ABM, and paid media teams: data…