In the dynamic world of B2B advertising, reaching the right individuals with tailored messaging is crucial for campaign success. While platforms like LinkedIn have long been a staple for B2B marketers, solely relying on them for audience targeting limits the potential for reaching a broader and more diverse pool of prospects. With LinkedIN ads you need your audience to login and see the ads on the feed, but many people are not on LinkedIN daily, and so the opportunity to reach them and drive enough impact can be very small.
That’s where demographic and firmographic targeting within programmatic media buying steps in to revolutionize B2B advertising strategies. At Above The Fold, we specialize in media planning and offer a cutting-edge solution that allows B2B advertisers to curate custom, address-level audiences in real-time, leveraging an extensive range of 3,000+ demographic variables. This includes targeting levers such as job titles, industries, employee counts, business credit scores, and much more.
By utilizing these advanced targeting capabilities, advertisers can expand their reach beyond LinkedIn advertising alone and target individuals where they are, across multiple devices, including connected TVs.
PROGRAMMATIC CAMPAIGNS BY DEMOGRAPHIC AND FIRMOGRAPHICS
When targeting by demographic, there is an immense amount of data that we have access to through programmatic. We can curate this data and are able to build a media plan to the exact persona that you’re looking for – so, let’s say you’re laying out what your ideal company to work with may look like.
Maybe your ideal target business has a certain number of employees, are over/under a certain amount in sales revenue, have been in business for x-amount of years, if they have any specific business loans, the company’s net work, and so on and so forth.
Along with this, we can also go even further by targeting individual roles within your ideal target company. Maybe you only want to be targeting the CEO, or the accountant(s) at the company – there is a lot of curation that we are able to build around that.
A lot of these targeting capabilities might only be found on websites like LinkedIn currently, but with programmatic, we are able to take this information and find those users across all different devices.
Not only can you be serving ads on every device at this point in the user journey, but you can be targeting them all across the Internet (not just Google) and even Connected TV apps like Hulu, Peacock, Paramount+, etc. All of this based solely on the specific and at times niche demographic that you want to be in front of!
| Role + Industry Specific (CEOs in SaaS industry, etc) | # of Employees | Female Business Owners | White Collar Worker Job Titles |
| Company Net Worth | Owner’s Credit Tier | Occupation (Accountant, Builder, Retailer, Self Employed etc) | Blue Collar Worker (100+ industries) |
| Employment Title (Owner, Executive, President, Etc) | Sales Revenue Tier | Professional Certifications | Health Services(Paramedic, Optician, Therapist, etc) |
| Lease Credit | Years in Business | Exec/Upper Mgmt(C-Suite, VP, Politician, etc) | Middle Management Job Titles |
| Business Loan Utilization | Military | Credit: Likely has Corporate Credit Card | Location, State, Zip+4 |
In conclusion, as business owners and B2B marketers, it is essential to recognize the significant value that programmatic advertising brings to the table. By incorporating programmatic marketing as a layered strategy alongside your existing advertising and marketing efforts, you can unlock new dimensions of reach, precision, and audience engagement.
Embracing best-in-class programmatic marketing practices allows you to harness the power of new technology mediums, expand your target audience, and maximize the effectiveness of your marketing investments. Forward-thinking boards can play a pivotal role by encouraging management to explore and leverage programmatic marketing, ensuring that their strategy and marketing approach align with the ever-changing landscape of digital marketing.
So, let’s embrace the possibilities, enhance our business oversight, and drive future success by integrating best-in-class programmatic marketing techniques into our overall strategy.
