Today’s B2B marketers are facing ever-increasing levels of uncertainty for their Display programs. Marketers must navigate a complex data privacy landscape with compliance against GDPR, LGPD, PIPL, and U.S. state-specific laws. This critical compliance, alongside Google’s looming third-party cookie deprecation, is leaving marketers looking for answers.
What’s more, traditional Demand-Side Platforms (DSPs) are not designed to meet the requirements of B2B marketers, given that the industry is geared towards B2C programmatic campaigns. This leaves marketers with limited options to run compliant and scalable account-based orchestration campaigns.
Today, we’re changing all that.
At Pipeline360, we’re committed to developing tools and implementing strategies to drive predictable pipeline amidst an ever-changing B2B market. That’s why we’re thrilled to introduce our latest innovation: a display advertising platform purpose-built for B2B marketers.
Let’s dive into what makes this platform unique and how it can transform your marketing efforts.
First-party segments: The core of our platform
At the heart of our display advertising platform is advanced technology that creates first-party segments that are precise, actionable, and highly targetable. First-party segments are custom advertising segments informed by data or curated within your own database. For instance, Target Account Lists can be translated into first-party account-based segments that represent users who work at companies you want to target. This means we can curate the composition of audience segments and maximize your ABM campaigns with targeted display campaigns to your core accounts.
First-party segments offer numerous advantages for B2B marketers:
- Customized targeting: Unlike generic segments available on display marketplaces, our first-party segments are tailored to your specific needs and target audiences.
- Data quality and performance: We maintain full control over the data feeding into our segments, ensuring high-quality, high-performance campaigns.
- Campaign execution: Our platform executes campaigns against these segments, ensuring targeted and effective ad delivery.
- Higher ROI: By leveraging first-party segments, we ensure your campaigns are reaching the right audience, thereby increasing your return on investment.
- Enhanced performance control: You have greater control over the performance of your campaigns, allowing for more precise adjustments and optimizations.
Enabling the convergence of brand and demand
Brand awareness and demand generation are interconnected components of a successful cross-channel marketing strategy. Aligning the two – an approach called Branded Demand – ensures brand recognition when Sales engages with prospects, boosting nearly 40% greater performance and higher return on investment at scale.
Adopting a Branded Demand strategy involves creating compelling content and amplifying it through targeted account-based display alongside advanced content syndication to drive high-quality leads. This equips Sales to nurture relationships and support decision-making by offering trusted advice and content, rather than only pushing for meetings.
Pipeline360’s new display platform enables this convergence of brand and demand by seamlessly orchestrating with content syndication channels, enabling a more cohesive marketing strategy. By running display and content syndication in parallel, you can achieve the highest Return on Ad Spend (ROAS). Content syndication drives demand by targeting specific titles and functional areas, while display campaigns build brand awareness across entire companies.
Measurement and campaign optimization
In an era of economic uncertainty and shrinking budgets, it’s never been more important to defend the spend. Pipeline360’s display platform utilizes advanced AI technology to optimize campaigns and raise strategic insights to the surface. Our platform provides valuable insights and recommendations, generated by evaluating billions of bidding signals. These AI-driven signals and reports guide campaign configurations to ensure optimal performance and cost-efficiency.
Flexible campaigns
We recognize that marketing campaigns aren’t one-size fits all. That’s why we’ve built our new display platform to be flexible and allow for highly customizable campaigns based on specific business goals and audience segments. Our advanced targeting options allow for precision in reaching the right audience, at the right time, with the right message.
To further enhance campaign effectiveness, we’ve also doubled the number of creative sizes supported by our platform. This means you can use a wider variety of asset sizes to reach your targeted accounts more effectively.
And finally, we understand that not all businesses have a dedicated marketing team or the resources to manage complex campaigns. That’s why our offerings come with expert support. We work closely with you to understand your business goals and craft customized campaigns.
Toward B2B pipeline growth
Our new B2B display advertising platform is designed to empower marketers with the tools and insights needed to drive impactful campaigns. By combining first-party segment targeting with advanced AI optimization to easily orchestrate display with content syndication programs, we’re supporting marketers toward a powerful Branded Demand journey that maximizes predictable pipeline and revenue. Marketers finally have a way for their prospects to experience powerful Branded Demand journeys.
If you’d like to learn more, reach out to our team for more on how Branded Demand can deliver higher ROI, better performance control, and seamless integration with your content syndication and display ad efforts.
