Buyers now demand seamless, personalised experiences, yet marketers are still falling short. Despite understanding the importance of precise targeting and personalisation – delivering the right message to potential customers at the perfect moment is a task that uncovers more challenges than solutions. With buyers sending more 'do not disturb' signals and navigating a labyrinth of data privacy and compliance regulations, reaching them has become even more difficult in the digital age.
And the technology just hasn’t kept up.
Traditional Demand-Side Platforms (DSPs) aren’t designed to meet the needs of B2B marketers – as the industry is geared towards B2C programmatic campaigns – leaving them with limited options to run compliant and scalable account-based orchestration campaigns.
Until now.
Pipeline360 is changing all that – levelling the playing field and re-aligning B2B marketers with the modern buyer’s journey – by ensuring teams have the tools they need to keep pace with them and secure predictable pipeline.
Today, we introduce our latest innovation: a display advertising platform purpose-built for B2B marketers.
Here’s what makes this platform unique and how you can use it to transform your marketing tactics and maximise returns.
First-Party Segments: The Core of Our Platform
Advanced technology at the heart of our display advertising platform creates first-party segments that are precise, actionable, and targetable. For example, Target Account Lists can be converted into first-party account-based segments, representing users from your key companies. This allows us to carefully curate audience segments and enhance your ABM campaigns with targeted display ads aimed at your key accounts.
First-party segments provide significant benefits for B2B marketers
- Customised 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 control all data feeding into segments to ensure 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, ensuring maximum return on investment.
- Enhanced Performance Control: By managing campaigns more precisely, marketers can continually adjust and optimise.
Enabling the Convergence of Brand and Demand
Brand awareness and demand generation are interconnected components of a successful cross-channel strategy and while they’re effective, they’re better when used together. Aligning the tactics – an approach called Branded Demand – ensures prospects are primed when sales engages, boosting performance by nearly 40% and increasing return on investment at scale.
Adopting a Branded Demand strategy involves amplifying compelling content through targeted account-based display while also using content syndication (CS) to maximise reach and drive high-quality leads. This allows Sales to nurture relationships and support decision-makers with trusted advice, insights and helpful assets, rather than pushing for meetings and demos.
Pipeline360’s new display platform unites brand and demand by seamlessly integrating with CS channels, enabling a more cohesive and effective marketing strategy.
By running display and content syndication simultaneously, marketers can achieve the highest Return on Ad Spend (ROAS). CS drives demand by targeting specific titles and functional areas, while display campaigns build brand awareness across entire companies.
Measurement and Campaign Optimisation
Marketers are forever being asked to defend their spend, even as budgets are increasingly shrinking, and now they’ll be able to ensure their money is being well invested. By utilising advanced AI technology, Pipeline360’s display platform is able to evaluate billions of bidding signals, provide valuable insights and recommendations, and optimise campaigns to ensure the best possible outcomes. These AI-driven signals and reports guide campaign configurations to ensure optimal performance and cost-efficiency.
Flexible Campaigns
One-size doesn’t fit all, anymore, it suits no one. That’s why at Pipeline360 we’ve configured our new display platform for maximum flexibility to allow for highly customisable campaigns based on individual business goals and audience segments. Advanced targeting options ensure the right audience is reached 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.
Not all businesses have the luxury of a dedicated marketing team, or the resources to manage complex campaigns, so our offerings come with expert support to ensure perfect execution is available to everyone. Pipeline360 will work closely with you to understand your goals and design campaigns that will achieve them.
Toward B2B Pipeline Growth
Our new B2B display advertising platform gives marketers the tools and insights they need to execute impactful campaigns. By combining first-party segment targeting with advanced AI optimisation to easily orchestrate display with CS programs, we’re enabling marketers to unlock the benefits of Branded Demand to secure predictable pipeline and revenue. And by giving marketers the tools they need; their prospects can experience a more personal and seamless journey.
To find out how Branded Demand can deliver more ROI, better performance control, and seamless integration with your CS and display ad efforts, visit our solutions page.
