How to Develop Smarter Media Campaigns with Intent Data
71% of B2B marketers prioritize delivering relevant content when and where a person is most likely to see it. That number should be 100%.
Content Marketing 2020 Benchmarks, Budgets, and Trends, Content Marketing Institute, October 2019.
Don’t oversimplify the customer journeys – remember it is organic and paid, outbound and inbound. Make sure you’re there with them every step of the way and add value. This is not about buying media to sell something. It’s about buying media to help them find a solution.
Remember that live sales interactions are also a major step in these purchase decisions because at the end of the day customers are just people. So where possible, account for those touchpoints when you’re serving up content and make sure information is shared between media engagement and sales interactions to ensure maximum relevancy. Use this to build a lead-scoring model that will evolve and get more accurate over time.
Lastly, use remarketing the right way and distinguish these efforts from prospecting. This, when combined in the right way with rigor and granularity, is the heart of smart media using predictive analytics and machine learning. Technology and media buy in and of themselves will not help you achieve your objectives. The end goal of media is to build trust and help progress users through their journey – not just bash them over the head with the same tired ebook.