In the B2B demand generation and ABM space, it’s no secret that brands need to bring a level of personalization into their marketing efforts. This can range from 1:industry to 1:few, all the way down to the ideal of 1:1 account level.

Note, this all might depend on how ambitious your new business goals are and how fruitful you were in prospecting new industries and accounts. However, if you are in the early stages of going after new clients or testing approaches, you might not be working with a huge prospect list. This affords you the ability to start small with 10, 25, or 50 accounts using a 1:1 personalized approach and then scale up from there.

We run through content and advertising touchpoints below, but first, let’s cover why personalization is crucial.

What if I were to tell you that there's a way for B2B advertisers to reach their target audiences in a way that has not always been possible – on TV?

The canceling or postponement of in-person events like conferences and trade shows left a huge dent in many companies' sales numbers in 2020. And it may continue to do so even as things open back up in the coming year, since it's likely these events will see diminished attendance for the foreseeable future.

Video has become an integral part of our everyday digital language. Even in the B2B space, people often turn to video for information, whether it be to learn something new, help them solve a problem, or learn more about products and services.

These day, there is a host of new high-impact ad experiences that can be placed programmatically, offering exciting new functionality for advertisers.

For B2B marketers, using data is imperative for targeting key accounts and the stakeholders and buyers within them. By doing so, one can create more focused, relevant campaigns that produce less budget waste and higher returns.

Even with things slowly starting to open back up, there's no denying that the COVID-19 crisis has left an indelible mark on the way the way people consume media. This, in turn, has pushed brands to rethink the way they advertise.

We wanted to share a new programmatic feature that we’ve been playing with here at Overskies. By leveraging LiveRamp’s IdentityLink Retrieval API, we can now provide advertisers and marketers the ability to onboard and activate their CRM audiences and serve them programmatic ads.