Best Practice Report

Introducing The B2B Digital Audience Framework

B2B Buyer Enablement Hinges On Marketers’ Ability To Target And Tailor A Variety Of Digital Experiences With Respect And Relevance

June 2nd, 2021
John Arnold, Principal Analyst
John Arnold Principal Analyst
With contributors:
Laura Cross , Steven Casey , Malachi Threadgill , Julian Archer , Emily Wen , Michael Belden

Summary

Failing to recognize people who expect a degree of relevance across multiple B2B contexts such as website visits, social media interactions, and web browsing can result in poor targeting, irrelevant messaging, and disjointed tactic sequences — which can hurt program performance and potential revenue. Identifying people through their digital interactions, however, is often considered unwanted, inappropriate, or even illegal, depending on the context. Marketers must plan and deliver respectful, relevant digital experiences at scale to digital audiences — and in alignment with targeted marketing programs — using the information available during each interaction. In this report, we introduce the B2B Digital Audience Framework, define digital audiences and explain why they matter, and describe the building blocks of digital audiences and the five foundational types of digital audiences for effectively managing digital experiences.

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