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The rise of account-based marketing (ABM) — and its core process of identifying a target list of companies and contacts to engage with personalized content — has proven to be a powerful catalyst for the adoption of programmatic advertising solutions. However, as a technology first optimized for B2C use cases, programmatic advertising presents significant challenges for B2B marketers. In this webinar, we will examine the pros and cons of B2B-focused ABM programmatic ad platforms and their B2C counterparts and provide attendees with a roadmap for adoption.
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The economics of online advertising have traditionally been ill suited for B2B marketers, who rely on targeted and lead-based communications more than mass reach. But programmatic media buying and access to new data sources give them new ways of reaching
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