004 Chapter 2: How to create a buyer-centric advertising strategy Start every buyer relationship with consent. As a result of nearly endless choices in the marketplace today, customers are more demanding than ever. In fact, 72% of today’s customers expect companies to understand their needs. That’s why it’s crucial to put customer needs at the center of your business goals. With enough unified data, the right data architecture and taxonomy, and a customer-first mindset, you can create advertising journeys that relate to each buyer’s interests and build trusting relationships over time. When each target buyer, and their associated account has a unified identity across all of your marketing technology, you’ll have the information you need to build B2B marketing strategies based on their (or their persona’s) preferences on every channel. Plus, by delivering relevant content on the right channels at the right time, you can gather buyer engagement data to inform both your marketing programs and sales outreach going forward — it’s a gift that keeps on giving for marketers, sales teams, prospects and customers alike. Think through the best experience for each target buyer & create a personalized journey. Treating each target account, and buyers at that account as an individual is essential. It’s important to be able to deliver different offers and messaging to unique audiences based on their needs. With B2B marketing, it may not always be possible to personalize at the individual buyer level. It can then be very beneficial to personalize to each of the key target buyer personas (e.g. VP of Marketing, CFO, Sales Managers). Through a B2B GTM platform, that is combined with a data lake or customer data platform (CDP), that easily connects into third party marketing and sales data sources, marketers can use data to identify key traits about both prospects and existing buyers at their target accounts. Marketers can use that information to generate target account lists that match their ideal account profile(s) (IAP) for each line-of-business (LOB) within their Company. They can then focus on the right set of prioritized accounts and key target personas for tailored B2B advertising. Targeting accounts and B2B buyers or specific personas (a group of buyers with similar expectations around specific products or solutions) on a 1-to-1 basis is a foundational part of delivering the best experiences to each prospect and customer. With a full understanding of each customer’s interests and past interactions, you can improve experiences by personalizing all of your future interactions specifically to what those prospects and customers want. Kwanzoo