Combining CTV ads with retargeting methods can help B2B brands effectively overcome ABM challenges

New Ideas in MarketingEssential news for marketers, summarised by YouGov
November 02, 2020, 3:44 PM GMT+0

With people working from home and events migrating online, Account-based-marketers were struggling to reach consumers.

B2B marketers need to leverage platforms and channels that capture prospects’ attention even when they are working remotely. Businesses should use over the top (OTT) and connected TV (CTV) platforms, combined with retargeting strategies to reach consumers where they are already spending time.

These platforms can help brands in delivering relevant and interactive experiences, which can be tracked, measured and adjusted. B2B marketers should run adverts across multiple platforms and devices to achieve scale and boost engagement.

Businesses should target specific audiences by job title, device, geolocation and streaming platforms, among others. Combining CTV/OTT campaigns with email can further increase the ROI. But, they should also add the human element in their campaigns to better target users.   

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