Most website traffic is anonymous. Someone visits your website, reads a few pages, and leaves. Without identification, you have no way to know who visited, what company they’re from, or whether they’re a sales opportunity.
Programmatic advertising is automated, data-driven ad buying and placement. Instead of manually negotiating ad placements with publishers, programmatic platforms use algorithms and real-time bidding to automatically purchase ad inventory that matches your targeting criteria.
Intent signals are the behavioral indicators that a company or individual buyer is actively researching, evaluating, or considering a purchase in your category. They answer one of B2B marketing’s most persistent questions: who is actually in market right now?
An ICP is your Ideal Customer Profile. It’s a detailed description of the type of company that gets the most value from your solution and is the best fit for your business.
Third-party cookies are going away. Privacy regulations are tightening. Ad targeting is becoming less effective. B2B marketers increasingly rely on data they own directly: first-party and zero-party data.
B2B marketers often use “demand generation” and “lead generation” interchangeably, but they are fundamentally different strategies with different goals, timeframes, and success metrics. Understanding the distinction is critical for building a marketing program that actually drives revenue.
A go-to-market strategy is your roadmap for getting your product into customers’ hands. It defines who you’re selling to, what problems you solve for them, how you’ll reach them, and how you’ll build the sales and marketing motions to close deals.
The B2B buying process is far more complex than the B2C process. While a consumer might discover a product, read a few reviews, and make a purchase decision in days, a B2B purchase typically involves multiple stakeholders with competing priorities, lengthy evaluation periods, and complex approval processes.
Most B2B companies run lead generation and call it demand generation.
Most B2B sales cycles are longer than they need to be.
Your ideal customer doesn’t exist until you define them.
Intent data tells you something most marketers don’t know: who’s actively buying right now.