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.
Account-based marketing started as a single-channel activity. You built a target account list, ran a direct mail campaign or an email sequence, and hoped it worked.
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.
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.
Account-based marketing started as a single-channel activity. You built a target account list, ran a direct mail campaign or an email sequence, and hoped it worked.
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.
Account-based marketing has been around long enough that the basics are table stakes. Most B2B marketing teams now have a target account list, some intent data, and a LinkedIn campaign or two pointed at those accounts. But knowing which accounts to target is only half the problem. The harder half is getting the right message to the right people at the right time across every channel your buyers use, without your sales and marketing teams stepping on each other.
There is a common pattern in B2B marketing that goes something like this: the team generates a lot of leads, the sales team closes some of them, and then six months later those customers either churn or never expand. The diagnosis is almost always the same: the marketing program was not generating the right leads. It was generating volume, not value.
When people say a company has “found its GTM motion,” they are saying something specific and important: that company has figured out a repeatable, scalable way to find customers, win them, and retain them. The motion is the mechanism.