Programmatic advertising is becoming more prevalent in the B2B marketing space. New research from Dun & Bradstreet found that 63% of B2B marketers worldwide are already buying or selling programmatically, and 41% expect to spend even more in 2019.
The ability to target specific accounts through the buyer's journey makes programmatic a strong strategy. Take the time to do the groundwork and ensure that marketing and sales are working together to identify what their most profitable accounts have in common. Once that is in place, focus on coordinating messaging efforts on those findings.
Additionally, 53% of B2B marketers surveyed for a January 2019 TOPO report said that coordinated programs across marketing, sales development and sales is the most important factor in account-based success.
Read the source article on EMarketer.com.