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Conventional wisdom holds that you have seven seconds to make that crucial first impression, but the digital age has accelerated things significantly — especially for advertising. For brands, those precious seven seconds (and some argue it’s only one-tenth of a second!) have undoubtedly become even more diluted because those moments occur across channels and content formats. Setting a positive trajectory to build your prospect relationships is increasingly diverged… and difficult.
Advertisers are clamoring to rise above the noise and get noticed. This has resulted in an exponential increase in advertising spend. In fact, eMarketer anticipates digital ad spending will reach $7 billion by 2023, an almost 31% increase from 2021.But throwing more money at the challenge doesn’t necessarily deliver the insight you need into how these advertising dollars are working for you. This lack of visibility is part of the dark funnel, a place where marketing waste and ineffectiveness can reign.
So how do you shed some light on the dark places? How do you improve the three Rs (ROI, content relevancy and prospect relationships)? One great strategy is person-based advertising (PBA). PBA delivers your ads directly to decision-makers at your target accounts with messaging and content that is relevant to their unique needs.
The Customer Journey Begins With Your Ideal Customer Profile
PBA is a relatively new paradigm for advertising. While advertising has traditionally cast a wide net within some demographic and firmographic parameters, PBA advertises to individuals who meet your ideal customer profile, which is much more specific. It takes ABM strategies to the next level of precision because PBA reflects how purchasing decisions are made at modern enterprises.
Forrester reports that 94% of B2B marketers sell to groups of at least three or more people. Instead of blanketing an entire key account with your advertising, you only advertise to those individuals in the…..
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