How to target strategically – reach B2B decision-makers with Programmatic

Securing the attention of individuals with corporate purchasing authority is a crucial, yet often difficult, objective. The professional mindset of B2B decision-makers demands a more sophisticated advertising strategy than that used for the general public. How, then, can marketers effectively capture this audience and ensure their message cuts through the digital noise? 

Five different approaches 

Success can be achieved through a variety of methods. Choosing the optimal one depends on the nature of the advertisement and the tools at the marketer's disposal. Next are our specialists five approaches that can be used to target this audience through programmatic buying options: 

Leverage Your First-Party CRM Data to run precise Account-Based Marketing (ABM) campaigns by onboarding lead lists into a Demand-Side Platform (DSP). This same data lets you build high-value lookalike audiences and create suppression lists, focusing your budget only on qualified prospects. 

Employ Granular Contextual Targeting by placing your ads directly on relevant professional web pages. Build specific keyword lists—including industry jargon, competitor names, and pain points—to align your brand with trusted content and capture your audience as they actively research solutions. 

Implement Sophisticated Retargeting Sequences. Segment your audience by intent—like separating blog readers from pricing page visitors—and serve them a planned sequence of ads. This moves prospects through the funnel effectively while avoiding ad fatigue. 

Utilize Specialized B2B Media Data from industry-specific publishers like trade journals and tech sites. Partner with these outlets or use third-party data providers to target their niche audiences across the web, extending your reach to a pre-qualified and relevant professional audience. 

Apply Strategic IP Targeting to display ads directly to employees at their workplace. While the transition to IPv6 may affect its long-term use, it remains a powerful tactic for direct B2B engagement right now. 

A successful B2B programmatic strategy is ultimately not about employing a single tactic but about integrating a suite of sophisticated tools.  

Are you ready to discuss how you can integrate these tools and approaches specifically for your business to better reach B2B decision-makers? Contact your local specialist: 

• Denmark: Casper Poulsen, Sr. Programmatic Specialist, [email protected] 

• Finland: Tomi Vuorinen, Consultant, [email protected]

• Norway: Andrine Brattaas, Senior Programmatic Specialist, [email protected] 

• Sweden: Jimmie Ruthberg, Lead Strategist, [email protected]