ABM platform Demandbase highlights the increasing importance of B2B influencers (experts rather than celebrities) in reaching B2B buyers. It also says the days of manual ads are over with programmatic increasingly capable of reaching target accounts and audiences. Cross-channel campaigns are seen as critical, especially those leveraging LinkedIn and CTV.
While the CMO survey reports expectations of modest martech budget increases, marketing executives surveyed by Merkle are bullish about overall marketing budget hikes. This is based on an optimistic economic outlook (86% think that the economy will improve over the next 6-12 months). They are also seeing increased revenues (only 13% said revenue was flat or in decline).
Quora is enhancing its B2B advertising capabilities through a strategic partnership with B2B data platform Bombora. B2B targeting parameters (e.g. industry or company size) plus ABM targeting will help sellers reach buyers in the context of Quora’s question-and-answer content. The integration is already live for Quora advertisers.
CDP Redpoint Global is launching its Data Readiness Hub, which packages its data quality and identity resolution tools in a real-time environment to automatically update customer profiles as new data becomes available. The aim is to solve quality problems before the data enters critical activation systems. Continuous updates also reduce data preparation time.