Programmatic ad-buying is here to stay. According to Dun & Bradstreet’s 2018 report, B2B Advertising and Marketing Outlook: Programmatic Takes Hold, programmatic is now part of the mainstream with 63% of the B2B marketers they surveyed saying that they are currently buying advertising programmatically. Furthermore, 64% of these same marketers told DnB they plan to increase their programmatic spend in 2018.
But let’s not jump on the hype quite yet. The DnB report cites 2016 as the year when programmatic ceased to be a little-understood technology and became an integral part of the marketing toolkit. Regarded in terms of Gartner’s “Hype Cycle,” 2016 was programmatic’s “Peak of Inflated Expectations.” Yes, we were all starting to use it, but could it deliver on all its promises?
The Trough of Disillusionment
According to Gartner, few technologies can fully deliver on their lofty promises. Many providers over-promise and under-deliver; technologies don’t always do what they’re supposed to do. For any given technology there is an inevitable slide into the “Trough of Disillusionment.” Where, as Gartner states “interest wanes as experiments and implementations fail to deliver. Producers of the technology shake out or fail.”
The DnB study points to clear reasons why B2B marketers may have experienced programmatic despondency. When asked about their challenges regarding programmatic advertising, the marketers in the survey indicated that “Targeting the Right Audiences” and “Measurement and Metrics (eg. ROI)” were top concerns, both 31%. Following close behind were “Aligning with Sales Activities” (24%) and Attribution (24%).
Climbing Out of the Trough
Despite some disappointments, this year’s B2B Advertising and Marketing Outlook does indicate that b2b marketers have recognized where their weaknesses lie. It’s a familiar story.
More than anything else, marketers recognize the need to understand and apply data. Top challenges here include “Lack of Data Expertise” (40%), “Reliable Third-Party Data Sources” (38%) and “Integration of Marketing and Sales Platforms” (37%). On top of that, just over 40% of those surveyed said they have a DMP in place to organize and analyze customer data with 21% saying they plan to put one in place in 2018.
The Madison Logic Perspective
Madison Logic’s ActivateABM™ is designed to meet these challenges head-on. With the only DMP built for B2B marketers, we apply a host of data (intent, 3rd party, technographic, demographic, etc.) to target the accounts and audiences that are actively researching products and solutions relevant like yours with both digital advertising and lead gen tactics.
But, as the DnB survey shows, targeting the right audience is only half of the game. An equal number of marketers indicate that marketing and measurement are a top concern. ActivateABM™ provides users with the metrics that demonstrate how they are moving the needle with their target accounts, for example:
This chart demonstrates the amount of time an account is exposed to a digital ad, and the corresponding number of site visits from that same account. Madison Logic has seen that longer exposure results in a proportional increase in site visits.
Finally, Madison Logic has recognized a clear need for account-based marketing to be integrated into the marketing and sales stack. Recent integrations with both Marketo and CRM instances allow marketing data to enhance sales strategies, making for more meaningful interactions across the board.
To learn more about how Madison Logic and ActivateABM™ can lift your programmatic efforts out of the Trough of Disillusionment, reach out to us at firstname.lastname@example.org.