Intent-based advertising: how to reach the accounts that are active in your market

With intent-based advertising it’s now possible, in real time, to get your message in front of the accounts as they’re actively searching for your products. One of the most famous quotes from Lord Leverhulme, the founder of Unilever, is “Half the money I spend on advertising is wasted, and the trouble is I don’t know which half”. With most money going into digital, accountability and insights have improved a lot since the days of Leverhulme. And now it’s possible to…

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Why is Programmatic B2B part of the essential kit if you sell to Large Companies?

Average buying center size in companies with 1.000+ employees consists of 34 employees in contrast with B2C where the customers are the people who purchase. On such a scenario, how should Sales and Marketing work together to close the big deals? Not only the size of the buying group is significantly more complex. If your size deal is very high, the risk/ complexity will be a critical factor in your selling cycle. It is probably easier to sell a set…

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