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Understand and Leverage Smart Targeting

Have you noticed Facebook showing ads tailored to your recent internet searches? Or found Amazon suggesting products based on your previous orders? These advanced marketing elements are examples of smart targeting.

Smart targeting uses AI to predict internet users’ preferences and online habits. When leveraged correctly, this data increases marketing effectiveness by tailoring content based on previous user actions. The more information collected on a user, the more personalized the experience.

When used correctly, smart targeting can improve ROI, increase conversions, strengthen customer relationships, and improve your B2B inbound marketing program.

Implement B2B Smart Targeting

There are various ways to begin implementing smart targeting, but the most effective approach is to opt for a service equipped with AI features. Chances are, you are already using a CRM to manage and oversee your customer interactions, but embracing one with smart targeting capabilities, such as HubSpot, will take your existing marketing efforts to the next level.

HubSpot

We love using HubSpot’s CRM because it conveniently unites our B2B marketing efforts across channels and offers key features that enhance our marketing tactics. HubSpot’s smart content will help you to better target audiences across media with their many “smart” features, including emails, website pages, landing pages, templates, forms, and CTA’s.

Personalize these experiences by setting rules that impact how a user interacts with that medium. Use the “list membership” option to segment contacts into specific groups to better target particular consumers. Once you’ve set your specifications, you can view the content as if you were a certain contact to confirm the display and layout of the page or email. Incorporating an Account-Based Marketing (ABM) strategy into your approach allows for the creation of highly personalized landing pages and email campaigns. Utilizing name tokens, you can tailor these experiences by including the company’s name at the top of a landing page or the recipient’s first name in an email drip series. This level of personalization enhances engagement, fosters stronger connections, and increases the likelihood of conversion, making ABM a valuable addition to your B2B marketing toolkit.

Add smart CTAs to your HubSpot pages or external web pages. Depending on the rules you set, your contacts will see different CTAs. This will encourage users at certain stages to take different actions. This feature is typically only offered at the higher subscription levels, though.

CTAs are incredibly important in guiding users to take certain actions, and smart CTAs ensure you guide users in the right direction every time.

LinkedIn

LinkedIn’s smart targeting features empower B2B businesses to fine-tune their advertising efforts with precision. With access to an extensive database of professional data, LinkedIn offers sophisticated targeting options. Marketers can refine their audience based on factors like job title, industry, company size, seniority, and even specific LinkedIn groups. This level of granularity allows businesses to reach their ideal prospects with tailored content, improving the chances of engagement and conversion.

Furthermore, LinkedIn’s Matched Audiences feature enables retargeting, helping marketers re-engage with website visitors, nurture leads, and reinforce brand awareness. With Matched Audiences, you can take advantage of precise targeting options, such as retargeting website visitors, targeting specific account lists, and engaging with LinkedIn contacts, making your ad campaigns even more effective and relevant to your desired audience.

LinkedIn’s Lookalike Audiences are a valuable tool for businesses targeting industry-specific audiences. By leveraging LinkedIn’s extensive database and AI capabilities, Lookalike Audiences identify users resembling your high-value customers. This enables you to reach a wider audience within your niche while maintaining relevance, increasing your chances of engagement and conversion, and enhancing the precision of your advertising campaigns.

LinkedIn’s smart targeting capabilities enhance ad relevance and maximize the ROI of B2B advertising campaigns on the platform.

Facebook

Facebook offers considerable customization options for targeting ads, but they are useless if they are not correctly used. When setting new audience criteria, the interests and exclusions options either aren’t niched enough or marketers create too niched audiences. In either case, the end result is the same: your Facebook ads won’t reach the right audiences, and you will spend more money for fewer results.

To better target your ideal market, you will have to do some outside research on your audience. First, find out if your conversions tend to come from similar sources. To do so, you can reference Google Analytics and review your users’ most common conversion paths to find sites or referrals that may be a good source. You can then target this source, knowing your audience tends to come from there.

Facebook Audience Insights can also reveal key data. Adding new interests lets you find audiences interested in content similar to yours. You can then layer these interests to target specific cross-sections of users. Compare these interests to the content featured on your page, and combine these criteria to create a specific target audience.

Marketers look for new ways to better target their ideal markets every day. Although the internet has made it easier to reach more people, it also makes it easier for businesses to get lost among a sea of websites.

Developments in AI have empowered even the smallest businesses to stand out among the competition to better engage target consumers. Take advantage of these technological advances by integrating smart targeting into your B2B marketing strategy.

Ready to learn how smart targeting can impact your B2B marketing efforts? Schedule a consultation with us today!

Laura Hill

Owner / CSO
With over twenty years experience in sales and marketing, Laura Hill is an accomplished marketing and business development strategist.

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