Smarter targeting: How marketers can unlock precision and scale in their omnichannel campaigns
B2B marketers have moved beyond basic firmographics for campaign targeting. They are building deeper, more nuanced views of their ideal customer profile—incorporating behavioral signals, technographics, and buyer journey stages.
But this sophistication only matters if it translates into real reach.
The problem: Most digital audience solutions can’t deliver a tightly defined audience across platforms, at a scale that allows for efficient campaign delivery. As media fragmentation increases, the risk of losing fidelity across platforms grows—and the pressure to compromise only gets stronger.
The cost of compromise
Sacrificing precision for reach—or vice versa—comes at a cost. The Trade Desk reports that adding just one more channel to a campaign can reduce time to conversion by more than 30%. Meanwhile, according to insights from McKinsey, precision targeting in B2B campaigns leads to measurable improvements in revenue. Companies that tailored to specific audience segments generated up to 15% more revenue than those using broader targeting strategies. This demonstrates the superior efficiency of focusing on well-defined audience profiles for driving campaign success.
The data is clear: Marketers today can’t afford to compromise. They need the right data that enables them to reach their intended audiences with precision, at scale, and across relevant channels.
How to unlock precision at scale
To achieve precision targeting, marketers need the ability to create a truly custom audience tailored to their objectives. With the ability to combine 560 unique attribute segments and marry these with our proprietary Intent data, Bombora’s digital audiences enable you to build and activate custom segments—targeting specific roles, behaviors, and engagement patterns—and can be overlaid on your own account list for hyper-relevant targeting.
But a precise audience is only valuable if you can reach it at scale, across platforms. And now that media platforms are using a variety of different identifiers for targeting, it’s become increasingly hard to be certain you’re reaching the precise audience you want, consistently across channels.
To reach buyers where they are, marketers need audiences mapped to the right identifiers for each channel—whether that’s IP addresses, hashed emails (HEMs), mobile IDs (MAIDs), Unified ID 2.0, RampID, or others. Bombora’s proprietary data graph does the heavy lifting and maps accounts and persona-level attributes with a multitude of anonymous digital identifiers, ensuring you can reach your audience across programmatic, social, native, CTV, and more.
Mastering precision and scale
You no longer need to compromise.
Bombora’s premium B2B audiences empower marketers to execute precise targeting at scale. And with more than a decade of experience helping Fortune 1000 brands and leading agencies unlock value from their audience strategies, you don’t just get data—you gain a partner dedicated to your success.
Achieving both precision and scale is not only possible, it’s the future of smarter, more effective B2B marketing.