B2B advertising is out of the ABM loop
B2B brands have embraced Account Based Marketing and sales en masse. However, the media plan is mostly disconnected. Advertising is chosen by site or broad audience segments, rather than delivering ads only to those target accounts that sales is focused on.
Build audience segments with Intent data
Build audience segments based on company name, location, size, functional area, seniority, and content interest via all major programmatic platforms.