In many respects, the needs and objec­tives of B2C and B2B dig­i­tal mar­keters are sim­i­lar – par­tic­u­larly when it comes to under­stand­ing an individual’s online behav­ior.  How­ever, when it comes to under­stand­ing online behav­ior, the B2B mar­keter needs to frame this under­stand­ing in the con­text of the busi­ness the indi­vid­ual vis­i­tor rep­re­sents, and ide­ally deliver an expe­ri­ence “per­son­al­ized” for that busi­ness.  Until recently, this has been dif­fi­cult to achieve.

A com­pelling recent B2B case study arti­cle on CMO​.com titled, Account-Based Web Ana­lyt­ics Power B2B Mar­ket­ing To New Heights, by Doug Reken­thaler Jr., specif­i­cally addresses this chal­lenge.  Reken­thaler writes:

“Pic­ture, for exam­ple, an air traf­fic con­troller unable to dif­fer­en­ti­ate the radar blip of a single-seat per­sonal air­craft from a 500-seat jumbo jet. In the B2B world, the abil­ity to prop­erly iden­tify and com­mu­ni­cate with that jumbo jet means the dif­fer­ence between land­ing a large-revenue account or a single-engine SMB. Both accounts are impor­tant, but being able to prop­erly allo­cate resources based on rev­enue poten­tial goes a long way toward improv­ing effi­cien­cies and outcomes.”

The case study goes on to high­light lessons learned and results achieved by lead­ing brands Avery Den­ni­son, and NetApp as they have suc­cess­fully addressed this chal­lenge by cap­i­tal­iz­ing on the inte­grated power of Demand­base Real-Time Iden­ti­fi­ca­tion with the Adobe Dig­i­tal Mar­ket­ing Suite. The strat­egy enabled by this easy to imple­ment solu­tion is called Sweet Spot marketing.

If you’d like to hear more about this strat­egy and real world results, you can also check out this new video pro­duced by Adobe & Demand­base – live from the show floor of Adobe Sum­mit 2012. This video fea­tures cus­tomers David Max­son – Avery Nen­ni­son, Joe Schwartz – Webex Cisco as well as part­ners Dion Jones – eNau­tics, Adam Greco – Web Ana­lyt­ics Demys­ti­fied, and Demand­base CMO, Greg Ott – all talk­ing Sweet Spot marketing.


CMO​.com arti­cle: http://​www​.cmo​.com/​w​e​b​-​a​n​a​l​y​t​i​c​s​/​c​a​s​e​-​s​t​u​d​y​-​a​c​c​o​u​n​t​-​b​a​s​e​d​-​w​e​b​-​a​n​a​l​y​t​i​c​s​-​p​o​w​e​r​-​b​2​b​-​m​a​r​k​e​t​i​n​g​-​n​e​w​-​h​e​i​g​hts

Video: http://​tv​.adobe​.com/​w​a​t​c​h​/​a​d​o​b​e​-​p​a​r​t​n​e​r​-​s​o​l​u​t​i​o​n​-​s​h​o​w​c​a​s​e​/​d​e​m​a​n​d​b​a​s​e​-​v​i​d​eo/