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#76: Targeting B2B buyers like B2C consumers with Mark Connon, Bombora
Today, we’re going to talk about why B2B advertising has historically lagged behind its B2C counterpart in audience targeting and activation. We’ll explore the challenges of working with fragmented data and the new opportunities that are emerging to create highly precise, actionable audiences by combining different data sources in a new way. To help me discuss this topic, I’d like to welcome, Mark Connon, CEO at Bombora.
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Martechipedia™ Wiki
The marketing wiki with everything you need to know:
Most popular terms
Content Marketer
A content marketer is a creative professional who is responsible for creating, managing, and…
Bronze, Silver, and Gold Data Layers
The Bronze, Silver, and Gold Data Layers are a multi-tiered data architecture approach used…
Technology Adoption Model (TAM)
The Technology Adoption Model (TAM) is a theoretical framework that explains how users come…
Conversion Rate (CR)
Conversion Rate (CR) is a fundamental metric in digital marketing used to measure the…
Business Value Pyramid
One way to look at business value is by using the Business Value Pyramid…
Customer Lifetime Value (CLV)
This is a calculation of the total value of a customer over their entire…
Significance (σ or Sigma)
Significance in statistics refers to the measure of how far a result deviates from…
Line of Business (LOB)
Line of Business (LOB) refers to a category within a company that deals with…
Emotional Selling Proposition (ESP)
An Emotional Selling Proposition (ESP) is a brand’s strategy to connect with its audience…
Total Cost of Ownership (TCO)
Total cost of ownership (TCO) is an estimate of the expenses related to a…
Churn Rate (CR)
Churn Rate (CR) measures how many customers stop doing business with a company in…
Customer Satisfaction Score (CSAT)
Organizations use the Customer Satisfaction Score, or CSAT, as a way to measure satisfaction…
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