#76: Targeting B2B buyers like B2C consumers with Mark Connon, Bombora
About this episode
The episode discusses the challenges and opportunities in targeting B2B buyers with the precision similar to B2C marketing.
Why is it that B2C marketers can target someone who left a pair of shoes in their cart and follow them around the internet for a week, but that same level of precision just hasn't been the same for B2B? Agility requires closing the gap between insight and action. It's not enough to know who your audience is; you need the capability to reach them precisely, wherever they are, at the moment it matters most. 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. About Mark Connon Mark Connon was Chief Operating Officer at TapAd when Experian acquired that company in 2020 — becoming TapAd's General Manager and EVP of Product and Marketing for Experian Marketing Services. As the former SVP, Global Chief Mobile and Data Officer at AOL (a subsidiary of Verizon formerly known as Verizon Media Services), Connon led mobile…
People in this episode
Host: Greg Kihlström
Guest: Mark Connon
Topics covered
- B2B marketing
- audience targeting
- data fragmentation
- B2C vs B2B
- advertising strategies
- data sources
Keywords
- B2B buyers
- B2C consumers
- audience activation
- data challenges
- marketing strategies
- customer targeting
Mentioned in this episode
Organizations: Bombora, Experian, AOL, Verizon, TapAd
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