Media.

For many years now the B2B marketing narrative has been rightly dominated by data, with smart and considerate use of data driving transformation within the sector. However, in a media world dominated by data it’s very easy to fall into over-reliance on incomplete or flawed information. Interpreting and understanding data signals such as intent and identifying what is of real value is key to building successful paid media strategies.

The B2B customer journey is no longer a simple, linear funnel that can be easily  navigated via paid “push” media. Identifying and engaging an increasingly complex, diverse and digitally aware decision-making audience requires an integrated and flexible data-led approach, underpinned with a clear strategy. This requires a broad and deep B2B specialist media resource and that is why we developed the unique Beettoo model.

The benefits of account-based marketing (ABM), built on reliable data signals are well proven but delivering real performance from ABM requires a truly integrated approach. The importance of brand in driving conversion is often overlooked in favour of pure intent-based demand. Our media strategists – all global B2B experts in all key verticals – work across every channel to drive growth, deliver measurable results and maximise return on media investment.