Mark Huber, Director of Growth at Metadata, hosts a discussion with B2B demand generation leaders on optimizing campaign targeting strategies, featuring insights from Hana Jacover (Director of Demand Generation, MadKudu), Maurice Maxwell (Senior Digital Marketing Manager, LaunchDarkly), and Sidney Waterfall (Senior Director of Demand Generation, Refine Labs).
Go Beyond the ICP
Your ideal customer profile serves as a foundation, but deeper insights require extended research. Recommended approaches include:
- Review CRM data for customer patterns
- Understand your product thoroughly
- Consult cross-functional teams for perspective
Sales and product teams reveal customer language and pain points. Sales calls represent a high-value discovery tool across the entire funnel, offering comprehensive understanding of customer needs.
Target, Test, Then Scale
Start with highly targeted audience segments to validate core assumptions. Once confidence builds, scale gradually:
- Begin with your primary buyer parameters
- Expand through geography, then job titles
- Add product-specific factors
Monitor demo conversion rates to confirm targeting accuracy before expanding budgets and audience sizes.
Approach Intent Data with an Open Mind
Intent data accelerates decision-making when deployed strategically. Important considerations:
- Intent data alone doesn't confirm purchase readiness
- Combine intent signals with existing knowledge
- Pair high-quality data with engagement proximity metrics
- Remember: intent data is beneficial but not mandatory