B2B digital ad spending is projected to hit $6.08 billion this year, and as digital marketers continue to search for ways to optimize campaigns to better reach buyers within their target accounts, 6sense has come with a solution for this.
The AI-powered account based orchestration platform announced its External Media Campaigns feature.
This feature enables 6sense to track digital media campaigns launched on non-6sense platforms for use in account segmentation within the 6sense platform and to provide more advanced account-based analytics on such campaigns.
“Digital campaigns can quickly become irrelevant if B2B marketers aren’t tracking reach, engagement, and influence of these campaigns on accounts they care about,” said Amar Doshi, VP of Product at 6sense. “With External Media Campaigns, we now extend our unique account-based analytics and tracking capabilities from our natively built 6sense Media Campaigns, to campaigns on other external platforms. This enables marketers to get a never before seen view of media campaign effectiveness as an ABM tactic while providing flexibility when working with other platforms and their agencies.”
Prior to this feature, gathering and aggregating campaign analytics across agencies was manual and not account-focused, which made extracting value from such campaigns for B2B companies extremely time-consuming, error-prone, and focused on impressions and clicks instead of account engagement.
This feature, however, enables B2B marketers to:
- Understand the global digital footprint and the impact it is having on account engagement
- Evaluate agency partners, campaigns, and media outlets to determine performance and optimize spending for better account reach.
- Proactively collaborate with agency partners to improve digital media strategy and use of funds.
Currently, the External Media Campaigns feature supports various platforms such as AdForm, Adobe, AppNexus, Google Ad Manager, Google DFP, Google AdExchange, Google DV360, Google Campaign Manager, Innovid, MediaPlex, Conversant, and Sizmek. Additional platforms will be added on an ongoing basis so as to provide more coverage.