Leading B2B Customer Data Platform, Leadspace announced the launch of Leadspace for Advertising. Leadspace for Advertising is a platform which enables B2B marketers to execute highly-targeted digital ad campaigns that consistently drive pipeline and awareness, and improve the ROI of their digital advertising efforts.
This new platform offers marketers and advertisers access to the widest range of digital ad platforms, in partnership with LiveRamp. In addition, customers can advertise on leading social networks such as LinkedIn and Facebook from Leadspace natively. It takes B2B ad personalization to a new level by leveraging Leadspace’s proprietary Persona Scores to reach precisely those individuals you want to engage with your ads.
Instead of focusing on a handful of superficial data fields like job title or industry, Leadspace Persona Scores use Artificial Intelligence (AI) to combine a vast range of customer data fields – including install-based technologies, job responsibilities and firmographics into customized, highly-personalized ideal buyer personas.
“Today’s B2B buyer expects a relevant, personalized user experience online, similar to what they are used to on consumer platforms like Amazon or Google,” said Nick Panayi, VP Brand, Digital and Demand Marketing at DXC Technology. “Leadspace for Ads is an exciting opportunity for B2B marketers because it brings a B2C-level of personalization that’s been lacking in the B2B arena. This new capability will allow marketers to develop omnichannel campaigns that deliver a cohesive and highly personalized customer experience.”
“B2B marketers are increasingly looking beyond traditional channels so they can be seen wherever their buyers are looking,” said David Raab, Founder of the CDP Institute. “Leadspace’s latest announcement will make it easier for them to do this while gaining the benefit of precise targeting that comes with Leadspace’s CDP.”
Leadspace CEO Doug Bewsher expanded: “For years, B2B marketers struggled to get real value out of their digital advertising spend, but the lack of targeting at the personal level made most advertising ineffective. Leadspace for Ads changes this equation. B2B marketers can now use Leadspace Customer Data Platform to create custom audiences based on their target buyer personas, within the target, surging accounts, leading to a significant increase in the performance of their advertising campaigns.”