"Because of that, B2B marketers are often surprised by the methods available to put big-screen narratives in front of the people who need to know about their product or service. This is where I note that only 5% of a B2B audience is in-market at any one time - which is why I remind people that good CTV campaign goals are brand lift and education or awareness, not direct response."
"First, your CRM is a wealth of business email addresses, and the right data partner - you'll hear this a few more times in this article - can tie a business email to a home email and or a business or home IP address. You can create audiences that way. For recommendations, I like RevOptimal. The other approach is to more broadly understand the companies you're trying to target and their firmographic details."
B2B CTV audiences are typically small and obscured by corporate structures that mask end buyers and buying committees. Only about 5% of a B2B audience is in-market at any time, so CTV objectives should emphasize brand lift, education, and awareness rather than direct response. Effective CTV targeting relies on high-quality CRM data and capable data partners. Data partners can match business emails to home emails or IP addresses and use device graphs to connect work and home identities, enabling audience creation and lookalike lists. Layering firmographic details and target-account categories expands reach to similar companies and stakeholders.
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