Navigating B2B Marketing’s Challenges With Outcome-Based TV

Dec 6, 2023
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Discover how Outcome-Based TV is revolutionizing B2B marketing strategies by providing precision targeting, data-driven insights, and measurable results.

Reach your B2B marketing goals with Outcome-Based TV

Marketing trends are changing constantly, from social media marketing, influencer marketing, and content marketing on platforms like LinkedIn and TikTok, to cutting-edge, high-quality targeted email marketing campaigns and webinars, digital marketing tactics are shifting.

In the ever-evolving B2B marketing landscape, understanding outreach pain points and finding and implementing scalable, measurable customer acquisition channels into your digital marketing strategy is the key to raising B2B brand awareness, boosting business-to-business lead generation, and accelerating growth for B2B companies. 

While various digital marketing platforms have been a go-to option for online marketing plans for some time, a dynamic, engaging, and highly effective medium is emerging as a winner for B2B digital marketing strategies that influence purchase decisions: Outcome-Based TV

Keep reading this blog as we guide you through harnessing the power of Outcome-Based TV for your B2B marketing strategy.

Outcome-Based TV’s Impact on B2B Marketing

The advent and rise of Outcome-Based TV marks a significant shift in the landscape of television advertising and B2B video marketing. Imagine the precision targeting and measurable return on investment that social media platforms and other digital strategies provide, combined with the quality content, reach, impact, and engagement of traditional television.

Outcome-Based TV sits at that juncture. 

However, unlike traditional TV advertising, Outcome-Based TV isn’t about casting a wide demographic net and hoping your message reaches decision-making B2B buyers. Instead, it uses data-driven insights to deliver your message to your ideal target market at precisely the right time.

B2B marketers, in contrast with more widely applicable B2C marketing efforts, often grapple with unique challenges due to the specific industry niche they focus on, and Outcome-Based TV is a game-changer for them. It allows B2B marketers to maximize their marketing return on investment while effectively reaching the decision-makers and thought leaders who are integral to their business’s success.

The Power of Data-Driven Marketing Efforts

One of the most compelling aspects of Outcome-Based TV is the wealth of data it uses and, in turn, provides to drive new customer buyer journeys and jumpstart business-to-business (and business-to-consumer!) sales cycles.

Unlike traditional TV advertising, which often leaves you in the dark about the individual consumers who view your ads, Outcome-Based TV providers use data analytics to offer a comprehensive understanding of your audience, and more importantly, a deterministic attribution technology that enables true Return On Ad Spend (ROAS) measurement and analysis on call-to-action effectiveness. 

This means you can rely on advanced, deterministic metrics to build detailed buyer personas, focus your efforts on your target audience with pinpoint accuracy, and dial in your campaigns to be ROI-positive instead of wasting your budget with marketing channels like vague pay-per-click or PPC campaigns that don’t help with deterministic evaluations.

At tvScientific, our patented outcome-based optimization technology enables us to target audiences at a precise level, measure invaluable engagement and conversion rate data, and use this data to optimize and dial in ROAS. 

The metrics that Outcome-Based TV generates go beyond mere viewership; it reveals who took action after seeing your ad. Did they visit your company website, or your specific, B2B website’s landing page? Did they submit an inquiry to your sales team and boost your lead generation and conversion rate? 

With Outcome-Based TV, you can answer these critical questions and more.

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Reaching the Right B2B Target Audiences

Defining and reaching high-value B2B target audiences is arguably one of the most crucial steps in any successful marketing strategy. If you don't fully understand your potential customer profile and build buyer personas to match, you’re essentially gambling with your ad spend on which marketing channels to target to reach potential customers. B2B content marketing shouldn’t be a gamble.

Here are a couple best practices to help you refine your approach:

  • Retargeting Segments: Set up retargeting segments for every one of your website visitors. Using automation to retarget "warm" prospects who have visited your website is a proven tactic for boosting conversion rates.

  • List Research: Research and purchase lists of B2B businesses categorized by funding levels (e.g. series A, B) or by industry verticals (e.g. travel, fintech). This process will yield a list of target audience-specific B2B companies to focus your efforts on. Some marketing agencies may offer these services.

Tailoring Your Message

In B2B marketing, carefully crafting your message is as vital as accurately targeting your audience. 

Thanks to its highly targeted nature and visual strength, Outcome-Based TV allows you to precisely tailor messaging that resonates with your target audience, whether you're promoting a new product, sharing industry insights, or showcasing customer success stories. This tailored approach allows B2B marketers to ensure that their message remains relevant to their prospects.

When building messaging, it’s important to remember that B2B marketing ideas can be intricate and highly technical, making it difficult to accurately communicate your full message on platforms like social media channels. Luckily, Outcome-Based TV offers the flexibility for longer-format, highly creative ads, allowing you to provide in-depth information. This is particularly valuable when educating your audience about your products or services.

Overcoming the Challenge of Reaching B2B Decision-Makers

Reaching decision-makers in the B2B space can present a unique challenge. Unlike some B2C audiences, B2B decision-makers don’t typically spend much of their work hours watching TV or consuming ad-supported media.

So, how can you connect with this hard-to-reach audience effectively?

The solution involves applying advanced digital targeting tactics within Outcome-Based TV advertising. Our targeted delivery capabilities mean you can supply tvScientific with the specific B2B companies you wish to focus on, and we’ll reach them.

Specifically, our "Evening Hours" Location Targeting is a privacy-compliant, proprietary technology that allows tvScientific to deliver TV ads in the evening to individuals working at specific addresses. This ensures you're reaching B2B decision-makers at home, where they're more likely to engage with your message.

Measuring B2B Marketing Strategy Success

Outcome-Based TV is all about deterministically measurable results.

Every marketing dollar you spend should yield a measurable return on investment. With Outcome-Based TV, you can track real-time performance metrics, allowing you to quickly identify what's working and what needs adjustment.

Outcome-Based TV through tvScientific can provide clients with comprehensive performance reports that go beyond traditional TV metrics. You can see how many people viewed your ad and how many converted into leads or customers. 

This level of granularity is invaluable for optimizing your B2B marketing campaigns and displaying ROAS to the C-suite.

The Future of B2B Marketing

Outcome-Based TV represents the future of B2B marketing. It combines the strengths of traditional and digital advertising, offering precision targeting, data-driven insights, and measurable results. It's a game-changer for B2B marketers seeking to make a substantial impact.

At tvScientific, we’re committed to helping B2B businesses unlock the full potential of Outcome-Based TV. We envision a future where every marketing dollar is invested wisely against strict return on investment criteria, and every message reaches the right audience. 

With Outcome-Based TV, that future is within reach.

B2B marketing is undergoing a transformation that is analogous to early iterations of marketing tools like social media marketing, influencer marketing, content marketing, and search engine optimization (SEO). Outcome-Based TV is at the forefront of this evolution. tvScentific is confident and excited about the future that performance marketing via Outcome-Based TV can offer B2B marketers. 

If you’re on the fence about where Outcome-Based TV falls in the rankings for your digital marketing strategy, we encourage you to check out our customer case studies. It's time to embrace the power of data-driven, results-oriented advertising and elevate your B2B marketing strategy to new heights with Outcome-Based TV.