Technology & B2B
Account-based reach against named target lists.
The addressable audience is small, the sales cycle is long, and clicks tell you nothing about whether pipeline moved.
What makes this sector hard
B2B programmatic works when the account list is right. We build the list, then buy against it.
Compliance
Regulatory context we build for
The setup happens before the media plan. This is the part most DSP configurations get wrong.
B2B data handling
Company-level targeting rather than personal profiling wherever it is available.
CRM matching consent
Match lists processed under a documented lawful basis with retention limits.
Data residency
EU processing available for clients whose procurement requires it.
Audience and targeting approach
Named account lists
Target accounts matched at company level, suppressed once they enter pipeline.
Sequenced creative
Awareness, then proof, then demo request in that order per account.
Role weighting
Budget weighted towards decision-maker roles inside each account.
Typical KPIs and benchmarks
Placeholder ranges for orientation only we set targets against your own data before launch.
| Specification | Detail |
|---|---|
| Account reach | 60–85% of target list |
| Cost per marketing-qualified lead | £120–£400 |
| Pipeline influence | reported by opportunity stage |
| Sales cycle | 60–180 days |