• Demographics

    Audience reach fueled by over 500 million emails and phone numbers filtered by location, job function, management level and more.

  • Buying Signals

    Advanced insights, including funding amounts, growth rates, technology installations.

  • Firmographics

    Critical company data points like industry, revenue, headcount growth and more.

DIGITAL AD TARGETING

How does audience targeting work?

  • 1

    Easily create custom audiences

    Build tailor-made B2B audience lists using over 300+ attributes to power your digital advertising campaigns. Alternatively, choose from more than 50 pre-packaged lists.

  • 2

    Deploy audience files directly to Demand Side Platforms

    Seamlessly deliver your Targeted Audience files to any of the major DSPs you or your agency currently use for activation.

  • 3

    Maximize demand generation and ABM results

    Accounts buy, but people decide. Only ZoomInfo offers the best data of both: Essential professional data and advanced company attributes to get a 360 degree view of your ideal customer.

Put the right message in front of the right prospect

See the difference a top shelf B2B audience strategy can make

Try Targeted Audiences Today
  • What is audience targeting?

    Audience targeting is the act of using data to segment a portion of a digital audience messaging is intended for. Common segmentation points are usually applied to a combination of person and company attributes such as demographics (management level, job function), firmographics (location, industry), and technographics (usually by category or specific applications).
    As a pillar of effective and efficient B2B lead generation, the end goal of audience targeting puts the right messaging in front of the right person, at the right moment of time.

  • How can audience targeting be improved?

    Whether you’re in a corporate marketing team or an agency, the first step to improving the quality of reach within your digital campaign is alignment.
    Campaigns should have clear answers to hIgh-level questions about goals such as:

    • Is the campaign purpose meant to target a certain industry or drive ads to an exact account-based universe?
    • Is the campaign purpose to target known individuals inside customer accounts to identify cross and upsell opportunities OR is the campaign purpose acquisition against largely unknown contacts and companies?
    • Is success predicated on building brand awareness at your most desired prospect accounts OR generating more engagement for sales development representatives to act on and move active opportunities through the funnel?

    Regardless of goals, the first step that is universal to enhancing your B2B targeting strategy should be to do an audit of your database(s) within your sales and marketing technology stack (CRMs, marketing automation tools, sales automation software, etc).
    Marketing professionals know this. In fact, according ZoomInfo’s research with DemandGen Report, marketing teams point to the following reasons for investing in better data enrichment practices:

    • Better data to expand TAM and identify new prospects (52%)
    • Deeper intelligence to help tie intent signals to specific contacts (46%)

    ZoomInfo can help ensure the same data points that define both your buyer personas (people) and ideal customer profile (account) are clean and up-to-date, as well as provide comprehensive audience data you can leverage to strategically engage in your next campaign.

  • How Do You Create A Custom Audience?

    The B2B sales and marketing space is becoming increasingly data-driven. Case in point, according ZoomInfo’s research in partnership with DemandGen Report, 76% marketing teams and agencies are investing in better data solutions to leverage insights to personalize content and messaging. Meanwhile, 55% of marketers plan to invest in better data coverage within target accounts for ABM initiatives.
    It stands to reason, then, that in order to create an effective target audience, you should think of the type of audience you want to reach with specific campaigns or products in mind. When developing your target audience, there are some other considerations to keep in mind:

    • Your Current Customer Base: Look for common characteristics and interests to inform prospect targeting. Consider information such as demographics, firmographics, and technographics.
    • Your Existing Buyer Personas: While not always the same as the audience you’re trying to target with a specific campaign or product, it can still be useful in the early stages to identify common characteristics that your addressable market displays.
    • Your Competition: Who are they targeting and who are their current customers? Could your solution benefit their customers more?
    • Your Product/Service: Write out a list of your product/service’s features and the benefits they provide. Then you can make a list of people who have a need that your benefit fulfills, and start to build your target audience from there.