Creating Better Campaign Audiences

How can you create better campaign audiences?

Mark Huber, Director of Growth at Metadata, discusses what it takes to knock your campaign targeting out of the park with B2B demand generation leaders.

📣 Panelists include:


Tune in to learn tried-and-tested strategies to build paid social audiences, the right way to use intent data, and how to power up your demand generation with account-based marketing.

⚡️ Three top takeaways:

Takeaway 1: Go beyond the ICP

Your ideal customer profile is a good place to start understanding your customer. But to get real insights into their pain points and how you can help them, you need to go further.

To know more about who you’re targeting, try these three things: look for data in your CRM, understand the product, and talk to different teams.

Sales and product teams can give you key insights into the language your customers use and the problems they’re looking to solve.

The number one way to understand your customers is to talk to them. That’s easier said than done for a lot of us. So if you can’t talk with them directly, try listening to sales calls. At all points throughout the funnel, sales calls are a high-value discovery tool. And they can help you get a 360 understanding of your customer’s wants and needs.

Takeaway 2: Target, test, then scale

Testing is a vital part of ensuring you’re scaling for the right audience. Start your tests with a very targeted audience. This is a great way to prove your core audience before taking it to the next level.

Once you’re confident with your audience, the next stage is to scale – slowly. Start with the parameters of your number one buyer and go from there. An example would be to start with geographies, then job titles, then factors dependent on the product and the problems it solves.

One way you can monitor your progress is to analyze demo conversions. If you’re getting the right titles coming in, for example, then you’re ready to start thinking about scaling your budget, audience size, and so on.

Takeaway 3: Approach intent data with an open mind

If you use it effectively, intent data can help you move fast. However, the real key to utilizing intent data is your mindset. Intent data on its own doesn’t prove that your leads are ready to buy. So think about how you can apply intent data to what you already know.

Leveraging intent data requires your data to be legitimate in the first place. If you have solutions that can get you this high-quality data and go on to pair it with factors such as proximity to revenue to see how people are engaging, that’s when it becomes powerful.

Keep in mind that intent data isn’t always suitable for creating better campaign audiences. While it can help you achieve amazing things, it’s a “nice to have” and not always a “must-have”.


Hana explains how to validate your audience before you test, and how the ‘validate, test, scale’ formula shaped Marketing Ops Confessions.

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