SourceMedia is expanding its client offerings to provide the latest service sweeping the B2B media and information industry: account-based marketing.
The B2B publisher and events firm, whose brands in the finanical, technology, and healthcare sectors include American Banker, PaymentSource, The Bond Buyer, and Health Data Management, among many others, has announced the launch of SourceMedia ABM, a new capability that will allow clients to target individual senior-level professionals at pivotal moments in the customer journey.
Combining insights from machine learning techniques with SourceMedia's proprietary audience data, SourceMedia ABM will aim to provide clients with sales-ready leads by delivering customized messaging to individual influencers within specific audience segments.
So, what actually is account-based marketing?
In an extensive interview with Connectiv's Matt Kinsman, Marcus Whitte, SourceMedia's VP of integrated marketing and demand generation, says, "Account based-marketing, at its very basic level, is taking a group of names that make up an account … and doing very targeted messaging to them. If you were just looking at this basic level, a lot of companies are grabbing names and doing targeted marketing to those lists. We take it one step further because in our umbrella of brands, we’ve got some really robust first party data that we can pull from."
The benefits to this are two-fold, Whitte tells Kinsman. For one, SourceMedia's customer data platform can now unify records for the same individual across multiple database platforms, providing a much more comprehensive view of an individual's interests and consumption habits. Those insights can then be applied to other individuals with similar behaviors to reach them in the most efficient and effective ways possible.
ABM campaigns, depending on the client's objectives, can include custom content, distribution across multiple platforms and types of content (including social media), and near-real-time reporting and engagement scoring.
“SourceMedia ABM makes SourceMedia’s audience data actionable,” said Witte in a prepared statement. “Our deep relationships with our audience members give us an ideal platform for understanding the interests and purchasing patterns of the bankers, advisers, and accountants in our professional communities.”
Like many publishers in the B2B sector, SourceMedia continues to center its growth strategy around digital media and data-focused marketing solutions. The company underwent a corporate rebranding to that effect earlier this month, introducing a new website and logo.
In February, SourceMedia relaunched its company-wide digital publishing platform to open up mobile optimization and native advertising integration, and hired AnnMarie Wills to the newly created role of VP of audience and data, reporting directly to chief digital and marketing officer Minna Rhee.
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