This guide to B2B marketing explains how programmatic advertising helps businesses target decision makers with precision across digital channels. B2B buying is complex and lengthy, involving multiple stakeholders and non-linear journeys. Marketers should build detailed buyer personas, map the customer journey, and use a multi-channel media mix—native, display, video, CTV, audio, in-game, and DOOH—for maximum impact. Effective targeting includes 1st- and 3rd-party data, lookalike, contextual, and geo-targeting. Success relies on tailored creatives, full-funnel strategies, and continuous retargeting to drive awareness, engagement, and conversions.

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