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If your campaign is targeting a business-to-business (B2B) audience, you’ll want to change the data points:

 Contact’s details: Define the ideal position you’re looking to engage with (for example, marketing managers or sales managers).

 Communication: Don’t assume that email is the best way to communicate. With certain professions, it may be more appropriate and engaging to inform them of your campaign via LinkedIn.

 Company: This information includes the industries your audience are typically working in, as well as the size, location, and department.

 Decision making: Look at what decision criteria your customers have when it comes to finally making a purchase. It would be ideal if you could understand what was most attractive and unique about your product.

These points can help you tailor your campaign to better appeal to and engage with your B2B customer base. To do this, your campaign will need to contain the same unique features and benefits you’ll find in these data points.

If you can’t gain meaningful data points from your existing database or there isn’t enough sales from your product or service, find the information from a third party. For example, consider tasking a survey or polling company to find out the information for you. Alternatively, you can do it yourself using an online survey creator platform, such as SurveyMonkey (www.surveymonkey.com), shown in Figure 3-1.

FIGURE 3-1: DIY online sites such as SurveyMonkey allow you to obtain important data points via polls and surveys.