The Guide to Audience Building for B2B in 2024

Leveraging intent data and audience segments enables you to set up campaigns that deliver different messaging based on buyer characteristics, buying stages, and other ways you can segment your audience.

Here’s a look at some common audience types and ways you can increase your influence and odds of landing these target audiences as customers.

Build Brand Awareness

Intent data and predictive analytics can be used to identify what stage of the buying journey each account falls into. For accounts in the awareness stage, potential customers are researching their needs and possible solutions, meaning they’re likely learning about your solutions, as well as those offered by your competitors.

Segmenting your audience by buying stage gets top of funnel content in front of potential customers, increasing their awareness of your brand before they start considering their options.

Boost Engagement

Campaigns are most effective when they engage the right people, which means the decision-makers. Contacting the wrong people isn’t just a way to get low engagement, it’s also a poor use of marketing and advertising resources.

Identify the decision-makers that make up an account’s buying team and use audience segmentation to enroll them in campaigns specific to the needs, goals, and challenges of their individual roles. Specialized learning tracks provide higher educational value than generic messaging, which leads to higher engagement, shorter sales cycles, and boosts in ROI.

Reach High-Intent Accounts

Audience building and segmentation can help your revenue team get easy wins. Accounts that are in your IICP, meaning they’re likely to buy, and likely to buy now, as well as other accounts engaged in high-intent behavior can be placed into outreach tracks that help them feel confident in their interest in your solution. By offering educational content that answers any questions or doubts they may have or highlighting features that serve their specific needs, you can bring them closer to making a purchase decision.

Recover Missed Opportunities

Sometimes deals don’t pan out because the timing isn’t right, or the budget isn’t there, or for whatever reason, a potential customer that fits your ICP isn’t about to convert any time soon. Keep these prospect relationships warm by putting them in a campaign that keeps your solution on their minds.

And if the opportunity becomes viable again? The 6sense platform has a feature called dynamic segmentation, which can automatically detect when accounts engage with your website, research keywords, or show other behaviors that indicate renewed interest in your brand. These accounts showing renewed interest can be moved into new audiences and receive more strategic outreach from your revenue team