Pipeline360, the media business of B2B marketing demand management specialist, Integrate, has launched a display ad platform that is purpose-built from the ground up to make it easier for B2B marketers to run more impactful and efficient campaigns.

The platform includes features that leverage the power of AI and first-party data segments to scale campaign reach for customers. 

According to Pipeline360 and Demand Metric’s recent The State of B2B Pipeline Growth study, 80% of B2B marketers report getting new qualified leads is mission critical or an urgent priority, yet 53% of B2B marketers report not being able to meet their pipeline goals. Additionally, an overwhelming 93% of B2B marketers say that data compliance and accuracy is a priority at their company. As privacy and compliance regulations, along with Google’s impending cookie-deprecation reduce third-party data access and challenge the ability for display ads to scale, Pipeline360’s solution is purpose-built for B2B marketers to enable customisable account targeting at any stage of the buying journey. 

The new platform features and functionality include: 

Improved reach: Leverage the power of AI and first-party segments for display campaigns to drive higher quality, more impactful outreach that maximises media budgets and efficiency. 
Reach your ideal customers more effectively: The platform will create custom lists tailored to your perfect client, then use a combination of display ads and informative content to consistently engage them throughout the campaign. This results in a higher return on investment and a stronger overall marketing strategy for your brand.
Enhanced reporting & analytics: Gain live visibility into Branded Demand campaign performance with access to dashboards and reports. Download, schedule, and automate campaign data delivery to outside teams or systems via email. Optimise campaigns, gain transparency, and accelerate time-to-value. 
Branded Demand is the convergence of brand awareness and demand generation. Aligning brand awareness with lead generation ensures that when sales engages, potential clients are already familiar with the brand. This shift from constant pushing for meetings to a more supportive role allows Sales teams to provide additional content and education to prospects, acknowledging the changing dynamics of the buyer’s journey.

Tony Uphoff, President, Pipeline360, said: “At Pipeline360, we’re building solutions to address the key challenges that B2B marketers’ face today in growing pipeline and reaching key targets: data privacy restrictions, digital-first buying shifts, and budget restrictions.

“We’ve invested in building out a robust, easy-to-use, and impactful display ad platform that pairs seamlessly with our content syndication solution to execute Branded Demand programs that drive more impactful performance and measurable results.”