What Is People-Based Marketing?

People-Based Marketing (PBM) simply means gathering online and offline customer data to build a rich, 360-degree profile so you can reach your favorite customers and prospects on any device. It’s a way for you to connect with real people, not just an audience, a group, or an “account”.

Think Account-Based Marketing (ABM), but go deeper. Go to the person-level. Now, what would you be able to do if you knew the buying intent data on an individual?

Facebook allows you to do this right now. You would take your CRM data or a list of your targeted prospects and upload it into their Custom Audience feature.

Instead of relying on demographics, interests, and location.. you can guarantee that for every impression, the right people are seeing your ad

Pro Tip: Quick Start for People-Based Marketing

Get a list of your target prospects. You might already have this database in your CRM, but, if you don’t, you can use other services out there to build one out yourself.

Or you could just purchase one, but those can get pricy compared to just building one yourself.

I recommend using Apollo.io to build your list. You can hand-select your prospects from a database of over 200M business contacts and 10M companies. With the most robust selection of filtering criteria, this is far and away my favorite option.

Once you’ve got this list of people, you can now upload them into Facebook’s Custom Audience feature with just their emails. Facebook’s match rate won’t blow you away, but that’s because the majority of people will log in to social media sites with their personal emails.

With identity resolution technology, you would be able to access both business and personal emails from your prospects.

I also recommend AdRoll. Their match ratch is exceptional and you’ll be able to run inexpensive banner ads to these folks for $1-$2 CPM.

You’re guaranteeing that your ad budgets are being spent in the most efficient way.

Targeting the Right People on the Right Devices at the Right Time

Timing is everything, everywhere. Not just in business.

But we all know the power of perfect timing in business. People-Based Marketing allows you to go beyond a simple sales funnel and use key digital behaviors to predict future behaviors.

It opens up more intuitive and personalized customer targeting that you can use to optimize everything.

The more personalized ad less obtrusive you are to a prospect, the more receptive they will be. We all know this and we’ve all experienced this firsthand.

People-Based Marketing is the Best Way to Generate B2B Leads

When you know who people are and what they’re going to buy, you can position yourself to make a lot of money.

You’re able to meet your prospects where they’re at in the current moment.

Most B2B marketers are hell-bent on ABM (Account-Based Marketing)… ABM is great and all, but you’re not selling to a company… you’re not selling to an enterprise…

You’re selling to people within those organizations. And ABM doesn’t get you nearly as far as PBM.