
3 reasons why Contact-level Precision Targeting redefines demand gen
Published on 31 January, 2025 | Author: Digitalzone
Contact-level Precision Targeting explained in 38 seconds:
The modern business landscape is more competitive than ever, and demand generation strategies have to evolve rapidly to keep pace with innovative marketing technology and ever-rising customer expectations. Long gone are the days when focusing solely on accounts was enough to drive meaningful results.
While account-based marketing (ABM) has become the standard playbook for demand generation, it often falls short. Why? It’s too broad, leaving marketers chasing the wrong people within an account, wasting both time and resources.
Enter Contact-level Precision Targeting—a revolutionary approach that finally solves this inefficiency. For the first time, marketers can pinpoint specific individuals, not just vague account-based clusters.
This groundbreaking capability is one component of powering Digitalzone’s Programmatic Nurture™, and it’s rewriting the rules of B2B marketing. Here’s how Contact-level Precision Targeting is a game changer:
1. Identify the right person at the right time
ABM has long been the go-to strategy for demand generation. It’s more than just a buzzword—it’s a system for targeting key accounts to maximize efficiency, and it’s largely powered by intent data.
Intent data, in simple terms, refers to the digital breadcrumbs companies leave behind—such as search queries, social media interactions, or website visits—that signal interest in specific topics or products.
When aggregated, this data helps marketers identify which accounts are likely interested in their offerings. But while ABM leverages these insights to focus on prioritized companies, it has its limitations.
The challenge? While intent data is great at identifying interest at the account level, it doesn’t reveal who within the account is actually engaged.
For instance, a high-priority account might display strong intent signals, but the activity may come from a junior staff member casually researching—not the decision-maker you need to connect with. ABM often views accounts as single units, assuming that reaching one part of the organization equates to engaging the key stakeholders. This approach leads to inefficiencies, wasting time and resources chasing the wrong contacts.
Within every account, there’s a mix of individuals with varying roles, priorities, and levels of influence. Without the ability to drill down to the contact level, marketers risk missing the mark. Imagine getting excited about an account’s strong intent signals, only to discover the activity comes from someone with no purchasing authority. That’s the limitation of account-based intent data—it highlights general activity across the company but lacks the specifics needed to target the most valuable individuals.
Although demand generation strategies often focus on decision-making committees, the reality is simpler. Our global research report on modern buyer, the B2B Buyer Beat, reveals that in 92.5% of cases, the final purchase decision is made by one person (not a buying committee). This underscores the vital importance of contact-level insights.
Relying solely on account-level intent data can cause marketers to miss the key decision-maker, leaving opportunities untapped.
Thankfully, there’s a more effective approach. Contact-level Precision Targeting elevates ABM by directing focus toward the precise individuals driving decisions. Instead of viewing interest in broad strokes, marketers can now pinpoint specific people within an account who are genuinely engaged. This heightened focus ensures that every outreach effort is timely, relevant, and far more likely to result in meaningful connections.
2. Reduce waste with data-driven insights
Intent data has revolutionized demand generation, offering valuable insights into account-level interest such as a company’s search patterns or website engagement. While these signals are helpful, as we mentioned earlier, they often lack the depth required to fully optimize every data point for efficiency.
That’s where Contact-level Precision Targeting comes in. It reduces data waste by transforming broad account insights into precise, actionable intelligence. This ensures every piece of intent data is put to good use, enabling you to focus on the individuals driving real decisions.
Rather than casting a wide net and hoping to reach the right person, you can streamline efforts to connect with the most relevant contacts through personalized outreach. This precision enhances efficiency across both targeting and campaign execution, ensuring no valuable opportunities are lost.
With Programmatic Nurture™ from Digitalzone, marketers can track engagement at the contact level and apply every insight effectively. By focusing on decision-makers and removing inefficiencies, campaigns can achieve maximum impact with minimal waste. It’s a smarter, more targeted approach to demand generation—one that turns each data signal into a meaningful opportunity.
3. Shaping strategy with contact-level insights
It’s no secret that today’s buyers expect personalized and seamless experiences across channels. However, achieving this level of unity has been notoriously hard. Too often, marketing campaigns rely on disjointed emails here, display ads there, and general messaging elsewhere… without truly aligning these touchpoints.
Contact-level precision enables you to orchestrate multi-channel campaigns that feel tailored and timely. By understanding how individual leads engage across platforms—be it on an ad, email, or your website—you can adapt messaging to match their preferences and behaviors. This isn’t just about aligning channels; it’s about creating intelligent pathways that nurture leads toward decision-making.
With Programmatic Nurture™ from Digitalzone in your corner, reaching the right contact across all necessary channels becomes more manageable than ever. Whether it’s a well-placed ad or a personalized call-to-action email, this approach ensures your engagements are sharp, relevant, and impactful.
Redefining demand gen (one contact at a time)
With Contact-level Precision Targeting, a key feature of Programmatic Nurture™, you’re no longer guessing who to engage—you know. It shifts the focus from accounts to individual decision-makers and as a result, it changes how demand generation works entirely.
No more broad targeting or wasted effort. Instead, your campaigns zero in on the people who matter most, delivering tailored messages that drive real impact.
With Programmatic Nurture™, these personal insights become the backbone of your marketing efforts. Because it’s not just about finding leads—it’s about doing more with how you connect with them.
However, Contact-level Precision Targeting isn’t the only way Digitalzone is changing the demand gen game. Discover more about how Programmatic Nurture™ puts precision into action, here.