What is People Based Marketing | Everything You Need to Know

Why Is People-based Marketing Becoming Marketers’ Favorite?

By Binary Demand - Last Updated on February 22, 2023

B2B people-based marketing is all about taking a more personal approach to B2B marketing, which is appropriate given that we are living in the age of personalization.

Advertising campaigns, customer service interactions, and product releases can all benefit from this data. Each customer represents a unique, individual objective. But what is B2B people-based marketing?

In this article

What is B2B People-based Marketing?

A human is considered at the center of communication through People-Based Marketing or PBM. B2B Account Based Marketing talks to accounts and PBM talks to people, while traditional marketing speaks to target audiences.

Businesses first need to make a wish list in PBM with details of real individuals they wish to contact. These may include possible investors and decision-makers.

Once they have the list, they may contact these individuals via any people-based attribution tool or platform. Ads, blog entries, website sections, and social media posts are all examples of creatives that can be employed to engage your prospects.

Your business can utilize customized tracking to decide how to continue the conversation once someone from the list has shown interest.

With personalized monitoring, you can see who viewed your website, clicked on your display advertisement, and read your blog posts.

The moment someone interacts with your material, you know their name, their contact information, the company they work for, and their position within that firm.

So, the prospect’s subsequent encounter with you is completely tailored to them.

Now that you know how to B2B define people-based marketing, why is it essential for B2B Marketers?

What Does People-based Marketing Mean for B2B Marketers?

People-based marketing strategies use a variety of communication channels to advertise B2B services and products by leveraging technology.

The degree to which marketers comprehend their target demographic will determine how well the PBM strategy works.

This is significant because, as new technologies develop, consumer behavior is continuously changing.

A B2B account based company uses multichannel marketing to engage with potential clients through several forms of communication and draw in various individuals.

A good illustration of a multichannel shopper is shown here:

A B2B customer conducting online research for purchase on his laptop runs across a customer support software. He postpones the acquisition. He purchases the software using his phone the following week.

So, he uses multiple channels to shop. The point is that he is similar to about two-thirds of B2B buyers. When shopping online, they employ two or more channels. This knowledge is crucial for B2B marketers using the people-based marketing strategy.

Based on the preferences and behaviors of their target audience, businesses can deliver targeted adverts to various platforms and devices and produce effective results.

Why is People-based Marketing a Go-To Strategy?

B2B people-based marketing strategy is becoming a marketer’s favorite because it helps their team build on cross-channel strategies to give their customers a multichannel experience.

This will entice them to return and even make them look forward to your marketing material.

LinkedIn enables marketers to design stunning, highly configurable post-click landing pages for people-based marketing efforts that can be used at any funnel level.

Want a demo on PBM? Binary Demand is just a click away!

How Does People-based Marketing Work?

As we’ve already established, people-based marketing in B2B enables advertisers and marketers to have a 360-degree perspective of their target markets, enhancing the effectiveness of their advertising. So, how does this occur?

Let’s use Sam as an illustration. Sam is a sports clothing company advertising to people whose information he has access to from the cookies of the user’s PC.

He notices that the customers have just finished looking through Netflix for documentaries about basketball players.

Based on this information, Sam creates a persona for the buyer and labels him as a “Basketball lover.” Any future advertisements for him would be based on this character.

This may seem to be a very accurate way to market, but here are a few loopholes:

  • It solely considers the user’s desktop search history.
  • It disregards browsing done on any other device.
  • It creates an inaccurate and incomplete identity.

Getting a comprehensive view helps with one of the marketer’s most agonizing tasks: acquiring new customers. Marketers may identify consumers who have never engaged with their company.

Initially, Sam knew that his target was a basketball enthusiast because of the cookie-based strategy.

However, B2B people-based marketing benefits him by providing more details, such as that he is a tech-geek who enjoys playing counter-strike and is interested in basketball players.

Combining data from all channels also gives him a list of recent purchases he’s been considering, aiding in developing a more detailed profile.

B2B people based marketing is becoming a marketers’ favorite, but how would a marketer choose his approach?

What Are the Types of People-based Advertising?

Still wondering why B2B people based marketing? When done correctly, the sales, marketing, and key accounts teams are aligned, and the Return on Investment (ROI) is improved.

Marketers can employ one of the five basic types of people-based marketing:

  1. Demographic-based market:

In B2B customer segmentation, demographic segmentation in B2B marketing refers to dividing a target market into groups based on age, gender, income, education level, job title, and other demographic characteristics. This helps businesses tailor their marketing strategies and create targeted messages that are more likely to resonate with specific groups of customers.

  1. Psychographic-based marketing:

Psychographic-based marketing in B2B refers to a marketing strategy focusing on a target audience’s psychological and personality traits that helps tailor messaging and offerings to users’ needs, values, and interests.

  1. Behavioral-based marketing:

Behavioral-based marketing is a marketing approach that utilizes data and information on consumer behavior to create and deliver targeted marketing campaigns. It involves the analysis of customer behavior patterns, such as online searches, purchases, and engagement, to better understand their preferences and habits.

  1. Geographic-based marketing:

Geographic-based marketing refers to targeting marketing efforts to specific geographic locations. This can be done through various means, such as location-based advertisements, local search engine optimization (SEO), and location-based social media promotions.

  1. Interest-based marketing:

Interest-based marketing is essential as it enables a targeted advertising approach with the aim to deliver personalized and relevant ads to individual users based on their interests, behaviors, and online activity.

Interest-based marketing increases the chances of a user engaging with an ad and purchasing.

Still, confused between ABM & PBM? Don’t worry. You aren’t the only one.

What Is the Difference between ABM And PBM?

What drives such sales, though? You probably already guessed that your marketing team’s B2B demand generation initiatives are the solution. However, you want to build genuine demand; you don’t just want to throw a wide net and hope for the best. And this is where specific marketing tactics are useful. But how do you know which to use? Here’s the difference between ABM & PBM to help you make an informed decision.

Here are the differences between B2B ABM & B2B PBM to help you make an informed decision.

Account-Based Marketing (ABM) People-Based Marketing (PBM)
Targets specific accounts and decision makers within those accounts. Targets individual consumers and their behaviors across devices and channels.
Focuses on a small number of high-value accounts. Focuses on large numbers of individual consumers.
Uses account data and analytics to tailor messaging and offers. Uses individual data and analytics to tailor messaging and offers.
Requires alignment across sales, marketing, and customer success teams. Typically falls under the purview of marketing alone.
Involves personalized and targeted communication to the entire account, not just individuals within it. Involves personalization and targeting to individuals.

How to Create Your People-Based Marketing Strategy?

Due to the massive amounts of data in the market today, it can be challenging to get the data you require and determine even if that data is high quality.

Consider the following data sources to determine what information you’ll need:

  1. First-party data: Data gathered by your business. These could be customer emails or potential customer phone numbers. Here are a few techniques of how to collect this data:
  • Build lead-generation forms

B2B Lead-generating contact forms or free quote forms are one of the simplest methods to gather first-party data and generate leads. These forms can assist you in gathering vital consumer data such as name, email address, and why they visited your website.

With this knowledge, you can run advertisements specifically targeted at them to improve your chances of convincing them to become customers. Additionally, you can send emails to nurture those prospects using customer information.

With the best B2B people-based marketing strategy, it enables you to launch additional initiatives targeting individuals who are more likely to convert to leads and customers.

  • Implement Google Analytics

Web analytics solutions like Google Analytics provide up-to-the-minute information about what is occurring on your website, which is an essential resource for marketers.

Google Analytics provides information on various topics, including how visitors on your website engage with content, their demographics, the devices they use to access it, and much more.

You can also manage your Google Ads account using the ad management tools that Google Analytics provides, in addition to data collection.

  1. Second-party data: First-party data acquired from a vendor or a reliable source.
  1. Third-party data: Data bought from an outside organization.

Now that you know how to create a solid strategy for B2B people-based marketing, how do implement it into your business?

How to Drive a Successful People-based Marketing Strategy in B2B?

To implement a successful B2B PBM strategy in the B2B realm, it is crucial to shift the focus from generic, impersonal tactics to a more personalized and targeted approach.

By understanding the individuals behind the businesses, their unique needs, preferences, and pain points, B2B marketers can create meaningful connections and drive substantial results.

How effective PBM will be in B2B marketing depends on several variables, as follows:

A. Prospect or Customer Identification

B2B marketers must effectively identify and connect with their target audience across various devices to succeed with B2B PBM.

A typical day for a client involves navigating many devices, including tablets, smartphones, and PCs. Therefore, they only use each device for a brief time when online. Cross-device recognition is made possible by establishing connections with clients across platforms.

Poor path tracking might lead to incorrect consumer behavior assumptions. This implies that you create marketing campaigns with inaccurate data.

The inaccuracy of the consumer data will prevent the marketing campaigns from producing the expected results. B2B markets should identify customers across various platforms and channels to avoid this.

C. Client Data

Companies today have access to client data, including email engagement, device information, and purchase history.

B2B marketers should adopt the identification-first strategy for customer data to succeed in people-based marketing. This entails acquiring real-time information on consumer behavior in addition to historical data, such as:

  • The technology that consumers utilize
  • Customer interactions with their websites
  • Product categories viewed by customers
  • The shopping carts filled by customers

D. Data Automation

If B2B enterprises automate client data, they can flourish with a robust B2B people based marketing strategy. Companies can comprehensively understand consumer behavior by using automation to bind customer data to a single source. This allows businesses to fuel their omnichannel marketing initiatives and develop a consistent marketing plan.

Looking for some experts’ expertise? Binary Demand is here to help!

Tried & Tested People-based Marketing (PBM) Tips for Marketers

People-based marketing in B2B is currently one of the hottest buzzwords in marketing. PBM is like ABM, starting with mass campaign distribution through print, media, and digital; and then focusing on what matters most in advertising: the target audience.

Here are three helpful hints to comprehend this cutting-edge strategy before one jumps on board and starts a people-based marketing campaign.

  1. PBM leverages offline data

Online targeting relies more and more on offline data. People-based marketing is becoming the most advanced way to target a particular individual as technology bridges the physical and internet worlds.

Here, demographic, geographic, and psychographic data is collected from in-store purchases, bank statements, credit information, and other forms of identification. Data firms are beginning to realize the benefits of gathering customer data. It’s a cash cow for marketing agencies.

  1. People-based marketing relies heavily on web profiling, which can sometimes be problematic

Web-based information from a user’s online behavior is usually maintained on a server and turned into a bidding profile for people-based marketing. These behaviors are collected as cookies. With these web behavior profiles, it’s possible to narrow down an individual’s offline actions. These two can yield incredible marketing insights. Demand Side Platforms (DSP) can target one person over privacy gates. Bot fraud is becoming common with cookies or web profiles.

  1. When IP targeting tools are used, people-based marketing becomes beneficial

Targeting an individual with relevant advertising is an excellent method to persuade them. This strategy works best when offline data is combined with IP targeting. IP targeting avoids cookie and web profiling-related fraud and miscommunication.


PBM is a valuable strategy that can help marketers. At Binary Demand, we help B2B businesses with B2B people-based marketing and account-based marketing campaigns.

To assist B2B organizations in identifying critical accounts, we can develop an account-based marketing strategy using first-party, intent, behavioral, firmographics data, and more.

The next step is to implement strategies of people-based marketing. We help B2B businesses use first-party and third-party customer data to send relevant messages to the right accounts via the most appropriate devices and channels.

Let us know how we can help your business grow. What’s the wait? Book an appointment with Binary Demand today!