As costs climb on platforms like LinkedIn, B2B brands like software companies can maximize spend and reach the right audience through better targeting. Here are some strategies for tackling rising media costs, using smarter data, and bridging the gaps between sales and marketing in ways that lead to breakthrough business results.

LinkedIn as a Key Platform

LinkedIn has always held an edge for B2B audiences, but with many companies reallocating budgets here, costs are rising. This shift, partly driven by increased ad competition and cookie deprecation, means that software brands need more than a presence on LinkedIn; they need data-informed decisions on how to deploy budgets wisely. With consistent data on cost trends, software brands can make sharper, more cost-effective choices.

Intent Data for Pinpointing Opportunities

Third-party intent data can help software brands pinpoint potential buyers with more precision. By partnering with data providers, brands can gain insights into the online activities of prospective clients. This data allows for highly specific, intent-driven campaigns that match up well with the decision-making stage of each target account.

The Kepler Intelligence Platform (Kip) can also connect personal identifiers to professional data, helping B2B marketers get a clearer view of potential clients across their work and personal identities.

Account-Based Marketing as a Bridge Between Sales and Marketing

Account-based marketing (ABM) is gaining ground with B2B software companies as they seek to establish longer, deeper client relationships. This approach isn’t just about targeted engagement; it’s also about reshaping the dynamic between sales and marketing teams. Software sales are often driven by relationships, but when marketing can provide real-time data and insights, they become more valuable partners in the sales journey. Closing that gap ultimately drives smoother client experiences and better retention rates.

Building an Online-First Sales Journey

With B2B clients increasingly moving to online-first transactions, the pressure is on for software brands to be ready with fast, high-quality digital engagement. Clients now expect a seamless digital journey with clear and direct information available at every touchpoint. In this context, data-backed online strategies aren’t just a “nice-to-have” — they’re critical for capturing leads and retaining client attention.

As B2B marketing and sales become more digitally driven, it’s clear that adapting to these shifts early will make the difference in how software brands capture their audience’s attention and dollars. Companies that adopt a holistic, data-informed approach — combining cost management on LinkedIn, robust intent data, ABM, and modern measurement techniques — will be those that stay ahead.