Your Guide to Creating an Audience Profile for B2B Ads



November 30, 2022 (Updated: May 4, 2023)

KPI Key Performance Indicator for Business Concept - Modern graphic interface showing symbols of job target evaluation and analytical numbers for marketing KPI management. Concept for creating audience profile for b2b ads.

Understanding your target audience is critical for any marketing campaign, including developing B2B ads. After all, how can you create an effective ad if you don’t know who you’re trying to reach? To produce B2B ads that will impact your target audience, start by creating an audience profile. It will give you important insights into who they are and what matters to them. Today, we’re exploring why you should be using an audience profile for B2B ads with topics like:

Why Do You Need an Audience Profile for B2B Ads?

Person typing on a laptop, concept for creating an audience profile for B2B ads.

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An audience profile is a detailed description of your target customer and outlines information about audience demographics, psychographics, and behaviors. If you’re planning a B2B ad campaign for your business, it’s essential to understand your audience and what they’re looking for. It is This is where an audience profile for your B2B ads comes in.

As you plan ad content and the distribution methods you’ll use, create an audience profile to help your team better understand what audiences do, what they’re interested in, and what they need from a product or service. When developing B2B ads, you need to be able to showcase how your product or service will fulfill your audience’s needs. And having a well-defined audience profile will help you do just that.

It’s also worth noting that the landscape of B2B marketing is changing rapidly. With executives now spending more time researching their purchases and consulting more sources, it’s more challenging to reach them with traditional tactics. That’s why it’s more important than ever to deeply understand your audience and what they’re looking for. Only then will you be able to craft B2B ad messages that resonate with them and ultimately win their business. Here are several more reasons to create and use an audience profile to guide your B2B ad development and content marketing:

  • Defines target audiences and outlines insights like demographics, psychographics, and purchasing behaviors
  • Saves time and money when developing content and planning distribution for B2B ads
  • Shows where audiences spend time online and what they search for

Related: What to Include in a B2B Audience Profile

Importance of Understanding Your B2B Target Audience

B2B businesses are built on relationships. And like any relationship, the key to success is understanding your partner. You can’t develop a product that will meet your client’s needs if you don’t know anything about them. That’s why getting to know your B2B audience is crucial. This makes an audience profile for B2B ads essential to creating a description of your ideal customer. Within the profile, you’ll have information on audience demographics, psychographics, and behaviors.

Knowing your B2B audience goes beyond the target market and requires an understanding of what influences purchasing decisions. Think about your audience’s pain points, goals, and motivations. By getting to know your audience, you can develop a deeper understanding of these needs so you can position your brand as the solution.

In fact, A RAIN Group survey found that 71% of B2B buyers were influenced by businesses’ understanding of their wants, needs, and problems. So you can see just how crucial it is to understand your target audience. And creating an audience profile for your B2B ads is essential to outlining these traits and guiding campaign planning.

How Does an Audience Profile Guide B2B Ad Development?

An audience profile can help build your B2B ads in several ways, including:

  • Content development: An audience profile will help your team create more personalized messaging when developing the content for each ad in your campaign.
  • Visual strategies: Your audience profile also serves as a means to outline the visuals you plan to use in your ads.
  • Ad placement: An audience profile can also help you decide where to place your ads, as it outlines details about where your target audience spends most of their time online.

Think about it this way, for example. Suppose you’re creating an ad campaign targeting CEOs of small businesses. Your team begins by creating an audience profile. They start by identifying the characteristics of the target audience, including age, gender, location, and interests. Your team also considers what motivates audiences to make purchases and what challenges they face.

With this information, you can develop targeted ad content and choose the most suitable visuals to better engage the target audience. The profile also outlines the best platforms to place the ads for maximum reach. This scenario demonstrates how important it is to create an audience profile before developing your B2B ads. Without an audience profile, you risk creating advertisements that fail to engage your target audience—or worse, cause them to turn away from your brand.

Creating an audience profile is the best way to ensure your ads are successful. It takes time and effort, but it’s worth it. Not only will it help your team home in on the best approaches for distributing your ads, but you’ll also be able to measure your success more effectively.

How To Create an Audience Profile for Your B2B Ads

Creating an audience profile for B2B ads goes beyond the target market. When advertising to businesses, your profile will cover details for multiple roles in your audience. Executives, managers, directors—many upper-level business professionals like these will make up the B2B spaces your ads should reach. With this in mind, get started on your audience profile with the following approaches:

1. Define the Audience

As we mentioned, the first step is to define the audience you’re targeting with your ads. An audience profile can help you get to know your target audience and their needs. Once you understand your target audience, you can use this information to develop targeted B2B ads. Factors like ad copy, visuals, and clear calls to action will depend on the details of this profile.

With this information in mind, your team will have a better understanding of the segments that each ad campaign should target. As you define the audience for your B2B ads, think about what information they’re looking for. What pain points are they trying to solve? Use this insight to develop appropriate ads for each segment.

2. Do Your Research

Once you’ve defined your target audience, it’s time to start researching them. Look for secondary data sources like industry reports, articles, and demographic data. You can also conduct primary research by conducting surveys and interviews with your target audience.

Forbes recommends using customer insights to create an audience valuation model and keeping your customer data up-to-date. Doing so will ensure you understand your target audience and create relevant B2B ads that are more likely to generate potential leads.

Read more: Creating and Using an Audience Profile Sheet for B2B Marketing

3. Plan Your Ad Placements

During your research, identify the platforms your target audience spends the most time. For example, many professionals may spend their time on platforms like LinkedIn if they’re interacting and networking for their work. As you dig into these insights, take note of the channels that will be most suitable for your B2B ad placements.

4. Create Your Ad Content

When using your audience profile, consider the ad content. What types of ads do your target audience engage with most on the platforms you’re distributing to? Plan out the content you’ll include in your ads, with calls to action to motivate conversions. Videos and images—like infographics—are some of the best content types to use in B2B ads.

For example, a short clip highlighting a new product or an image that showcases your brand would be valuable content assets to include in your ads. Depending on the product or service your business is promoting, you’ll also want to plan out the text for your ads. Engaging copy with compelling CTAs can make or break an ad, especially in the B2B space.

As you develop and launch your B2B ad campaigns, refer to your audience profile. Update the details as your audience changes and as your business grows, and your team will be able to use the profile to improve visuals, content, and conversion points in future ad campaigns.

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When you have a clear understanding of your target audience, you can create marketing and ad campaigns that are beneficial to both your business and your customers.

At CopyPress, we help our clients build their content marketing strategies, including targeted copywriting for promotional campaigns. Our team of talented creatives and client success experts provide guidance on content creation and placement, every step of the way. Schedule a strategy call and learn how CopyPress can help your business create a winning content marketing strategy.

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