B2B buyers are few, busy, and spread across platforms and regions. Alli builds Live Personas that combine professional signals with cultural and behavioral ones, helps you plan budget across channels, and carries a persona from one region to many. Your people decide who to reach and what to fund.
What proof does Alli have for technology and B2B teams?
Orca Security
The Cloud Is Yours
With Alli, PMG defined the audience as ambitious innovators, from IT teams to the executives they report to, and created "The Cloud Is Yours," a cinematic anthem about the freedom secure cloud operations make possible. It ran across premium placements including The Wall Street Journal and Hulu.
[The campaign] is a rallying cry to everyone who manages, uses, and secures the cloud.
PMG built the full launch, from research to creative to a full-funnel media plan, in six weeks. Underneath it, Alli Datasources brought 27 sources into one place and the Alli Semantic Layer gave every metric one shared definition.
With Alli, PMG mapped both existing users and the curious, business-minded audience SurveyMonkey wanted next. The "Give the people what they want" campaign featured Giancarlo Esposito across streaming, podcasts, and out-of-home, supported by more than a dozen TikTok and YouTube creators.
A B2B team might need to reach a few thousand people who make one kind of decision. They hold a job title on one platform, watch certain videos on another, read different communities on a third, and live in a dozen regions. No single platform sees all of that.
So teams plan from static personas and last year’s budget split. Every lead costs a lot, and the cost shows up before anyone knows whether the audience was right.
What goes wrongWhat Alli does
Static personas. The persona describes a buyer as of the research date
Audience Planner builds Live Personas that update as behavior changes
Buyers seen by one platform at a time. You see the job title, or the interests, but not both
Audience Planner brings professional signals together with interest and viewing signals in one persona
One persona, many regions. Scaling it flattens local differences
Audience Planner helps identify regional differences, relevant creators, and local signals
Budget set from habit. Spend stays where it has always been
Scenario Planner models budget shifts and shows where more spend stops paying back
Lead data and media data live apart. Media is judged on clicks, not on leads
Datasources can bring in first-party systems such as CRM data alongside media data
What Alli does
How does Alli help technology and B2B marketers?
Alli helps technology and B2B marketers work out who their buyers are right now, where to reach them, and how to carry that plan across regions. It works through three Solutions pages. Alli brings together the signals and runs the models. Strategists, demand generation leads, and regional marketers decide who to reach and where the money goes.
A current picture of the buyer across platforms, and a way to test ideas with that audience before spend
Alli for Creative helps when the same message needs many versions across regions.
In action
What does B2B planning look like with Alli?
Three example scenarios. They show what the products are built to do. They are illustrations, not customer stories.
1
Example scenario · Alli Audience Planner
Finding where a technical buyer spends time
The situation
A software brand wants to reach infrastructure decision-makers. Job titles alone give a narrow list, and the team suspects the audience’s interests outside work can show where to find them.
What Alli does
Audience Planner combines professional signals with interest and viewing signals into one Live Persona, compares estimated reach across platforms, and lets the team talk to the persona through Ask Alli to test messaging.
What you decide
The strategist decides which signals are worth planning around, and the demand lead decides which channels get a test budget.
2
Example scenario · Alli Audience Planner
Scaling one persona across regions
The situation
A global technology brand wants to scale a developer-operations persona across 12 regions without making every region look the same.
What Alli does
Audience Planner helps identify regional differences, relevant creators, and local signals, so the audience strategy can scale without flattening market nuance. Creative Studio can then build localized versions from one approved master, with translation and layout adaptation.
What you decide
Regional marketers decide which differences matter locally. Brand owners approve the master and the rules.
3
Example scenario · Alli Scenario Planner
Moving budget toward the better channel
The situation
A demand team’s cost per lead has crept up in one channel while another looks underused.
What Alli does
Scenario Planner models a shift between channels using historical sales and current brand signals, and shows where more spend stops paying back. Media Planner holds the approved plan and compares planned spend with actuals.
What you decide
The marketing lead and finance partner weigh the tradeoffs and approve the change.
What is different about marketing technology and B2B?
Four pressures shape B2B marketing more than most. Alli takes the repetitive weight off each one.
A small, specific audience
Reaching a narrow set of decision-makers matters more than reaching many
How Alli helpsLive Personas combine professional signals with interest and viewing signals
Global rollouts
One product, one message, many regions and languages
How Alli helpsAudience Planner surfaces regional signals, and Creative Studio supports translation and layout adaptation
Long, costly lead cycles
A wrong audience shows up as cost per lead long before it shows up as revenue
How Alli helpsPlanning starts from current audience evidence, and Scenario Planner tests budget before it moves
Brand and demand compete for budget
Demand teams own the number, so brand often loses
How Alli helpsBrand Equity and Scenario Planner put brand and sales in one model
People in charge
Where do your people stay in charge?
What Alli doesWhat your people do
Audience. Builds Live Personas and compares reach
Decide who matters and which signals to plan around
Regions. Surfaces local differences and builds versions
Decide what stays global and what changes locally
Budget. Models scenarios and holds the plan
Weigh tradeoffs and approve the money
Creative. Builds versions from the approved master
Set the master and the rules, and approve what runs
The foundation
Can B2B teams trust the data behind their audience plans?
An audience plan is only as good as the signals under it. Alli’s products read from the same trusted data, so the persona the strategist builds and the numbers the media lead sees agree.
How Alli helps B2B teams find buyers, plan budget, and scale across regions.
01
What does Alli do for technology and B2B marketers?
Alli helps B2B teams find where their buyers spend time, plan budget across channels, and scale a persona across regions. Audience Planner builds Live Personas, Scenario Planner and Media Planner support budget decisions, and Creative Studio builds localized versions. Your strategists and demand leads make the calls.
02
What is a Live Persona?
A Live Persona is an audience profile that updates as real behavior changes, instead of a document built once from research. In Audience Planner it combines professional, interest, and viewing signals, so you can compare reach across platforms, talk to the persona through Ask Alli, and carry it into media and creative planning.
03
Can Alli help scale a persona across regions?
Audience Planner is built to help identify regional differences, relevant creators, and local signals, so a persona can scale without flattening local nuance. The playbook example is a developer-operations persona across 12 regions. That is a capability example, not a client result. Regional marketers decide what changes locally.
04
Does Alli prove that a B2B audience produces better leads?
Not on its own page. Audience Planner helps you plan from current evidence, and Datasources can bring first-party systems, such as CRM data, alongside media data, so you can connect media activity to leads.
05
Do we need Alli’s media tools to use Audience Planner?
No. You can start with Audience Planner alone to build and test personas. Its personas flow into Media Planner and Creative Studio when you are ready, so audience, budget, and creative planning work from the same persona instead of three versions of it.
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Who can use Alli?
Alli is available to PMG clients. Technology and B2B teams use the same platform PMG’s experts use, so both sides work from the same data. Book a walkthrough and bring your hardest-to-reach buyer, and we will show you how a Live Persona would be built.
Book a B2B walkthrough and bring the audience you find hardest to reach. We will show you how a Live Persona is built and how it feeds your plan. Alli is available to PMG clients.
