B2B audiences let you reach specific companies and buying committees with Connected TV (CTV) advertising. Build Prospecting audiences based on account, firmographic, professional, and intent criteria.

MNTN's custom B2B Audience Builder is powered by a growing portfolio of trusted data partners, now including Bombora.

Build a B2B segment using business email addresses or website domains, firmographic attributes, professional attributes, interest signals, or a combination of these criteria. MNTN uses data from its B2B data partners to identify matching business audiences based on your selections.

1. Define your segment.

2. Understand how your selections combine.

Selections within the same B2B attribute use OR logic. Selections across different attributes use AND logic.

For example, adding uber.com and mntn.com as business domains includes matching identities from either company. If you also add an Industry selection, matching identities must belong to either selected domain and match the selected industry.

These conditions are applied automatically and can't be changed. Adding criteria across different attributes further refines your segment and may reduce its estimated reach.

💡 Pro Tip: Employee Title segments match by job title, not by company industry, so they may include people outside the industry you expect. For more precise targeting, combine an Employee Titles selection with an Industry selection. For example, pair Elected Officials with Government to narrow the segment to the intended industry.

3. Estimate your reach.

The Segment Overview shows the anticipated reach for your B2B segment based on the criteria you've selected.

Your segment appears immediately with a processing status while matching is completed.

Allow at least two days for your segment to become fully targetable. Your segment is sent for matching on day one, matched data begins returning on day two, and MNTN completes an additional internal matching pass afterward.

Once matching is complete, you can use the segment to target a live Prospecting campaign.

You can refine multiple criteria within a single B2B segment, but selections across different attributes are always combined using AND logic.

For more flexibility when building your final audience, consider saving different targeting criteria as separate B2B segments instead of combining all of your criteria into one segment.

For example, you could create separate segments for:

Each saved segment has its own estimated reach and becomes an individual B2B segment you can use when building an audience.

You can then select the segments you want to target and refine them further with other criteria. For example, you could target your account-based and Company Size segments, then narrow the audience based on a specific interest.

Creating separate segments also gives you more visibility in reporting. Each B2B segment appears as its own line item in the Audience Segment Report, allowing you to compare visits and conversions across the segments you're targeting.

You can review B2B audience performance in two MNTN reports:

Now that you've sourced your B2B audience, leverage the Audience Budget Planner by clicking the button below to plan campaign investment and maximize performance.