Because buyers can already execute granular targeting on Meta and other social platforms, QuickBooks will also have to prove to buyers that their audience is non-duplicative, Flaccavento said.

“I can go to Facebook and target small business owners,” she said. “What else makes it richer?”

Raggio said that along with offering basic data points like industry, location and age off-the-shelf, SMB MediaLabs can put together a bespoke targeting plan for buyers, based on when a customer is up for renewal on services, if they’re overpaying for products or their existing brand loyalties, among other attributes, for an additional fee.

“It’s about driving efficiency through finding the highest value subset of audiences within the vast SMB landscape,” Raggio said.