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  • Writer's pictureJohn Kunzier

Why add Targeted Advertising to your B2B mix?


Online advertising can increase conversion (20%) , engagement (15%), and revenue (10%).
B2B Buyer Behavior Mirrors Consumer Behavior

Online advertising is a powerful tool for businesses, particularly B2B companies, to achieve revenue goals. Many B2B organizations avoid online advertising because of the cost and difficulty aligning spending and ROI. We will explore the key strategies, tactics, benefits, case studies, and metrics demonstrating how online advertising can boost revenue and lead generation. Let's dive in!


Precise Targeting for Improved ROI


One of the primary advantages of online advertising for B2B companies is the ability to target specific audience segments precisely. Platforms like Google Ads and LinkedIn allow advertisers to narrow their audience based on demographics, behavior, job titles, company size, and other relevant factors. According to a study by HubSpot, businesses that use targeted advertising experience a 63% increase in click-through rates and 58% higher conversion rates (Source: HubSpot).


For instance, consider a software-as-a-service (SaaS) company offering a project management tool. By targeting project managers, team leads, and executives on LinkedIn with tailored ads highlighting the tool's benefits in streamlining project workflows and increasing team productivity, the company can drive more qualified leads, resulting in a higher chance of conversion and increased revenue.


Enhanced Brand Awareness and Thought Leadership


Online advertising contributes to lead generation and is vital in building brand awareness and thought leadership within the B2B space. Companies can showcase their expertise and knowledge through content-driven advertising campaigns, positioning themselves as industry thought leaders.


Businesses can effectively reach decision-makers in their target markets by employing content syndication and sponsored content on reputable B2B platforms like Forbes, Harvard Business Review, or industry-specific publications. Influencing decision-makers, in turn, leads to improved trust and credibility, making prospects more likely to choose their products or services when the need arises.


Measurable Performance with Key Metrics


To assess the effectiveness of online advertising, B2B companies must analyze various key performance indicators (KPIs) and metrics. Here are some essential metrics for measuring online advertising success:

  1. Click-Through Rate (CTR): The CTR measures the percentage of people who click on an ad after seeing it. A higher CTR indicates that the ad resonates with the target audience and can lead to more traffic and conversions.

  2. Conversion Rate: The conversion rate calculates the percentage of visitors who take the desired action, such as filling out a lead form or purchasing. It directly correlates with revenue generation.

  3. Return on Advertising Spend (ROAS): ROAS measures the revenue generated for every dollar spent on advertising. A ROAS greater than 1 indicates a profitable campaign.

  4. Cost Per Lead (CPL): The CPL indicates the cost of acquiring a single lead. Lower CPLs are desirable, as they increase the ROI of advertising campaigns.

  5. Customer Lifetime Value (CLV): Knowing the CLV allows companies to understand the long-term value of acquiring a new customer through online advertising. It helps allocate the appropriate advertising budget for maximum returns.

Leveraging Retargeting for Remarketing Opportunities


Retargeting, also known as remarketing, is a powerful online advertising technique that allows B2B companies to re-engage with website visitors who didn't convert during their initial visit. Using cookies, advertisers can show targeted ads to these prospects as they browse other websites or social media platforms.


A study by AdRoll indicates that retargeting can lead to a 147% increase in conversions (Source: AdRoll). Consider a B2B company selling cloud-based solutions; by deploying retargeting campaigns to showcase product features, case studies, and testimonials, they can keep their offerings at the forefront of potential customer's minds, increasing the likelihood of conversion.


Data-Driven Decision Making for Optimization


Online advertising provides valuable data and insights that enable B2B companies to make data-driven decisions and optimize their campaigns for better performance. By closely monitoring campaign performance, marketers can identify what works and what doesn't, allowing them to make necessary adjustments promptly.


Platforms like Google Analytics, Facebook Insights, and LinkedIn Campaign Manager provide in-depth analytics on ad performance, audience behavior, and engagement metrics. This data empowers marketers to fine-tune targeting, creative elements, and ad placements, improving ROI and revenue growth.


Case Study: Cisco's Successful LinkedIn Advertising Campaign


Cisco, a global leader in networking technology, leveraged LinkedIn's advertising capabilities to drive revenue and brand visibility within the B2B space. Their campaign focused on targeting IT decision-makers and executives from large enterprises. Cisco utilized sponsored content and InMail campaigns to reach its audience effectively.


By showcasing thought leadership content, product benefits, and case studies in a series of LinkedIn-sponsored posts, Cisco achieved a 20% increase in lead generation and a 15% improvement in lead-to-opportunity conversion rate. The campaign also resulted in a 10% increase in overall revenue from the targeted customer segment (Source: LinkedIn Marketing Solutions).


The Long and the Short of B2B Online Advertising


Online advertising has revolutionized the way B2B companies drive revenue and growth. Through precise targeting, brand awareness building, measurable metrics, retargeting opportunities, and data-driven decision-making, businesses can unlock the full potential of online advertising. The case study of Cisco's successful LinkedIn campaign demonstrates the tangible benefits that such strategies can yield. By adopting a strategic and data-centric approach to online advertising, B2B companies can stay ahead of the competition, expand their customer base, and achieve sustainable revenue growth in the digital era.

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