B2B Marketers: It’s Time to Start Demanding More from Your Display Ads

I don’t know how many B2B marketers I’ve spoken to who have succumbed to “banner ad complacency.” This is the attitude that display advertising is a necessary part of the marketing mix, but somehow does not warrant the type of hard-nosed scrutiny that other marketing channels receive, such as search and email, when it comes to measuring the impact on the B2B sales process. For some, the area of display advertising in B2B may seem like a bit of a black box. Are clicks and click-through rates really meaningful as metrics? What roles do branding and awareness play in the B2B world? And how can marketers start targeting ads to their ideal prospects more effectively?

It’s time to start demanding more from your B2B display advertising dollars, and we’ve created “Beyond the ‘Click’: The B2B Marketer’s Guide to Display Advertising” to help you answer these and many other questions. Here are some topics that you’ll find covered in the guide:

Display advertising impacts B2B purchases.
Display ads play a critical role in the B2B sales process from beginning (awareness) to end (customer retention). Our guide will walk you through how to gauge the effectiveness of your display ads on the entire sales funnel.

Display advertising reinforces the impact of your entire marketing mix.
Did you know that you can significantly increase lift and conversions when combining your display advertising strategy with other marketing channels such as search?

If you’re just measuring clicks, you’re selling yourself short.
As the title of our guide implies, it’s time for B2B marketers to think beyond the “click” when it comes to measuring the ROI of their display advertising. Clicks aren’t always the most reliable indicator of purchasing intent in the B2B world, so it’s time to shift our way of thinking.

I hope you’ll check out the guide. And of course, I look forward to hearing any comments or feedback you may have!