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!

New Bizo Site Indexing Gives B2B Web Sites an Added Edge

In the world of Web site analytics, it’s one thing to collect data about your visitors and another to actually act on the information you’ve gathered. To help B2B Web sites and publishers better gauge their progress in targeting the right visitors, Bizo has recently deepened the feature set of Analyze, our free B2B analytics product. Analyze gives any Web site the ability to measure the business demographics of its visitors. Simply by installing the Analyze code on your Web site, you can measure the percentage of visitors who are executives, or the percentage that are from the healthcare industry, and so on.

Thanks to the growing distribution of Analyze (now used by over 1,000 sites across the Web) we have released a brand new feature – Site Indexing! This capability allows Web site owners to see how their sites index for their target audiences compared to others across the Bizo network. For example, a site that indexes at 580 for Manufacturing Chemicals & Gases has more than a 5x higher likelihood of having a visitor from the Chemical & Gases industry than the average.

Using Analyze to identify the exact business demographics of a site has already provided Web site owners with a strong competitive advantage. With the new Analyze Site Index, a company can now discover where it ranks compared to sites with similar targets, and export this information to share with advertisers or anyone else interested in how their site compares to others in the business world.

Analyze is a FREE product -- sign up here for access!