How to Strengthen Your B2B Demand Strategy
During Times of Economic Uncertainty
Use data-driven B2B display advertising to support your demand strategyAt times of economic uncertainty, every dollar matters. And since every part of every media buy is being scrutinized, marketers want to ensure they can prove value with every solution they employ. Because many providers cannot provide ABM analytics that validates performance on B2B display advertising, this budget is often the first to get cut. However, companies cutting display budgets are doing a disservice to their funnel and could be missing out on highly qualified leads. Even if you have been experiencing pressure on the performance of your display budget, incorporating B2B display advertising into your demand strategy will allow you to promote brand awareness and warm leads while also generating data that will lead to more efficient outreach for your sales team. In fact, a TechTarget case study has proven that pairing display advertising with lead generation dramatically improved performance and demand: TechTarget saw a 30% lift in the probability of an advertiser ending up in the end client’s consideration set when pairing display and lead gen, compared to executing on lead gen alone (source).
Finding a partner like AdDaptive that can measure B2B display advertising (as well as other parts of the B2B journey) will support your demand strategy by yielding data that shows how leads are being warmed through your advertising efforts. Working with a partner that can hit your brand awareness goals with data-driven B2B display advertising and show clear ABM reporting will give you the most well-rounded approach and set you up for success in any environment.
Deploy ungated thought leadership to produce useful data – and leads
Many marketers believe gated content (downloadable material that requires users to fill out a form in order to access it) is the only way to capture data on their audience. This poses a problem when the environment changes and companies don’t want to gate content as often. As a result, they provide thought leadership content assets but surrender the data capture opportunities they thought could only be accomplished with form fills and other additional actions.
Thankfully, you can still deliver thought leadership content without losing intent data.
Gating content is not the only way to track B2B audience intent. Audience members can intentionally view ungated content (freely available material that does not require providing information to access), click around your website, and engage with your resources, thus producing a warm lead and putting them in a better position to move through the funnel. If you deliver a display ad to a company on your ABM list through AdDaptive’s Platform, for example, you can track how engaged that company is through their behavior with your content, even if you don’t gate it.
- Requires fewer actions by the target audience
- Shares thought leadership resources without creating boundaries
- Tracks account engagement across greater customer journey
- Produces a better lead for your sales team
- Yields downloads 20-50 times more often than gated content