A data strategy encompasses the full process of how you collect, manage and use your data. Having a strategy in place means you know how you’ll handle your data from […]Read More →
Posted March 9, 2017
Posted March 9, 2017
So you have looked at your B2B marketing roadmap for 2017 and made the decision to put programmatic display or display advertising in the mix. How do you make sure that your B2B display advertising campaigns are effective and, ultimately, drive sales?
Your choice of display advertising, or programmatic display, as a resource to drive sales, has probably come about because you are utilizing data mined from your ABM (Account-Based Marketing) platform. You have a target account list generated and was able to gather enough insights so you can deliver relevant content to them. The Intent Signals® you have received lets you know when prospects are ready to make a purchase and at this point you are eager to place your product offerings within their range of digital awareness.
This 2017, one of the trends that we noted being mentioned by marketing professionals is that creating a strong brand will be one of the fundamental and foremost things that marketers should be doing.
There will always be a huge number of people who won’t opt in for any of the above options. But if they have seen your page there is a way to connect with them called “retargeting.” Their “cookie” leaves crumbs so that you can follow them around on to other websites. Otherwise fondly known as “stalker ads,” and can even be downright psychic for some of your target audience. Retargeting is extremely successful because people need constant reminding as they might have become distracted the first time round.
Your programmatic ad platform can be used for all social media advertising as well as mobile and video campaigns. According to the IDC, spending on this area will accelerate by a 59% compound annual growth rate through 2016. It is the fastest growing segment of digital advertising. Some brands have already experienced an ROI of up to six times! Your B2B programmable display advertising becomes powerful when it is backed up by intent signals generated by ABI (account-based intelligence) using real time analytics. Your best friends in this process will be A/B testing to ensure the effectiveness of your designed display advertising and… patience.