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Modern Media Buying and Enterprise B2B Demand Generation

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The current trend in digital media is to move online advertising to trading desks, ad exchanges or real time bidding platforms. These platforms provide access to enormous pools of advertising inventory and allow media buyers to cherry pick their exact target audience, based on a wide range of audience data available for targeting.

However, for enterprise B2B marketers, these approaches are not mature enough to broadly support demand generation marketing. The challenges these platforms continue to face are access to sufficient high quality inventory and access to data appropriate for targeting company sizes and roles.

Published market research differs on the relative importance on audience and context, however the research I have seen does not align with the typical B2B marketing audience experience.

The problem: consuming traditional B2B content used for demand generation requires a significant time commitment. Taking the time to dive into a whitepaper or watch a webcast imposes a major time requirement. [Read more…]

Ad Networks, Exchanges and … B2B?

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Ad networks and exchanges are not just for consumer marketers. There are opportunities for B2B marketers to cost effectively add ad networks and exchanges to online advertising campaigns, increasing reach and cost efficiency. And with the emergence of self-service platforms, even marketers with small budgets can test adding these to programs.

Here are three opportunities every B2B marketer should at least consider.

Retargeting
Retargeting allows you to reach people again that visited your site but did not register. If you already have a way to nurture contacts that you don’t have a lot of information about, you know how to use retargeting. The difference is that your message is reaching people that may be earlier in the buying process (they were not willing to give up their information yet), but they already looked at your content. These are your highest value anonymous prospects, [Read more…]