7 B2B Advertising Opportunities You Are Missing

B2B advertisers generally target smaller, harder to define audiences than consumer advertisers, which puts a major premium on effective targeting in B2B advertising.

However, many B2B marketing groups are continuing to use the same targeting options they mastered in print and direct mail, simply applied to newer digital marketing tactics.

Today, B2B marketers have many new options available. Below are 7 options and potential providers for each one. [Read more...]

Bad Advertising Advice: Go Where Your Audience Is

It sounds obvious, on point, and innocent, but the oft-told advice to “go where your audience is” is one of the worst pieces of advice B2B marketers receive.

This advice leaves B2B marketers looking at what their audience does. Do they watch the Super Bowl? Are they on Facebook? Do they read Sports Illustrated?

Media sales representatives perpetuate the problem, comparing reach to their competitors. The “more read our stuff” chart is in nearly every major media kit in one form or another and every day it leads marketers astray. [Read more...]