Table of contentsDigital marketing for business to business
Challenges of a B2B campaign
Conversions and measurement
Digital marketing channels & tips for B2B
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What makes B2B different?Business to business campaigns are different
Complexity of decisions
More stake holders
Longer decision making processes
Conversions are not real sales (usually)
Conversions are often leads
Sometimes e-mail, telephone or even offline
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Revenue
Higher ordervalues
Higher margins
Higher lifetime values
People
Business people are people too
Challenges of a B2B campaignBusiness to business campaigns are different
Challenges
Harder to measure ROAS/ROI
Less insights in performance of campaigns and therefore less data to optimize
Difficult to target the right people
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How return on ad spend (ROAS) is calculatedB2C
B2C campaigns
Short decision making process (usually)
High volumes of conversions so a lot of data
Measure conversions, sales, revenue
Rapid optimization of campaigns based on data
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B2B campaigns
Calls (no cookie)
Different people (no cookie)
Leads (a cookie, but no data about a sale or revenue)
Cookies have a lifetime of 30 days by default in most adplatforms but decision making processes tend to be longer, so measurements are broken
Conclusion
Digital marketing will have a hard time claiming success in a B2B environment. Budget might shift to offline. Difficult to optimize campaigns.
B2B
Advise to gain insightsHow to measure impact
Tips to gain insights to optimize campaigns
Use a lead management tool to track leads and measure sales and quality of leads
Replace forms by call-button on mobile devices
Use a call conversion tool to track calls for every digital channel
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Digital media channels suitable for B2B Digital marketing for b2b
Choice of channels
Target very specifically or abandon the channel
Use soft conversions
Whitepapers, events, newsletters to differentiate high value visitors from consumers
Use this data for retargeting
Use e-mail addresses for email marketing and social advertising
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Digital media channels suitable for B2B Digital marketing for b2b
Search (SEO and Search advertising)
Keyword research : Try to figure out what ‘business keywords’ are and focus on these with Adwords
Use ad copy to make clear this is a business website (less clicks)
Use RLSA to increase bids for keywords that are not profitable enough normally
Write great content around longtail and keywords that might attract too many consumers
Remarketing
Use display remarketing to reengage people
RLSA (search)
Facebook Website Custom Audiences
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Digital media channels suitable for B2B Digital marketing for b2b
Social media
Start with great social content. Provide information and help people with their business challenges. Be the expert!
Start with Facebook ads. Even in B2B Facebook usually performs better than LinkedIn and Twitter
Layer campaigns. E.g. Facebook video audience retargeting
Display advertising
RTB: use whitelisting and channels
Keyword targeting and selected keywords
Managed buys: buy directly from the right publishers
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