{"id":13809,"date":"2021-03-24T00:00:37","date_gmt":"2021-03-24T00:00:37","guid":{"rendered":"https:\/\/directiveconsulting.com\/ca\/?p=13809"},"modified":"2024-05-23T07:41:03","modified_gmt":"2024-05-23T11:41:03","slug":"b2b-advertising-funnel-insights","status":"publish","type":"post","link":"https:\/\/directiveconsulting.com\/ca\/blog\/b2b-advertising-funnel-insights\/","title":{"rendered":"B2B Advertising Insights For Every Stage of The Funnel"},"content":{"rendered":"

For many business-to-business (B2B) software organizations, paid advertising is essential to generating leads and driving revenue. Through paid channels, marketers are able to segment and target audiences more precisely, leading to higher conversion rates and ultimately, more sales.<\/span><\/p>\n

As the SaaS space becomes increasingly crowded, marketers are tasked with creating contextual ad experiences that can cut through the noise. A good ad campaign will generate clicks and impressions, but that won\u2019t always be enough to fill your marketing pipeline with qualified leads. A <\/span>great <\/span><\/i>ad campaign is one that is rooted in targeting the buyer throughout <\/span>every stage of the marketing funnel<\/span><\/a> to provide a more personalized experience.<\/span><\/p>\n

In this article, we\u2019re going to discuss the importance of creating B2B advertising campaigns that align with different stages of the marketing funnel as well as provide key insights to help guide your paid strategy.<\/span><\/p>\n

Before we dive into the details, let\u2019s start with a quick overview.<\/span>
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What is B2B advertising?
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Business-to-business (B2B) advertising refers to any advertising activities created to target a business audience. This differs from business-to-consumer (B2C) advertising, which refers to advertisements that are created to market a product or service to general consumers.<\/span><\/p>\n

When you advertise to businesses instead of consumers, there are a lot of moving parts that must be accounted for. For starters, the B2B decision-making process is much longer and more drawn out than it is for consumers. Purchasing decisions are based on logic and efficiency, instead of impulse or emotion. <\/span><\/p>\n

Additionally, there are often multiple stakeholders involved. Sales reps may have to engage multiple members of a team or even work across internal teams at an account in order to get buy-in from the right contacts. Ha<\/span>ving a prospective buyer click on your ad isn\u2019t nearly enough to get a deal over the finish line.<\/span><\/p>\n

\"B2B<\/span>
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Full-funnel insights to fuel your B2B advertising strategy
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Most B2B organizations have a complex sales funnel that requires marketing support throughout every stage, even after a prospect becomes a customer. It\u2019s not as simple as launching a great ad campaign and waiting for the sales to roll in. For this reason, it\u2019s crucial to have an advertising strategy that\u2019s effective at targeting prospective buyers as they progress from one stage to the next.<\/span>
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\n<\/span>Marketing funnels can be interpreted differently across different companies and industries. For this article, we\u2019re going to keep it simple and use a 3-step funnel: awareness, consideration, and decision.<\/span><\/p>\n

Let\u2019s look at each stage individually.<\/span><\/p>\n

\"awareness<\/p>\n

Awareness<\/span><\/h3>\n

A prospective buyer in the awareness stage may or may not know that they are in the market for a solution yet. The goal in this phase is to amplify your brand and educate your audience about your business and its offerings.<\/span>
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\n<\/span>There are a variety of advertising channels that are effective during this stage, such as:<\/span>
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