Despite the benefits automation has to offer, B2B marketers have not been widely adopting ad tech technologies. But it’s not necessarily their fault. In fact, the technology has failed this sector and doesn’t deliver the same value in B2B that it does to B2C marketers.
For instance, the ad tech system is rigged towards B2C marketing with technology designed to measure CPM performance. It’s easy to track B2C campaigns, which are usually divided into branding, promotion and direct-marketing categories with solid metrics like clicks and conversions. B2B campaigns require more of a mix of CPM and CPA goals, which can be more difficult to use in a basic analytics toolset.
Due to this lack of support, B2B marketers are often getting by more on luck than on accuracy. In fact, while creative may be compelling and calls-to-action strong, most B2B marketers draw in leads because the prospect saw the ad at the right moment. But times are changing and there are new opportunities for B2B marketers to work with ad tech companies.
Since B2B relies so much on good relationships, it is important to start creating personal experiences from the very beginning. B2B marketers also have some work to do to create personalized experiences for prospects. Historically, B2B marketers have only been able to use personalization in lead generation campaigns in two ways: either by detecting known users or by using domain-level data to determine the company that a user is coming from, which allows marketers to tailor the message by industry. But in reality most B2B marketers aren’t actually employing these basic tactics.
Moreover, there are now new tools that B2B marketers can leverage to reach out to leads based on intent. By being able to identify not only what kind of client is coming to your site, but also what topic they are interested in, B2B marketers have the opportunity to get to engage prospects with potential content that will draw them in. In addition, new technology is also allowing marketers to identify the job title and role of prospects, which can also help deliver relevant content to site visitors. Since an IT person would likely be interested in different information than say, a CFO or sales person. This knowledge can help B2B marketers tailor their messaging to the appropriate person and capture their attention.
The effectiveness of the B2B message is often compromised because more B2B marketers are doing lead generation the wrong way by trying to motivate an audience to think or feel differently without explaining why. Pat Spenner, co-author of the new book, The Challenger Customer, says that the message is compromised because marketers are trying to motivate leads without explaining the reason for the motivation. He claims that marketers waste time focusing on how they want audiences to think instead of trying to get inside their minds. According to Spenner, B2B marketers should put their efforts into learning their customer’s business. These insights should help marketers create messages that can solve their audience’s pain points. Rather than telling prospects that they need product “X”, savvy marketers are able to demonstrate how this product can help solve challenges.
Applying this strategy with smart new technologies, B2B marketers are better poised to get their message into the hands of potential customers. While ad tech companies may not have tailored their products to B2B marketers, the times are changing and tools are beginning to change how B2B marketers do business. It’s no longer safe to ignore ad tech outright. Instead, B2B marketers should be thinking about how they can adopt new technologies to better connect with potential customers.
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