The Power of Unity For more information, please visit integrate.com/contact © 2019 Integrate Inc. B2B Display Advertising: Find, Nurture, and Harvest. ‒ B2B Display Advertising: Defining A Strategy In the world of online advertising, there’s never a moment when you have “crossed the finish line” and can rely upon previous work to propel your brand forward in upcoming months. Display advertising, like virtually any other facet of a B2B marketing plan, requires constant maintenance and upkeep. In fact, most business owners who have developed successful display advertising strategies find themselves continuously repeating a series of relatively simple steps in order to locate and convert would‑be clients into paying customers. We have broadly defined these steps as follows: FIND NURTURE REPLACE Discover new B2B clients through the use of analytics and online footprint tracking. Offer relevant, targeted content to B2B buyers that will cause them to engage with your brand. Offer a compelling and engaging landing page that reduces bounce rates. Engaging in rewarding financial transactions with B2B clients who had been spotted previously during the “Find” and “Nurture” phases. For those who have stayed current on their market research, it should come as no surprise that conversion rates on display advertising have slowly decreased this past year. A popular theory for this phenomenon is that the world of online technology has also influenced online viewers themselves, resulting in a significantly more savvy and se- lective internet user. Knowing that ad campaigns are displayed on nearly all popular websites, ranging from Google to Facebook and LinkedIn, consumers aren’t nearly as impressed as they used to be when an advertisement that reflects their spending habits shows up in front of them. The same could easily be said for prospective B2B clients. No matter how sincere a display advertisement may seem, business representatives know that the targeted ads they receive are the product of a sophisticated software algorithm, not a genuine human connection. To avoid the common pitfalls associated with targeted display advertising, savvy marketers must use new strategies through which online audiences feel that they are receiving the level of personal attention that they deserve.