The Power of Unity For more information, please visit integrate.com/contact © 2019 Integrate Inc. B2B Display Advertising: Find, Nurture, and Harvest. CREATIVITY MAY BE ELUSIVE, BUT IT’S ABSOLUTELY NECESSARY In any situation where marketing is involved, it’s essential to remember that creativity should be your first priority. Cycling back to our three phase model of “Find’, “Nurture” and “Harvest”, it’s time to explore how we can “Nurture” the potential leads that are currently visiting your website platform. What do you think of when it comes to nurturing your leads? According to one marketing professional, nurturing can be defined as “the process of building a relationship by conducting an informative dialog that helps qualified prospects who are not yet sales-ready, regardless of budget, authority, or timing – and of ensuring a clean handoff to sales at the right time.” Can an advertisement provide the “informative dialog” mentioned here? Marketing experts at Forrester Research discovered that web users are 56% more likely to complete a purchase if they first encounter engaging display advertising before clicking on a search-based ad. With this in mind, it becomes increasingly apparent that the RIGHT message shown on display advertising may lead to dramatically improved conversion rates. The more personal the message, the better your chances! What if you decided to create display ads which mirrored your prospect’s behavior during the time they were visiting your website? Say, for example, you noticed that client ‘A’ was spending a substantial amount of time browsing your blog or resource page. An ebook offer or whitepaper download may be an excellent offering! If a specific client has spent the majority of their time within their online cart or on the product pricing page found on your site, repackaging competitive pricing offers within a personalized ad could prove to be highly effective! SO, WHAT’S NEXT? HARVEST, HARVEST, HARVEST It’s absolutely critical that business owners transform casual interest into rewarding sales conversions. This processing of “harvesting” involves any tactics and strategies that lead B2B buyers back into the sales funnel to close on a deal. Knowing full well that ad personalization produces outstanding user engagement, here are a few ways in which you could tailor your advertisements to prospective buyers: Discuss your product in a way that resonates with the specific target buyers. tailored online experience but are wary of turning them away with too many form fields. Essentially, progressive profiling uses cookies in order to ensure that repeat visitors who do utilize the onsite form are given new questions on each visit, ultimately allowing for increased, incremental information collection that doesn’t feel overbearing.