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: Assessing The Challenges The primary objective of a B2B advertising campaign will be to convert anonymous website visitors into known leads. The first step in a successful B2B advertising plan is to find those individuals and organizations that are qualified to purchase your solution. While the age-old formula of mass advertising placement may result in positive outcomes, it is likely that the costs of such a program will significantly cut into potential profits. Conversely, choosing to target a very narrow demographic may negatively impact overall visibility. limiting display ads to middle-aged professionals while excluding college students could, for example, greatly impact overall ROI if the product being sold appeals to both customer groups. Additionally, it’s important to remember that a display advertising campaign is NOT the same thing as a direct response campaign. Simply measuring clicks may be somewhat misleading. Remember: being seen matters far more than the number of clicks that your ad receives (according to a 2012 study, that is!) IMPROVING YOUR ROI: WHAT YOU NEED TO KNOW Although analytics platforms have grown to provide troves of information about online audiences, including location, internet browser, browsing behavior, bounce rate, etc., the actual identity of a visitor remains elusive. This “gap” between the behavior of an individual and their e‑mail address has led to the creation of tools that reward visitors for voluntarily offering personal information about themselves. For example, many businesses offer free downloads in exchange for an email, name, etc. Remember, however, that the current generation of online consumers are all too aware of “Marketing 2.0” methods that seek to fish out their personal information. Given the staggering quantity of “junk” email we all receive from unwelcome vendors and businesses, it’s highly unlikely that a generic form promising complementary services or downloads is likely to be compelling enough to actually work, particularly in situations where prospective customers may not be entirely convinced that your product or service is the perfect match for their needs. PERSONALIZATION IS OPTIMIZATION If you’re passionate about cutting the noise created by your competition, it’s going to take a unique message that resonates strongly with your intended audience / customer. A progressive profiling form is an excellent tool for business owners who need additional information about their audiences in order to create a more