Do B2B Marketing Without B2B Publications

B2B advertising that is effective and efficient can be tough to achieve.  B2B publishers are effective because they have access to a niche audiences that are key for B2B advertising success.  They also offer opportunities for leadership positions, and are often tied to trade show opportunities.  All of these add up to high prices but don’t offer innovative and immersive ad units.

Publishers typically charge extremely high CPMs (average $100) and high minimums for cookie-cutter email and standard banner programs.  Social and programmatic advertising are more efficient with significantly lower CPMs (average $8) than B2B publishers. They also allow for more control over the performance and optimization.  Brands who self-manage B2B digital marketing programs own the data on ad viewers and engagers and social platforms have unique and engaging ad units like full screen video and stories. 

The difficulty with social and programmatic is limited audience targeting capabilities. B2B decision makers are present on social and the web every single day. And B2B people (CEOs, CFOs and CTOs) are people too. Like the rest of us, they spend the majority of their social time on Facebook and Twitter.  Time spent on social channels is measured by hours per day. The average person spends 2 hours and 24 minutes a day on social media. B2B publishers measure time spent by minutes per month. Hours per day vs. minutes per month is a huge gap.  Social and programmatic advertising does have its pitfalls - it is really tough to actually find and reach B2B decisions makers. The existing platform targeting options can’t guarantee that you are going to reach those CEOs or decision makers that are key to success with B2B advertising.

So how can advertisers and marketers achieve both effectiveness and efficiency? Take the effective audience targeting capabilities of B2B publishers and combine them with the efficiency of social and programmatic advertising through intelligent audience targeting.



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