An Introduction to Display for the Modern B2B Marketer

DisplayAdvertising 101

DisplayAdvertising 101

Display Advertising 101:An Introduction to Display for the Modern B2B Marketer

Online display advertising has become a powerful asset across all B2B

marketing functions for its ability to target precise business audiences,

integrate with other platforms, and be an “always on” full-funnel marketing

tool. Display enables B2B marketers of all types to impact objectives throughout

the buyer’s journey, whether it’s increasing brand awareness and engagement,

driving conversions, or nurturing known contacts from their CRM system.

Whether you’re a marketing automation expert or brand marketer, new to display

advertising or a seasoned veteran: let this be your display advertising reference

guide.

Why Use Display Advertising as a B2B Marketer?

Precision. Targeted display advertising enables B2B marketers to precisely

target ads to prospects wherever they travel online by using business

demographic data such as job function, industry, seniority, company size,

and more.

Scale. Relative to other marketing channels, display is unique in that it

enables marketers to reach the largest possible audience within their

target market, wherever they travel online.

Versatility. Display advertising can be used in multiple ways depending on

where your prospects are in the buying process, whether you’re looking to

build awareness of your brand, increase engagement, or close a sale with a

known prospect.

Integration. Display boosts the performance of other programs in your

mix (paid search, email, etc.) and can be fully integrated with marketing

automation systems to systematically nurture anonymous and known

contacts beyond the inbox.

Measurement. Full-funnel reporting and analytics give you deep insight into

display advertising’s direct impact on your objectives throughout the buying

process, as well as its influence on other programs.

How Display Advertising Impacts the Entire Marketing Funnel

The “marketing funnel” refers to the buying process from the moment

prospects first acknowledge a brand (brand awareness), their self-education

about a brand’s product and services (engagement),

through to converting and becoming customers (lead

generation and sales). While many B2B marketers fall into the

trap of focusing strictly on bottom-funnel strategies aimed at

generating leads, a full-funnel display advertising strategy

influences the entire buying process, helping to generate

awareness, nurture prospects before they’re ready to engage

with sales, and drive new leads and customers.

Build Brand Awareness

Display advertising’s ability to extensively reach target

audiences with your messaging makes it the perfect vehicle

for building brand awareness. Display advertising’s reach

and scalability (think: millions of professionals in your target

audience) enable a level of brand exposure that cannot be

achieved through any other digital media.

TOP-FUNNEL TIP: Broadly target display ads to audiences based

on job function or industry. Combine this with company name

targeting to reach prospects from your top target accounts.

Increase Engagement & Audience Education

With great marketing content in your arsenal such as white papers, product videos,

demos, webinars, and more, you need a way to feed it to your prospects en masse.

Display advertising gets your content to the right people and drives them to visit

your landing pages, peruse your corporate website or blog, and more. Social

advertising is also useful for engaging your target audiences. By using business

demographic data layered into the delivery of ads on social networks such as

Facebook, you increase your reach and ensure that your ads are seen only by the

audiences that matter most.

MID-FUNNEL TIP: Target display ads to audiences based on their job

function or seniority, and use social advertising to push content

to precise business audiences on Facebook and LinkedIn.

TOP

MIDDLE

BOTTOM

Drive Conversions & Sales

Once prospects have had the opportunity to educate themselves about the

solutions you offer, they may convert without any further prompting—or they may

not. Display retargeting enables you to deliver a constant drumbeat of conversion-

oriented ads relevant to the business audiences who have already visited your

website or exist in your CRM database, and can be personalized to their unique

digital body language.

BOTTOM-FUNNEL TIP: To truly personalize your retargeting ads,

segment your audience based on their visitation to different

sections of your website, and create separate ads addressing the

interests of each group.

Combining Display Advertising with Marketing Automation: Convert More Anonymous Website Visitors and Known Contacts with “Always On” Multi-Channel Nurturing

For years, marketers have relied on email to nurture their known contacts.

Now, display advertising can be used to systematically nurture both

anonymous website visitors and known contacts wherever they travel online.

Develop custom nurture paths for anonymous prospects with display ads that are

personalized to their unique website navigation patterns. This gives you an “always

on” solution to converting anonymous site visitors into known prospects. If done

correctly, this approach can increase conversion rates by 2–5x.

Integrating display and social advertising directly with your marketing automation

system also enables you to nurture known contacts beyond the inbox. With

20 percent email open rates for the average B2B marketer (on a good day!),

wouldn’t it be great to guarantee that contacts see your nurture messaging? By

synchronizing the messaging and delivery of display and social ads with email, you

increase the reach and relevance of your nurture content and accelerate known

contacts through the buying process.

It’s an “Always On” World

Would you ever turn off your website? How about your email nurture campaigns?

Never! Why? Because you want to make it easy for interested prospects to learn

about your brand, engage with you, and become your next customer. The same

is true for integrated online display. In fact, as part of an “always on” marketing

strategy, display advertising not only drives direct results, but also boosts

performance across your entire marketing mix.

Ready to Get Started?

Whether you’re a brand manager, demand generation marketer, or marketing

automation expert, getting started with display advertising is simple. Contact a

Bizo representative today for your own custom display advertising Roadmap to

Success by calling 866-497-5505 or email us at contact@bizo.com.

866.497.5505 | www.bizo.com | Follow us on Twitter: @bizo