Last week I attended Bizo’s B2B Funnelmentals Tour, a half-day conference that covered how to use targeted display and social advertising. Before I went the conference, the most effort I’d put into improving our display advertising metrics was basic A/B testing. I take some small comfort in my performance during the “Guess which ad performed better” segment. (Tip: no one likes to fill out long forms even if there’s a snazzy video.) It quickly became apparent that there’s a great deal more that I could do to create an effective display ad campaign – that’s where the targeting comes in.
The first presentation that had me reevaluate my display advertising strategy came from Sam Adler, Director of Demand Generation at Zuora. He shared how his company created three sets of ads to align with prospects in three stages of the sales funnel.
Top of the sales funnel –Advertisements led to a landing page with introductory information and a short video about their products and brand. There were no forms for prospects to fill out.
Mid funnel – Advertisements were meant to educate prospects and increase engagement with a CTA to download a white paper.
Bottom funnel – Advertisements pushed a free trial of their product. These ads were meant for the leads that were most likely to convert into a sale.
The retargeting technique greatly increased their leads’ chance of conversion and ultimately decreased their cost per lead. The key takeaway for me was that B2B prospects rarely convert into a sale the first time they see an advertisement because they need to spend time learning about your products and services. Likewise, your regular site visitors and existing customers don’t need a tutorial on your brand but they should be aware of your latest research. The goal and CTA of the ads should adjust as a prospect gets closer to a purchase.
It all seems so obvious now! Are you already doing this? If not, share in the comments what roadblocks are stopping you.