One of the reasons the B2B sales cycles is so much longer than B2C is because there are multiple decisions makers required to evaluate and approve a purchase. That means that when you’re nurturing a prospect, you need to be nurturing the whole buying committee.
On the other hand, in the consumer world, it only takes one person to make a purchasing decision. Thus far, ad technology has been built to support those B2C buying behaviors and for B2C marketers, it’s working. Ad dollars you spend hitting the right consumer with an ad could convert to revenue in minutes, hours or days.
B2B has attempted to borrow this technology with persona and title-based marketing. The problem is, those tactics don’t enable you to reach all the people involved in the decision – and the person you’re targeting might not even have much decision-making clout.
Imagine that a company is looking to buy a new payroll software. An analyst starts researching the different options and reports back to the buying team, which might consist of more than one C-level executive. You’ve been targeting ads to the analyst and maybe one other persona – but when the time comes for the initial meeting, the rest of the stakeholders are unfamiliar with your solution.
Long story short: Your ad campaign did very little to speed up the sale and drive revenue.
As a B2B marketer, you need the ability deliver ads to all the stakeholders at specific companies that are likely to become customers. When you target an entire account, you have the power to speed up a sale and tie your ad budget to revenue. Learn more about implementing an ad strategy that’s built for B2B in our eBook, “Making Display Ads Take Flight.”
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