B2B Marketers: Build a Long-Term Sustainable Funnel

The B2B Buying Process

The B2B buying process has always been complex. Understanding how and where today's business buyers get their information is critical to reaching them with the right content they need to make decisions. No longer will lower funnel only tactics suffice for achieving your bottom line. Buyers conduct research online anytime, anywhere and any way they want. Your SEM, Account-Based Marketing (ABM), and walled garden strategies need a boost from programmatic.

Full-Funnel B2B Marketing

Structure your funnel for success, by making a proportionate investment through all stages. Upper funnel marketing matters. It enables you to:

Uncover New Audiences

Expose your content and nurture strategies to untapped audiences to increase your TAM potential.

Widen the Sales Funnel

Over time it will naturally narrow but you want to cast a broad net initially.

Nurture Leads

Engage those from the upper funnel who aren't ready to buy yet.

Enhance Your ABM Targeting

Mix and match multiple attributes to build a highly targeted custom audience from large target account lists.

Own the B2B Buying Journey

Problem Identification

We need to do something.

Branding and awareness (native and display)
Ungated blog content
Video and infographics

Solution Exploration

What's out there to solve our problem?

Whitepaper download
Supplier website visits
Broad keyword search
Target users showing intent with Custom Segments

Requirements Building

What exactly do we need the purchase to do?

Webinars
Specific keyword intent
Supplier's buying guide download

Supplier Selection

Does this do what we want it to do?

Retargeting ads
Competitor comparison
Analyst reports
Case studies

Purchase Decision

We found the product we need.

CRM data logged
CRM retargeting
Dialogue with sales

Attract Attention and Engagement

B2B ads are often flat in comparison to B2C—but they don't have to be. Employing similar tactics as consumer ads can better attract attention and increase engagement. A countdown ad is a great way to create a sense of urgency for events, whether it be an upcoming webinar, industry conference or free trial offering of your software.

StackAdapt Resources:

B2B Strategies

Blog

Reach B2B Buyers With an Informed B2B Marketing Strategy

Discover emerging trends in B2B marketing and get tips for how you can increase brand awareness among your target accounts.

Read the Blog

Blog

5 Ways That Video Marketing Can Help B2B Brands Stand Out

Find out how you can lean into video's unique capabilities to stand out from the crowd and capture the attention of the audiences that matter to your brand.

Read the Blog

Resources

Your Go-To Guide for B2B Marketing

The B2B customer journey is complex with multiple nuances and touch points. Find out how you can stay ahead of the competition with our guide.

Get Your Copy

Webinar

Best Practices in Programmatic for B2B Brands

Sheet of paper with a checkmark in the middle

Learn how marketers are using programmatic advertising to reach audiences and get their brand message seen and heard.

Watch

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