Over 70% of B2B buyers said that they conduct more than half of their research online before making an offline purchase. Today, B2B marketers need to understand their customer’s consideration cycle, product research habits, and buying behaviors better than ever before. This intelligence can help marketers influence prospects with the right mix of content marketing based on where they are in the purchase funnel.

Here are five pro tips for B2B marketing, leveraging AdRoll’s platform to maximize these results and deliver higher quality leads:

Advanced Segmentation Tactics

Basic URL segmentation, based on specific pages a customer visited, is versatile and easy to implement. However, it’s not the perfect solution for every scenario. Marketers can implement additional tactics to segment site visitors by number of pages visited, specific actions taken on-site, and whether a visitor is an unknown new prospect, known lead, or current customer.

Audience segmentation is key for personalized retargeting, so we’ve made the most common user segmentation options available directly in the dropdown menu in the AdRoll dashboard:


Test Ad Creative and Calls to Action Early and Often

Creative is critical to campaign success, yet not all B2B marketers give it enough thought. Regardless of your product, start out by utilizing as many ad sizes as possible. A/B test static ads against animated brand ads or direct response calls to actions. Evaluate click-through rate, cost-per-click, click-to-conversion rate to identify best performing creative and pause underperforming assets.

Different audience segments tend to respond differently to different types of messaging, so make sure you’re personalizing your creative to your target audience segments. Warm-up new prospects with an upper funnel campaign that pushes content marketing pieces, while drive high-intent users through to conversion with stronger calls to action in a lower funnel, direct-response campaign.b2b funnel examples

Data-Driven Approach to Defining Success

Understanding the acquisition cost of a new conversion, as well as the lifetime value of your average customer are vital when defining success metrics for a program. When launching a new test, work with media partners to identify each valuable conversion, and set clear cost-per-lead and cost-per-acquisition goals.

Ideally, these goals should be based on past performance from similar paid media channels. When this data is not available, many marketers will back into a goal based on the average qualification and close rates from a lead, or the average lifetime value.

Ad servers, analytics platforms, marketing automation systems and CRM systems all track and attribute conversions in very different manners. Discrepancies are standard, which is why it’s important to decide on a source of truth for the controlling measurement.

dashboard b2b

Go Beyond the Inbox with CRM and Marketing Automation Data

Incorporate email lists from CRM and marketing automation systems to align email and display campaigns and maximize performance. By regularly onboarding CRM/Marketing automation data, you can make smarter audience segments.

Incorporate predictive lead scoring to target your highest value prospects more aggressively, or use negative segments to suppress disqualified or less desirable visitors so you can allocate spend more effectively.

You can even take your offline intent data online by importing emails from events and business cards events and upload the email list to show your ad to people who have expressed interest offline.

CRM retargeting _new-01 (1)

Align & Collaborate Across Departments

Success of your marketing efforts isn’t determined in a vacuum. Before testing new partners, products, or tactics, collaborate with your sales team to understand their recent successes and challenges. This may include common objections, what percentage of leads are converting, average time to close, and average customer size on closed opportunities.

Ensure that definitions, goals, and expectations around Marketing Qualified Leads and Sales Qualified Leads are consistent across media buyers, marketing operations, and sales teams. Ultimately, marketing success is not only measured by click-through rate or cost-per-lead, but rather by how effectively marketing can help drive revenue results for sales and the company.

sales and marketing

For more great tips on B2B marketing, check out our free webinar on-demand: B2B Marketing Success.