Which native advertising networks offer the most advanced targeting options for B2B marketing?

LinkedIn, Google, and Facebook offer advanced targeting options for B2B marketing, including job titles, demographics, and more.

Yes, all the geographic, technographic, and behavioral targeting sounds cool. Keep it simple: Spend time and money in the same places your prospects are and provide real value there. Ads will give you reach and scale; your challenge is figuring out what content is relevant for your audience.

Advanced targeting is the corner stone if your lead generation. Once you've nailed down your ICP, you've profiled everything about their demographics: - job title - industry - job function - number of employees at the company - decision makers - growth rate of company And what this allows you to do is when you go to native websites to scrap data off the internet so you can run a targeted email campaign, your emails are only going to the people most likely to buy your product. Additionally, the same conditions can be added to advertising platforms like Google and LinkedIn allowing you to spend your budget wisely. All in all, you pipeline will be full only with people you deem fit to buy from you leading to a stronger return on investment

As a digital marketer, I've explored various native advertising networks for B2B marketing. Here are my top picks for advanced targeting options: LinkedIn Ads: With its professional user base, LinkedIn offers precise targeting based on industry, job title, company size, and more. I've found it effective for reaching decision-makers in B2B industries. Quora Ads: Quora's detailed targeting options allow me to connect with users based on their interests, questions, and topics they follow. It's a great platform for engaging with professionals seeking insights in specific niches. Outbrain: Outbrain's sophisticated targeting algorithms help me reach relevant B2B audiences across premium publishers' sites.

In my experience as a Chief Content Strategist, targeting decision-makers is not just about demographics but understanding their pain points and behavior. Leveraging advanced targeting options in networks like LinkedIn can significantly increase the relevance and conversion rates of your B2B campaigns. For instance, integrating behavioral insights with LinkedIn's job title and company size filters has been a game-changer for my clients in technology sales, leading to a more precise and effective demand generation strategy.

Behavioral data is also invaluable for optimizing creative and messaging toward specific segments. By analyzing the digital body language of your target accounts and buyer personas - the websites they visit, content they consume, products they research - these networks can identify the highest-value prospective customers based on their observed interests and purchasing intentions. And by placing behavioral data at the forefront, you ensure your native ads are laser-focused on your ideal B2B customers - dramatically improving ROI compared to traditional targeting methods alone.

In my experience as a Chief Content Strategist, leveraging advanced targeting options through native advertising networks has been a game-changer for B2B marketing. By analyzing user behavior, we've crafted content strategies that not only resonate with our target audience but also position our ads in contexts that drive engagement. This approach has significantly improved our online lead generation and demand generation efforts, resulting in higher quality leads and increased revenue for our clients in the tech sales space.

When it comes to native advertising networks ideal for B2B marketing, LinkedIn is the leader. It excels in targeting based on detailed professional behaviors, roles, and company data—essential for hitting the right business audience. Also, don't overlook Outbrain and Taboola. These platforms use sophisticated predictive algorithms to analyze user behavior, ensuring your ads are seen by those most likely to engage based on their real-time interactions. For effective B2B marketing, these networks offer precision targeting using behavioral insights, connecting you directly with key decision-makers. It’s about strategic ad placements to maximize impact.

B2B marketing offers sophisticated targeting options based on contextual relevance and intent signals. These networks use advanced algorithms and data analysis techniques to identify relevant content and audiences, ensuring your ads are displayed in environments where they most likely resonate with your target audience. Furthermore, some networks provide advanced retargeting capabilities, allowing you to engage with users who have previously interacted with your content or visited your website.

While pre-built audience segments can provide a good starting point, the most powerful native ad networks allow you to define and activate highly customized audience definitions tailored to your specific B2B goals. For B2B brands, the ability to create precisely defined custom audiences from a rich targeting taxonomy is critical for making native advertising a scalable growth channel. For example, you could construct a hyper-targeted audience of IT decision makers at enterprise companies who recently visited product pages for your competition. Or sales managers in the financial services industry who downloaded your latest whitepaper.

In more than 20 years of B2B marketing experience, I have come to the conclusion that you have to build and nurture your own audience. This is because most B2B businesses are so niche that they often cannot be captured in the native networks. With discipline, creativity and innovation, you can reach your audience in a variety of ways. Whether it is by maintaining an Excel list of target customers that you are trying to reach in a variety of ways.

If you're going ABM, it's important to commit to at least 4 to 6 months of consistent effort. Choose a select group of companies you want to target and provide them with unique content that specifically caters to their needs. Every interaction with them should be viewed as an opportunity to make a lasting impression. Leave a trace of your brand at every touchpoint so they can easily find and remember you.

As a Chief Content Strategist at Lead Jockey, I've seen firsthand the power of Account-Based Marketing (ABM) in the technology sales sector. By focusing on specific accounts with tailored advertising, we've been able to significantly increase engagement rates and ROI. The key is to choose a native advertising platform that offers advanced targeting options, such as LinkedIn, which allows for precise customization and retargeting capabilities. This approach aligns perfectly with our goal of helping SaaS companies 5x their revenues by generating high-quality leads.

Top platforms allow you to easily retarget website visitors, lead lists, customer databases, and anyone who has engaged with your content or brand across different channels. You can even sync CRM data to retarget specific account lists. Advanced platforms use machine learning to automatically optimize retargeting cadences and suppress ads for converted audiences. You can also set custom frequency capping rules. For key accounts, you may layer retargeting with customized account-based marketing campaigns utilizing IP targeting, CRM matching, and other ABM tactics that top networks support.

As marketers one of our goals is create to frequency in our outreach. An easy and effective digital way to do this is using retargeting. When a prospect lands on your site for the first time only 3% actually convert so by retargeting the 97% that leave you have a great opportunity to reengage them and create that messaging frequency about your solution no matter what your industry is.

In my experience as a Chief Content Strategist, the integration of native advertising networks with CRM and analytics tools has been a game-changer for B2B marketing. It not only simplifies the workflow but also provides valuable insights that lead to better decision-making. For instance, at Lead Jockey, integrating our LinkedIn marketing efforts with our CRM allowed us to track and nurture leads more effectively, resulting in a significant increase in high-quality leads and revenue.

Your B2B marketing strategy must tie into your CRM to track and measure the success. With out the CRM your flying blind, which isn't good. Some available CRM's are HubSpot and SalesForce but each of these has different features and benefits. If your running a smaller business or company I'd recommend HubSpot if your more enterprise then SalesForce would be a good option. Ultimately it comes down to how many sellers you have and how much tracking you need in place for your marketing campaigns.

For sure, LinkedIn is best. But in addition, look for the content syndication platforms like Taboola, Outbrain to identify your persona and reach them effectively. Build awareness using ABM tools like Demandbase, Rollworks, etc... You will get to know your audiences' interest. Then build nurture programs to bring them down the funnel. Retargeting tools like Adroll works best to re-engage with your interested users.

As a B2B marketing strategist, I've seen firsthand the power of advanced targeting options in native advertising networks. One often overlooked aspect is the importance of integration options. Being able to seamlessly integrate your native advertising efforts with your CRM and marketing automation tools can significantly enhance the effectiveness of your campaigns. It allows for more personalized and timely interactions with your target accounts, ultimately leading to higher conversion rates and a better ROI on your marketing spend.