Author: Riaz Kanani
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Optimising in B2B advertising: Frequency vs dwell time
Optimising your B2B advertising is key to increasing reach, frequency, dwell times and of course ultimately revenue. Let’s take a look at dwell time and frequency. Which is the better metric to optimise to? Frequency or dwell time?
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B2B Advertising and Testing
It should be no surprise that B2B Advertising and Testing go hand in hand. We often see significant differences in results between campaigns with the same hypothesis but different creative approaches. But it can be easy to get testing wrong.
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Getting the most out of retargeting in B2B Advertising
The foundations of successful B2B advertising start with targeting your first party data – data that you own – and the best way to deliver success is with retargeting ads. Retargeting ads are 76% more likely to be clicked on than a regular ad.
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The Ultimate Guide to Contextual B2B Advertising
With the end in sight for third-party cookies, contextual targeting is having a renaissance. But contextual advertising today is not the same as contextual advertising of old. Statista predicts that contextual advertising spending will reach $562 billion by 2030, up from approximately $200 billion in 2022. Connatix research showed UK and US marketers intended to…
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Cookieless B2B Advertising in 2025
It is all change for B2B advertising in 2025. Google is going to ask Chrome users whether they want to block third-party cookies. We think this will result in the demise of third party cookies as opt-in rates willl be too low to make targeting viable. This is what happened previously when Apple blocked tracking…
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The Ultimate Guide to Account Based Advertising/Company Targeted Advertising
Account based advertising aka company targeted advertising allows a marketer to place advertising in front of a specific company on any website that takes advertising – be it the Financial Times, ESPN, HR magazine or in their LinkedIn newsfeed. A useful ability for any B2B marketer. This is increasingly required today, as ensuring key accounts…
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What makes a great LinkedIn advert
LinkedIn Advertising offers advertisers both brand and performance led advertising opportunities. But what does it take to make a great LinkedIn advert?
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How do you target B2B advertising?
Today, B2B advertising offers many approaches to reaching your target audience. While it has traditionally been much easier for B2C companies (companies that sell to individuals) to target their ideal target audiences, it has been much harder for B2B companies (businesses that sell to other businesses) with a defined customer base to reach their target…
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How do you use intent data?
Using intent data for B2B sales and marketing efforts allows you to identify potential customers earlier. But how can you maximise use of intent data?
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Why use intent data?
Intent data is a powerful tool for B2B sales and marketing efforts, providing valuable insights into potential prospects’ interests. Marketers can use the data to create more effective and targeted marketing campaigns, and increasing conversion metrics. Sales can use the data to prioritise outreach, contextualise messaging and increase meeting generation. Customer Success can use the…
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