Category: B2B Advertising

5 Best Practices for Targeting Companies with Ads (Account-Based Advertising Success)

In B2B marketing, success isn’t about casting the widest net – it’s about targeting the right companies with the right message. Targeting companies with ads (or account-based advertising) rather than industries means that you can reach the right companies.

Over the past decade, I’ve watched the rise of account-based advertising (or ABM advertising) transform demand generation.

By focusing our ad spend on high-value target accounts, we’ve consistently seen higher ROI and win rates than broad, spray-and-pray approaches.
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May 21, 2025
Analysing your LinkedIn Ads performance using MCP

Would you like to ask Claude, ChatGPT, Gemini and others how your LinkedIn Ads campaigns are doing?

Up until now, it has been difficult to use the major LLMs to analyse your LinkedIn campaigns.
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April 22, 2025
Carousel Ads and Document Ads on LinkedIn: Which Should You Choose for B2B Marketing?

LinkedIn offers two compelling formats for storytelling and engagement: Image Carousel Ads and Document Ads.

But is it Carousel Ads vs Document Ads, or should you be using both? Both are powerful. But they serve different purposes depending on your goals.
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April 15, 2025
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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January 28, 2025
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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January 7, 2025
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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December 27, 2024
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 increase investment in contextual advertising.
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March 13, 2024
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 will be too low to make targeting viable. This is what happened previously when Apple blocked tracking on iPhones and Safari.

As a result, cookieless B2B advertising is coming into focus. How do you change your advertising strategy and tactics to handle this change?
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March 11, 2024
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 are aware of you in a world swamped with content marketing means that standing out is harder. Account based advertising makes you more likely to be considered at the earliest stages when a prospect is trying to solve a problem.
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November 9, 2023
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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June 15, 2023