Tag: b2bmarketing

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
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
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
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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February 28, 2023
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 data to identify churn within customers.

Here are 5 key reasons why you should consider using intent data for your B2B sales and marketing efforts.
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January 30, 2023
ThinkHuman: Maximising intent data with marketing
Did you know you can double the performance of your advertising campaigns by using intent data with marketing?

I sat down with Karla Rivershaw, head of field and partner marketing at Infogrid, who has been using Bombora intent data (which is part of the Radiate B2B platform) since 2020.

We discussed:
1. How to combine intent data inside Hubspot to power LinkedIn campaigns
2. Use topics to contextualise messaging
3. Work with sales to notify (via Slack) and design email sequences.
From Karla: “Definitely, what I can say with absolute certainty is that introducing intent data really helps to initially open those doors with these people and just make sure that you’re landing the right message.”
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January 10, 2023
Maximising B2B Intent Data for Lead Generation

Intent data is now a critical tool in the armoury for sales teams when generating leads. All business-to-business (B2B) companies are constantly seeking new ways to generate high-quality leads and drive revenue growth. Intent data does exactly this.

At any particular time, 5% of companies are in market and buying. Identifying companies who are in market in normal times is a challenge. But in uncertain economic times, generating leads becomes even harder.
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January 3, 2023
Can marketing really become sales? What of ABX, LinkedIn and cookies?

One of the biggest inputs in my planning is what I think is changing/more prevalent in upcoming years. The trends that are going to accelerate and change the industry we know.

I thought some of you would like to see my notes specific to B2B Sales and Marketing for 2022 and beyond.
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December 9, 2021
Is ABM just Demand Generation?

Understanding the differences

There has always been a certain learning curve to implementing account based marketing. We typically work closely with our clients implementing it as a result.

The journey takes one of two routes – either targeting a small group of known accounts or a much larger group of unknown ones. Either makes sense depending on your marketing goals.

The next step always seems to happen though: the way marketers think about their market. The increased insight that comes from delivering an ABM programme leads to insight across campaigns and an increased understanding of the different segments.
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August 17, 2021