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? Let’s start with some quick definitions. Dwell time is the industry term for the time a person […] The post Optimising in B2B advertising: Frequency vs dwell time appeared first on ..read more

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. It is 50 years since Alan Hedge wrote “Testing to Destruction: A Fresh and Critical […] The post B2B Advertising and Testing appeared first on ..read more

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. Definition of Retargeting Retargeting is the industry term for re-engaging users […] The post Getting the most out of retargeting in B2B Advertising appeared first on ..read more

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 […] The post The Ultimate Guide to Contextual B2B Advertising appeared first on Radiate B2B - Blog ..read more

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 […] The post The Ultimate Guide to Account Based Advertising/Company Targeted Advertising appeared first on Radiate B2B - Blog ..read more

It is all change for B2B advertising in 2024 with Google finally starting to switch off third party cookies. As a result, cookieless B2B advertising is coming into focus. How do you change your advertising strategy and tactics to handle this change? Background First some background. It isn’t all cookies that are being switched off. […] The post Cookieless B2B Advertising in 2024 appeared first on Radiate B2B - Blog ..read more

Account based 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 […] The post What is Account Based Advertising? Why now? appeared first on Radiate B2B - Blog ..read more

LinkedIn Advertising offers advertisers both brand and performance led advertising opportunities. But what does it take to make a great LinkedIn advert? Why use LinkedIn? For many B2B companies, LinkedIn is an important place to be present. Identify the right people It is very easy to target broadly on LinkedIn. But the best performance comes […] The post What makes a great LinkedIn advert appeared first on Radiate B2B - Blog ..read more

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 […] The post How do you target B2B advertising? appeared first on Radiate B2B - Blog ..read more

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? You can use intent data to: Companies are more likely to buy from you when you reach them at the right time, the right place and with the right message. […] The post How do you use intent data? appeared first on Radiate B2B - Blog ..read more