Display advertising can be problematic for B2B marketers. Clearly, B2B buyers and decision makers are active online. But the ability to appeal to the right people, at the right time on this platform has eluded many brands. And when you’re dealing with lengthy buyer journeys, timing and relevance are everything.
Simply putting display ads out there and hoping someone, somewhere will engage is not an effective strategy. Clever headlines, compelling messages and high-value content mean nothing if they don’t reach people in-market for your offering. Yet this is exactly what many B2B marketers are forced to do. It’s either that, or avoid display advertising altogether.
Click the link for the full blog post as featured on B2B Marketing.