Growthbusters - Stop Wasting Your Advertising Budget On Irrelevant Audiences

In today’s highly competitive business landscape, effective advertising strategies play a pivotal role in driving success for B2B companies. The digital age has ushered in a new era of B2B advertising, challenging businesses to find innovative ways to capture the attention of their target audience. 

That’s where the Growthbusters come in! We’ve recently been hosting a series of LinkedIn Live sessions called the Growthbusters where industry experts come together to delve into the challenges faced by B2B marketing and sales teams. 

In our first installment of the Growthbuster series, our VP of EMEA Paul Gibson was joined by B2B advertising guru Isaac Atashkar. During this live discussion, they explored the reasons behind wasted advertising budgets, the importance of targeted advertising, and strategies for maximizing returns in a tough economic climate. 

In this blog we’ll be touching on the highlights of their session. Let’s get started. 

Why are B2B companies still wasting resources?

The first question they tackled during their discussion was: Why do so many B2B companies continue to waste resources on ineffective marketing strategies? The answer they arrived at was that the problem lies in sticking to outdated marketing approaches that simply don’t yield the same results in today’s market. 

Traditionally, marketers focused on generating a high volume of MQLs to pass on to the sales team. However, this approach often resulted in uninterested leads and poor conversion metrics. 

Paul and Isaac emphasized the need for a change in perspective. By shifting the metrics and aligning marketing strategies with the right data, B2B companies can provide a better customer experience and achieve higher returns on their advertising investments.

The power of targeted advertising

Targeted advertising is the key to achieving better results in B2B. Unlike generic mass media campaigns that disrupt the buyer’s experience, targeted advertising focuses on specific audiences with personalized messaging. 

How does this change the outcome? By delivering relevant content to the right people at the right time, companies can create a positive brand experience and ultimately help the sales team generate more business.

The importance of sales and marketing alignment

Lastly (but equally important), Paul and Isaac discussed the importance of marketing and sales alignment. When sales and marketing are unified they are able to focus their efforts on target accounts and ensure that the right customers are engaged effectively. 

Once teams are aligned, it is crucial to track the metrics that matter, including: 

• The number of companies targeted
• Increased website engagement
• Pipeline percentage
• And more

By attributing advertising efforts to revenue, teams will be able to showcase the impact of campaigns, allowing for more meaningful conversations moving forward. 

It’s more important to be able to prove the value of advertising through tangible results, rather than getting caught up in click rates. 

The bottom line

The world of B2B advertising is only going to keep evolving in the years to come. Marketers must be open to change and embrace modern advertising strategies in order to thrive in this unpredictable climate.