Industry Trends

Key Solutions to Obstacles Facing B2B Marketers Today

Writer: Jill Enriquez
Date: August 29, 2024

B2B marketing is one of the more competitive spaces in our industry, filled with niche audiences and unique challenges. Consequently, developing a comprehensive approach for this audience can bring quite a few obstacles. We recently delved into this subject on our latest Simpli.fi TV episode. What Innovative Strategies are B2B clients leveraging to not only avoid typical obstacles but overcome them with game changing opportunities and solutions?

When managing campaigns with broad-based targeting, advertisers make sure that their brands are appearing in relevant environments. However, in the B2B space, this challenge is more complex with the majority of B2B partners working toward being not only in relevant environments but in front of a key shortlist of prospects. This is often a list of highly vertical individuals resulting in a need to deliver ads to audiences from C-Level such as Chief Revenue Officers and CIO positions to developers, making the need for detailed targeting a non-negotiable.

WHAT ARE SOME KEY OBSTACLES FOR B2B MARKETERS?

Simpli.fi recognizes the challenges that B2B marketers face in campaign development and impact in areas such as:

Navigating the Intense Competition For Niche B2B Audiences
Finding & Generating High-Quality Leads
Maintaining an Up-to-Date & Effective Targeting Strategy

With Simpli.fi’s extensive client base and past success in the B2B space, we have had the opportunity to not only gain significant experience and data points in this vertical environment with industry leading B2B partners but to turn that experience into industry leading B2B technologies to best help our partners.

Through these experiences we’ve heard it all, including failed strategies such as blanket segmented targeting, zero optimizations, lackluster reporting and lack of personalization in audience strategies. Fortunately, Simplif.fi stands ready with an enhanced strategy that effectively delivers results.

MOST IMPACTFUL SOLUTIONS FOR B2B MARKETERS LEVERAGING SIMPLI.FI SOLUTIONS

Industry-Leading Location Based Targeting: Target a custom niche audience out of users who, for example attend a specific event or are located at a specific office, with the option to filter based on a predetermined time window.
Website Retargeting: Retarget users who have visited designated points on your website to continue the conversation with ad messages across different creative types.
B2B Contextual Targeting: Leverage inventory based on your specific industry needs and each target audience by aligning ads with related content. By analyzing the context of the content, contextual targeting helps B2B advertisers drive higher engagement rates and performance.
ABM Targeting: Precisely target your ideal decision makers by utilizing a list of target companies and refine the audience by selecting additional attributes or intent topics to maximize relevance and drive performance.

THE KEY TO GROWING WITH YOUR B2B AUDIENCE

In any successful strategy, it’s crucial to understand the key players involved in the decision-making process. Who is influencing the purchase decision? Who are the ones taking ideas back to their teams? To broaden your focus and grow your potential audience beyond just the CEOs or other immediate decision makers, you’ve got to be targeting every relevant decision maker in the buyer journey.

At Simpli.fi, we prioritize following the results rather than making pre-determined audience decisions. While some solutions may seem promising at first, the key is to continuously test and refine. By consistently testing your strategies and optimizing budgets based on top-performing traits, you can focus on reaching your core audience and minimize waste.

We encourage our partners to try out multiple solutions to find out which one works best for achieving their goals and are with them every step of the way with our transparent reporting.

Our experience has shown that using strategies such as contextual advertising can significantly increase conversions, especially now when cookie blockers are common. It’s important to make the most of data insights, our team’s expertise, and advanced analytics. That’s why we suggest using our real-time analytics and being open to ideas such as A/B testing. This helps compare various targeting messages and formats to find what performs best for your specific B2B goals. In the end, we all want to succeed, and by working together and using these strategies, we can overcome any challenges and reach your B2B goals.

Ready to ask a few questions over your B2B targeting mix?
Fill out the form below, contact your Simpli.fi representative, or email us at hi@simpli.fi