Guided Strategies for DSP Excellence
In B2B advertising, particularly with complex solutions, it’s essential to adopt strategies that resonate deeply with decision-makers. Display advertising can be highly effective when tailored to a B2B environment—especially when powered by tools like AccountInsight’s B2B DSP. Leveraging the five principles of growth in B2B marketing, you can create ads that go beyond just awareness and drive actual engagement and conversions.
Top 5 Principles for Creating High-Impact B2B Display Ads
1. Use Your Best Insights
B2B decisions are complex, and it’s crucial that your ads reflect a deep understanding of your industry’s challenges. With AccountInsight’s advanced targeting capabilities, you can reach decision-makers in specific industries or roles, ensuring the right technical message reaches those with the power to buy. For example, target supply chain managers with content directly addressing their logistical pain points, or reach IT directors with technical specs they care about.
2. Focus on Customer-Centric Benefits
Buyers in B2B are rarely interested in your product itself—they care about how it can solve their problems. AccountInsight’s DSP allows you to easily test and refine messaging to focus on customer-centric benefits. As you learn more about what drives engagement, you can customize messaging dynamically, whether you’re advertising to the finance, healthcare, or logistics sector.
Using dynamic creative optimization (DCO), you can tailor ads to highlight industry-specific case studies, testimonials, or efficiency gains. This personalized approach is proven to resonate better with prospects than generic messaging.
3. Build Trust Through Education
B2B buyers are hungry for information. They need proof that your product will deliver. AccountInsight’s programmatic platform helps you craft highly-targeted educational content that builds credibility. From programmatic ads that promote white papers, to case studies and detailed product demonstrations, you can position your brand as a trusted authority in the industry.
Use AccountInsight’s reporting features to understand which educational assets drive the most interest, and then re-invest in ads that showcase those high-performing pieces of content.
4. Drive Growth Through Precise Targeting and Retargeting
Programmatic advertising thrives on reaching the right audience—something that traditional B2B marketers have often struggled with. With AccountInsight’s B2B DSP, you can deploy laser-focused targeting by account, role, or specific interest. This precision ensures that your display ads are seen by stakeholders involved in the buying process, whether they are the decision-makers, influencers, or end-users.
The platform’s robust retargeting tools also allow you to nurture leads who have shown interest but aren’t yet ready to convert. By continuously retargeting decision-makers with updated ads that align with their evolving needs, you maintain relevance throughout the buying cycle, which is critical for long-term growth.
5. Optimize and Scale with Data
The best B2B marketers rely on continuous optimization and data to drive better results. AccountInsight’s platform allows you to run sophisticated A/B tests, track engagement metrics, and gather in-depth insights on how specific industries or job roles interact with your ads.
As you gather more data, you can refine your approach to focus on the best-performing audiences, scaling your campaigns based on hard data, not assumptions. This feedback loop ensures that you are always improving your campaign effectiveness, leading to sustained growth.
How to Put These Principles into Practice
Here’s how you can apply these five principles using AccountInsight’s B2B DSP platform:
- Personalize targeting based on key personas or verticals, ensuring ads speak directly to the challenges of that sector.
- Leverage Creatives to make each ad feel tailored, pulling in relevant benefits, case studies, and product features based on audience segmentation
- Focus on education with ads that drive traffic to thought leadership content or offer demos, lowering friction and building trust.
- Employ account-based marketing (ABM) techniques to retarget specific high-value accounts, showing them consistent, relevant content throughout the buying process.
- Use data from the platform’s reports to identify high-potential markets or buyer personas, and scale up your spend where you see the most growth opportunities.
Conclusion
In today’s competitive B2B landscape, it’s not enough to simply place ads—you need a strategy that blends insights, education, personalization, and data-driven optimization. AccountInsight’s B2B DSP equips you to create display advertising that sells by integrating these five core growth principles into every step of your campaign.
By focusing on building trust, personalizing your messaging, and continuously optimizing your strategy, you can ensure your advertising delivers both immediate results and long-term growth.
