This document provides an introduction to display advertising for B2B marketers. It discusses how display advertising can be used across the marketing funnel to build brand awareness, increase engagement, and drive conversions. Specifically, it explains how display advertising's precision targeting, scale, versatility, and integration with other channels makes it a powerful tool for B2B marketers. The document also outlines how combining display advertising with marketing automation can help convert more anonymous and known contacts through personalized multi-channel nurturing programs.

1. An Introduction to Display
for the Modern B2B Marketer
Display
Advertising 101
Display
Advertising 101

2. Display Advertising 101:
An Introduction to Display for the Modern B2B Marketer
O
nline display advertising has become a powerful asset across all B2B
marketing functions for its ability to target precise business audiences,
integrate with other platforms, and be an “always on” full-funnel marketing
tool. Display enables B2B marketers of all types to impact objectives throughout
the buyer’s journey, whether it’s increasing brand awareness and engagement,
driving conversions, or nurturing known contacts from their CRM system.
Whether you’re a marketing automation expert or brand marketer, new to display
advertising or a seasoned veteran: let this be your display advertising reference
guide.
Why Use Display Advertising as a B2B Marketer?
Precision. Targeted display advertising enables B2B marketers to precisely
target ads to prospects wherever they travel online by using business
demographic data such as job function, industry, seniority, company size,
and more.
Scale. Relative to other marketing channels, display is unique in that it
enables marketers to reach the largest possible audience within their
target market, wherever they travel online.
Versatility. Display advertising can be used in multiple ways depending on
where your prospects are in the buying process, whether you’re looking to
build awareness of your brand, increase engagement, or close a sale with a
known prospect.
Integration. Display boosts the performance of other programs in your
mix (paid search, email, etc.) and can be fully integrated with marketing
automation systems to systematically nurture anonymous and known
contacts beyond the inbox.
Measurement. Full-funnel reporting and analytics give you deep insight into
display advertising’s direct impact on your objectives throughout the buying
process, as well as its influence on other programs.
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3. How Display Advertising Impacts the Entire Marketing Funnel
T
he “marketing funnel” refers to the buying process from the moment
prospects first acknowledge a brand (brand awareness), their self-education
about a brand’s product and services (engagement),
through to converting and becoming customers (lead
generation and sales). While many B2B marketers fall into the
trap of focusing strictly on bottom-funnel strategies aimed at
generating leads, a full-funnel display advertising strategy
influences the entire buying process, helping to generate
awareness, nurture prospects before they’re ready to engage
with sales, and drive new leads and customers.
Build Brand Awareness
Display advertising’s ability to extensively reach target
audiences with your messaging makes it the perfect vehicle
for building brand awareness. Display advertising’s reach
and scalability (think: millions of professionals in your target
audience) enable a level of brand exposure that cannot be
achieved through any other digital media.
TOP-FUNNEL TIP: Broadly target display ads to audiences based
on job function or industry. Combine this with company name
targeting to reach prospects from your top target accounts.
Increase Engagement & Audience Education
With great marketing content in your arsenal such as white papers, product videos,
demos, webinars, and more, you need a way to feed it to your prospects en masse.
Display advertising gets your content to the right people and drives them to visit
your landing pages, peruse your corporate website or blog, and more. Social
advertising is also useful for engaging your target audiences. By using business
demographic data layered into the delivery of ads on social networks such as
Facebook, you increase your reach and ensure that your ads are seen only by the
audiences that matter most.
MID-FUNNEL TIP: Target display ads to audiences based on their job
function or seniority, and use social advertising to push content
to precise business audiences on Facebook and LinkedIn.
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4. Drive Conversions & Sales
Once prospects have had the opportunity to educate themselves about the
solutions you offer, they may convert without any further prompting—or they may
not. Display retargeting enables you to deliver a constant drumbeat of conversion-
oriented ads relevant to the business audiences who have already visited your
website or exist in your CRM database, and can be personalized to their unique
digital body language.
BOTTOM-FUNNEL TIP: To truly personalize your retargeting ads,
segment your audience based on their visitation to different
sections of your website, and create separate ads addressing the
interests of each group.
Combining Display Advertising with Marketing Automation:
Convert More Anonymous Website Visitors and Known Contacts
with “Always On” Multi-Channel Nurturing
F
or years, marketers have relied on email to nurture their known contacts.
Now, display advertising can be used to systematically nurture both
anonymous website visitors and known contacts wherever they travel online.
Develop custom nurture paths for anonymous prospects with display ads that are
personalized to their unique website navigation patterns. This gives you an “always
on” solution to converting anonymous site visitors into known prospects. If done
correctly, this approach can increase conversion rates by 2–5x.
Integrating display and social advertising directly with your marketing automation
system also enables you to nurture known contacts beyond the inbox. With
20 percent email open rates for the average B2B marketer (on a good day!),
wouldn’t it be great to guarantee that contacts see your nurture messaging? By
synchronizing the messaging and delivery of display and social ads with email, you
increase the reach and relevance of your nurture content and accelerate known
contacts through the buying process.
It’s an “Always On” World
Would you ever turn off your website? How about your email nurture campaigns?
Never! Why? Because you want to make it easy for interested prospects to learn
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5. about your brand, engage with you, and become your next customer. The same
is true for integrated online display. In fact, as part of an “always on” marketing
strategy, display advertising not only drives direct results, but also boosts
performance across your entire marketing mix.
Ready to Get Started?
Whether you’re a brand manager, demand generation marketer, or marketing
automation expert, getting started with display advertising is simple. Contact a
Bizo representative today for your own custom display advertising Roadmap to
Success by calling 866-497-5505 or email us at contact@bizo.com.
866.497.5505 | www.bizo.com | Follow us on Twitter: @bizo