According to Mobile Marketing magazine, more than half of B2B marketing teams have frozen their Facebook ad spending. Forty-two percent have paused LinkedIn ads. Part of this is because of...
According to Mobile Marketing magazine, more than half of B2B marketing teams have frozen their Facebook ad spending. Forty-two percent have paused LinkedIn ads.
Part of this is because of the anticipated recession. But another part is because B2B marketers often struggle to achieve strong ROI on social channels:
Many companies are tightening their spending on advertising and marketing because they’re worried about the impact of a lousy economy on their sales numbers. Fortunately for marketers, there are some ways they can adjust their budget and still achieve their goals — even during a recession.
The pool of potential buyers may shrink over the next few months, but tools are available to help you find buyers and keep your growth pipeline strong. For revenue teams that are able to proceed with confidence, the next few months will bring opportunities.
Facebook has more users and more usage, but it’s not built for B2B. It lacks targeting criteria that would help you hone in on a B2B audience. Still, its massive audience base makes it a great place to advertise if you can overcome the targeting challenges.
LinkedIn, on the other hand, was built specifically to help professionals do business with one another. It also enables users to create lists based on industry or job titles; these lists can then be used to track potential buyers. The challenge of B2B advertising on LinkedIn is two-fold:
If you target a broad and unfocused audience, your sales team will spend lots of time chasing leads with no real intent to buy. Also, you’ll spend more on each lead than if you’d narrowed your focus down to those customers who truly want to buy.
To find the right customers, your marketers need a platform that collects clues about which of your target accounts are in-market, including:
The right platform will also:
Once you understand which accounts are most likely to buy, you can begin targeting with greater precision — unlocking higher ROI through narrower ad spend, higher lead quality, and higher lead-to-deal rates.
One of the most important keys to unlocking your ROI with social advertising is to use third-party targeting.
6sense, for instance, has an embedded CDP that integrates seamlessly with LinkedIn and Facebook. This means that as we gather intent data and identify your most likely buyers, we are also able to create customer profiles that can be shared with other marketing platforms.
In practice, this means that we can tell Facebook and LinkedIn exactly who to target with ads, and when.
This laser focus on the best audience allows you to get the best ROI from both platforms, build brand awareness, and draw potential buyers into your funnel without the need for them to fill out a form on your site. It allows you to reach buyers that weren’t on your radar, and to ensure that you are firmly on the radar of those who are ready to buy.
Reduced Facebook and LinkedIn spending from competitors creates an opportunity for you. Reduced competition means:
You have an opportunity to capture outsized attention from the B2B buyers who remain in-market — and to build brand awareness among the target accounts that will be ready to spend once the economy looks strong again.
6sense can unlock your ability to generate strong ROI on Facebook, LinkedIn — and many other platforms. We integrate with leading marketing and sales tools to provide powerful intent data that helps customers grow their businesses.