B2B Advertising Examples: From Tactics to Results

Generic advertising doesn’t cut it.

Decision makers are bombarded with hundreds of marketing messages daily, making it increasingly difficult to capture attention and drive meaningful engagement.

These B2B advertising examples demonstrate how leading organizations achieve higher engagement rates, reduce costs, and accelerate deal velocity by months.

Harnessing common channels for B2B advertising

You already know your advertising options. The question keeping you up at night is different: How do you create cohesive campaigns that actually influence buyers when they’re spending 70% of their buying journey researching without talking to you?

B2B buyers now initiate contact with sellers over 80% of the time, and they already have a preferred vendor before that first conversation happens. This means your advertising needs to build preference during the “invisible” phase of their journey — when they’re researching, evaluating, and building consensus internally.

The most effective teams aren’t just running better ads — they’re solving orchestration challenges by using channels strategically based on buyer intent and journey stage:

• Display & Programmatic: Target in-market accounts showing intent signals, then automatically adjust messaging based on engagement patterns and buying stage progression
• LinkedIn Ads: Reserve for bottom-funnel accounts already showing strong intent, or use for precise account-based targeting when you need to reach specific roles within target accounts
• Google Ads: Deploy for brand awareness when accounts are researching generic keywords but haven’t engaged with your brand yet
• Email Marketing: Integrate with intent data to trigger automated sequences based on research behavior, not just form fills

Strong orchestration drives B2B advertising ROI

The companies seeing breakthrough results are solving three critical orchestration challenges:

Sequential messaging that matches buying stages

Buyers typically do independent research for 7-8 months before reaching out to sellers. Naturally, the information they seek changes as their research progresses. But disconnected campaigns often deliver disjointed messages that don’t reflect the buyer journey.

Your campaigns need to use intent data and buying stage insights to deliver cohesive — and helpful — message. Your LinkedIn ads, display campaigns, email sequences, and direct outreach should all be tied to the same up-to-date information about account activity. Most teams are still running channel-specific campaigns that feel disconnected to buyers experiencing them in sequence.

Proper pipeline attribution for B2B advertising

When buying groups include 10+ people researching across multiple touchpoints over 11+ months, traditional attribution models break down. You need visibility into how your channels influence each other—and the entire buying group.

The 2024 Buyer Experience Report shows that buying groups now average 10.6 people in North America, 9.8 in EMEA, and 12.8 in APAC. When you factor in that buyers spend 70% of their journey researching before engaging with sellers, traditional contact-level attribution misses most of the influence happening across these large buying committees.

Use buying team-centered metrics

• Account engagement progression across buying stages rather than individual form fills
• Multiple stakeholder engagement patterns within target accounts
• Pipeline progression tracking using predictive buying stage modeling
• Cross-channel influence measurement at the account level rather than contact level

How intent data and predictive intelligence reveal marketing’s pipeline influence

Intent data helps identify the 10% of your Total Addressable Market that’s actually in-market right now. Predictive intelligence then interprets this intent data and group activity to estimate account buying stage and readiness for outreach—even if nobody has filled out a form.

By spotting buying stage progression, you can see how marketing is influencing how accounts advance through their buying journeys. This essentially unlocks marketing “lift” studies even when accounts are anonymous, allowing you to measure campaign impact on account progression from Target to Awareness to Consideration to Decision to Purchase stages.

Companies implementing this approach have seen significant results.

• PTC generated $18 million in net-new pipeline within four months and discovered 1,200 net-new accounts in Decision/Purchase stages using these insights.
• FullStory achieved a 48% increase in Average Contract Value for in-market accounts by targeting messaging to multiple buying team members and tracking when more members engage.

The platform’s account-level attribution measures influence across entire buying teams rather than individual touchpoints, while next-generation metrics move beyond clicks and impressions to revenue-focused measurements. This enables marketing teams to demonstrate exactly how their campaigns influence pipeline progression across entire buying committees over extended timeframes.

Key ROI drivers in B2B advertising

Longer sales cycles demand sustained investment

• B2B purchases often take 6-18 months from initial awareness to closed deal.
• The extended timeline requires sustained advertising investment over longer periods.
• Early-stage advertising efforts must be tracked through to eventual conversions.
• Multiple touchpoints require sophisticated attribution modeling.

Multiple stakeholders require diverse touchpoints

• Buying teams consist of different personas. Technical evaluators, economic buyers, and end users need different content types
• Effective advertising must reach each stakeholder through preferred channels

Budget justification requires clear metrics

• B2B marketing budgets undergo rigorous approval processes.
• Marketing leaders must justify spending with concrete revenue-tied metrics.
• A clear demonstration of advertising’s contribution to pipeline and revenue is essential.

Case studies: B2B advertising examples

These examples showcase how strategic creative approaches and data-driven optimization can improve campaign performance.

1. RevQuip’s buying stage campaign: 40% higher engagement through tailored messaging

The challenge: RevQuip needed to engage healthcare prospects at different stages of their buying journey with relevant advertising that would drive both awareness and conversions.

The solution: Rather than using generic messaging, RevQuip created stage-specific campaigns targeting audiences that were segmented as the following:

• Low intent (awareness)
• High intent (consideration)
• Opportunity (decision/purchase)

Each stage featured tailored copy, from problem-focused awareness ads to credibility-building consideration content to competitive differentiation in the decision stage.

The results: 30% higher CTR and 40% improvement in view-through rates compared to benchmark performance, with significant cost reduction per qualified lead.

Key takeaway: Tailoring ad copy to match prospect’s buying stage and information needs boosts engagement and conversion rates.

RevCity users: Download RevQuip’s ad examples and insights. Not a RevCity user? Sign up here for free and access a community of peers and tons of resources.

2. Qualcomm’s ‘Power to Move Your Business’ campaign: Global multi-channel success

The challenge: Qualcomm needed to launch the Snapdragon X Elite Computer Platform to industry partners, small-business owners, and IT decision makers globally while establishing the Snapdragon brand among risk-averse enterprise buyers in a new category.

The solution: Qualcomm created a comprehensive global campaign using 6sense audience insights to tailor messaging for enterprise IT decision makers at every stage of the buying journey. The multi-channel strategy included:

• Display ads
• Video content
• LinkedIn promotions
• Programmatic advertising
• Coordinated sales outreach

The results: The campaign successfully launched Snapdragon into the enterprise PC market, helped introduce the new Copilot+ PC category, and established meaningful brand recognition among enterprise IT buyers.

Key takeaway: Global B2B campaigns require sophisticated audience segmentation and coordinated messaging across multiple channels to reach diverse stakeholder groups effectively.

Source: 6sense Announces 2024 Breakthrough Award Finalists

3. Code42: Precision targeting creates more focused spending, boosts ROI

The challenge: Code42 struggled with inefficient targeting, attempting to reach nearly 7,000 accounts without clear prioritization or intent intelligence.

The solution: Code42 used 6sense targeting capabilities and predictive modeling to focus exclusively on accounts that were in-market with “moderate” or “strong” profile fit, narrowing their target pool to approximately 2,000 high-potential accounts.

The results: The comprehensive six-month campaign achieved significantly improved ROI through:

• Precise targeting
• 6sense display ads
• LinkedIn paid social with synced segments
• Direct mail gifting
• Custom landing pages
• Coordinated sales sequences

Key takeaway: Intent-driven targeting enables improvements in campaign efficiency by focusing resources on genuinely interested prospects rather than broad, undifferentiated audiences.

Source: The Winners of the 2022 6sense Breakthrough Awards

4. Cielo: 32% win rate and 59% larger deal sizes through ABM alignment

The challenge: Cielo needed to achieve global growth goals while ensuring sales and marketing alignment around account-based strategies.

The solution: Cielo built a cross-functional steering committee and implemented comprehensive training to ensure their new account-based approach would be driven by the entire revenue team — not just marketing. They focused on collaboration, transparency, and shared KPIs for account movement and pipeline generation.

The goal was to build trust that the accounts being qualified through marketing’s early funnel efforts were worth focused effort from sales.

The results: In Q2 alone:

• 61% of open opportunities were 6sense Qualified Accounts
• 59% increase in average deal size for 6QA opportunities
• Win rates increased from 12% to 32% using 6QAs

Key takeaway: Successful ABM implementation requires organizational alignment and training, not just technology deployment.

Source: The Winners of the 2022 6sense Breakthrough Awards

Better B2B Advertising with 6sense

While these B2B advertising examples demonstrate the power of strategic campaigns, success ultimately depends on having the right technology foundation to identify, target, and engage your ideal prospects.

6sense offers:

AI-powered account identification

• Analyze billions of data points to identify high-propensity accounts.
• Discover prospects actively researching solutions before they engage with your brand.
• Focus advertising efforts on accounts with the highest likelihood of purchasing.
• Dramatically improve campaign efficiency and ROI through predictive targeting.

Intent data integration

• Understand which accounts are showing buying signals across the web.
• Time advertising campaigns perfectly based on buying stage indicators.
• Increase relevance and response rates through intent-driven targeting.
• Move beyond broad demographic targeting to behavior-based precision.

Orchestrated campaign management

• Coordinate advertising across LinkedIn, Google Ads, programmatic display, and email.
• Ensure consistent messaging and optimal timing across all touchpoints.
• Automate campaign optimization based on account engagement patterns.
• Integrate advertising efforts with sales outreach for maximum impact.

Revenue attribution

• Track advertising touchpoints all the way through to closed revenue.
• Provide clear ROI demonstration for budget justification and optimization.
• Enable data-driven decisions about channel investment and campaign focus.
• Connect advertising activities directly to business outcomes.

Account-based advertising at scale

• Target thousands of high-propensity accounts with personalized messaging.
• Move beyond manual ABM limitations to scalable, automated personalization.
• Create individualized experiences for different stakeholders within target accounts.
• Achieve enterprise-level personalization without enterprise-level resource requirements.

See how 6sense drives advertising strategies for measurable revenue growth.