The Myths of B2B Display Ads in Lifecycle Marketing

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Marketers have a precarious relationship with display advertisement. B2B marketers often ignore, avoid and mimic their B2C counterparts. In some cases treating ads like an afterthought rather than a tool within a larger strategy. Here are 4 Myths on how display ads work.

Myth 1: A single campaign should be able to show success

B2B marketing is a long time commitment. Nurturing prospects may take months, and this is due to the B2B buying cycle being as long. A consistent program over an extended period of time

Myth 2: The value of an advertisement is brand awareness

A big mistake, most B2B marketers treat advertising as an afterthought. This belief leads to the creation of ads with zero value.

Myth 3: Ads that are not clicked mean they are not working

CTR (click through rate/ impressions) are the primary measurement of display ads. The problem is CTR does not provide information on engagement and limits the ability to measure marketing campaigns accurately.

Myth 4: Site visits mean interest in a product

A person will visit a site for several reasons, so counting visitors to the site as interest is wrong. A company needs to determine whether the visitor has shown an intent to buy. In a B2B company a visitor with an interest to buy the product should be taken into account when measuring interest.

In order to create a successful B2B ad marketing campaign companies must find the best marketing analytics for success and judge the value of the campaign over a long period. Display Ads should be used for more than driving awareness, they should be used as an integral part of a lifecycle marketing.


Check out our last post on the Ending the War Between Sales and Marketing Analytics.

What are some other customer experience marketing myths you have encountered? Go ahead and comment below.

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