B2B advertising differs from consumer advertising in three respects. The target group is small and precisely defined, which allows targeting by industry, company size and job position, especially on professional networks. The cost per click is several times higher, but the value of the customer acquired matches this. And the decision-making process takes months and involves several people, so direct offers on first contact get a low response. A more effective approach is to offer value first – an overview, a calculator, a case study or a webinar – and obtain a contact that is then developed further through sales communication. Evaluation must be done only after deals are closed, not after forms are submitted, because the quality of contacts differs significantly between channels.
See also: Brand in B2B, Offline conversion import, Buying committee.
