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Is Digital B2B Advertising Effective?

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Some 71% of of B2B marketers say their company's digital ads sometimes or always fail to meet expectations, according to a recent report from Demandbase.

The report was based on data from a survey of 500 B2B marketers at the manager level or higher who work at companies with more than 250 employees.

A quarter of respondents say their organization's digital B2B advertising fails to meet expectations all of the time, and 45% say their ads fail to meet expectations some of the time; 21% say their digital ads mainly meet expectations, and 8% say they always meet expectations.

Nearly half (48%) of B2B marketers agree strongly that their digital ads reach unintended audiences, and 47% agree somewhat.


Some 46% of respondents say they struggle with measuring ROI, and 44% say their long sales cycle is a major challenge.

About the research: The report was based on data from a survey of 500 B2B marketers at the manager level or higher who work at companies with more than 250 employees.


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Ayaz Nanji is an independent digital strategist and a co-founder of ICW Content, a marketing agency specializing in content creation for brands and businesses. He is also a research writer for MarketingProfs. He has worked for Google/YouTube, the Travel Channel, AOL, and the New York Times.

LinkedIn: Ayaz Nanji

Twitter: @ayaznanji

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  • by Peter Altschuler Wed Mar 16, 2016 via web

    This may fall under the banner of Always Leave Them Wanting More, but it would so much more useful to know how B2B advertisers are modifying their campaigns to get better results. Are they restricting where ads appear, tying ad presentation to page content, implementing responsive techniques, or moving money into email or non-digital media? And a definition would be helpful -- is "digital advertising" PPC, display, both?

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