22 August 2023

Top 10 B2B Resources for 2024 Chris DeMartine August 22, 2023 The economy may not be great right now, but the opportunities to drive revenue growth and efficiences are better than ever. Marketing automation and ad tech providers have made it easier to get sales and marketing teams in alignment, while new competitive marketing services providers are challenging the traditional agency model to reduce costs and associated campaign investment risk. Therefore, if you’re gearing up for 2024, then here are 10 Programmatic B2B resources to help you invest wisely, get organized and gain control in the coming year. #1 ABM Audience Builder Traditional B2B digital advertising relies on targeted industry segments, but does not provide insights into specific target accounts. With account-based marketing (ABM) audiences, you can target specific accounts and report on the advertising effectiveness based on reach, frequency, engagement, conversions and more. This enables close alignment of sales and marketing teams as the common objective of winning targeted new business becomes a reality. This fully automated, free online interface enables B2B marketers and new business development executives to create digital advertising audiences with the ability to measure results by account domain, job title group, job seniority and much more. The resulting engagement data is then handed to sales managers and account managers to prioritize prospecting and other new business development efforts. With proper pixel tracking on landing pages, you can map out the online journey of a prospect based on viewable impressions, ad clicks, landing page views, website engagement and conversions! #2 Programmatic B2B Digital RFP Builder Before you take on that next big project–try this! The new RFP builder enables B2B marketers get started with a comprehensive solution at an acceptable cost. The interface supports uploading lists of accounts, contact titles, intent keywords and creative assets. Targeted digital media selections include display, native, video, social, mobile, email, retargeting, CTV and more. The reasons this is voted a top B2B resources is based on the fact that it covers everything from audience selection, to creative assets and digital advertising channel selection. Traditional B2B advertising agencies handle much of this setup offline and it can also increase costs as hourly rates often apply. However, there is no cost to use the Programmatic B2B Digital RFP Builder.    #3 Fortune 1000 Account-Based Marketing (ABM) Would you like for your next ‘whale’ to be a Fortune 1000 account? The new account-based marketing (ABM) prospect databases are now available for cross-device targeting on the open web with thousands of content and creative options for real engagement by job title group, seniority and account domain. The top companies for each industry are selected for each list with specific audience sizes based on digital advertising channel. The program includes any combination of targeted online display advertising, native advertising, Linkedin account-based marketing and prospect email marketing. Account-based reporting (ABR) is also available for any B2B digital advertising campaign. Just watch for your industry to appear on the screen and review the list of Fortune 1000 companies and contacts for your next ABM campaign. #4 B2B Digital Advertising Lead Gen Forecast Template Don’t put a dozen digital eggs in one marketing basket. Instead, structure your B2B digital advertising investment like a mutual fund to reduce risk and maximize return on advertising spend (ROAS). Branding or lead generation? That seems to be the most common question amongst marketers who are trying to serve two masters (CMOs and CROs). If only there was a way to get the best of both worlds where branding and lead generation worked together for a positive return on advertising spend (ROAS). The B2B Digital Lead Generation Forecast Tool will help bridge the gap between marketing and sales with a process for measuring the average cost for MQLs (Marketing Qualified Leads) and SQLs (Sales Qualified Leads). #5 The Official MQL-CPL Calculator The true cost of a Marketing Qualified Lead (MQL) or a Sales Qualified Lead (SQL) is often underestimated. In order to be sure you are getting the right prospects in the funnel, you need to start with a precise target audience. This means you preselect the industries or companies, job titles or function and seniority, and structure the lead capture process to include the right qualification questions. There is always a trade-off between asking too much (fewer leads captured) or too little (poor lead quality). This Cost per MQL Calculator is built with the right balance in mind. #6 The Official ABM-ROI Calculator Are too often, return on advertising spend (ROAS) and return on investment (ROI) are ‘casually calculated’ with textbook formulas and generic responses. Most calculations simply take an advertising investment and compare it with revenues from resulting new client acquisitions, with little or no consideration of contributing factors, multichannel attribution, long-term value and inflation. While this ABM ROI calculator does not guarantee a precise accounting of every dollar invested, it does add a few layers of reality to the resulting equation. This is really important for managing expectations, regardless of how large or small your marketing budget may be. #7 Top 10 B2B Digital Campaign Checklist For many businesses, the sales cycle and customer journey can feel like a double-marathon. After all, you’re not selling a six-pack of ice cold beer on a hot summer day. More likely, you need to educate the market, align your solutions to the client’s needs and address real obstacles that can stall or kill a deal at any stage in the sales process. For this reason, it makes sense to leverage technology and do everything possible to streamline your account-based marketing process. This top 10 checklist can help. This checklist will help you get organized and make sure you have the ingredients and recipe for a winning B2B digital marketing campaign. #8 SIC Codes and B2B Data Dictionary For many businesses, the sales cycle and customer journey can feel like a double-marathon. After all, you’re not selling a six-pack of ice cold beer on a hot summer day. This downloadable B2B data resource