Elevating B2B Marketing with LinkedIn and OOH

LinkedIn is a cornerstone for connecting employers with talent and businesses with clients. Ruchelle Mouton, head of marketing at Tractor Media Holdings, highlights an often-overlooked aspect of B2B marketing: engaging at the top of the sales funnel.

Recent data shows that 40% of B2B marketers see LinkedIn as the top platform for generating high-quality leads, underscoring its role in bottom-of-the-funnel activities. However, digital advertising now faces significant challenges like market saturation, fierce competition, and discerning buyers who expect tailored content.

Evolving data privacy regulations and ad fatigue complicate efforts to connect with leads and nurture them through the B2B sales cycle. Mouton stresses that focusing solely on lead generation ignores the need for broader engagement.

The B2B sales cycle often involves multiple stakeholders and longer timelines. According to the B2B Institute's 95-5 Rule, only 5% of buyers are actively looking to purchase. The remaining 95% require consistent brand engagement to move toward a decision.

To foster growth, B2B marketers must prioritize top-of-funnel awareness, ensuring their brand is top of mind when buyers are ready to act.

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The Power of Mental Availability

Since most buyers aren’t ready to purchase immediately, B2B marketers should cultivate mental availability. Crafting brand-relevant memories early in the buying journey can provide a competitive edge. Effective brand-building enhances awareness and contributes to growth.

This requires that potential buyers notice your ads, highlighting the need for impactful advertising strategies tailored to B2B audiences.

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Out-of-Home Advertising: A Hidden Gem

Out-of-home (OOH) advertising, including Digital Out-of-Home (DOOH), is a largely untapped resource in B2B. It offers significant opportunities to boost awareness and engage decision-makers. OOH’s tangible presence enhances credibility, vital in B2B environments.

Strategically placed OOH ads in business districts or near industry events can effectively target key audiences. This medium is particularly beneficial for startups and tech firms looking to differentiate themselves.

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Affordable Options for Every Business

Contrary to popular belief, OOH advertising is cost-effective. It provides a broad reach and builds brand awareness. The emergence of DOOH allows for flexible campaigns suited to various budgets.

Research from Nielsen shows that 33% of B2B respondents have searched for advertisers online after seeing OOH ads, indicating its effectiveness in enhancing other marketing strategies. Integrating mobile retargeting can further engage audiences exposed to OOH ads, driving conversions.

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Measuring Impact and Outcomes

Evaluating OOH campaigns is essential for refining future strategies. Advances in measurement now enable businesses to link advertising exposure to outcomes like brand perception and purchase intent.

Recent collaborations, such as those involving Lula, Tractor Outdoor, and Ivie Media, demonstrate innovative uses of OOH to support small and medium enterprises. Tractor's partnership with Zoho aims to assess brand lift across various campaign formats.

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Conclusion: A Fresh Approach to B2B Marketing

From startups to established enterprises, OOH advertising is crucial for connecting with other businesses. By incorporating OOH into their marketing strategies, B2B marketers can enhance visibility and build stronger relationships with decision-makers.

As we navigate the complexities of the sales funnel, prioritizing awareness and mental availability is vital. OOH stands out as a powerful ally in the B2B marketing landscape, ready to help your brand shine.