B2B Advertising Strategy & Optimization
Effective B2B advertising isn’t about placing the highest bid anymore
Our approach to strategic advertising
We don’t just deliver advertising campaigns.
We build them to support your company goals and growth. The hard truth is that paid acquisition is not some silver bullet that will magically put your B2B business on a growth trajectory. Here’s how we approach strategic advertising to turn your investment into revenue.
- Target your Ideal Customer Profile (ICP) on channels where they actually are
- Great ad and website copy that carries your brand messages
- Systematic analysis and optimization of your campaigns
- A real experimentation and iterative mindset
Target your Ideal Customer Profile (ICP)
We don’t want to target anyone with a heartbeat; We’re after your ideal customers, and your ideal customers only, on channels where they actually are. What’s more, we make sure that the tactics we use serve your growth goals. We follow a strict process to:
- (Re)define your ICP definition
- Allocate budget across channels according to your strategic goals
- Maximize the outcome for every single euro you invest in your advertising operations.
Great ad and website copy that carries your brand messages
We care about the user journey, not vanity metrics.
We care about how your campaigns and ads affect your entire funnel. To make it happen, we craft a journey that carries your brand messages from the impression or query to whatever happens after they land on your website.
- Punchy ad copies: We’ll fail until we find the right words to get your audience to listen to what you have to say.
- Web copy that meets user intent: our advertisers are shadowed by talented and creative content marketers who will ensure your brand messages resonate throughout the user journey.
Systematic analysis and optimization of your campaigns
We challenge the status quo.
We build robust advertising machines to fuel your growth goals. We then ensure that the machine is running smoothly by making tweaks and regular optimization. We don’t just run advertising campaigns; we measure everything and learn from our results to improve your ROI.
- Set advanced tracking to make the most out of your database, measure the impact of advertising, and report on it from HubSpot.
- Run frequent incremental optimizations on all ad platforms
- We document and walk you through our optimization work so that you keep track of what’s happening.
How we achieved over 100% growth in revenue for Virta
"When it comes to digital marketing—like SEO, SEA, content marketing, web development, and Hubspot knowledge—Advance B2B brings the expertise that we’re lacking. They also bring a fresh pair of eyes and ideas from outside of our industry. I especially appreciate our communication and the sprint agile model way of working. As a client, I feel very taken care of."
Markus Linden
Head of Digital Marketing, Virta
Adopt an experimentation mindset
Nothing’s set in stone. Ever.
Best practices and trends evolve almost daily, and so do advertising platforms. We believe the only way to get it right is to dare and experiment with an ‘out-of-the-box’ approach.
- Experimenting with ad copy, ad format, and creatives
- Optimizing your media budget by narrowing down the channels, audiences, and messages that generate the best results. We always produce ad variants to identify what resonates the most with your audience and work from there.
- Expand your horizons with new platforms and formats your audience pays attention to.
- We share data-driven insights: we report on successes and failures so that we (you + us) can collectively learn from our work and continuously improve it.
Think bigger than awareness and lead generation
Advertising is often boxed as either an awareness or a lead generator. Sure, you could dedicate your advertising budget to it, but you’d miss out on great opportunities to impact your bottom line. We think advertising strategically so that your campaigns can affect our entire funnel:
- We don’t care about clicks if they only contribute to increasing your bounce rates.
- We focus on your funnel bottlenecks (aka you need our help the most).
- We focus on your bottom line: Are our advertising efforts contributing to generating business and closing deals?
How we audited the sh*t out of Siili
“Even with a very competent in-house team like ours, it would be impossible to have all that knowledge we can get from an agency.”
Valtteri Taube
Marketing & Communications Director, Siili
Advertising platforms have no secret for us
We excel at helping B2B tech companies make the most of their advertising campaigns on SEM (Search Engine Marketing), paid social, and paid review sites. We do it by finding and targeting your ideal customer profile audience, wherever they are and how they may consume content (text, video, or audio).
- We can work on any advertising platform: paid social, search engine advertising, native advertising, Spotify advertising, Capterra, G2, etc. Nothing’s off-limits as long as your audience is nearby.
- We challenge the status quo and explore new platforms to experiment with.
