At Advant Technology, approximately half of revenue comes from helping B2B technology, SaaS, and e-commerce clients drive leads and sales. As your strategic partner, we leverage the power of data, innovation, and continuous learning to create highly tailored marketing strategies.
Our primary focus is understanding your unique business challenges and objectives, and we aim to achieve this by developing and collaborating closely with our clients. We leverage our knowledge in account-based marketing and high-value intent data, ensuring your messaging reaches your target audience and profoundly resonates with them.
Our team of seasoned marketing professionals follow an exhaustive 8-step process that adapts to your specific needs and builds a robust foundation for growth in the B2B landscape:
Our approach is centred around a deep understanding of your business, creating strategic B2B marketing initiatives that deliver quantifiable results. Our commitment to data, innovation, and continuous learning forms the bedrock of our marketing solutions, designed to propel your business forward in the B2B landscape, whatever the niche.
The B2B buyer journey is often longer and more complex than the B2C journey, typically involving multiple decision-makers and a thorough evaluation process. This is where Facebook advertising, when used strategically, can effectively guide potential clients along this journey, nurturing leads at every stage. Here’s how Advant Technology harnesses the power of Facebook ads to enhance the B2B buyer journey:
Consideration Stage: Once prospects know your brand, the next goal is to persuade them that your solution is worth considering. We do this by promoting more detailed content like webinars, white papers, case studies, or product demos through Facebook ads. These materials help to showcase your expertise, enhance credibility, and provide valuable insights to the prospects.
Facebook’s powerful audience targeting tools offer many opportunities for B2B marketers, but they present certain limitations, particularly when compared to LinkedIn’s more business-oriented capabilities.
Demographics: While Facebook enables advertisers to target users based on basic demographics like age, gender, and location, these factors may not be as meaningful for B2B marketing, where job function, industry, and decision-making power are more critical.
Interests: Facebook determines users’ interests from their interactions on the platform, which can be effective for B2C targeting. However, these insights may not accurately reflect the professional interests relevant to B2B marketers.
Behaviours: Facebook tracks user actions such as ad interactions, content downloads, and website visits. These behavioural insights can aid retargeting efforts but may not provide a comprehensive view of B2B-specific behaviours.
Job Function: LinkedIn enables targeting based on specific job titles and functions, providing direct access to decision-makers and relevant professionals.
Company and Industry: LinkedIn allows advertisers to target users based on the companies they work for or their industry affiliations, which is beneficial when your B2B strategy involves reaching specific organisations or sectors.
Company Size and Revenue: LinkedIn also enables targeting based on a company’s size (employee count) and revenue, allowing B2B marketers to focus on businesses that meet specific criteria.
Despite these limitations, advancements in third-party integrations like Bombora’s Audience Solutions can significantly enhance Facebook’s B2B targeting capabilities. Bombora compiles data from numerous B2B publishers providing richer, more accurate insights into users’ professional roles, interests, and behaviours.
By syncing this data with Facebook, we can create more precise B2B audience segments based on professional demographics, firmographics, and predictive intent data using Bombora Surging audiences. Bombora’s integration effectively bridges the gap between Facebook’s consumer-focused targeting and the more specific needs of B2B marketers, empowering them to reach the right professional audiences more accurately and efficiently.
We leveraged the power of Facebook’s retargeting and dynamic ads to help Plastock drive online sales. Here’s how we did it:
This combination of retargeting and dynamic ads delivered impressive results for Plastock. Throughout the campaign:
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