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How B2B advertising actually works.
Straight answers on how B2B advertising actually works - why awareness beats a crowded funnel, what creative quality is worth, and why media and creative belong under one roof. Every claim traced to its original source.
Why B2B needs awareness advertising
About 95% of your buyers are not in the market today. They will be. Awareness advertising builds your place in their memory before that day comes —…
Read itBottom-funnel is saturated. Escape the crowd or drown in it.
Almost every B2B marketing dollar now chases the ~5% of buyers who are in-market. Per The CMO Survey (Fall 2024), 68.8% of budgets go to short-term…
Read itYour ad should be about them, not you
The best B2B ads are about the viewer’s problem, not the advertiser’s product. Research from CEB and Google found buyers are about 50% more likely to…
Read itCreative budgets got cut. Media budgets didn’t.
B2B marketing budgets keep shrinking. Gartner says the average fell to 7.7% of company revenue, down from 11% before the pandemic. But paid media’s…
Read itNot happy with your media company? It’s your content.
When a campaign underperforms, B2B companies usually fire the media agency. The research points somewhere else: creative quality drives about 49% of…
Read itWhy media + creative under one roof wins
In most B2B companies, one agency makes the ads and a different agency runs them. Research across 22,000+ campaigns (Analytic Partners) shows…
Read itThe Hit List
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