{"id":21875,"date":"2022-12-08T08:30:12","date_gmt":"2022-12-08T08:30:12","guid":{"rendered":"https:\/\/mailinvest.blog\/index.php\/2022\/12\/08\/hey-b2b-marketers-you-need-to-invest-more-in-paid-media\/"},"modified":"2022-12-08T08:30:12","modified_gmt":"2022-12-08T08:30:12","slug":"hey-b2b-marketers-you-need-to-invest-more-in-paid-media","status":"publish","type":"post","link":"https:\/\/mailinvest.blog\/index.php\/2022\/12\/08\/hey-b2b-marketers-you-need-to-invest-more-in-paid-media\/","title":{"rendered":"Hey B2B Marketers: You Need to Invest More in Paid Media"},"content":{"rendered":"<p> <a href=\"https:\/\/go.fiverr.com\/visit\/?bta=1052423&nci=17043\" Target=\"_Top\"><img loading=\"lazy\" decoding=\"async\" border=\"0\" src=\"https:\/\/fiverr.ck-cdn.com\/tn\/serve\/?cid=40081059\" loading=\"lazy\"  width=\"601\" height=\"201\"><\/a>\n<\/p>\n<div id=\"read-time\">\n<p>If your recent B2B paid media investments have fallen short in delivering the kind of ROI you originally hoped, your first instinct might be to pump the breaks and pull back on future efforts. But new research from\u00a0<a href=\"https:\/\/www.prnewswire.com\/news-releases\/nielsen-report-finds-underspending-in-50-of-media-plans-jeopardizing-maximum-roi-301579287.html\" target=\"_blank\" rel=\"noreferrer noopener nofollow\">Nielsen<\/a>\u00a0suggests you should probably do the opposite. The study found the biggest indicator of paid marketing ROI is how much money marketers invest in it. And guess what?\u00a0Fifty percent\u00a0of them don\u2019t spend enough.<\/p>\n<p>You heard that right\u2014if you want to see bigger results from paid media, it\u2019s time to reevaluate your B2B media spend.<\/p>\n<h2>Paid Media: An Important Part of the B2B Marketing Mix<\/h2>\n<p>Unlike earned media (i.e.,\u00a0news coverage, thought leadership pieces, organic social media, and other PR efforts), paid media is exactly what it says it is: media content that comes with a price tag. Marketers shell out big bucks to get their brand messaging in front of target audiences, all in an effort to drive awareness, generate engagement, and convert top-quality leads into valuable customers. Examples of paid media include:<\/p>\n<ul>\n<li>Pay-per-click (PPC) advertising<\/li>\n<li>Branded content<\/li>\n<li>Digital display ads<\/li>\n<li>TV, radio, and\/or print ad placements<\/li>\n<\/ul>\n<p>However, marketers shouldn\u2019t feel they have to choose one type of media over the other. Experts recommend leveraging both paid and unpaid media as part of a well-balanced B2B marketing strategy. According to researchers at the Content Marketing Institute,\u00a081%\u00a0of B2B marketers incorporate paid media into their current repertoire.\u00a0<\/p>\n<figure class=\"wp-block-image aligncenter size-large is-resized\"><img decoding=\"async\" loading=\"lazy\" src=\"https:\/\/demandscience.com\/wp-content\/uploads\/2022\/10\/you-need-to-invest-more-in-paid-media_2-1024x536.png\" loading=\"lazy\" alt=\"Nielsen studies show 50% of B2B marketers don\u2019t invest enough in paid media.\" class=\"wp-image-25559\" width=\"768\" height=\"402\" srcset=\"https:\/\/demandscience.com\/wp-content\/uploads\/2022\/10\/you-need-to-invest-more-in-paid-media_2-1024x536.png 1024w, https:\/\/demandscience.com\/wp-content\/uploads\/2022\/10\/you-need-to-invest-more-in-paid-media_2-300x157.png 300w, https:\/\/demandscience.com\/wp-content\/uploads\/2022\/10\/you-need-to-invest-more-in-paid-media_2-768x402.png 768w, https:\/\/demandscience.com\/wp-content\/uploads\/2022\/10\/you-need-to-invest-more-in-paid-media_2-100x52.png 100w, https:\/\/demandscience.com\/wp-content\/uploads\/2022\/10\/you-need-to-invest-more-in-paid-media_2-180x94.png 180w, https:\/\/demandscience.com\/wp-content\/uploads\/2022\/10\/you-need-to-invest-more-in-paid-media_2-325x170.png 325w, https:\/\/demandscience.com\/wp-content\/uploads\/2022\/10\/you-need-to-invest-more-in-paid-media_2.png 1200w\" sizes=\"auto, (max-width: 768px) 100vw, 768px\"\/><figcaption>Nielsen studies show 50% of B2B marketers don\u2019t invest enough in paid media.<\/figcaption><\/figure>\n<h2>Budgeting for Paid Media<\/h2>\n<p>Ideally, B2B companies should spend anywhere from\u00a01% to 9%\u00a0of their annual revenue on paid media efforts. Larger brands tend to land on the lower end of that spectrum, which makes sense. Big name companies already have widespread brand recognition, so they don\u2019t have to invest as much to increase visibility. Small to midsize B2B companies, though, experience the opposite. These organizations often budget on the higher end to break through all the digital noise and capture the attention of target customers.\u00a0<\/p>\n<h2>Underinvesting in B2B Media Planning<\/h2>\n<p>As the Nielsen report uncovers, half of all marketers admit to not spending enough on media planning, especially when it comes to social. Here\u2019s proof: despite the fact social delivers nearly\u00a0twice the ROI\u00a0of TV advertising, it sees just\u00a0<a href=\"https:\/\/www.marketingdive.com\/news\/marketers-media-underinvest-roi-nielsen\/626615\/#:~:text=About%20half%20of%20marketers%20are,%2D50%2D50%20Gap.%E2%80%9D\" target=\"_blank\" rel=\"noreferrer noopener nofollow\">a third of the spend<\/a>. And still,\u00a043%\u00a0of B2B marketers continue to underinvest in this channel.<\/p>\n<p>So, what\u2019s at the root of this issue? If you\u2019re like most B2B marketers, you probably fall into one these three buckets:\u00a0<\/p>\n<h3>Reason #1: The paid media landscape is tricky to navigate.<\/h3>\n<p>More than\u00a0<a href=\"https:\/\/martechseries.com\/mts-insights\/overall-media-spend-must-be-between-1-to-9-of-revenue-to-stay-competitive-nielsen-report\/\" target=\"_blank\" rel=\"noreferrer noopener nofollow\">one-third<\/a>\u00a0of ad spending is off target. Imagine throwing\u00a037%\u00a0of your marketing budget out the window?\u00a0<\/p>\n<p>From social ads to AdWords, figuring out\u00a0<a href=\"https:\/\/demandscience.com\/resources\/blog\/ad-display-best-practices-where-you-should-spend\/\" target=\"_blank\" rel=\"noreferrer noopener\">which channels to invest in<\/a>\u00a0can be a tough gig for B2B marketers. But all it takes is a little research to make your ad dollars go a long way. For example, data might uncover your target audience of mostly IT professionals spends more time consuming content on Reddit than Instagram. Or perhaps your target customers are HR employees who prefer watching webinars over reading white papers. By digging into these core audience segments, B2B marketers can create a\u00a0<a href=\"https:\/\/demandscience.com\/resources\/blog\/reach-audience-content-distribution\/\" target=\"_blank\" rel=\"noreferrer noopener\">strategic content distribution and promotion plan<\/a>\u00a0that utilizes preferred channels to deliver the best results.<\/p>\n<figure class=\"wp-block-image aligncenter size-large is-resized\"><img decoding=\"async\" loading=\"lazy\" src=\"https:\/\/demandscience.com\/wp-content\/uploads\/2022\/10\/you-need-to-invest-more-in-paid-media_1-1024x536.png\" loading=\"lazy\" alt=\"More than one-third of B2B media spend gets wasted on poorly performing ads.\" class=\"wp-image-25560\" width=\"768\" height=\"402\" srcset=\"https:\/\/demandscience.com\/wp-content\/uploads\/2022\/10\/you-need-to-invest-more-in-paid-media_1-1024x536.png 1024w, https:\/\/demandscience.com\/wp-content\/uploads\/2022\/10\/you-need-to-invest-more-in-paid-media_1-300x157.png 300w, https:\/\/demandscience.com\/wp-content\/uploads\/2022\/10\/you-need-to-invest-more-in-paid-media_1-768x402.png 768w, https:\/\/demandscience.com\/wp-content\/uploads\/2022\/10\/you-need-to-invest-more-in-paid-media_1-100x52.png 100w, https:\/\/demandscience.com\/wp-content\/uploads\/2022\/10\/you-need-to-invest-more-in-paid-media_1-180x94.png 180w, https:\/\/demandscience.com\/wp-content\/uploads\/2022\/10\/you-need-to-invest-more-in-paid-media_1-325x170.png 325w, https:\/\/demandscience.com\/wp-content\/uploads\/2022\/10\/you-need-to-invest-more-in-paid-media_1.png 1200w\" sizes=\"auto, (max-width: 768px) 100vw, 768px\"\/><figcaption>More than one-third of B2B media spend gets wasted on poorly performing ads.<\/figcaption><\/figure>\n<h3>Reason #2: It can be hard to prove the effectiveness of paid media.<\/h3>\n<p>Once you\u2019ve picked the right platforms and developed relevant messaging for target prospects, it\u2019s crucial to keep track of all engagement metrics, like click-through rate (CTR), conversion rate, and cost per acquisition (CPA). Analyzing this type of data allows marketers to focus on channels yielding the highest performance metrics.\u00a0<\/p>\n<p>Also, do yourself a favor and implement a\u00a0<a href=\"https:\/\/demandscience.com\/resources\/blog\/making-the-most-of-modern-day-b2b-marketing-automation\/\" target=\"_blank\" rel=\"noreferrer noopener\">marketing analytics solution<\/a>\u00a0to determine more precisely (and efficiently) what\u2019s working and what\u2019s not. There are a ton of tools out there that can make optimization a cinch and help prove B2B marketing ROI. Examples include Google Data Studio, Marketo, and LinkedIn Website Demographics.\u00a0<\/p>\n<h3>Reason #3: Executive buy-in is a tough nut to crack.<\/h3>\n<p>Ok, you\u2019ve figured out how to meet your prospects where they are, you\u2019ve run some tests, and you\u2019ve determined how to properly allocate paid media spend to drive the most results. But then when you go and request a bump in your budget, your CFO just laughs. What gives?<\/p>\n<p>When asking for an increase in paid media spend, think, \u201c<a href=\"https:\/\/demandscience.com\/resources\/blog\/tips-to-budget-like-a-cfo-and-optimize-your-marketing-expenses\/\" target=\"_blank\" rel=\"noreferrer noopener\">What would my CFO do<\/a>?\u201d Most likely, he or she will want to see quantifiable proof your paid media strategy can, in fact, generate impressive returns. So, go back to your data and find your most compelling stats. Suppose your last campaign precipitated a 20% dip in your cost-per-click (CPC) rate, or maybe you conducted an operational audit to save your team thousands in unnecessary expenses. These are the kind of business cases you\u2019ll want to present to budget decision makers in order to establish credibility with your team. With that trust in place, it\u2019s easier to advocate for your budget request since there\u2019s measurable proof the additional resources add value to the company\u2019s bottom line.\u00a0<\/p>\n<h2>Summary<\/h2>\n<p>No doubt, B2B media planning can be complex. Nailing the right channels and content, proving effectiveness, acquiring enough budget\u2014it\u2019s easy to get overwhelmed before you even start. However, once you do your due diligence to scale those roadblocks, the path to paid media ROI becomes a lot easier to navigate.\u00a0<\/p>\n<p>Also, bear in mind, there are a lot of seasoned professionals out there who can help tremendously in scaling your paid media ROI. Hiring a paid media specialist, outsourcing to a specialized firm, or liaising with a B2B data expert can help alleviate some of the burden, giving you and your team more time to focus on creating content that converts.\u00a0<\/p>\n<p class=\"has-text-align-center\">***<\/p>\n<p>Want to know more tips to enhance paid media ROI? Check out our on-demand webinar, \u201c<a href=\"https:\/\/demandscience.com\/resources\/webinar-content-that-works-hard-for-the-money-a-short-guide-to-accelerating-your-contents-revenue-potential\/\" target=\"_blank\" rel=\"noreferrer noopener\">Content that Works Hard for the Money: A Short Guide to Accelerating Your Content\u2019s Revenue Potential<\/a>.\u201d<\/p>\n<\/p><\/div>\n<iframe data-lazy=\"true\" data-src=\"https:\/\/www.fiverr.com\/gig_widgets?id=U2FsdGVkX18x7XQvttUTrv1oEqmGNGTgvvCUiUoJ\/AP4z\/UyMz8lXGOLpu15jIMxBbTR0gmD5uBoFvhC4KWeALQRp3h\/X\/AwcVD0K8Wj9H\/ZzYKzcCNHosB9oS4SCJJFWiN85P9ICAc4OgCoE\/wHKIY7CDkf2\/DQ1vqGvk4smVe5cRDEmrLPCWi4FC8p40VUhSmWQ5udCm0zoJtorgWv3vbDQw0kKYkwn39ozAnQXDe+YvWMxkLFWA+O3TFwkJvdkIK+\/AUSnRssPKt5WHY0FhNOxnSPcLslEL4G4\/RfP95ve99U+kRnDy3X+KtzdQLY+u935ghON\/o3UE4IMv9oN6JX9RnxzL\/LRcOgnHigxStSGPKsZYtnz8RWNVT\/rOLAibqiWJadC5MYHRbekF3eg6FOGrQGkXYbsn0+a5aovnlLCbLwIqY9fcS17UX8J235iQ6cdmHNbrPeS84CMm34RA==&affiliate_id=1052423&strip_google_tagmanager=true\" loading=\"lazy\" data-with-title=\"true\" class=\"fiverr_nga_frame\" frameborder=\"0\" height=\"350\" width=\"100%\" referrerpolicy=\"no-referrer-when-downgrade\" data-mode=\"random_gigs\" onload=\" var frame = this; var script = document.createElement('script'); script.addEventListener('load', function() { window.FW_SDK.register(frame); }); script.setAttribute('src', 'https:\/\/www.fiverr.com\/gig_widgets\/sdk'); document.body.appendChild(script); \" ><\/iframe>\n<br \/><a href=\"https:\/\/demandscience.com\/resources\/blog\/invest-more-in-b2b-paid-media\/\">Source link <\/a><\/p>\n","protected":false},"excerpt":{"rendered":"<p>If your recent B2B paid media investments have fallen short in delivering the kind of ROI you originally hoped, your first instinct might be to&#8230;<\/p>\n","protected":false},"author":1,"featured_media":21876,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[7],"tags":[],"class_list":["post-21875","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-tech-universe"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v28.6 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>Hey B2B Marketers: You Need to Invest More in Paid Media - mailinvest.blog<\/title>\n<meta name=\"description\" content=\"Technology is forever changing, and there are always new pieces of technology to replace obsolete ones. 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