Janhavi Nagarhalli

The current state of B2B LinkedIn advertising

LinkedIn is the place for B2B marketers to engage with key accounts and decision-makers. Unlike traditional social media platforms like Facebook and Twitter, LinkedIn has a large user base of professional users who include precise details of job title, seniority, and department. 

Simply put, LinkedIn is the perfect place to run ABM campaigns that educate the market about the problem you solve and how you solve it best. Whether you’re a small startup looking to promote your product to a new market segment or an enterprise aiming to build brand awareness, LinkedIn is the key. 

And while there’s no doubt that LinkedIn ads can help you attract high-qualified leads, there could be a few reasons why your leadership team might be skeptical of LinkedIn as a marketing channel:

1. LinkedIn ads are expensive: As of 2024, the average CPC of LinkedIn ads ranges from $4 to $6, which is relatively pricier for SMBs looking to add LinkedIn to their marketing strategy. The CPMs could also be higher, depending on how niche your audience is. 

2. Hard to measure ROI: LinkedIn only tracks ad clicks and impressions, which doesn’t give a complete view of how your ads impact pipeline. One such example includes demo ads, where marketers typically face low conversion rates, mainly because users are less likely to sign up for a demo call while scrolling through social media. 

3. Limited control over how you show your ads: LinkedIn campaign manager allows you to upload a target account list for your ABM campaigns. However, if you want to show your ads to specific accounts showing higher intent and aren’t present in your CRM, it’s an uphill battle of scouring your tech stack and integrating data to ensure your ads are displayed to the right accounts. 

So, does this mean LinkedIn ads aren’t worth it? No, quite the opposite. ❌

Ignoring the channel altogether is a major risk, as you’ll miss out on many high-value deals. While other platforms, such as Google ads, help convert 5% of the in-market buyers, you’ll still lose out on 95% of the opportunities by not directly engaging with key stakeholders.

Source: LinkedIn

How to do LinkedIn ads the right way?

If you want to make the most bang for your buck, invest in a solution that gives you a complete view of how LinkedIn impacts your revenue and helps you optimize your spend. 

At Factors, we currently offer LinkedIn attribution, which allows you to track how LinkedIn influences pipeline, but now we've decided to take it up a notch!

Presenting: AdPilot

AdPilot finally answers every B2B marketer's long-standing question: “Are we doing LinkedIn ads right?” We’ve built out an exciting set of features that can help you generate 2x ROI from your ad campaigns: 

Audience Builder

Manually building lists across Apollo and Zoominfo is tiring, and you also tend to miss out on accounts with high buying intent. Not to mention, your data is spread out across multiple tools. With our new Audience sync feature, you can sync all your data across multiple platforms to create accurate audiences on LinkedIn and target the right accounts without the extra effort. 

Smart Reach

Naturally, your audience list will include companies of varying sizes, and some are bigger than others. We audited 100+ LinkedIn ad accounts and found that 80% of your ad impressions are taken up by the top 10% of the accounts. Why miss out on potential revenue with this lopsided distribution of impressions?

With Smart Reach, you have all the power. You can control how ads are shown to your audiences so that every account on your list has the chance to view your ads and make the right buying decisions. 

💡Learn more about our research here: Resolving LinkedIn’s Frequency Capping Paradox

Campaign Automation

Advertising is all about pitching your product to the right people, be it online or offline. Instead of displaying your ads to prospects who aren’t currently looking for a solution, use intent-based impression control and allocate your ad budget accordingly to target high-intent and in-market buyers. 

LinkedIn True ROI

Do you remember the last time you clicked on a LinkedIn ad and booked a demo straight away? Neither can we because social media channels like LinkedIn never show the complete picture of how prospects make their buying decisions. So, how do you prove LinkedIn’s true ROI to leadership?
Since every ad click doesn’t equal revenue, Factors offers view-through attribution. This gives you a granular view of how target accounts view your ads and interact with your website, giving you an accurate idea of how LinkedIn affects revenue generation.  

💡You can learn more here: Measuring LinkedIn True ROI: Click vs View-through Attribution

LinkedIn CAPI

When you’re A/B testing your ads and finally find success, you naturally want to repeat the process and continue getting positive results. 

As a LinkedIn Marketing Partner, we could always pull LinkedIn data into factors for better reporting, but with the new LinkedIn CAPI integration, you can send conversion data back to LinkedIn Campaign Manager. Now, you no longer need to rely on guesswork to scale and optimize your ad campaigns. 

Join the waitlist today

No marketer likes to see their ad budget wasted on unqualified leads. Quit letting siloed data and inaccurate audience lists get in the way of your ad performance. With AdPilot, you can use data-driven insights to effectively target the right accounts and boost your LinkedIn ROI in no time. Speak to our team today to learn how AdPilot can be a game-changer for your marketing strategy.

Factors' AdPilot optimizes LinkedIn advertising campaigns for B2B marketers.

1. Smart Reach: Ensures even distribution of ad impressions across target accounts.
2. Campaign Automation: Streamlines campaign management for greater efficiency.
3. Conversion Tracking: Integrates with LinkedIn's Conversion API (CAPI) for accurate ROI measurement.
4. Audience Building: Enhances targeting precision by integrating data from various sources.
AdPilot aims to improve ad performance, reduce wasted spend, and better align sales and marketing efforts.

There’s no doubt that paid advertising is one of the best channels for marketing teams to generate and capture demand. Plus, we're seeing the rise of paid social media, with over 66% of B2B marketers acknowledging its impact on improving ROI. By targeting specific audiences and broadcasting your message across various channels, paid advertising can help drive the success of your campaigns.

However, running a few ads at random does not get you conversions. A strong strategy is key to maximizing ROI on expensive ads.

Let's dive in and look at how paid advertising can benefit your B2B company ⬇️

Google ads vs LinkedIn ads: Which one is best for B2B?

While many businesses advertise online, only a few do it well. It's especially tough when you have heaps of options to choose from. So, Google, LinkedIn, Search, Display, or a combination of all of the above? The choice isn't that simple, as each platform has its unique features and capabilities. In some instances, using either of the channels would be enough. For example, you should use Google Ads to target people based on their search queries, location, device, and more. LinkedIn ads can help create targeted ABM campaigns.

However, if you’re running a full-funnel campaign, you must use both Google and LinkedIn ads to their fullest potential.

Let's understand the differences between these platforms, how they work, their pros and cons, and which platform is better for your unique needs.

Google Ads

Google search ads appear when users search for specific keywords related to your business. Here are their pros and cons:

Pros of Search Ads

• Access to a larger audience when bidding on high-volume keywords
• Typically attract in-market leads as they're based on search intent
• Detailed analytics allow you to track clicks, conversions, and ROI effectively

Cons of Search Ads

• Popular keywords in B2B industries can be highly competitive, leading to higher costs per click.
• Demographic targeting is limited compared to social media platforms.
• Primarily text-based, offering less opportunity for visual branding.
• Lesser segmentation opportunities

LinkedIn Ads

LinkedIn ads target users based on their professional profiles, interests, and behavior. Here are their pros and cons:

Pros of LinkedIn Ads

• Extensive targeting options based on job title, company size, and industry, allowing precise audience segmentation.
• Ideal for B2B marketing.
• Access to high-value prospects and decision-makers
• Account-based marketing opportunities
• Offers various ad formats, like sponsored content, text ads, and InMail, providing flexibility in messaging and creative presentation

Cons of LinkedIn Ads

• Relatively costlier than Google search ads
• Cannot identify high-intent buyers unless they click on the ad
• Greater risk of ad fatigue and decreased engagement over time
• Lack of in-depth reporting and analytics tools

How to use Google ads and LinkedIn ads in tandem for a successful paid advertising strategy

While search ads and LinkedIn ads have distinct pros and cons, integrating them into a cohesive paid advertising strategy allows businesses to use each platform's strengths and increase their reach, engagement, and conversions. Here are a few ways to do so:

• Use search ads to capture users actively searching for solutions, and LinkedIn ads to raise awareness and nurture leads at different stages of the buyer's journey.
• Retarget users who interact with your LinkedIn ads through search ads and vice versa, reinforcing your messaging across platforms.
• Use data from both platforms to inform targeting and messaging strategies, optimizing performance across the board.
• Broaden your advertising channels and reduce reliance on a single platform to mitigate performance variations and adapt to algorithmic shifts.

💡Read: How to Measure LinkedIn True ROI With Factors

How to execute paid advertising across the funnel

When it comes to paid marketing, most people start with Google, which provides a decent number of quality leads by capturing searches that show intent. However, it's essential to create a well-structured funnel that attracts the right audience and converts them quickly. Instead of having countless uninterested users, it's better to have interested ones heading in the right direction. 

Here's where LinkedIn retargeting helps you reach a high-intent audience from Google and target them on LinkedIn.

1.  Pick the right advertising channels 

Consider where your ideal customers spend their time online and choose platforms with the potential to reach them. Before selecting the right platform, consider your budget and advertising goals for your paid advertising efforts. By thoughtfully selecting the right mix of channels, you can create a cohesive and effective B2B advertising strategy tailored to your unique business needs.

2. Get a high-quality and high-intent audience.

When reaching an audience on LinkedIn, you have two options. You can either target a new audience or retarget an existing one. If you choose the former, you'll reach out to a completely cold audience that may not be familiar with you or your brand, making it more challenging to capture their attention. However, suppose you choose to retarget your Google ads traffic. In that case, you'll reach out to an audience that has already shown interest in your brand by searching for relevant keywords on Google, clicking on your search or display ad, and visiting your website. This audience is more likely to have high intent and be receptive to your message.

Ideally, you should invest in both options if your budget allows it. However, if you have to choose between the two, it makes more sense to retarget a warm audience that has already shown interest in your product or service.

💡Also read: Build Better LinkedIn Retargeting Audiences with Factors

3. Optimize ad spend

Many clients want to establish a presence on LinkedIn but find advertising on the platform expensive. LinkedIn's cost per click (CPC) and lead (CPL) are relatively high compared to other platforms. However, the quality of leads on LinkedIn is worth the extra cost.

If you have already advertised on other channels, you can use LinkedIn to enhance your conversion rates. Different channels can add relevant leads to your LinkedIn campaigns, which can be part of your mid-funnel strategy. Proper retargeting of high-intent traffic via LinkedIn ads can lead to increased conversions.

4. Convert more by staying on top of their mind

According to the marketing rule of 7, "a prospect needs to "hear" the advertiser's message at least seven times before they'll take action to buy that product or service."

A customer's journey towards making a purchase is not always straightforward. They may come across your business through a LinkedIn Ad, search for your business on Google, visit your website, leave, and stumble upon you again on LinkedIn. They may revisit your website before deciding to reach out or make a purchase. Retargeting helps push website traffic towards purchase.

💡Also read: How to Measure the Impact of Paid Marketing Using Factors

Paid advertising best practices

Paid ad campaigns are dynamic, and the right strategies can significantly impact your brand's success. To improve your efforts at online paid advertising, consider the following best practices:

1. Establish realistic goals

Having measurable goals allows you to track your progress and stay on schedule. Define your KPIs to measure lead generation, sales conversion, or brand awareness success. This will help you make informed decisions and optimize your ad spend.

2. Create compelling paid campaigns 

Your ad creatives must grab the attention of your target audience. Keep them engaging, informative, and visually appealing. Avoid using jargon or complex language. Instead, focus on the value of your product and how it can solve a problem for your audience. Create a strong value proposition that highlights your unique benefits. Stand out from competitors and guide prospects to take action with a persuasive CTA.

Source: LinkedIn

3. Personalize your campaigns

Retargeting is a great way to personalize your marketing funnel for each campaign and tailor your message to the audience of that campaign. 

For example, you have a search ad campaign targeting your competitors' branded keywords, which generates much interest. You can use LinkedIn and launch a retargeting campaign based on how you compare against them and what you offer that they don't. Running retargeting ads helps you identify what drives people to click and then adjust your LinkedIn ads to push them toward your offerings.

💡Factors helps you identify accounts that view your LinkedIn ads and visit your website through a search ad. You can use this information to personalize your cold outreach and focus on accounts with higher intent. 

4. Measure and analyze

Track key metrics like click-through rates, conversion rates, CPA, and ROAS to make data-driven decisions. By setting campaign goals such as a target cost per lead or target conversion rate, you can track performance and analyze audience data like CTR and impressions to improve your marketing. 

Rev up your paid advertising game with Factors

While search and LinkedIn ads have unique features and capacities, integrating them into a cohesive paid advertising strategy allows businesses to use each platform's strengths and increase their reach, engagement, and conversions. Companies can optimize performance across the board by using data from both platforms to inform targeting and messaging strategies.

Thanks to Factors, you can gain a comprehensive view of buyer journeys, understand how your target accounts interact with your ads and determine whether your ad strategy is increasing revenue. Speak to our team today to optimize your paid advertising strategy in 2024.

A successful B2B paid advertising strategy involves setting objectives, crafting compelling ad creatives, personalizing campaigns, and analyzing performance metrics.

1. Key Platforms: Google Ads for targeting search intent and LinkedIn Ads for targeting professional demographics.
2. Enhancing Campaigns: Tools like Factors.ai provide insights into buyer journeys, enable intent-based outreach, and optimize ad spend.
3. Strategic Benefits: Personalization, improved targeting, and better ROI through continuous optimization and data-driven decisions.
Implementing a well-rounded paid advertising strategy ensures more effective campaigns and higher returns on investment.

"Marketing isn't sending us quality leads," "Sales can't close the deal fast enough" – sound familiar?

With conflicting opinions and an ongoing blame game, sales and marketing are always at war, but the only thing getting killed is your chance to drive revenue. 52.2% of sales professionals find that sales and marketing team misalignment results in lost pipeline and revenue. 

We're here to tell you everything you need about B2B sales and marketing alignment to foster healthy collaboration and avoid losing revenue. This blog covers:

• Reasons for Sales and marketing misalignment 
• Why sales and marketing alignment is a must
• Must-try sales and marketing alignment strategies 

First off, What does Sales and Marketing Alignment even mean?

Sales and marketing alignment is the strategic integration and collaboration between sales and marketing teams to boost business efficiency and drive growth. It ensures that both departments eliminate silos by communicating effectively and working in tandem toward common objectives.

While operating in silos would’ve worked in the past, it’s crucial for B2B sales and marketing teams to unify their go-to-market efforts.

Why is B2B Sales and Marketing Alignment Important?

Here are 5 reasons why B2B sales and marketing alignment is important:

1. Deliver a Unified and Seamless Customer Experience

The B2B customer journey is non-linear and complex. With countless marketing and sales touchpoints to analyze and optimize, it’s no surprise that businesses still struggle to understand it. Plus, when your sales and marketing teams are misaligned, it only complicates the situation further. 

Aligning customer engagement across marketing and sales efforts leads to a more holistic view of the customer journey map and allows both teams to execute their strategies coherently while offering a seamless customer experience.

2. Improved Understanding of Your Ideal Customer

Sales and marketing interact with buyers differently, which means they have completely different understandings of their customers. For example, marketers have a more holistic understanding of aggregate buying behavior across a large number of buyers. but sales has more personal knowledge of each buyer. 

Sales understands the major pain points and objections buyers overcome before investing in a product. Marketing uses insights from market research, website analytics, and social media data to craft content aligned with the buyer's journey. By combining these insights, you'll gain a much better understanding of your customer. 

3. Clearer and More Productive Feedback

Let’s say marketing fails to inform sales about a lead they gain from a blog about SOC II compliance. As a result, sales doesn’t highlight the tool’s compliance feature, prompting your prospect to look for a secure alternative. 

When your teams are aligned, it opens doors to clearer communication. 

An open line of communication allows you to focus on refining strategies and keeps the team receptive to constructive feedback. 

For instance, when your sales team receives insight from their sales calls about your competitor's product being too complicated to use, marketing can use this to create content and launch campaigns that highlight your product’s ease of use. 

“Our strategic approach to teamwork entails focused measures at RecurPost. For example, the teams engaged in joint planning sessions for introducing a new subscription plan where such messaging was coordinated making the customer journey seamless.

Using a shared feedback loop in everyday meetings was effective. During a recent content campaign, sales generated customized messaging which ultimately raised lead engagement by 20% after one week.” – Debbie Moran, Marketing Manager at RecurPost

4. Improves Team Performance

When marketing and sales focus on divergent KPIs and metrics (Eg: Marketing focuses on MQLs and Sales focuses on revenue), there's much more room for conflict and blame.

When both teams align on metrics like "pipeline/revenue generation," it's in their interest to collaborate to optimize ROI and pipeline.

5. Higher ROI from GTM Efforts 

When the sales and marketing GTM motions are misaligned, you risk losing opportunities to close deals and create the potential for infighting among teams. 

Alignment between sales and marketing is crucial to executing a successful GTM strategy. According to Forrester when your company aligns on tech, processes, and people, you can see 36% more revenue growth and 28% more profitability. 

This is because smarketing empowers:  

• Better experience for each member of the buying group
• Engagement with more members of the buying committee
• Relevant, aligned messaging across marketing and sales channels
• Better brand recall and perception amongst buyers that your brand is an expert

Why is Sales and Marketing Alignment Difficult? 

While occasional disagreement between sales and marketing is natural, certain red flags indicate misalignment. There are many tell-tale signs for when your B2B sales and marketing teams aren't aligned, such as:

• The sales team repeatedly blames marketing for "low-quality" leads. 
• SDRs disqualify the majority of MQLs right off the bat. 
• Marketing collateral goes unused by the sales team. 
• Your marketing and sales team operates in silos

We believe there are 4 main reasons for this misalignment:

1. Lack of Strategic Function in Marketing

Marketing is often known just to write blogs and create pretty infographics while not directly contributing to revenue. It has always been seen as a service function instead of a strategic one. This is because marketers have a one-track mind to measure success – getting leads. 

Rather than ending their responsibility at leads, where they might not care about what happens after they are passed to sales, marketing must be held responsible for:

• New Customer Acquisition - all the way from getting leads to account engagement, opportunity acceleration and revenue generation
• Expansion and Upsell Revenue - engaging and educating existing customers to get additional revenue
• Retention and Churn prevention - Product Education to help customers realise value from the product and hence drive retention 

2. Misaligned Priorities

Even though sales and marketing have common goals of increasing revenue and improving CLV, they use different metrics to measure success, with sales carrying the major burden of bringing in revenue. An aligned strategy begins with the shared goal of prioritizing customer value. Use this commonality to jointly create campaigns that target the same audiences and accounts while ensuring an overlap in your teams' measurement and KPIs.

3. Ownership of Customer Data

We can access customer data at our fingertips today but said data has minimal value when left in disparate systems. 60% of sales reps say marketing and sales don't co-own customer strategy and data, and 25% say customer data is still owned in silos by marketing and sales. 

For example, if you use CRM tools and marketing automation platforms, ensure they're easily linked. By uniting their data, both teams will gain more insight into the full process and a clearer picture of campaign efforts that drive the most ROI.

4. Operating in Silos

The most common challenge when aligning sales and marketing teams is balancing "healthy competition" and collaboration. 

When deals are attributed as "Marketing" or "Sales," it creates an "us" vs. "them" mentality between the two teams, and each of them is under immense pressure to perform. The elimination of silos and the establishment of a collaborative, cross-functional, and revenue-generating unified team is a key driver for future success as the typical buyer journey continues to evolve.

The best way to break down these silos is by having constructive conversations with both teams to answer the following:

• What does marketing need from sales?
• What does sales need marketing?
• What does the typical customer journey look like?
• What does our ICP look like?
• What does a qualified lead look like?
• What can each team do better?

"Given that many marketing and sales misalignments stem from in-fighting over attribution, a multi-touch attribution model that accounts for sales and marketing efforts can help." Joe Kevens, Director of Demand Generation at PartnerStack and the Founder of B2B SaaS Reviews

▶️Learn more about multi-touch attribution models here.

8 B2B Sales and Marketing Alignment Best Practices You Must Follow 

1. Agree on a Common Buyer Persona

Creating a sales and marketing alignment strategy without a clear understanding of your target buyer is like driving in the dark without headlights. Sales and marketing teams must collaborate to understand their buyers, tailor their messaging, and pitch accordingly to win deals.

"We create buyer personas in Cisco to identify the perfect buyer, the perfect person that we could target with a marketing message based on segments, job descriptions, and based on where a person is currently in the buyer journey." – Carola Van Der Linden, Global Virtual Marketing Manager, Cisco

2. Set Shared Goals and KPIs 

Marketers and sales teams have their eyes on different metrics and short-term goals. Getting them to agree may require a new focus point for both groups. Technically, marketing and sales teams share the same goal: converting new leads. However, this process can seem like two separate stages because of the perceived handoff from marketing to sales. Encourage your teams to think about the sales funnel as one process rather than two different processes.

"Concerning key KPIs for gauging sales and marketing alignment success– revenue growth, lead conversion rate, and customer acquisition cost are amongst the classic ones. To ensure these KPIs truly mirror the impact on revenue and customer satisfaction, I recommend organizations to use tools that track customer lifecycle value and provide a holistic view of the customer journey." Will Yang, Head of Growth & Customer Success at Instrumentl

The new sales-marketing relationship should be guided by shared metrics, which reveal an organization's data agility and ability to hand off real-time data insights. Shared metrics encapsulate the state of the current relationship, alignment initiatives, collaboration technology, and outcomes. They keep everyone on the same page and determine how to redefine the relationship.

3. Prioritize the Right Buyers with Account Scoring 

When you’re scoring leads based on their interest in your business, their current place in the buying cycle, and their demographic fit, you can ensure that your sales reps are talking to the right leads at the right time. Your marketing and sales teams should get together to determine score thresholds—at what score does a lead get sent to sales?

Scoring accounts also helps the marketing and sales team prioritize "sales-ready" accounts and work together to target a focused pool of targets as opposed to casting a wide, uncertain net.

Snowflake has a “one team GTM” with an account-based marketing strategy that combines intent data, personalized touchpoints, and collaboration between sales and marketing teams. This strategy has been successful in targeting and engaging key accounts.

▶️Check out our latest guide on Account Scoring here

4. Promote Clear Communication and Collaboration

Ensuring collaboration doesn't mean creating a Slack channel with SDRs and marketers or sending each other multiple links. There are many ways you can nurture a good relationship between both teams. Some ideas include:

• Joint meetings and training sessions
• A day where marketing shadows the sales team and vice versa
• Collaborative exercises where the teams work together

"A specific initiative that yielded remarkable results at Synthesis AI Studio was our 'Customer Journey Mapping' exercise, where sales and marketing collaboratively analyzed and mapped out the entire customer journey, leading to a more cohesive customer experience strategy.

Our pivotal moment was when we restructured our approach to product launches. By involving both sales and marketing from the inception stage, we ensured that marketing strategies were in sync with sales objectives. This alignment led to one of our most successful product launches, with a 40% increase in lead conversion rates." – Oliver Goodwin, Founder & CEO at Synthesis

5. Use Technology to Bridge the Gap

You must build a solid tech stack to manage your data and progress toward your smarketing goals. Here’s how Factors can help you propel sales and marketing alignment in your organization:

• Identify and engage with anonymous, high-intent accounts engaging with your brand across marketing and sales touchpoints 

• Identify points of friction and optimize conversions with AI-powered customer journey insights 

• Monitor marketing ROI with Revenue Attribution to scale campaigns that get results 

• Complete visibility of customer data and pipeline for sales and marketing teams by integrating with existing tools.

▶️Check out how Factors.ai helped Klenty increase conversions by 34%

{{CTA_BANNER}}

6. Ensure Consistency In Your Messaging

Unclear messaging creates a subpar brand experience–and hampers win rates. Both sales and marketing should understand and reinforce your product's value proposition. 

Your messaging must fall into three sections:

• What we do;
• How we do it;
• Why do we do it.

When what, how, and why are aligned, you have a filter to help you make marketing and sales decisions about your core message. 

"There was one time that our sales and marketing team used different messaging. Once we noticed that, we created this guidebook for a shared language and developed a unified messaging framework. This involved joint workshops to ensure that marketing materials and sales pitches were aligned. Now, we come up with consistent messaging. This has improved customer understanding– we know that as there are as we've observed a drastic reduction in clients seeking confirmation about our offerings." -- Andre Oentoro, CEO of Breadnbeyond

7. Create Useful Sales Enablement Content

Even before talking to a salesperson, a prospect is more than halfway through their buying journey. Marketing teams create lead-generation content and campaigns to drive interest in their services and products.

However, they need in-depth insights from sales on the types of content your prospects care about. Customers aren't impressed by a landing page listing endless features, they want to know how your solution resolves their pain points, and who better to ask about customer pain points than your sales team? 

Encourage your marketing team members to shadow sales calls. While time-consuming, the exercise can provide customer insights for marketing initiatives and new content ideas. Marketing can also suggest improvements to sales call scripts.

Meanwhile, your sales team can also suggest new content ideas. If there's an urgent need for a content piece, request marketing to prioritize the subject in the content calendar.

8. Create a Systematic Process for Working With Leads

Sales and marketing operate on two different levels, with marketers focusing only on obtaining MQLs and sales focusing on closing SQLs. When you have multiple funnels and lead nurturing processes, both teams operate at different paces toward different goals.

Consider these aspects when reworking your process of working with leads: 

Routing: Where do the leads go between marketing and sales? 

Priority: What's the order in which we reach out to our leads?

Timing: How quickly should you reach out to prospects, how often, and over what timeframe? 

For example, leads from review or comparison websites can be contacted within two hours, while leads from lead gen forms can be contacted within six hours. 

It is also crucial to know at what stage each team must engage with the lead to avoid bombarding customers with information overload. To help divide engagement responsibilities between sales and marketing teams, you can use a "Fit & Intent" matrix.

• Fit is how well your product solves the needs of the customer.
• Intent is how motivated your prospect is to invest in your product

Here's the breakdown of how marketing and sales can handle each lead according to each quadrant:

Low fit, low intent: This area focuses on nurturing leads, which can be handled by either marketing or sales, depending on the lead source. 

Low fit, high intent: A lead in this quadrant wants more information to gauge if your product can help them. The marketing team has primary responsibility here, with support from sales as required.

High fit, low intent: This quadrant needs joint ownership and support from marketing and sales. Examples of this can include MoFU content, sharing pricing plans, or demo calls with sales representatives.

High fit, high intent: A lead in this quadrant is ready to buy, so it's time for sales to own the process and drive the conversion.

Align Your Sales and Marketing Team Today

Rome wasn't built in a day, and neither is B2B sales and marketing alignment. Only when sales and marketers work from the ground up to collaborate and understand their buyers while focusing on providing value to prospects – can you see tangible results.

Sales and marketing alignment is the strategic collaboration between these teams to enhance efficiency and drive growth.

1. Key Benefits: Unified customer experience, deeper understanding of the ideal customer profile, and improved lead quality.
2. Challenges: Misalignment leads to lost revenue and inefficiencies.
3. Strategies for Success: Regular interdepartmental meetings, shared KPIs, and integrated tools to optimize the sales funnel.
Implementing alignment strategies fosters better collaboration, reduces inefficiencies, and boosts overall business performance.

Building an ideal GTM tech stack is not for the faint hearted. If you’re a head of sales wondering how to choose the sales intelligence software for your brand, you’ve come to the right place. 

Both Apollo and Amplemarket are stellar tools that offer a range of features designed to help GTM teams boost sales, but the key lies in understanding which one truly aligns with your unique goals.

This article compares Apollo and Amplemarket across several critical features, breaks down their pros and cons, and evaluates which tool is best for GTM teams 🧰

Why Choosing the Right Sales Platform Matters

For GTM teams, the right sales platform isn't just about automation or sourcing leads; it's about empowering your GTM strategy. From enhanced targeting to streamlined outreach and insightful analytics, a robust tool can significantly amplify your efforts.

Whether focusing on lead generation, email sequencing, or analytics, finding a tool that integrates seamlessly with your tech stack while being scalable to your needs is a must.

GTM teams often struggle with manual processes, data silos, or lack of real-time insights. This is where tools like Apollo and Amplemarket come into play.

Let's dive into the head-to-head comparison ⬇️

Feature-by-Feature Comparison: Apollo vs Amplemarket

Overview of Apollo

Apollo is widely known for its extensive lead database, multi-channel engagement, and ease of use. It’s especially popular among SMBs and mid-market companies looking to scale their outreach efforts quickly. Apollo offers an intuitive interface, making it simple for GTM teams to access leads, create email sequences, and gain sales insights.

Additionally, Apollo offers a powerful integration suite with CRMs like Salesforce, HubSpot, and Pipedrive, enabling teams to sync data seamlessly. One of its standout features is built-in data enrichment capabilities, allowing users to access verified contact information for more accurate targeting.

Pros

1. Easy to Use: Many users commend Apollo’s clean interface and simple navigation, making it quick to adopt for GTM teams.
2. Affordable Pricing: Apollo's pricing is attractive, especially for SMBs, starting at just $49/month.
3. Extensive Lead Database: With over 200 million contacts, Apollo provides a massive data pool for lead generation.

Cons

1. Limited LinkedIn Automation: While Apollo offers LinkedIn tracking and messaging, it doesn’t have full LinkedIn automation.
2. Basic Analytics: The platform’s reporting and analytics tools are somewhat limited compared to more advanced options like Amplemarket.
3. Support Could Be Better: Some users report that customer support is slow or lacks depth when responding to complex queries.

Overview of Amplemarket

Amplemarket is an AI-driven sales engagement platform offering a sophisticated outreach approach, especially for mid-market and enterprise teams. It integrates seamlessly with CRM tools and offers enhanced AI functionalities that boost lead nurturing efficiency.

One of Amplemarket’s strongest selling points is its full automation capabilities for LinkedIn, email, and phone outreach. The platform also offers intent data insights and enriched data profiles, helping GTM teams zero in on the most promising leads.

Pros 

1. AI-Powered Insights: Users rave about the platform’s AI capabilities, which help optimize lead scoring and outreach.
2. Advanced Reporting: The in-depth analytics and predictive insights give teams a deeper understanding of performance.
3. Full LinkedIn Automation: Amplemarket’s full LinkedIn automation is a standout feature, allowing users to scale outreach across multiple channels.

Cons

1. Complex Interface: Some users, particularly those without a technical background, find the platform difficult to navigate.
2. Custom Pricing: Unlike Apollo’s transparent pricing, Amplemarket’s custom pricing can be a barrier for SMBs.
3. Learning Curve: Some users experience a steep learning curve during onboarding due to its advanced features.

Why Choose Apollo?

Apollo is an excellent choice for teams that prioritize simplicity and affordability. With a massive lead database, easy CRM integrations, and an intuitive UI, it's perfect for companies that want to scale quickly without a steep learning curve.

Why Choose Amplemarket?

Amplemarket is ideal for more mature GTM teams that need advanced AI-driven features, full LinkedIn automation, and superior reporting capabilities. However, its complex interface and custom pricing may not fit every team, particularly SMBs with budget constraints.

Why you should use Factors.ai for your sales efforts

While Apollo and Amplemarket are strong contenders, Factors.ai stands out as a superior solution for GTM teams, particularly those wanting to leverage data and analytics at a deeper level.

Key Reasons Why Factors.ai is the Best Solution:

1. Advanced Intent Data and Analytics: Factors.ai excels in offering comprehensive intent data that goes beyond basic signals. With its predictive analytics, teams can better understand customer behavior and optimize their GTM strategy. 

For example, you can automate and personalize your outreach sequences based on intent data.

2. Engagement scoring: Factors.ai offers advanced AI features that enhance lead scoring and customer segmentation, enabling teams to target the right leads precisely.
3. Seamless Integrations: It integrates effortlessly with your existing tech stack, including CRMs like Salesforce and marketing tools like HubSpot, giving you a holistic view of your sales and marketing efforts. 

Plus, you can also integrate it with Apollo to get user-level data - giving you the best of both worlds 👀

4. Superior Reporting: Unlike Apollo and Amplemarket, Factors.ai provides real-time, customizable reports that can be tailored to your team’s specific KPIs, making it easier to track and adjust your GTM strategy.
5. User-Friendly Interface: Despite its advanced functionalities, Factors.ai is known for its intuitive interface, offering ease of use without compromising depth.
6. Scalable for Teams of All Sizes: Factors.ai’s pricing structure is scalable, making it accessible to both SMBs and larger enterprises. Its flexibility ensures that teams can scale without worrying about outgrowing the platform.

Top Sales Engagement Platforms

Sales engagement platforms streamline prospecting, automate outreach, and enhance overall sales efficiency.

1. Top Platforms: Apollo.io, Amplemarket, and Factors.ai.
2. Key Features:
- Apollo.io: Extensive lead database (200+ million contacts), multi-channel engagement (email sequencing, calling), and CRM integrations (Salesforce, HubSpot).
- Amplemarket: AI-driven personalized outreach, AI-generated emails, automated follow-ups, LinkedIn automation, and CRM integrations.
- Factors.ai: Advanced intent capture, AI-driven workflow automation, account intelligence, and integrations with sales and marketing tools.
3. Strategic Benefits:
- Reach large-scale audiences with Apollo.io's vast contact database.
- Leverage AI-driven personalization with Amplemarket for higher engagement quality.
- Combine comprehensive analytics and effective engagement strategies with Factors.ai for optimized sales strategies.

Implementing sales engagement platforms improves prospecting efficiency, enhances personalization, and supports sales growth.

Apollo vs Amplemarket: Which Platform is Best?

When comparing Apollo and Amplemarket, the decision ultimately comes down to the specific needs of your GTM team. Apollo offers simplicity, affordability, and a vast lead database—making it perfect for teams that need to scale quickly without much complexity. On the other hand, Amplemarket is suited for teams that need full automation AI-powered insights and are willing to invest time in mastering the platform.

However, Factors is the clear winner for teams looking who want to supercharge their GTM —advanced AI features, seamless integration, intent data, and an intuitive user experience. Its focus on analytics, intent data, and ease of use makes it an invaluable tool for GTM teams looking to maximize efficiency and results.

Book a demo today to find out how you can use Factors to take your sales game to the next level 🚀

When you think of an ABM platform, Demandbase naturally comes to mind. Demandbase (also known as Demandbase One) has been around since 2007 and has served 10,000+ customers after its launch. 

But is it the right fit for your business? Get your answer as you scroll through our article and learn about the 5 Demandbase alternatives currently in the market ⬇️

Why look for a Demandbase alternative?

Demandbase offers a range of features such as:

• Account Identification: Identify high-potential accounts visiting your website or showing buying intent signals online.
• Account Targeting: Tailor marketing campaigns to specific accounts based on firmographics, technographics, and buying behaviors. (e.g., industry, technology used, website activity)
• Multiple Journeys: Create and manage personalized marketing journeys for different account segments based on product lines, business units, or other factors.
• Campaign Influence Metrics: Track and measure the impact of marketing campaigns on account progression within the sales funnel.

However, according to reviews across sites like G2, Capterra, and TrustRadius, users have stated that the setup process is tricky and the UI is outdated:

If you’re an SMB looking for an ABM platform, let’s examine what you must consider when making the purchase.

{{INLINE_CTA_A}}

4 Factors to consider when looking for a Demandbase alternative

Cost-effective: Users have found that Demandbase's pricing is steep compared to other products that offer similar features. Find a tool that provides the best bang for your buck.

Easy to use: Choose a tool with an intuitive user interface that doesn’t have a deep learning curve. This will save you time and help you make the most of the tool.

Intent signals from relevant sources: Remember, there is such a thing as “too many signals.”  make sure you have the right data from channels that most contribute to revenue impact.

LinkedIn ads ROI: If you’re running LinkedIn ads, you must ensure you’re making the most of your ad budget. 

Top 5 Demandbase alternatives

Want to find the right tool and boost your marketing ROI? We’ve done the heavy lifting and compiled a list of the six best Demandbase alternatives you can consider:

1. Factors.ai

Factors is a marketing attribution platform that helps marketers streamline their GTM efforts and optimize their marketing spend. We offer multiple features like:

• Factors can pull intent signals from LinkedIn and G2, which gives greater visibility into high-intent accounts considering your solution. Plus, you can unify all your account-level data from multiple sources.
• Our account and engagement scoring features allow you to assign a value to every interaction an ICP account has with your website. You can now prioritize accounts with high scores to close deals faster. 
• Our segment insights feature lets you understand how different user segments resonate with your product. 
• Factors can also help you personalize your cold outreach based on intent data, thereby taking your sales strategy to the next level.
• Use Factors to create custom workflow automations to simplify your business processes across multiple CRMs
• Our new AdPilot feature can improve the way you run LinkedIn ads and help you get 2x ROI from your ad campaigns

Why Factors is a good alternative to Demandbase

• Demandbase doesn’t have many features that showcase the impact of paid marketing compared to Factors.
• Our IP database includes 4.6 billion companies, whereas Demandbase has 3.6 billion.
• You cannot conduct segment-wise analysis on Demandbase
• LinkedIn AdPilot gives a complete overview of how LinkedIn plays a role in generating revenue, a feature currently missing in Demandbase

Limitations

• Factors doesn’t offer deanonymization at a contact level

Pricing

💡Learn more about our pricing here

{{INLINE_CTA_A}}

2. Albacross

Albacross is a well-established B2B marketing data platform that leverages advanced intent data to identify and capitalize on hidden opportunities from website traffic.

• Website Visitors: Turn website traffic into companies and capture accounts in the buying window
• IP Enrich API: Apply real-time buyer intelligence across your technology stack
• Account-Based Marketing: Target key accounts with customized ads on 90% of ad space globally
• Buying Signals: You can combine Bombora’s powerful intent signals with Albacross to uncover the buyer journey

Why Albacross is a good alternative to Demandbase

Albacross has contact enrichment within the same platform, so there would be no requirement to integrate with multiple enrichment tools

💡Also read: Top 10 Albacross Alternatives

Limitations

• Albacross doesn't allow custom engagement scoring 
• The platform doesn’t include LinkedIn view-through attribution

Pricing

3. Rollworks

RollWorks is an Account-Based Platform with ABM and advertising solutions that allow marketers to deeply understand their buyers and attribute revenue to marketing initiatives such as display ads, social ads, and triggered emails. 

Why Rollworks is a good alternative to Demandbase

Users have reported that it is a far more feasible solution than Demandbase, with a cost of $975 per month. 

Limitations

Customers have mentioned that running LinkedIn ad campaigns with Rollworks can get tedious, and they face issues when showing ads to the right accounts 

Pricing 

Rollworks doesn’t mention its pricing on its website. They have separate plans for Account-based marketing and Account-based advertising. 

{{INLINE_CTA_A}}

4. Recotap

Recotap is an AI-driven Account-Based Marketing (ABM) platform that helps B2B Marketers run targeted ABM campaigns at scale. They break their offering into 3 categories:

• Data Hub: Account level, Contact level, Technographics, or Intent data. You'll find it all here
• Engagement Hub: Engage your accounts across multiple channels with personalized content
• Insights Hub: Let our AI crunch data from ads, emails, CRM, website visits & more to provide the right insights

Why Recotap is a good alternative to Demandbase

• Recotap is a better platform for brands aiming to leverage LinkedIn for ABM 
• It is a cost-effective solution 

Limitations

• Limited reporting options 
• It doesn’t integrate with G2 

Pricing 

Recotap doesn’t have its pricing on its website, but they offer 3 pricing tiers (Starter, Growth, Enterprise) 

5. Common Room

Why Common Room  is a good alternative to Demandbase

• Common Room focuses heavily on community management and engagement, a feature currently unavailable in Demandbase
• If you prioritize a seamless and intuitive user experience, Common Room might offer a more straightforward approach compared to Demandbase
• Common Room offers flexible pricing plans that might be more suitable for smaller businesses or startups compared to Demandbase

Limitations

• Common Room cannot derive intent signals from G2 
• It’s a relatively newer product, so many features are still under development
• Engagement scoring feature isn’t as advanced as other tools on this list

Pricing

Choose the best Demandbase alternative

Streamlining sales and marketing alignment is a cakewalk when you have the right ABM platform. You must invest in a solution that helps you make the most of your marketing effort without burning a hole in your pockets.Sign up for a free trial today to understand how Factors allows you to leverage intent signals and accurately measure the impact of your marketing campaigns.

{{INLINE_CTA_A}}

Top 5 ABM Alternatives

Account-Based Marketing (ABM) platforms help businesses target high-value accounts with precision and personalized strategies, enhancing efficiency and ROI.

1. Top Platforms: Factors.ai, 6sense, Terminus, RollWorks, and Albacross.
2. Key Features:
- Factors.ai: Intent signal capture from platforms like LinkedIn and G2, multi-platform account-level data integration.
- 6sense: AI-driven predictive analytics, buyer intent insights, personalized marketing campaigns.
- Terminus: Multi-channel engagement (digital ads, email, web personalization), robust analytics.
- RollWorks: Salesforce integration, data synchronization, key account identification.
- Albacross: Website visitor insights, tailored marketing efforts, lead generation.
3. Strategic Benefits:
- Identify high-intent accounts and prioritize them for outreach.
- Enhance marketing efforts through personalized, data-driven strategies.
- Leverage integrated platforms for seamless campaign execution and performance optimization.

Implementing these ABM tools helps streamline targeting, optimize marketing spend, and drive conversions effectively for long-term business

LinkedIn, Google, and Facebook—marketers are spoiled for choice because there are many options for running ads and promoting their products.

But which one takes the win? Or should you use each platform in tandem?

This guide analyses LinkedIn Ads vs. Google Ads vs. Facebook Ads and explores how B2B marketers can effectively use these platforms for various campaign types. Additionally, we’ll discuss the challenges associated with each platform and how a multi-channel approach can help maximize ROI.

TL;DR

• LinkedIn Ads: Best for targeting decision-makers and professionals in niche industries despite higher costs.
• Google Ads: Ideal for capturing high-intent leads with search ads and retargeting.
• Facebook Ads: Effective for broad audience engagement and cost-effective brand awareness.
• Multi-Channel Strategy: Combining all three platforms maximizes ROI by leveraging their unique strengths across the marketing funnel

Overview of Each Ad Platform

LinkedIn Ads

LinkedIn Ads are highly effective for B2B marketers who must reach decision-makers and professionals in specific industries. The platform’s targeting capabilities include options based on job title, company size, industry, and professional skills, making it the go-to choice for account-based marketing (ABM) strategies.

Strengths:

• Superior B2B targeting capabilities.
• High-quality leads due to professional context.
• Ideal for promoting webinars, whitepapers, and other B2B content.

Limitations:

• High cost-per-click (CPC) compared to other platforms.
• Smaller audience size than Google or Facebook.

Google Ads

Google Ads is well-known for its ability to capture intent. Users actively search for solutions on Google, making it an excellent platform for bottom-of-the-funnel conversions. With options like search, display, and YouTube ads, Google offers diverse ways to target audiences.

Strengths:

• High-intent audience.
• Broad reach with multiple ad formats.
• Remarketing capabilities through display ads.

Limitations:

• Competitive keywords can lead to high CPCs.
• Limited ability to target niche professional audiences directly.

Facebook Ads

While Facebook is often seen as a B2C platform, its massive user base allows B2B marketers to target decision-makers who may also use Facebook for personal browsing. The platform's advanced targeting options, such as interests, behaviors, and lookalike audiences, can complement other advertising efforts.

Strengths:

• Lower CPC compared to LinkedIn and Google.
• Advanced audience segmentation and lookalike audiences.
• Ideal for top-of-the-funnel engagement.

Limitations:

• Limited professional targeting options compared to LinkedIn.
• May struggle to capture high-intent B2B leads.

Best Campaign Types for B2B Marketers

1. LinkedIn Ads Campaignssome text
   • Sponsored Content: Promotes thought leadership content such as eBooks, webinars, and case studies. It is ideal for lead generation and nurturing.
   • Message Ads: Directly target prospects with personalized messages. Effective for ABM strategies.
   • Lead Gen Forms: Capture user data directly within LinkedIn, streamlining the conversion process.

💡Learn more about types of LinkedIn ads here.

2. Google Ads Campaignssome text
   • Search Ads: Target specific keywords to capture high-intent prospects. This is useful for driving conversions when prospects are actively searching for solutions.
   • Display Ads: Retarget users who have previously visited your website, keeping your brand top-of-mind.
   • YouTube Ads: Promote video content to educate potential customers about your product or service.

💡Find out more about SaaS google ads

3. Facebook Ads Campaignssome text
   • Video Ads: Promote product demos or customer testimonials to build awareness.
   • Retargeting Ads: Target users who have previously interacted with your website or content.
   • Lead Ads: Collect leads directly on Facebook, similar to LinkedIn’s Lead Gen Forms.

Challenges of Each Platform

LinkedIn Ads Challenges

• High CPC: LinkedIn’s cost-per-click is significantly higher than other platforms. B2B marketers need to optimize their targeting and content to achieve a high conversion rate.
• Smaller Audience Size: Compared to Facebook and Google, LinkedIn’s audience is more limited, potentially reducing the reach of some campaigns.

Factors recently launched a new offering called LinkedIn AdPilot, where you can solve these challenges and double your LinkedIn ROI!

Google Ads Challenges

• Keyword Competition: Popular keywords can lead to high CPCs, making it expensive for B2B companies to compete for clicks.
• Complexity in Setup: Google Ads requires a deeper understanding of keyword research, bidding strategies, and ad optimization.

Luckily, with Factors, you can solve these challenges by knowing exactly which ad keywords are bringing you revenue so you can save up to 50% of your ad spend!

‍

Plus, you can also use our Segment Insights feature to compare channel performance to see where you can allocate more ad budget. 

Facebook Ads Challenges

• Low Intent: Facebook users may not be actively seeking business solutions, making it harder to drive conversions for B2B campaigns.
• Limited Professional Targeting: While the platform offers demographic and behavioral targeting, it lacks LinkedIn’s professional filters.

Multi-Channel Approach to Maximize ROI

A multi-channel approach leverages the strengths of each platform, addressing the limitations of individual channels and maximizing performance across the marketing funnel.

1. Top-of-the-Funnel (TOFU) Awareness: Use Facebook Ads

• Strategy: Facebook Ads can help you reach a broader audience and create initial awareness. Use engaging content like videos or blog snippets to generate interest.
• Goal: Drive traffic to your website or landing page to build a remarketing audience.

2. Middle-of-the-Funnel (MOFU) Engagement: Leverage LinkedIn Ads

• Strategy: Use LinkedIn’s professional targeting to nurture leads who have shown interest in your content. Promote webinars, eBooks, or whitepapers to educate prospects.
• Goal: Establish credibility and build a relationship with potential customers.

3. Bottom-of-the-Funnel (BOFU) Conversion: Optimize Google Ads

• Strategy: Use Google Search Ads to capture intent-driven leads that are ready to purchase. Bid on keywords related to your solution to target high-intent prospects.
• Goal: Drive conversions by offering product demos, free trials, or consultations.

4. Remarketing Across Channels

• Retarget users on Google Display Network and Facebook who have interacted with your content on LinkedIn or searched for relevant keywords. This ensures your brand remains top-of-mind across various touchpoints.
• Tip: Tailor your messaging based on the user’s previous interactions to make your ads more relevant and personalized.

5. Unified Reporting and Attribution

• Track conversions and attribute leads accurately using tools like Google Analytics, LinkedIn Insights, and Facebook Pixel. This allows you to understand which platform drives the most ROI and adjust budgets accordingly.

Which Ad Platform is Best for B2B Marketers?

The choice between LinkedIn Ads, Google Ads, and Facebook Ads depends on your specific goals and budget:

• Best for High-Quality Leads: If your goal is to target decision-makers or specific industries, LinkedIn Ads offers the best targeting capabilities despite the higher CPC.
• Best for Capturing Intent: Google Ads is the ideal choice for driving conversions when users actively search for solutions related to your product or service.
• Best for Brand Awareness and Engagement: Facebook Ads can be a cost-effective way to build awareness and engage a broader audience, making it a valuable addition to a multi-channel strategy.

Ultimately, no single platform will serve all B2B marketing needs. A balanced, multi-channel approach ensures you can capture leads at various stages of the buyer’s journey and optimize your ad spend for maximum ROI.

Use Factors to Supercharge Your Ad Strategies 

When evaluating "LinkedIn Ads vs. Google Ads vs. Facebook Ads," B2B marketers should focus on a multi-channel strategy that leverages each platform's unique strengths. LinkedIn’s professional targeting, Google’s intent-driven search capabilities, and Facebook’s broad reach create a holistic approach that can nurture leads throughout the buyer's journey. While LinkedIn may be the best option for high-quality B2B leads, integrating all three platforms maximizes performance and ROI.

You can use Factors to measure the impact of each channel and shape your paid marketing strategies to generate more pipeline and revenue. Book a demo today to witness the power of signal-based GTM in your performance marketing efforts.

Top 3 Advertising Platforms

Choosing the right advertising platform is crucial for achieving business goals, reaching target audiences, and optimizing budgets.

1. Top Platforms: LinkedIn Ads, Google Ads, and Facebook Ads.
2. Key Features:
- LinkedIn Ads: B2B targeting based on job titles, industries, and company sizes.
- Google Ads: Broad reach, diverse ad formats, targeting high-intent searchers.
- Facebook Ads: Extensive reach with demographic, interest, and behavioral targeting.
3. Strategic Benefits:
- LinkedIn Ads: Ideal for targeting decision-makers but comes with a higher CPC.
- Google Ads: Captures high-intent audiences, though competitive keywords can raise CPC.
- Facebook Ads: Cost-effective for B2C campaigns, though creative strategies may be needed for B2B.

Implementing a multi-channel strategy using these platforms enhances marketing effectiveness and maximizes ROI.

FAQs

Q1. What is the main difference between LinkedIn and Facebook Ads for B2B marketing?

LinkedIn Ads offer more advanced targeting options for professionals based on job title, industry, and company size, whereas Facebook Ads provide broader audience targeting and lower CPCs.

Q2. Are Google Ads effective for B2B companies?

Yes, Google Ads are effective for B2B companies, especially for capturing high-intent leads through search ads and remarketing strategies.

Q3. How can B2B marketers measure the success of their ad campaigns?

B2B marketers can measure the success of their campaigns through KPIs such as conversion rate, cost-per-lead (CPL), and return on ad spend (ROAS), while also using attribution models to track the contribution of each platform