Best Practice Report

Rethinking B2B Digital Advertising Optimization

Maximization, Not Optimization, Is The Future Of Digital Paid Media Effectiveness

February 18th, 2022
John Arnold, Principal Analyst
John Arnold Principal Analyst
With contributors:
Steven Casey , Emily Wen , Arianne Burnette

Summary

Digital advertising can influence the attitudes and behaviors of various B2B audiences, but B2B digital advertising and paid media strategies have long been encumbered by the deficiencies of analyzing impressions, clicks, conversions, and costs to optimize performance. Looking only at the components of advertising that drive click-through and conversion rates at the lowest cost was a flawed approach at the time of its origin — when digital interactions became trackable and B2B marketers and media agencies were tasked by their organizations to drive direct responses because they were so easily measurable. In this report, we explain why B2B marketers must rethink their digital advertising strategies, shifting from a flawed optimization model focused on quantity, ratios, and costs to a maximization model focused on efficacy, amplitude, and value.

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