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How to Reach a B2B Audience

By Brian St. Cyr on Tue, Oct 22, 2024 @ 09:10 AM |

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“The age of B2B brand building is dawning,” reports LinkedIn’s B2B Institute. While the opportunity to make B2B connections is vast, how can advertisers make sure their messages reach the correct audience?

According to LinkedIn’s study, “81% of B2B ads fail to gain adequate attention or drive recall. With roughly $30 billion spent annually on B2B advertising in the US alone, this highlights a significant opportunity to improve the value from the investment.”

Here’s how you can make sure your messages make an impact with B2B target audience:

  • Think outside 9-5. One way to stand out from the crowd is to consider reaching your audience on the weekend. MediaPost reports on a DesignRush study which found a 23% rise in weekend web traffic from C-suite executives, reporting that, “the study posits that content consumption is deeper and more intent-driven on weekends, leading to longer sessions and higher conversion rates.”
  • Identify the most relevant trade journals. If you have a specific B2B target audience in mind, it can be challenging to be sure you identify the trade journals that are most on-point. Mediaspace leverages our research and planning tools to provide comprehensive planning data on trade media, including print journals and websites that ensure you zero in and reach your B2B audiences when they are engaged in their subject-matter content.
  • Engage with industry-specific social media. Depending on industry, your B2B audience might have specific professional social platforms on which they engage. Healthcare providers, for example, are on platforms like Sermo or Doximity.
  • Add programmatic. Use validated offline data to reach professional audiences online. Mediaspace can provide fully transparent reporting down to NAICS codes which can help to provide clients with ROI.

How Mediaspace can help.

Mediaspace is the leader in reaching professional audiences in key verticals such as healthcare, insurance, financial services and more. Reach out to find out more about how Mediaspace can help reach B2B audiences with diversified, effective media plans and buys.

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