More Marketers to Focus on B2B Sites to Reach Prospects

Businesses have no shortage of media channels to use when promoting their products and services online to other businesses.  While some online venues are specialized B2B operators, many consumer sites also offer business content. Which channel is most effective for B2B marketers? BBN Networks recently hired OTX MediaCT to study the topic and findings indicate that marketing through dedicated B2B websites improves campaign performance.

The study conducted for BBN Networks focused on professionals who were at least 25 years old with an annual salary of $75,000.  Study participants were tested on brand opinion and also on whether attitude was affected by the time of day the ad was viewed, either during the workday (WD) or outside the workday (OD).  This study used DHL global shipping as the test brand.

Here are the percentages of test subjects who said they were likely to search for more information on the company within the next 3 months ranked by when and where they saw an ad:

  • B2B site visitors – WD 59%
  • B2B site visitors – OD 52%
  • Consumer site visitors – 35%

In addition, brand opinion regarding the test company was significantly higher for study participants who viewed the ad on a B2B site as opposed to a general content site such as CNN​.com. Scott Roulet, senior VP of BBN Networks, said, “Our objective was to show that there was a premium value to advertising to a business audience when they are within the confines of sites that are very narrowly targeted to their businesses.” While many marketers may have guessed that promoting themselves on a B2B site would increase campaign value, these results assign some specific data points to that value.

[Source: Griffin, Marie. BBN study: Business ads do better on b2b sites. Btobonline​.com. 11 Mar. 2011. Web. 25 Mar. 2011] 
Kathy Crosett
Kathy is the Vice President of Research for SalesFuel. She holds a Masters in Business Administration from the University of Vermont and oversees a staff of researchers, writers and content providers for SalesFuel. Previously, she was co-​owner of several small businesses in the health care services sector.