News Byte: Financial Companies Lead B2B Online Ad Growth

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“No more than 10-15% B2B traffic from targets,” Demandbase
“No more than 10-15% B2B traffic from targets,” Demandbase

Financial services and manufacturing companies, known for more traditional B2B marketing strategies, paced software and tech companies last year in driving online marketing growth, according to a study released today by Demandbase.

Financial companies posted a 144% increase in online B2B advertising over 2012, according to a year-long study of 20 verticals conducted by the targeting and personalization company. Online ads from manufacturing companies rose by 87%.

“All advertisers, whether targeting businesses or consumers, have increasing pressure to demonstrate the ROI around every marketing dollar spent,” says Chris Golec, founder and CEO of Demandbase. “New advances in audience identification and personalization have enabled B2B companies to engage their customers with customized messages across the web and through to their corporate web site.”

The study also found that the three most common attributes used to segment and target audiences are industry, revenue, and presence on a company's CRM system. Financial services marketers were most likely to target by revenue, while manufacturing was most interested in industry classification.

Despite the increased interest in B2B client segmentation, the practice is still in its nascent stages, according to Golec. “It's not uncommon to see only 10 to 15 percent of the traffic to a B2B Web property from a target audience,” he notes. 

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