Stop leaving B2B leads on the table by using digital ads
Artificial intelligence (AI) has revolutionized marketing and advertising. At Amanda AI, we’ve been helping businesses optimize their digital marketing through automated audience targeting, creatives, and behavioral analysis — and achieving spectacular results.
So far, many of our customers are in the booming eCommerce sector. These businesses have a lot of products and stock levels, which make them good candidates for automated advertising.
Many of these companies hugely benefit from services like:
- Automated ad creation
- Continuous effect optimization & testing
- Intelligent budget allocation
- Automated keyword generation
- Surgical remarketing
The eCommerce sector has grown significantly in recent years. This rapid growth has led to incredible levels of competition. eCommerce businesses are struggling to compete, and Amanda AI helps them gain an edge over their rivals.
However, online shops aren’t the only businesses that AI advertising can help. B2B lead generation is another area in which Amanda AI can excel.
How digital advertising can boost B2B lead generation
Many businesses use platforms like Meta, Google, and Bing for lead generation. Each medium has an incredible amount of reach. When used correctly, ads on these platforms can connect brands with very defined, high-intent audiences.
Generating a sales pipeline is a huge marketing focus for most businesses. In a recent marketing report by Drift, 53% of marketing leaders said it was their number one focus. Over the last decade, digital advertising has grown enormously. The sector is worth about $600bn. For context, that’s about two-thirds of overall media ad spending.
Brands use digital marketing because it’s effective. However, the approach has become very popular. The result is that digital marketing has become highly competitive, and the costs of lead generation have shot up. Now, it’s gotten to the point that 53% of businesses spend more than half their marketing budget on generating leads.
You could say that the problem with lead generation via digital marketing is that it’s too effective. When compared to other forms of lead generation, it costs far less. It also produces some excellent results.
How B2B are currently doing lead generation
B2B brands use various methods to generate outbound and inbound leads.
Some popular forms of inbound lead generation are:
- SEO / SEM
- Trade Shows
- TV ads
- Content marketing
- Email marketing
Some frequently used forms of outbound lead generation are:
- Cold outreach
- Sales development
- Third-party lead generation services
However, when it comes to lead gen on Meta, Google, or Bing, the predominant mode is to use keywords.
Keywords are a great way to connect with interested parties. When prospects enter search terms, they are considered “high intent.” The idea here is that if someone is actively searching for something, they are more open to marketing and advertising and more likely to convert.
However, the issue is that everyone in your niche is probably chasing the same keywords. You can identify underutilized keywords if you do enough market research and analysis. However, an edge like that is generally temporary, and your competitors soon close the gap.
So what is a B2B to do? Keep targeting high-competition keywords and contributing to the rising cost of leads. Should you just hope that the arms race doesn’t get so expensive that lead generation becomes unprofitable to generate new business?
Of course not. Instead, you can turn to AI advertising to help you optimize your digital lead generation. And one of the first and best ways to start is to work with audiences more effectively.
How understanding audiences can enhance your lead generation
Perhaps the best thing about Meta, Google, and Bing Ads is the access they give you to well-defined audiences. It’s no big secret that these platforms are in the Big Data business. They provide excellent free services, and in exchange, their users let them use their data to attract advertisers like you to use their sales and marketing services.
Let’s take Google Ads as an example. The platform uses the data they collect on its users via Search, Gmail, YouTube, etc., and uses this information to target users who might be interested in your B2B products. Instead of solely relying on prospects to enter keywords, you can use audiences to connect with people who fit your audience persona mold.
Here are the main types of audiences you can target.
Affinity audiences: Google designates its users into audiences via areas of interest. So, for example, if you have a B2B solution in the fintech arena, Google can connect you with people who habitually search for and engage with financial technology terms.
Custom segments: Of course, when you are generating leads, it’s not enough that your prospects have an interest or passion in a particular subject. You also need them to be in a position to need or buy your products. That’s where custom segments come in.
Some of the things you can do to narrow down your search are:
- Search terms
- Websites they frequent
- Apps they use
Custom audiences are a good way to target particular types of people. For example, if there is an influential blog or website in your niche, you can add that to your custom audience list and target people who are regular visitors.
In-market audiences: In-market audiences are high-intent audiences. Google bases these groups on how they behave when they search the web. Google considers things like:
- What topics and content types are these users interested in
- How frequently do they visit related pages
- How do they convert or react to similar ads
Demographic segmentation: Demographic segmentation is another way to customize your audience targeting by considering things like age, gender, household income, etc.
You can granularly test as many audiences as possible and fine-tune your terms until you reach a winning mix. Of course, that’s a lot of manual work, which can be time-consuming. However, automation can take away a lot of that load.
Summary: How Amanda AI can help optimize your lead generation
Amanda AI constantly optimizes ad campaigns. As you feed info into your audience segments, our robot can help you set the correct targets, exclude audience overlap, generate keywords, and create ads.
Using effect-based attribution, Amanda AI is constantly learning and improving, meaning the right ads are getting in front of the right people at the right time.
If all your competitors use keywords to generate leads, you need to take an extra step to outwork them. AI advertising helps you wring the most value from keywords and audiences, meaning your budget can go a long way because targeting is more precise and cost-effective.