2024 B2B Digital Advertising Strategies and Trends

In 2024, smart B2B companies will FINALLY rethink their digital advertising strategies.

Why?

Because the traditional playbook of spending $100k/month on LinkedIn ads to promote a gated e-book is clearly not working:

1. UNTENABLE ROI. CAC Payback periods > 60 months on “leads” generated from LinkedIn lead gen campaigns

2. SALES/MARKETING MISALIGNMENT. Sales teams close on average 1 out of 1,000 “leads” from a LinkedIn lead gen campaign.

3. NO SCALABILITY. The terrible CAC and sales productivity metrics make this advertising strategy absolutely impossible to scale - you burn exponentially more money as you spend more.

So, B2B companies really only have two options:

1. Stop spending money on LinkedIn Ads. Many companies are doing this and cutting $100k/month on LinkedIn ads and moving that money to spend even more on Google Ads.

For most companies, this isn’t really a solution. The measurable ROI on Google Advertising is also very poor and they are already way past the point of degrading ROI on this channel.

2. Develop a new strategy for HOW to execute LinkedIn ads. A few smart companies are doing this with massive success, yet the majority of companies can’t do this because of their outdated attribution requirements to deem ROI to a “lead”.

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LinkedIn advertising is the most powerful B2B marketing channel on the planet right now. You can distribute content to the exact decision makers at your target accounts for $0.03 to $0.07 each.

It's by far the best use of variable marketing dollars compared to alternative investments like building a big tradeshow booth, spending another $100k/month on Google Ads, testing ABM display ads, or all the other large line item expenses on a marketing budget.

Lots of companies like to blame the channel - "LinkedIn ads don't work."

When in reality, they need to blame themselves - "Our strategy for LinkedIn ads doesn't work"