Published: 29 May 2024
Effective demand generation via advertising requires compelling content that resonates with the buyer’s journey across digital channels. Digital marketing leaders can boost demand generation by optimizing ad placement and creating ad content that delivers value to customers along the buying journey.
A Gartner analysis of 346 advertisements from 30 top B2B brands found that 93% of digital ads prioritized building brand awareness and driving consideration. To that end, these top brands’ ads most often promoted three content themes: product information, brand storytelling, and knowledge and education.
To deliver a differentiated experience, a digital ad must provide catalytic value as it doubles the likelihood of commercially productive behaviors among B2B buyers (e.g., willingness to buy or pay a premium). However, only 8% of the analyzed B2B ads delivered this catalytic value.
Only 53% of B2B advertising content incorporated calls to action (CTAs),
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Analysts:
Weicong Zhao, Nicole Coskren
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