How to integrate programmatic advertising with your other marketing channels for B2B lead generation

Posted by swapnil on October 6th, 2023

Programmatic advertising has emerged as a potent force in B2B lead generation. However, to unlock its full potential, it's essential to seamlessly integrate it with your other marketing channels. This integration not only extends your reach but also enhances lead nurturing and conversion rates. In this comprehensive guide, we'll explore how to harness the synergy of programmatic advertising with your existing marketing strategies to achieve exceptional results.

1. Use Programmatic Advertising for Website Retargeting

Programmatic advertising offers a powerful tool for retargeting website visitors. It allows you to re-engage individuals who have already shown interest in your offerings. For instance:

• Target those who visited your landing page but didn't download your ebook.

• Rekindle interest among cart abandoners, encouraging them to complete their purchases. Website retargeting through programmatic ads is a strategic approach to nurturing leads in the digital realm.

2. Target LinkedIn Connections with Precision

LinkedIn is a treasure trove of B2B connections, often filled with decision-makers and key influencers. Programmatic advertising can help you laser-target your LinkedIn connections with compelling ads:

• Promote a new product launch through banner ads.

• Invite connections to a webinar with sponsored InMail messages. This personalized approach maximizes the impact of your campaigns, connecting with professionals who matter most.

3. Leverage Social Media Engagement

Programmatic advertising's capabilities extend to targeting individuals who engage with your content on social media platforms. This strategy taps into an audience already interested in your brand, products, or services:

• Reach those who liked or shared your latest LinkedIn blog post.

• Connect with viewers of your YouTube videos. By delivering tailored messages to an engaged audience, you nurture leads effectively and drive conversions.

4. Coordinate Multichannel Ad Campaigns

Programmatic advertising's versatility shines when it comes to coordinating ad campaigns across different channels. Consistency in messaging and visuals across search, display, and social media fosters a cohesive brand experience. Examples include:

• Targeting audiences with the same ad on both Google Search and LinkedIn.

• Tailoring ads differently for Facebook and Twitter. This unified approach strengthens your brand's presence and resonates with your target audience more effectively.

Integrating programmatic advertising with your existing marketing channels is a strategic imperative in the world of B2B lead generation. This harmonious fusion extends your reach, nurtures leads, and ultimately enhances conversion rates. By effectively deploying programmatic advertising alongside your other marketing strategies, you'll unlock the full potential of this powerful tool.

In the dynamic landscape of B2B lead generation, programmatic advertising seamlessly complements your efforts across the digital spectrum. The result is a more efficient and effective lead-generation ecosystem that propels your B2B business to new heights.