How to do effective B2B advertising if your budget has been cut in half?

Answer. Don’t show ads to untargeted people.

How do you think we could do this?

Build lists and advertise only for targeted lists.

Why couldn’t this have been done before?

It could be.

(!) But now, in the face of cut budgets and more compressed demand, it makes sense to stop all other advertising.

How do we advertise only for targeted lists?

We’ll need LinkedIn Sales Navigator, LinkedIn Ads, Google Ads, Meta Ads, and some third-party services.

Here is the scheme:

1) Use LinkedIn Sales Navigator filters to find target companies. Clean the received list manually. Download this account list using third-party services. Now we have List 1.

2) Use LinkedIn Sales Navigator filters to find decision-makers in List 1 companies. Download this contact list using third-party services. Now we have List 2.

3) Enrich email addresses in List 2 using third-party services.

4) Upload Lists 1 and 2 to launch Engagement / Traffic campaigns in LinkedIn Ads.

5) Upload List 2 to launch Engagement / Traffic campaigns in Meta Ads.

6) Upload List 2 for launching Google Ads campaigns:

• Google Display campaigns for the list
• YouTube In-Stream campaigns for the list
• Google Search RLSA campaigns for the list

7) Add retargeting campaigns for website visitors across all platforms.

(!) If you have completed steps 1 and 2 well, your advertising will be shown only to potential clients.

Even LinkedIn Ads with micro budgets can be effective

What do I mean?

Traditionally, we think of advertising as a separate marketing tactic. We are building an advertising funnel. For example, we attract potential customers to a website using Google Search Ads. We then do retargeting for website visitors using LinkedIn/Meta Ads.

Such a funnel usually requires a significant budget. And it is suitable for scaling a business.

What if our B2B is a young brand looking for its first customers?

Should we abandon advertising tools for now?

No. This is wrong.

(!) We can effectively use advertising tools not as a separate tactic but as an addition to our inbound social media marketing program.

For example, we actively develop our network on LinkedIn, create demand, and receive inbound leads. How can we improve and speed up this work?

We can use LinkedIn Ads to solve specific tasks:

1) Guaranteed delivery of our best posts to prospects from our target list.

2) Growing followers on our LinkedIn Company Page.

3) Attracting potential clients (from the target list) to our online/offline event.

These can be ad campaigns with a limited period and a $300-$500 budget.

And this can skyrocket our inbound marketing results.

Ask us how to build a paid acquisition system for your business.