Paid programmatic marketing on Facebook, Twitter, YouTube, and LinkedIn are hot topics right now for both B2B and B2C companies trying to take advantage of the massive boom in social media advertising. But B2B and B2C can be vastly different creatures in the ways they use social channels for advertising. Not only that, they are driven by different motives for their social ad campaigns. For consumer brands, widespread visibility and loyal viewership are key metrics that funnel all the way down to measurable conversions. However, in the B2B arena, the numbers are very different. The growth of just a couple of customers can mean millions in new revenue. This is why all those views, the shiny objects, and the vanity metrics may mean less for a B2B marketer.

Picking the Right Platform

But does that mean, in B2B, you shouldn’t pay attention to building the funnel? Not at all. In fact, B2B firms are always looking to attract a super-targeted audience— a lot more than consumer brands—because unlike B2C, they can’t sell their products to just anyone. Also, in B2B, purchase decisions are made over a longer period and the buying cycle is painfully slow.

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