Study: 71% Of B2B Marketers Say Digital Ads Don’t Meet Expectations

Published: March 4, 2016

Demandbase announced the results of its Ad Waste Survey, revealing that 71% of B2B marketers admit their organization’s digital advertising fails to meet their expectations. The survey, issued in conjunction with Wakefield Research, polled 500 B2B marketers at the manager level or higher, at companies with more than 250 employees.

The findings show that even though digital marketing is a driving force in B2B advertising, many find it difficult to measure ROI, which can lead to program inefficiencies and ad waste.

Other key findings from the survey include:

  • 96% of B2B marketers say most of their digital advertising inevitably reaches people outside of their intended target;
  • 89% agree their digital marketing mix is not optimized; and
  • 50% measure the success of their ads by conversion rates and cost per impression.

“B2B marketers are realizing that while their digital advertising strategy may be reaching a large audience, it’s not necessarily delivering the right results,” said Peter Isaacson, CMO at Demandbase, in a press release. “B2B marketers need to adjust their strategy away from B2C best practices and look at B2B-focused solutions that can deliver more effective advertising, personalization and sales programs to the specific accounts that will really deliver business results.”

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