Target high-funnel intent when you have more budget or want to expand campaigns in new directions.
To optimize conversions, understand the differences between intent on each platform and prioritize by effectiveness.
Contrary to popular belief
B2C platforms, like Facebook, are useful in B2B if done right. They can seem costly if not applied with strategic focus, but you can produce a positive ROI if you use effective advertising practices.
Here’s a list of major platforms ordered by effectiveness in B2B. You should prioritize find buy verified datasets your B2B lead generation strategy accordingly:
Remarketing (all platforms can do this)
AdWords
The difference in PPC B2B lead generation for these platforms comes down to buyer intent. For example, people are on Facebook to connect with others and entertain themselves rather than to buy.
But those impressions “ad” up, and we’ve developed many ROI-positive campaigns for B2B clients on Facebook.
Conversely, when prospects are on Google, they can express red-hot intent with their searches, using buying keywords, and you can target them directly with ads.
AdWords Lead Generation
AdWords is extremely powerful for many B2B industries because unlike Facebook, where the user intent is lower and difficult to segment, you can access prospects who are definitely looking to buy.
To optimize results and see clear data in your reporting, organize the keywords you target into groups by buyer intent.
High-funnel, mid-funnel, and low-funnel buyer intent keywords.
If a lead is high-funnel, they are still in the research phase of their journey.