How do I make my B2B advertising dollars go further? It’s a common question we hear from marketers, and one we wanted to address. That’s why we teamed up with industry leaders for a webinar focused on how to boost your digital advertising ROI.
The webinar—The Proven Path to Better B2B Leads & Conversions—brought together folks from Seventh Bear, HubSpot, StackAdapt and Kuno Creative to talk about how the ad space is changing, as well as strategies to keep pace. With nearly 550 registrants for the virtual event, it’s an important topic we’re glad to have covered with such a strong team.
Webinar Highlights
The session kicked off with a frank look at realities of B2B marketing right now. Seventh Bear’s Robert Rose spoke to how customer expectations have shifted—markedly.
The lines between B2B and B2C have blurred, with B2B customers expecting experiences that mirror the former. Teams feel the pressure to deliver these elevated experiences, all while being asked to do more with less and struggling to address a widening skills gap.
Smarter data strategies support smarter marketing that helps companies keep pace.
The spotlight then turned to first-party data and how to capitalize on its full potential. HubSpot’s Maggie Philbin shared how with CRMs, companies can collect behavioral data to better engage with their customers. This portion of the webinar included a walkthrough of setting up custom events in HubSpot to power personalization efforts.
Did you know that businesses that excel at personalization see 40% more revenue than other players? StackAdapt’s Michelle Yien cited stats like this to showcase how first-party data helps B2B organizations win.
When companies synchronize HubSpot with StackAdapt, they can start to target first-party data and deliver measurable results with ad spend. (There’s a reason why they say, ‘First-party data is gold’.)
Kuno’s Shaun Kanary showed this impact with an example from our client portfolio: a capital equipment manufacturer sought to modernize their ad strategy. By syncing HubSpot first-party data with StackAdapt’s advanced targeting, and layering in Kuno’s strategic expertise, the client launched high-impact ABM and retargeting campaigns. The results: $160K in pipeline revenue, 35X return on ad spend and a 818% increase in clickthrough rate.
Interested in learning more about this client’s success? View the case study here.
If you missed the live session or want to revisit key insights, you can catch the webinar on-demand. Whether you're just starting to rethink your ad strategy or you're looking to scale smarter, this session offers a proven blueprint to help move the needle.
