Rick Holmes of EveryMarket Media has some great insight into Facebook advertising for B2B Marketers:
Facebook is a great place to connect with very precisely delineated audiences and deliver highly targeted messages. Applying facebook’s laser-targeted approach to B2B marketing, especially account-based marketing, means you can reach those people with every type of ad and post facebook supports: video, images, polls, questions, content, promotions and giveaways, quizzes, and more.
“Adweek’s Dennis Yu says: ‘B2B marketers using Facebook’s custom audiences to match their email lists to Facebook often report a 20 to 30 percent average match rate. B2C companies typically report 70 to 80 percent, which says most of their audience is targetable on Facebook.”
That can be as applicable to B2B marketing as it is to B2C, but the span between business-focused data and a consumer-focused platform must be bridged to make it effective. The key component of course is to add B2C email addresses to B2B data points to achieve this audience match rate.