We know that growing your pipeline is an essential part of your job — and Connected TV (CTV) can help. Not only is linear TV inaccessible to B2B advertisers, but TV ads haven’t been great at pushing people down the funnel. CTV has changed all that. Thanks to CTV, TV advertising can be used as a performance platform that drives lower-funnel results.

CTV is a powerful demand generation tool that works in conjunction with your other efforts to help fuel your pipeline. What makes CTV so powerful? A few reasons: High-impact, unskippable ads ensure your message gets heard in its entirety, while real-time measurement allows you to verify that your ads are doing exactly what you want them to do.

This white paper boils down to the top questions for anyone who has yet to take advantage of CTV. Get answers to questions like:

• How can I grow my pipeline?
• Is my B2B audience available on CTV?
• What insights can I get from CTV?
• How should I use CTV for my brand’s long-term growth?

Marketers’ use of email continues to increase year over year. But nowadays, email marketers are focused on increasing email effectiveness, boosting campaign performance and optimizing conversion rates. Plus, today’s customers expect relevant, personalized emails that addresses their needs in the moment. To master this balance, marketers need real-time data and intelligent analytics, as well as a thoughtful, human touch to create emails that move customers closer to important moments — and ultimately into trusted, loyal customer relationships.

To help organizations reach these goals, Salesforce assembled 50 tried-and-true tips to guide practitioners. If you’re just getting started with email — or if you’re looking to improve what you’ve already built — this white paper will help you create email that both resonates with customers and proves its own value.

You’ll learn tips for:

• Setting every email up for success;
• Building customer trust;
• Creating results-driven email that converts customers;
• Delivering relevant content; and
• Making every email contextual in the wider customer journey.

Are you ready to experience the difference Connected TV (CTV) can make in your B2B advertising strategy? Don’t let the complexity overwhelm you. The impact that CTV can have on your performance strategy is undeniable, and the time to start is now.

To help you kickstart your CTV journey and make it a seamless experience, check out this step-by-step checklist.

 

Quick: What’s your favorite ad? Bet whatever just came to mind had nothing to do with B2B. That’s because B2B ads are often stuffy, technical and — to be honest — kind of boring. But it doesn’t have to be this way.

More B2B brands are taking advantage of the sight, sound and motion on the Connected TV (CTV) screen. As companies break that bland creative mold, CTV ads are becoming the backbone of their performance marketing strategies.

In this guide, you’ll learn how to create B2B ads that don’t suck. Download the guide to explore:

• Why B2B video is untapped opportunity;
• How to break up with boring video content;
• Creative tips from expert B2B video creators; and
• How to maximize video performance with CTV.

TV has long been a brand awareness tool, and B2B brands have often found it mismatched with their needs. Instead, they’ve turned to performance-focused solutions such as paid search and social.

Then Connected TV (CTV) entered the scene. As an advertising solution, not only did it offer measurable performance for the TV screen, it’s proven to be a powerful demand generation machine. As a B2B marketer, you can see this for yourself by including CTV in your performance strategy. Not only does it generate results on its own, but it boosts your other performance efforts. This white paper dives into why. Check it out now!

The marketing mix has shifted, and B2B looks a little different these days: The TV screen is no longer solely a brand awareness play with limited access to data that makes it virtually off-limits to B2B brands. Connected TV (CTV) has enabled them to reach their target audiences with precision targeting and real-time measurement.

The B2B target audience is also doing business differently. Many office workers have traded their pantsuits for sweatsuits and a swivel chair at the office for a few days on the couch at home. Advertisers would be wise to remember that a B2B target audience is probably in front of the TV just as much as anyone else, making it the perfect place to find them.

In this white paper, you’ll discover everything you need to know about CTV measurement, including:

• How CTV’s digital roots make it fully measurable;
• How CTV elevates brands and their ad mix; and
• How to grade CTV on the same rubric as paid search and social.

Connected TV (CTV) is a space that is still relatively open for B2B businesses like yours. By leveraging Connected TV as a performance channel, your B2B brand will have a leg up on the competition.

Because of its precision targeting capabilities, CTV enables businesses to reach consumers in the comfort of their own homes, through a plethora of specific factors, like job title, company size, industry and more.

Download this guide to learn:

• How CTV can help you effectively target your ideal B2B consumers;
• How to drive meaningful results with performance TV;
• How to bolster CTV efforts by retargeting your own audience; and
• How CTV improves and outperforms other advertising channels.

Connected TV (CTV) isn’t a far leap from your tried-and-true social platforms. As a social marketer, you may be surprised to see all the similarities in CTV as you start to explore, including:

• Campaign types;
• Targeting capabilities;
• Reporting and testing; and
• Creative management.

CTV’s digital roots make it the next best channel for B2B social marketers looking to differentiate themselves from their competitors.

This guide will show you that you already have the skills you need to add Connected TV to your ad mix. From how to set up that first campaign to the tips and tricks to manage your campaigns once you’re live, you’ll be ready to jump right in.

Your ad mix is lacking. While your search marketing chops are finely honed to capture demand, how are you generating new demand?

Enter: Connected TV. TV is now a performance channel and a valuable one at that. Not only is it the perfect complement to your paid search campaigns (don’t worry, we love paid search as much as the next marketer!), but it’s easier to get started than you may think.

This guide will help outline how to translate your tried-and-true best practices from paid search to Connected TV so you can start generating that demand. It reveals seven tactics you can use to find success on this new platform, including:

• Maintaining brand safety;
• Using your existing keyword targets; and
• A/B testing to find what works.

Not every ad solution is created equal when it comes to performance marketing on Connected TV. Many offer branding and awareness campaigns, but fail to deliver meaningful ways to measure the outcomes that matter to a B2B brand.

This guide is designed to share the learnings accumulated over years of helping every sort of advertiser — B2B included — generate strong results on Performance TV. You’ll learn:

• The difference between display and Connected TV retargeting;
• How to get aggressive with your creativity; and
• How to measure direct-response Connected TV performance.