Reach the people who matter to your business. Strategic media planning and buying built around your buyers, your budget and your objectives.
B2B Advertising
B2B advertising is about more than putting your brand in front of another business. It’s about reaching the right decision-makers, influencing them at the right time and giving them a reason to choose you.
Whether you’re looking to generate leads, build brand awareness, launch a new proposition or support a wider sales strategy, your advertising needs to work harder. With multiple stakeholders, longer buying journeys and increasingly competitive markets, knowing where – and how – to reach your audience can make all the difference.
At BBJ&K, we help you navigate that challenge with strategic B2B media planning and buying that puts your business objectives first.
Find out how we can make your marketing work harder for you.
Our approach
No two B2B businesses are the same, so there's no one-size-fits-all approach to B2B advertising. We start by understanding what you're trying to achieve, who you need to reach and what success looks like for your business.
From there, we identify the audiences that matter, understand how and where they consume media, and build a campaign around those behaviours — reaching senior decision-makers through LinkedIn, capturing high-intent audiences through paid search, and building awareness through digital out-of-home, publications, radio, digital audio or direct mail.
The result is a considered media strategy designed around your audience, your objectives and your budget — rather than a list of channels for the sake of it.
The challenge
The B2B buying journey can be complex. There may be multiple people involved in a decision, from initial researchers and influencers through to senior decision-makers and procurement teams.
That means being visible once isn't enough.
Your brand needs to build familiarity and credibility over time, while being present when potential customers are actively researching a solution. The most effective B2B advertising strategies bring together different channels and messages to support the customer at each stage of their journey.
• Build brand awareness among the businesses and decision-makers that matter to you
• Reach niche or hard-to-find audiences with carefully considered targeting
• Generate qualified leads by reaching audiences when they're most likely to act
• Support longer buying journeys with consistent, relevant brand touchpoints
• Launch products and services with the reach and impact to make an impression
• Make better use of your media budget by focusing on the channels most likely to deliver
• Measure campaign performance against the KPIs that matter to your business
Strategy
When you know your audience, your media becomes more effective. That's why we take the time to understand your market, your proposition, your customers and the challenges standing between them and a purchase.
We help identify where your audiences spend their time, how they consume media and what opportunities exist to reach them — then turn those insights into a practical media plan, balancing reach, relevance and return.
And because we're an independent media planning and buying agency, our recommendations are based on what we believe will work for you — not on a requirement to push a particular platform or media owner.
Why BBJ&K
With more than 10 years' experience across media planning, buying and advertising, we bring together strategic thinking, audience understanding and hands-on campaign management.
But expertise only matters if it makes a difference to your business. Our role is to make your life easier: to understand your objectives, challenge where appropriate, find opportunities you may have missed and give you a clear rationale behind our recommendations.
We work as an extension of your team — from the first brief through to campaign delivery and optimisation, you'll have a proactive partner focused on making your marketing work harder.
B2B buying decisions usually involve several people — researchers, influencers, budget-holders and final decision-makers — over a longer timeframe. Advertising needs to build familiarity and credibility across that whole journey, not just prompt a single, immediate purchase.
It depends on your audience and objectives. We typically combine channels such as LinkedIn, paid search, digital out-of-home, trade publications, radio, digital audio and direct mail to build multiple touch points across the buying journey.
Because B2B buying journeys are longer, we plan for both immediate lead generation and longer-term brand building. We agree realistic timelines and KPIs with you up front, so you know what to expect and when.
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get in touchThe channels we use most often to reach B2B audiences and decision-makers — combined into a plan built around your objectives.
