Case Study · B2B & Industry
bfd: A small audience, addressed with precision
bfd sources and manages journals and books, as well as databases and e-media, for companies and institutions. It works independently of publishers and runs its own customer portal. The audience is small and clearly defined. That is a strong starting point for a campaign where every word is written for these people.
I'll show you where your shop loses buyers.
Reaching specialists who know what they need
The people who buy specialist information in a company or institution often work in a library, in purchasing or in administration. There are few of them, and they know exactly what they need. Broad reach misses them. A message that speaks to their working day reaches them straight away.
That kind of message names a task the audience really deals with and makes clear, in a few words, that bfd takes it off their hands. On top of that, the decision takes time. In B2B, many conversations and several people sit between the first click and a signed deal. The customer portal is a solid argument here, and it deserves to show up early.
The need first, then the ad
Before any ad was made, we worked out which specific task bfd takes off the audience's hands. Typical candidates in this market are the effort of handling many separate publisher invoices, keeping track of running subscriptions, or managing database access. That task is the core message of the campaign. The audience decides which one pulls hardest, so this question comes before any design work.
The landing page was built with a delivery partner, alongside the campaign. Ad and landing page make the same promise, in the same language. In B2B this consistency pays off, because visitors check things carefully. We set the qualified contact as the first measurable target. With long decision cycles, it shows early whether the message works. In B2B, contacts turn into customers through conversations, and the campaign is there to start those conversations.
In B2B, advertising starts with the need
For B2B providers with a small audience, we find one rule especially effective: the ad names the customer's need in their own words. If you align ad and landing page on the same promise and use the qualified contact as your first metric, you see early whether the message lands, long before any deal closes. A small audience is a real advantage here. You can tailor every message more closely, every contact counts, and every conversation makes the next ad better.
Let’s start with your shop.
In the Dropoff Analysis you see where your shop loses buyers. Afterwards you know where the first step pays off.