Many B2C marketers have a difficult relationship with premium display advertising. Tracking ROI isn't a straightforward proposition, which makes justifying this expenditure challenging. The task is even more daunting for B2B marketers, who operate in a very different landscape with a longer, more multifaceted buy cycle. But you don't need to jettison the display-ad component of your marketing strategy — you just need to learn how to make display ads work for you.
Commit to the Long Haul
B2B marketing is a long-term commitment. Prospects can take months to nurture and convert, so don't think of display as a quick fix. Don't expect a single campaign to produce results. Instead, run a consistent program over the course of several months.