{"id":2606,"date":"2021-06-17T20:21:59","date_gmt":"2021-06-17T20:21:59","guid":{"rendered":"https:\/\/modomodoagency.com\/?p=2606"},"modified":"2021-06-17T20:21:59","modified_gmt":"2021-06-17T20:21:59","slug":"strategic-b2b-media-planning-5-best-practices","status":"publish","type":"post","link":"https:\/\/modomodoagency.com\/blog\/2021\/06\/strategic-b2b-media-planning-5-best-practices\/","title":{"rendered":"Strategic B2B Media Planning: 5 Best Practices"},"content":{"rendered":"<style>.avatar {<br \/>height: auto!important;<br \/>}<\/style>\n<p>Not too long ago, B2B media planning to keep your brand top of mind was as easy as finding the right trade magazine and buying enough full-page ads (with far forward positioning, of course).<\/p>\n<p>Today, while you may still see print ads as part of a comprehensive B2B media plan, your strategy must consider a wealth of channels that can deliver greater dynamic, strategic and measurable performance.<\/p>\n<p>Below are 5 best practices to consider when creating a B2B Media Plan:<\/p>\n<h2><strong>1. Have a clear plan for measuring success.<img loading=\"lazy\" decoding=\"async\" class=\"wp-image-2614 aligncenter\" src=\"https:\/\/modomodoagency.com\/blog\/wp-content\/uploads\/2021\/06\/1.plan-to-measure-success.gif\" alt=\"\" width=\"501\" height=\"501\" \/><\/strong><\/h2>\n<p>Goals like \u201craising brand awareness\u201d or \u201cincreasing follower counts\u201d are often challenging to tie back to business goals. Ideally, your goals should be specific, measurable, attainable, realistic and time-bound <u>(<\/u><a href=\"https:\/\/blog.hubspot.com\/marketing\/smart-goal-examples\" target=\"_blank\" rel=\"noopener\">SMART<\/a>). Don\u2019t let uncertainty on how to estimate metrics prevent you from stating them. Make up a benchmark if you don\u2019t have a historical reference point. You can always refine as you go, using real-time campaign data to help define more realistic performance.<\/p>\n<h2><strong>2. Develop a plan to build your own first-party data.<img loading=\"lazy\" decoding=\"async\" class=\"wp-image-2616 aligncenter\" src=\"https:\/\/modomodoagency.com\/blog\/wp-content\/uploads\/2021\/06\/2.build-first-party-data.gif\" alt=\"\" width=\"500\" height=\"500\" \/><\/strong><\/h2>\n<p>Since both\u00a0<a href=\"https:\/\/www.forbes.com\/sites\/forbesagencycouncil\/2021\/04\/16\/how-apples-ios-14-will-change-the-advertising-landscape\/?sh=25aa3c431c7b\" target=\"_blank\" rel=\"noopener\">Apple<\/a> and\u00a0<a href=\"https:\/\/blog.hubspot.com\/marketing\/third-party-cookie-phase-out\" target=\"_blank\" rel=\"noopener\">Google<\/a>\u00a0are making it harder to find audiences through identifiable data and third-party cookies, owning first-party data is more important than ever. You could do this by offering an eBook or White Paper through a gated landing page or as an incentive for signing up for an eNewsletter.\u00a0Use paid media channels to drive targets to your landing pages, where you capture data as they take action.<\/p>\n<h2><strong>3. Incorporate a full-funnel approach.<img loading=\"lazy\" decoding=\"async\" class=\"wp-image-2617 aligncenter\" src=\"https:\/\/modomodoagency.com\/blog\/wp-content\/uploads\/2021\/06\/3.incorporate-full-funnel-approach.gif\" alt=\"\" width=\"501\" height=\"501\" \/><\/strong><\/h2>\n<p>Your target may not be familiar enough with your brand to give you their contact information or \u2018get married on the first date.\u2019 Introduce yourself to targets with top-of-funnel activities such as blog posts, podcasts or videos. Then follow up with retargeting, inviting them to download more in-depth thought-leadership content or register to attend a webinar.<\/p>\n<h2><strong>4. Consider your audience\u2019s state of mind.<img loading=\"lazy\" decoding=\"async\" class=\"wp-image-2618 aligncenter\" src=\"https:\/\/modomodoagency.com\/blog\/wp-content\/uploads\/2021\/06\/4.audience-state-of-mind.gif\" alt=\"\" width=\"500\" height=\"500\" \/><\/strong><\/h2>\n<p>When selecting media channels, take into account the mindset of a user when they\u2019re interacting with a platform and its content. For example, visitors to LinkedIn are typically in a business mindset and are actively looking to \u2018invest\u2019 time in their careers and may \u2018spend\u2019 time scrolling through lifestyle-themed topics elsewhere. Additionally, aligning your message with the right channel makes you more likely to appear in relevant trending topics like \u2018Marketing Automation\u2019 and \u2018Cloud Computing\u2019 in one place versus \u2018Taylor Swift\u2019 or \u2018#worldemojiday\u2019 in another.<\/p>\n<h2><strong>5. Develop a test and learn strategy.<\/strong><\/h2>\n<p><img loading=\"lazy\" decoding=\"async\" class=\"wp-image-2619 aligncenter\" src=\"https:\/\/modomodoagency.com\/blog\/wp-content\/uploads\/2021\/06\/5.test-and-learn-strategy.gif\" alt=\"\" width=\"477\" height=\"477\" \/><\/p>\n<p>Set aside a portion of your budget to test one or two new platforms or activation approaches. The advanced targeting and optimization options available with most digital cost-per-click platforms enable you to measure and test effectiveness in a much more cost-efficient way.<\/p>\n<p>&#8212;<\/p>\n<p>While the right combination of goals, audience and media mix is different for every client and every media plan, incorporating these best practices into your planning process sets you up for success.<\/p>\n<p>B2B Media is about much more than exposure, particularly given longer consideration cycles and the breadth of people at various stages in their journey to purchase. Incorporating these best practices to clarify goals, get specific on your targets, select the most suitable media, and capture and use data in ways you can test as prospects and customers move through the funnel will ultimately lead to repeatable success.<\/p>\n","protected":false},"excerpt":{"rendered":"<p>Not too long ago, B2B media planning to keep your brand top of mind was as easy as finding the right trade magazine and buying enough full-page ads (with far forward positioning, of course). Today, while you may still see print ads as part of a comprehensive B2B media plan, your strategy must consider a <a href=\"https:\/\/modomodoagency.com\/blog\/2021\/06\/strategic-b2b-media-planning-5-best-practices\/\" class=\"more-link\">&#8230;<span class=\"screen-reader-text\">  Strategic B2B Media Planning: 5 Best Practices<\/span><\/a><\/p>\n","protected":false},"author":1,"featured_media":2612,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[5,2],"tags":[],"class_list":["post-2606","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-integrated-marketing","category-modo-modo-agency"],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v22.7 - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>Strategic B2B Media Planning: 5 Best Practices - Insights | Modo Modo Agency<\/title>\n<meta name=\"description\" content=\"All the things you need to know before you set out to create a B2B media plan rooted in clear goals, strategic targeting, the right mix of media and a flawless path to measurement.\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/modomodoagency.com\/blog\/2021\/06\/strategic-b2b-media-planning-5-best-practices\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Strategic B2B Media Planning: 5 Best Practices - Insights | Modo Modo Agency\" \/>\n<meta property=\"og:description\" content=\"All the things you need to know before you set out to create a B2B media plan rooted in clear goals, strategic targeting, the right mix of media and a flawless path to measurement.\" \/>\n<meta property=\"og:url\" content=\"https:\/\/modomodoagency.com\/blog\/2021\/06\/strategic-b2b-media-planning-5-best-practices\/\" \/>\n<meta property=\"og:site_name\" content=\"Insights | Modo Modo Agency\" \/>\n<meta property=\"article:publisher\" content=\"https:\/\/www.facebook.com\/modomodoagency\" \/>\n<meta property=\"article:published_time\" content=\"2021-06-17T20:21:59+00:00\" \/>\n<meta property=\"og:image\" content=\"https:\/\/modomodoagency.com\/blog\/wp-content\/uploads\/2021\/06\/media-plans-dont-have-to-be-boring.gif\" \/>\n\t<meta property=\"og:image:width\" content=\"1200\" \/>\n\t<meta property=\"og:image:height\" content=\"579\" \/>\n\t<meta property=\"og:image:type\" content=\"image\/gif\" \/>\n<meta name=\"author\" content=\"Modo Modo Agency\" \/>\n<meta name=\"twitter:card\" content=\"summary_large_image\" \/>\n<meta name=\"twitter:creator\" content=\"@modomodoagency\" \/>\n<meta name=\"twitter:site\" content=\"@modomodoagency\" \/>\n<meta name=\"twitter:label1\" content=\"Written by\" \/>\n\t<meta name=\"twitter:data1\" content=\"Modo Modo Agency\" \/>\n\t<meta name=\"twitter:label2\" content=\"Est. reading time\" \/>\n\t<meta name=\"twitter:data2\" content=\"3 minutes\" \/>\n<script type=\"application\/ld+json\" class=\"yoast-schema-graph\">{\"@context\":\"https:\/\/schema.org\",\"@graph\":[{\"@type\":\"WebPage\",\"@id\":\"https:\/\/modomodoagency.com\/blog\/2021\/06\/strategic-b2b-media-planning-5-best-practices\/\",\"url\":\"https:\/\/modomodoagency.com\/blog\/2021\/06\/strategic-b2b-media-planning-5-best-practices\/\",\"name\":\"Strategic B2B Media Planning: 5 Best Practices - Insights | Modo Modo Agency\",\"isPartOf\":{\"@id\":\"https:\/\/modomodoagency.com\/blog\/#website\"},\"primaryImageOfPage\":{\"@id\":\"https:\/\/modomodoagency.com\/blog\/2021\/06\/strategic-b2b-media-planning-5-best-practices\/#primaryimage\"},\"image\":{\"@id\":\"https:\/\/modomodoagency.com\/blog\/2021\/06\/strategic-b2b-media-planning-5-best-practices\/#primaryimage\"},\"thumbnailUrl\":\"https:\/\/modomodoagency.com\/blog\/wp-content\/uploads\/2021\/06\/media-plans-dont-have-to-be-boring.gif\",\"datePublished\":\"2021-06-17T20:21:59+00:00\",\"dateModified\":\"2021-06-17T20:21:59+00:00\",\"author\":{\"@id\":\"https:\/\/modomodoagency.com\/blog\/#\/schema\/person\/86c8ce5fa7859cddf5e092136eb76802\"},\"description\":\"All the things you need to know before you set out to create a B2B media plan rooted in clear goals, strategic targeting, the right mix of media and a flawless path to measurement.\",\"breadcrumb\":{\"@id\":\"https:\/\/modomodoagency.com\/blog\/2021\/06\/strategic-b2b-media-planning-5-best-practices\/#breadcrumb\"},\"inLanguage\":\"en-US\",\"potentialAction\":[{\"@type\":\"ReadAction\",\"target\":[\"https:\/\/modomodoagency.com\/blog\/2021\/06\/strategic-b2b-media-planning-5-best-practices\/\"]}]},{\"@type\":\"ImageObject\",\"inLanguage\":\"en-US\",\"@id\":\"https:\/\/modomodoagency.com\/blog\/2021\/06\/strategic-b2b-media-planning-5-best-practices\/#primaryimage\",\"url\":\"https:\/\/modomodoagency.com\/blog\/wp-content\/uploads\/2021\/06\/media-plans-dont-have-to-be-boring.gif\",\"contentUrl\":\"https:\/\/modomodoagency.com\/blog\/wp-content\/uploads\/2021\/06\/media-plans-dont-have-to-be-boring.gif\",\"width\":1200,\"height\":579,\"caption\":\"Strategic B2B Media Planning: 5 Best Practices. Media plans don't have to be boring.\"},{\"@type\":\"BreadcrumbList\",\"@id\":\"https:\/\/modomodoagency.com\/blog\/2021\/06\/strategic-b2b-media-planning-5-best-practices\/#breadcrumb\",\"itemListElement\":[{\"@type\":\"ListItem\",\"position\":1,\"name\":\"Home\",\"item\":\"https:\/\/modomodoagency.com\/blog\/\"},{\"@type\":\"ListItem\",\"position\":2,\"name\":\"Strategic B2B Media Planning: 5 Best Practices\"}]},{\"@type\":\"WebSite\",\"@id\":\"https:\/\/modomodoagency.com\/blog\/#website\",\"url\":\"https:\/\/modomodoagency.com\/blog\/\",\"name\":\"Insights | Modo Modo Agency\",\"description\":\"\",\"potentialAction\":[{\"@type\":\"SearchAction\",\"target\":{\"@type\":\"EntryPoint\",\"urlTemplate\":\"https:\/\/modomodoagency.com\/blog\/?s={search_term_string}\"},\"query-input\":\"required name=search_term_string\"}],\"inLanguage\":\"en-US\"},{\"@type\":\"Person\",\"@id\":\"https:\/\/modomodoagency.com\/blog\/#\/schema\/person\/86c8ce5fa7859cddf5e092136eb76802\",\"name\":\"Modo Modo Agency\",\"image\":{\"@type\":\"ImageObject\",\"inLanguage\":\"en-US\",\"@id\":\"https:\/\/modomodoagency.com\/blog\/#\/schema\/person\/image\/\",\"url\":\"https:\/\/secure.gravatar.com\/avatar\/966cde8c34ca592e7823df134da5a95de27aa9181ae889a65fb912b5de6c531e?s=96&d=mm&r=g\",\"contentUrl\":\"https:\/\/secure.gravatar.com\/avatar\/966cde8c34ca592e7823df134da5a95de27aa9181ae889a65fb912b5de6c531e?s=96&d=mm&r=g\",\"caption\":\"Modo Modo Agency\"},\"sameAs\":[\"https:\/\/modomodoagency.com\/blog\"],\"url\":\"https:\/\/modomodoagency.com\/blog\/author\/modomodoagency\/\"}]}<\/script>\n<!-- \/ Yoast SEO plugin. -->","yoast_head_json":{"title":"Strategic B2B Media Planning: 5 Best Practices - Insights | Modo Modo Agency","description":"All the things you need to know before you set out to create a B2B media plan rooted in clear goals, strategic targeting, the right mix of media and a flawless path to measurement.","robots":{"index":"index","follow":"follow","max-snippet":"max-snippet:-1","max-image-preview":"max-image-preview:large","max-video-preview":"max-video-preview:-1"},"canonical":"https:\/\/modomodoagency.com\/blog\/2021\/06\/strategic-b2b-media-planning-5-best-practices\/","og_locale":"en_US","og_type":"article","og_title":"Strategic B2B Media Planning: 5 Best Practices - Insights | Modo Modo Agency","og_description":"All the things you need to know before you set out to create a B2B media plan rooted in clear goals, strategic targeting, the right mix of media and a flawless path to measurement.","og_url":"https:\/\/modomodoagency.com\/blog\/2021\/06\/strategic-b2b-media-planning-5-best-practices\/","og_site_name":"Insights | Modo Modo Agency","article_publisher":"https:\/\/www.facebook.com\/modomodoagency","article_published_time":"2021-06-17T20:21:59+00:00","og_image":[{"width":1200,"height":579,"url":"https:\/\/modomodoagency.com\/blog\/wp-content\/uploads\/2021\/06\/media-plans-dont-have-to-be-boring.gif","type":"image\/gif"}],"author":"Modo Modo Agency","twitter_card":"summary_large_image","twitter_creator":"@modomodoagency","twitter_site":"@modomodoagency","twitter_misc":{"Written by":"Modo Modo Agency","Est. reading time":"3 minutes"},"schema":{"@context":"https:\/\/schema.org","@graph":[{"@type":"WebPage","@id":"https:\/\/modomodoagency.com\/blog\/2021\/06\/strategic-b2b-media-planning-5-best-practices\/","url":"https:\/\/modomodoagency.com\/blog\/2021\/06\/strategic-b2b-media-planning-5-best-practices\/","name":"Strategic B2B Media Planning: 5 Best Practices - Insights | Modo Modo Agency","isPartOf":{"@id":"https:\/\/modomodoagency.com\/blog\/#website"},"primaryImageOfPage":{"@id":"https:\/\/modomodoagency.com\/blog\/2021\/06\/strategic-b2b-media-planning-5-best-practices\/#primaryimage"},"image":{"@id":"https:\/\/modomodoagency.com\/blog\/2021\/06\/strategic-b2b-media-planning-5-best-practices\/#primaryimage"},"thumbnailUrl":"https:\/\/modomodoagency.com\/blog\/wp-content\/uploads\/2021\/06\/media-plans-dont-have-to-be-boring.gif","datePublished":"2021-06-17T20:21:59+00:00","dateModified":"2021-06-17T20:21:59+00:00","author":{"@id":"https:\/\/modomodoagency.com\/blog\/#\/schema\/person\/86c8ce5fa7859cddf5e092136eb76802"},"description":"All the things you need to know before you set out to create a B2B media plan rooted in clear goals, strategic targeting, the right mix of media and a flawless path to measurement.","breadcrumb":{"@id":"https:\/\/modomodoagency.com\/blog\/2021\/06\/strategic-b2b-media-planning-5-best-practices\/#breadcrumb"},"inLanguage":"en-US","potentialAction":[{"@type":"ReadAction","target":["https:\/\/modomodoagency.com\/blog\/2021\/06\/strategic-b2b-media-planning-5-best-practices\/"]}]},{"@type":"ImageObject","inLanguage":"en-US","@id":"https:\/\/modomodoagency.com\/blog\/2021\/06\/strategic-b2b-media-planning-5-best-practices\/#primaryimage","url":"https:\/\/modomodoagency.com\/blog\/wp-content\/uploads\/2021\/06\/media-plans-dont-have-to-be-boring.gif","contentUrl":"https:\/\/modomodoagency.com\/blog\/wp-content\/uploads\/2021\/06\/media-plans-dont-have-to-be-boring.gif","width":1200,"height":579,"caption":"Strategic B2B Media Planning: 5 Best Practices. Media plans don't have to be boring."},{"@type":"BreadcrumbList","@id":"https:\/\/modomodoagency.com\/blog\/2021\/06\/strategic-b2b-media-planning-5-best-practices\/#breadcrumb","itemListElement":[{"@type":"ListItem","position":1,"name":"Home","item":"https:\/\/modomodoagency.com\/blog\/"},{"@type":"ListItem","position":2,"name":"Strategic B2B Media Planning: 5 Best Practices"}]},{"@type":"WebSite","@id":"https:\/\/modomodoagency.com\/blog\/#website","url":"https:\/\/modomodoagency.com\/blog\/","name":"Insights | Modo Modo Agency","description":"","potentialAction":[{"@type":"SearchAction","target":{"@type":"EntryPoint","urlTemplate":"https:\/\/modomodoagency.com\/blog\/?s={search_term_string}"},"query-input":"required name=search_term_string"}],"inLanguage":"en-US"},{"@type":"Person","@id":"https:\/\/modomodoagency.com\/blog\/#\/schema\/person\/86c8ce5fa7859cddf5e092136eb76802","name":"Modo Modo Agency","image":{"@type":"ImageObject","inLanguage":"en-US","@id":"https:\/\/modomodoagency.com\/blog\/#\/schema\/person\/image\/","url":"https:\/\/secure.gravatar.com\/avatar\/966cde8c34ca592e7823df134da5a95de27aa9181ae889a65fb912b5de6c531e?s=96&d=mm&r=g","contentUrl":"https:\/\/secure.gravatar.com\/avatar\/966cde8c34ca592e7823df134da5a95de27aa9181ae889a65fb912b5de6c531e?s=96&d=mm&r=g","caption":"Modo Modo Agency"},"sameAs":["https:\/\/modomodoagency.com\/blog"],"url":"https:\/\/modomodoagency.com\/blog\/author\/modomodoagency\/"}]}},"_links":{"self":[{"href":"https:\/\/modomodoagency.com\/blog\/wp-json\/wp\/v2\/posts\/2606","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/modomodoagency.com\/blog\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/modomodoagency.com\/blog\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/modomodoagency.com\/blog\/wp-json\/wp\/v2\/users\/1"}],"replies":[{"embeddable":true,"href":"https:\/\/modomodoagency.com\/blog\/wp-json\/wp\/v2\/comments?post=2606"}],"version-history":[{"count":0,"href":"https:\/\/modomodoagency.com\/blog\/wp-json\/wp\/v2\/posts\/2606\/revisions"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/modomodoagency.com\/blog\/wp-json\/wp\/v2\/media\/2612"}],"wp:attachment":[{"href":"https:\/\/modomodoagency.com\/blog\/wp-json\/wp\/v2\/media?parent=2606"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/modomodoagency.com\/blog\/wp-json\/wp\/v2\/categories?post=2606"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/modomodoagency.com\/blog\/wp-json\/wp\/v2\/tags?post=2606"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}