Key Takeaways
- Retail media networks (RMNs) are offering B2B marketers a new, exciting, and more data-driven way to reach business buyers. They extend beyond the reach of traditional consumer-targeted advertising.
- B2B companies can benefit from RMNs’ superior targeting and granular segmentation. This enables them to optimize lead generation efforts and increase marketing ROI through robust real-time analytics.
- Turning RMN strategies into B2B wins means you have to develop customized messaging. Address distinct business pain points and utilize first-party data to help you create more effective campaigns!
- The competitive advantage of early adoption for B2B brands Retargeting marketing networks is a new channel. It empowers them to demonstrate thought leadership and earn beneficial relationships in today’s nascent digital ecosystems.
- Establishing the right KPIs, applying strong attribution models, and continuously analyzing performance helps ensure that RMN investments will lead to sustained business growth over time.
- To realize the true value of this emerging channel as a B2B lead gen powerhouse, we need to think past B2C. We have to protect data privacy and work RMNs into our martech stacks.
Leveraging retail media networks for B2B lead generation means using digital advertising space on major retail sites to reach business buyers, not just end consumers. In the U.S., networks like Amazon, Walmart Connect, and Kroger Precision Marketing offer direct line of sight to business decision-makers. These people are proactive purchasers for their businesses.
Retail media has evolved into a channel beyond product advertisements. It helps brands utilize their buyer data to reach specific industry segments and measure the quality of leads. For B2B marketers, this channel remains largely underutilized compared to established channels such as LinkedIn or trade shows.
More American businesses are using digital marketplaces to buy B2B goods. Against this backdrop, retail media networks represent a powerful yet underutilized channel to deliver high-intent, quality B2B leads. The following sections explain exactly how this works.
Retail Media Networks: Quick Primer
Retail media networks are digital advertising platforms owned and operated by retailers. They give brands the ability to advertise literally at the moment shoppers are making buying decisions, like Walmart Connect, Amazon Ads, and Kroger Precision Marketing.
These networks are different from typical advertising mediums such as print, TV or open web display. They place ads exactly where customers are searching, browsing or checking out – all upside-down funnel activities! Even better, this allows brands to target buyers higher up the funnel, allowing for more effective bottom-line results.
Retail media has indeed experienced rapid growth. U.S. Spending on these networks has already surpassed traditional digital display in certain verticals. Unlike other advertising channels, large retailers are able to leverage their shopper data to enable advertisers to even further target the right business buyers, not just consumers.
For B2B marketers, this means a new channel to discover leads in places where intent is high. Retail media networks—getting to the heart of the path to purchase.
Beyond Consumer Goods
Retail media isn’t only for chips and electronics. Other verticals such as office products, B2B/industrial equipment, and health services have recently found their way onto these networks.
One B2B software company’s recent collaboration with a large retail network shows why. Collectively, they served ads to the commercial buyers of record who were in-market looking for POS hardware.
Success stories in the spotlight Acceleration. These range from tech vendors engaging with IT managers via office supply portal networks to cleaning supply brands targeting facilities managers on large-scale retail networks.
Niche markets—such as lab equipment or construction materials—discover fresh opportunities when they can connect with buyers where they purchase for professional requirements. Retail media strategies can adapt to accommodate any sector, be it small business owners or government procurement officers.
The Untapped B2B Potential
The majority of B2B firms are not engaging with RMNs, which presents an untapped opportunity for lead gen. These networks have provided marketers with the ability to reach these verified business buyers, leverage real-time intent data, and measure return clear as day.
Examples have proven that manufacturers and distributors are increasing their qualified leads. They are buying ads on the business sections of top retail websites.
Diving into retail media unlocks new opportunities for B2B marketers to reach buyers when they’re most receptive. This is what makes retail media such a powerful lead generating tool!
Why B2B Needs RMNs Now
Retail media networks (RMNs) are upending the game when it comes to B2B marketing. In a market where B2B buyers have come to expect the same seamless digital journeys found in the B2C realm, for B2B companies, RMNs are not only a nice-to-have but rather a must-have to stay competitive.
Shifting B2B Buyer Habits
B2B buyers today behave very similarly to B2C consumers. They compare experiences, conduct research online, and demand immediacy. Most buyers now begin their research on digital channels, skipping traditional modes of sales outreach like the cold sales call or trade show appearance.
As more B2B purchases occur digitally, sellers must be able to connect with buyers where they are looking. Knowing the buyer’s whole journey—what they look at, when they buy, and what triggers their choices—lets brands shape the right message for each stage. Personal marketing is no longer exclusive to B2C; B2B buyers demand the same.
Rich Data Beyond B2C
RMNs offer advertisers access to rich first-party data, beyond simple names and emails—we’re talking buying habits, trends, and more. For instance, with RMNs, a supplier might find out what products are becoming popular in a particular sector, and change their sales approach overnight.
Marketers can leverage these insights to create more impactful campaigns, test concepts, and adjust messaging on the fly. When you have more granular data, decision-making becomes more precise and budgets go further.
New Precision Targeting Avenues
Advanced targeting tools available in RMNs allow brands to reach buyers based on company size, job title—or newly identified specific need. B2B marketers, with their ability to create RMNs, can slice up massive audiences into smaller, more actionable segments.
In other words, ads find the most relevant eyes, rather than just the most expensive eyes. Targeting not by stated intention but rather by actual business need eliminates waste and makes every dollar spent go further.
First-Mover Advantage in B2B
Getting into RMNs early allows brands to establish the competitive pace. Being first means more visibility, stronger partnerships, and a head start in building trust. All it takes is waiting too long to risk lost ground to speedier, more-adaptable adversaries.
If brands lead the charge, they can influence how RMNs will serve B2B purposes rather than risk being forced to catch up.
Leveraging RMNs for B2B Leads
Retail media networks (RMNs) are the hottest topic in B2B marketing these days. These platforms used to be the wild, wild west for DTC brands. Today, they offer an invaluable marketplace where B2B, bottom-funnel sellers can meet up with high-intent, bottom-funnel buyers.
Businesses in the U.S. Are looking for innovative ways to target the decision-makers. Business-focused RMNs such as Amazon Business, Staples Connect, and Walmart Business provide specialized resources and analytics to set them up for success. With RMNs, advertisers can place ads in the very places where their potential B2B buyers go to source supplies, software, or equipment—maximizing the impact of every touchpoint.
1. Pinpoint B2B-Friendly RMNs
Key traits to look for include business-focused buyer pools. Precision targeting through industry, company size, and advertising for business purchase cycles are also essential. Additionally, inclusion of business procurement systems is crucial.
To determine whether a network would be appropriate for your industry, review their audience demographics. Next, examine their case studies and the types of products/services promoted. A proven reputation and reach within your industry telegraph higher likelihoods for successful outcomes.
Search for RMNs with demonstrated B2B success—networks that can show you public client testimonials, for instance.
2. Craft B2B-Specific Ad Copy
For B2B ads, you’ll have the most success when you address tangible business problems. Concise, clear messaging that highlights specific pain points—such as cost control or time savings—encourages engagement.
Try to avoid overly complicated CTAs and instead use simple, direct language like “Request a quote” or “Get a free demo.” Experiment with various ad formats (banner, native, video, etc.) to find what works best.
3. Target by Business Attributes
Attributes such as company size, industry vertical, geographic location, and target role should all be considered. Pair demographic (where they live, their title) with firmographic (how much they spend a year, what they have purchased before) data for more precise targeting.
Tailor your message to their top priorities—whether that’s compliance or discounts on bulk purchases.
4. Mine RMN Data for B2B Gold
RMNs provide a rich source of purchase and intent data. Dashboards are a great way to identify patterns such as when your buyers buy most or a list of trending keywords.
Analytics allow you to get a clear picture of which ad placements lead to authentic engagement. Monitor the data continually and pivot as you become informed.
5. Connect RMNs to Sales Funnels
Connect RMN leads directly into your CRM or email marketing automation for more seamless lead handoffs. These networks can populate your nurture streams with contacts who’ve exhibited true buying intent.
Monitor every activity—click, download, demo request—throughout your sales funnel. To achieve optimal results, marketing and sales teams need to exchange this data.
6. Capture High-Intent B2B Signals
Identify signals such as product page views, demo requests, or bulk add-to-cart actions. Have alerts and automated forms in place so you can snag these leads quickly.
Quick, personalized responses increase chances of closing leads. Tools such as chatbots or auto-responders allow you to cater to leads outside of regular hours.
Fresh B2B Angles for RMNs
Retail media networks (RMNs) present new and exciting opportunities for B2B brands. They let these brands engage with the right buyers in smarter, more meaningful ways. For too many B2B marketers, it’s just that—history.
With some RMNs come unique chances for bold plays, brilliant collaborations, and brand new ad formats!
Think Beyond Obvious Products
Here’s how B2B marketers can leverage RMNs to demonstrate beyond products. For instance, an RMN logistics company might run banner ads to promote its package tracking services.
One example could be a software company that uses sponsored posts to educate their audience on improving workflow. It’s not enough to just know what buyers are buying; it helps to know what they need.
Customize your appeals to show how needs have evolved. For instance, focus on how tech support improves a company’s overall operations—not just its device sales. Telling a story through a combination of video how-tos, examples, and testimonials can resonate.
RMNs for Account-Based Marketing
RMNs are great for account-based marketing (ABM). With account-based marketing, marketers can identify a handful of targeted accounts and serve them ads with personalized messaging.
As another example, a private cloud provider might want to run an ad campaign aimed at technology companies touting their higher speeds. By having sales and marketing teams collaborating, messaging begins to remain consistent and on-point.
Measuring click performance, download metrics, and even tracking meeting request rates from the RMN advertisements allows teams to understand what’s effective.
The B2B Journey on RMNs
B2B buyers spend about 70% of their purchase journey in independent research before ever engaging with a vendor. RMNs can help them every step of the way—from initial awareness ads to educational how-to content, to in-depth guides.
Every touchpoint is an opportunity to build trust. Engaging narratives combined with useful resources provide prospective buyers with the knowledge and motivation they require to take the next step.
Content Amplification via RMNs
For B2B marketers looking to amplify their content to larger, more targeted audiences, RMNs can be a powerful resource. Promoting blog posts, webinars, or whitepapers using RMNs results in a greater number of eyes and higher quality leads.
Collaborating with experts in your field can increase capacity and expand reach. Measuring likes, shares, downloads, etc., will help you identify which content attracts the right audience and people.
Tracking B2B RMN Success
To get the most from RMNs as a B2B lead generation tool, track these key metrics. Next, use those learnings to inform your strategy and set yourself up for success. Defining specific, quantifiable success criteria upfront makes it easier for teams to identify successes and failures while campaigns are in-flight.
Analytics tools are a key factor here, giving us a bird’s eye view of trends and allowing us to identify issues before they become critical. Frequent data check-ins ensure everyone on a team is aligned and allow teams to adjust campaigns in real time to maximize impact.
Key B2B Performance Indicators
- Lead quality (sales-ready vs. early-stage)
- Cost per lead (CPL)
- Lead conversion rate
- Engagement metrics (clicks, time on site)
- Account reach and penetration
- Pipeline velocity
These figures reflect a campaign’s ability to attract the right audience and guide them down the path to purchase. For instance, if CPL remains low but conversion is delayed, there’s an issue with targeting.
Connecting KPIs to larger marketing objectives, such as increasing sales or winning new accounts, ensures everyone stays on the same page. With dashboards, teams are able to view real-time results, identify declines or increases immediately, and respond accordingly.
Attributing Leads Accurately
Attributing leads accurately is crucial. Tracking where leads originate in a hectic B2B environment isn’t easy. Multi-touch attribution models are a start, revealing the percentage of each touchpoint’s contribution in moving buyers down the funnel.
With the combined power of CRM tools and tracking links, you can monitor how a single lead engages all the way through different ads, websites, and emails. Teams can analyze call logs or utilize UTM codes for added attribution precision.
This more holistic approach provides a better understanding, simplifies identifying successful elements, and is useful for developing future strategy.
Measuring Long-Term Impact
Short-term wins are important, but the real value pays off in the long term. Customer lifetime value (CLV) is crucial here, demonstrating the true return of each lead.
Longitudinal studies measuring impact months after a campaign ends show trends and allow organizations to understand what resonates and what doesn’t. To keep leads warm, regular follow-ups or drip campaigns keep brands on their radar even after the main campaign ends.
Navigating B2B RMN Hurdles
Using retail media networks (RMNs) for B2B lead generation presents an opportunity to unlock new growth. It introduces a different set of obstacles. Most B2B marketers hit a wall when they try to pivot RMN strategies designed for consumer brands to bigger, more intricate business transactions.
First, mindsets must change. Privacy requirements need to be addressed, ROI always seems to be under scrutiny, and the tech stack has to be compatible with new tools! Overcoming these hurdles begins with willingness, collaboration, and an honest understanding of what makes B2B unique.
Mindset Shift: From B2C Thinking
B2B buyers are almost never as impulsive as retail consumers. They face lengthier sales cycles, deeper discovery, and larger teams of stakeholders weighing each decision. Perhaps the biggest mindset shift a B2B marketer should make is abandoning the learnings of the fast-hitting B2C playbook.
Instead, they have to earn that trust over an extended period. They can do this by delivering relevant content and messaging that meets actual business pain points. Any solid B2B plan needs to take into account how buyers seek out information.
Finally, it needs to recognize the hurdles they encounter and offer direction from first curiosity all the way through to internal acceptance.
Ensuring Data Privacy Compliance
Data privacy is no longer optional in today’s digital landscape. RMN campaigns must comply with regulations such as the CCPA or GDPR, even in B2B. Data privacy best practices dictate that brands be transparent about their data practices, obtain explicit and informed consent, and collect only what is necessary.
That’s why marketers need to work closely with their legal teams to identify and mitigate risks. By demonstrating transparency in their practices, they can instill trust in prospective buyers.
Proving ROI to Skeptics
B2B executives demand tangible evidence before making any investments. A marketer’s role in this process is critical, from establishing defined objectives to lead tracking, real results demonstrating through dashboards and reporting.
Communicating success is key. Sharing success stories from initial wins or pilot programs can help change doubters into backers. Frequent, concise communication goes a long way toward managing expectations.
Integrating with Existing MarTech
Making RMNs play nice with existing infrastructure is often a challenge. The bottom line is that a solid RMN strategy requires joint collaboration between IT and marketing teams to integrate data, tools, and reporting.
This creates broader context to understand where RMN fits in the larger scheme. Challenges such as data silos or competing platforms are often resolvable with clear collaboration and adequate backing.
Future of B2B on RMNs
Retail media networks, or RMNs, are the hottest channels in advertising and quickly becoming the favorite way for brands to connect with B2B buyers. In the U.S., a growing number of B2B marketers are utilizing these networks to generate qualified leads and develop authentic relationships.
These platforms are getting pretty darn smart! They create new opportunities for businesses to reach buyers, not limited to the large retail brands.
Evolving RMN Capabilities
Retail media networks are quickly following up with tools purpose-built for B2B. Brands can use custom ad formats, like sponsored product listings aimed at business buyers or branded content in trade supplier portals.
For instance, a B2B company that sells office technology could target ads to procureers who are searching for wholesale orders. Targeting is more precise, allowing marketers to target entire industries or even specific roles within companies.
Keeping up with emerging technology, like more advanced dashboards and real-time data, helps marketers figure out what’s clicking. Importantly, it shines a light on what should change. Testing new formats and features can bring in better leads and save time.
Deeper Tech Stack Integrations
As RMNs become more sophisticated, deeper tech stack integrations are informative. With the help of AI and machine learning, marketers are able to identify trends, forecast buying behavior, and adjust ads in real-time.
This leads to improved budget utilization, more efficient procurement processes, and more intelligent and streamlined reporting. Collaborating with technology partners forces teams to maximize what they have already built.
It even empowers them to connect CRM data to more easily follow them through the funnel! Ensuring tools can scale alongside your business prevents disruption and confusion down the line as needs change.
Emerging B2B Use Cases
In these changing times, B2B brands are discovering new use cases for these powerful RMNs. Whether it’s collaborating with non-retail partners to share audiences or developing co-marketing campaigns with suppliers, the possibilities are endless.
Agility is key. Flexibility to explore new concepts and share best practices between teams helps sharpen and innovate campaigns.
When everyone can share their successes and failures, that’s when everyone can start to achieve better results.
Conclusion
Retail media networks provide a new channel to pursue B2B leads. They can reach millions of potential new audiences, leverage real buyer data, and appear in front of buyers exactly where they choose to shop. Think beyond the tried-and-true approaches! Now picture a B2B supplier advertising alongside commercial products on a retail giant’s website. Now, imagine that same software company talking to buyers as they reorder office supplies. These micro-moments are crucial. With the right setup, smart tracking, and a plan that fits your goals, you can see what works and spend smarter. U.S.-based B2B teams that are first to the punch can identify emerging trends and capture leads before their competitors. By testing retail media today, they’re getting a leg up on their competition! Looking for more inspiration? Get in touch and begin the conversation today.
Frequently Asked Questions
What are retail media networks (RMNs) in B2B?
What are retail media networks (RMNs) in B2B? RMNs are retailer-managed digital advertising platforms. In B2B, they enable brands to target business buyers directly on retailer-owned media properties, reaching valuable decision-makers in the places they shop online.
Why should B2B companies use RMNs now?
B2B buyers today are rapidly turning to online shopping. With the accurate targeting and extensive data that RMNs provide, you can get your B2B brand in front of potential business customers, generating quality leads in an efficient manner.
How can B2B businesses generate leads with RMNs?
B2B brands can tap RMNs to deliver highly targeted display ads, sponsored content, and product placements. These tactics reach business buyers actively searching for solutions, driving qualified traffic and leads.
What makes RMNs different from other digital channels for B2B?
Retailer audiences and first-party data RMNs provide unique access to retailer audiences and first-party data. This not only gives RMNs more accurate targeting capabilities of business buyers compared to large, generic digital ad platforms.
How do you measure success with B2B campaigns on RMNs?
Monitor key performance indicators such as CTRs, lead gen form submissions and conversions. Leverage retailer data and analytics to tie ad performance back to real business results.
What are common challenges for B2B brands using RMNs?
Major challenges are few B2B-specific inventory options, undefined audience segments, and the need to repurpose creative for a business audience. These problems are mitigated with strategic planning and tight retailer collaboration.
What’s the future of B2B lead generation on RMNs?
As buyers increasingly shift online, B2B adoption of RMNs will continue to increase. Look for improved B2B targeting, more B2B-friendly features, and greater integration into business buying journeys.