Several companies have made progress in improving the on-line targeting, behavioral and retargeting capabilities required for B to B lead generation. These companies specialize in the emerging field of business audience marketing.
Here are a few B to B on-line digital display networks for consideration:
Bizo: The Bizo platform claims to reach more than 80% of the business population in the United States (100 million unique business users). More than 400 brands (e.g; Salesforce, Amex), use Bizo to target business professionals. The network is a must include in any B to B on-line test plan.
LinkedIn: The LinkedIn platform now offers multiple opportunities to target businesses by type, company name and title. Note that while LinkedIn is a large platform, it doesn't mean that the audience visits frequently. Given their position in the market, also a must test.
AddThis: Formerly called ClearSpring and XGraph, AddThis uses the popular social marketing widget to collect information on the patterns of like user groups. The approach is unique and equally effective for consumer and B to B audiences.
For program design and implementation, consider working with a group that can provide end to end lead funnel advice such as my company, MMB (Jeff Grill), or others that have the unique expertise required to support B to B marketing campaigns.