While Facebook is a great platform for B2C companies to offer sales, promotions, and discounts to spurt their revenue, the same approach cannot be used for B2B companies as they have long sale cycles and the goals to generate revenue are different.
This is possibly the primary reason why B2B companies overlook Facebook as a marketable platform. That said, Facebook is a crucial platform to have an impact on the sales funnel, especially in the ‘Awareness’ stage.
Targeting a specific audience, B2B companies can use Facebook as a platform to create awareness of their products and services, upcoming events or webinars and generate a lead pool and expand their existing clientele.
Using the ‘Custom Audience’ feature, B2B companies can target their campaigns at a specific work category, employers, job titles, and relevant groups or communities.
In addition, the feature allows B2B companies to upload their existing clientele data, and can generate new leads using email signups for courses, product free trials, webinars, etc., and retarget lost customers – those who failed to click on your website or on-page CTA.