MODERN B2B TARGETED ADVERTISING STRATEGIES FOR INDUSTRIAL ENTERPRISES

Abstract

The article examines contemporary approaches to improving the effectiveness of targeted advertising in the B2B sector of industrial enterprises, with a focus on the specific characteristics of industrial markets and professional audiences. Drawing on industry analytics and international research sources such as Statista, PwC, and Databox, the study analyses current trends in the use of digital platforms, including LinkedIn, Facebook, YouTube, and Instagram, in terms of lead generation, demand creation, brand awareness, and achieving target return on investment (ROI) indicators. Special attention is paid to the integration of artificial intelligence technologies, video marketing formats, and collaboration with industry opinion leaders as key tools for adapting B2B communications to narrow, highly specialised professional audiences. The article identifies the opportunities and limitations of major social media platforms for industrial B2B promotion, highlighting LinkedIn’s advantages in professional targeting and account-based marketing, as well as Facebook’s strong performance in terms of scalability and cost efficiency. The role of CRM systems and loyalty programmes is examined in the context of personalising marketing communications, optimising the allocation of marketing budgets, and improving customer experience (CX) across multiple touchpoints. Particular emphasis is placed on the importance of marketing analytics, attribution models, and media mix modelling for data-driven decision-making, especially under conditions of long decision-making cycles and multi-level procurement structures typical of B2B markets. The study also outlines practical implications for industrial enterprises seeking to align digital advertising strategies with broader business objectives and long-term customer relationship management. The findings demonstrate that the effectiveness of B2B targeted advertising largely depends on the coherence of technological, analytical, and content-based components within a unified marketing strategy. Overall, the results support the relevance of an integrated approach that combines technological innovation, cross-platform strategies, and deep content personalisation to enhance the competitiveness and sustainable development of industrial enterprises in the digital economy.