How to choose a Business-to-Business Online Advertising Network

"How do I choose a B2B responsive online advertising network that provides lead generation? One that can comply with my ROI metrics for lead generation."

Since my organization owns a vertical advertising network specifically for information technology and professional services firms I have some insight to this, however, I'll rely on an independent source to help you choose for yourself.

MediaPost's Performance Insider has a great article this month on "Navigating the Maze" which provides a few tips on choosing a network. I'd like to add the network you choose will provide support for your off-line campaigns too.

Many of the channels available for on-line have profitable off-line elements that can turn your dollars into more leads. The second point you should also consider is how the company supports your ability to calculate return on dollar invested.

HPD Advertising Solutions provides you an account to pull numbers as desired, scheduled email reports, and campaign tracking so you can calculate exact returns. However, not all networks provide this kind of control.

The bottom line of selecting a B2B responsive on-line advertising network is that it must support your internal marketing objectives. With solid access to statistics you will be able to measure results and focus on returns. Demand qualified leads and the measures to know the difference, from day one.