Last checked · Written by the Advoratise team
The short answer
Find the few newsletters, podcasts and communities your buyers already trust, test one placement at a time with your own tracking, and judge each one by what a qualified sign-up cost — not by clicks.
Start with one clear buyer
Write down who signs the order and who uses the tool: their job title, company size, country and the problem that makes them look for software like yours. Every later choice — where to advertise, what to say, what counts as success — follows from this one description.
Where B2B buyers actually pay attention
Specialist newsletters, industry podcasts, niche websites, software directories and professional communities often reach a narrow group of the right people. Ask each publisher who their readers or listeners are and how they know. A small, exact audience can be worth more than a large mixed one.
What to say in a sponsored slot
Name one problem your buyer recognises, say plainly how your product helps, and give one simple next step — a free trial, a short demo, a useful template. Let the host speak in their own voice where possible; readers trust them more than a copied advert. Avoid claims you cannot back up.
How to measure it
Give every placement its own tracking link or code. Count sign-ups, then count the qualified ones — the people who match your buyer description. Divide the price by qualified sign-ups. Software sales often take weeks, so look again later at which sign-ups became paying customers before you decide.
Worked example — made-up round numbers, not market data
Judging two tests
A podcast read costs €800 and brings 40 sign-ups, of which 10 match your buyer: €80 per qualified sign-up. A newsletter slot costs €400 and brings 60 sign-ups, of which 4 match: €100 per qualified sign-up. The newsletter got more clicks and sign-ups — but the podcast reached more of the right people.
Your first 90 days
Weeks 1–2: describe the buyer and the goal
Write the buyer description and decide what a qualified sign-up is worth to you.
Weeks 3–4: shortlist and ask the same questions
List five to ten publishers. Ask each for audience, reach figures and their source, format and price.
Weeks 5–8: run two or three small tests
Book single placements with separate tracking. Keep the offer the same, so you compare the places, not the messages.
Weeks 9–12: keep what works, drop what doesn't
Compare cost per qualified sign-up and early paying customers. Book more with the best one; replace the weakest with a new test.
What we can and cannot promise
We cannot promise sign-ups, customers or any return on your spend, and we do not publish typical conversion rates because they depend too much on your product and offer. What we can promise: each ad space shows where its numbers come from, and you talk to the publisher directly.
Find places your buyers read and listen
Browse ad spaces by category — newsletters, podcasts, websites and more — with prices in euros and the source of every number.
Questions people ask
- How much budget do I need to start?
- Enough for two or three single placements, so you can compare. It is better to test small and learn than to spend everything on one big booking.
- Why not just judge by clicks?
- Clicks are easy to get from the wrong people. A qualified sign-up — someone who matches your buyer — is a much better signal of whether a placement is worth repeating.
- Can I target several countries at once?
- Yes, but write the message in each reader's language and check the advertising and privacy rules of each country. A German-speaking audience usually expects German copy.