B2B Advertising in the Digital World: The Targeted Approach to Success
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Find out why 95% of B2B Marketers say Account-Based Advertising drives success. If you’re here, it’s because you’ve noticed that traditional display advertising isn’t proving the value necessary to drive sales growth and you’re ready to take your B2B ad campaigns to the next level. Get ready to be the rock star on your team – in less than 45 minutes you’ll learn how Account-Based Advertising aligns marketing with sales and delivers the results your execs expect.
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B2B Advertising in the Digital World: The Targeted Approach to Success
- 1. @Demandbase #ABM B2B Advertising in the Digital World The Targeted Approach to Success John Dering Director, Marketing Programs Demandbase @D_Rang
- 2. @Demandbase #ABM Agenda § The Challenges of B2B Advertising § Sales & Marketing Alignment § Account-Based Advertising § The Right Metrics § Case Studies
- 3. Evolution of B2B Marketing 1995 2000 2005 2010 2016… Drive Traffic Going digital: Website and ads Funnel OptimizationLead Gen. ABM
- 4. @Demandbase #ABM Evolution of Account-Based Marketing 1995- 2005 2005-2012 2012>>> • Limited in scale (25-50 accounts) • Field Mktg centric • Analog in approach • Improved scale • Email centric • Industry focused • Post hand raise • Reactive • Fully scalable (5000+ accounts) • Full funnel • Multiple targeting options • Pre hand raise • Proactive
- 5. @Demandbase #ABM AdTech from a B2B Perspective
- 6. @Demandbase #ABM AdTech B2B Main Characters B2B Marketer: Cookie Retargeter: DSP/Bidders: Data Aggregators: AdExchange: SSP’s: Publishers:
- 7. What B2C Ads Measure Click Through Rates Impressions/CPMs Transactional Conversions
- 9. B2B Ads should focus on quality
- 10. REVENUE Performance Lift Target Account Activity Opportunities Pipeline Closed Revenue Available to Close
- 12. @Demandbase #ABM What drove the change? § More Traffic is becoming anonymous § Internet and Mobile Usage § Adtech -IP Targeting & better targeting § Frustrated B2B Marketers hitting ceilings
- 14. @Demandbase #ABM Account-Based Advertising Identify the companies most likely to buy, and then advertise to them
- 15. @Demandbase #ABM The Buyer Journey is starting earlier but Marketing Spend is too late in the cycle SALES CALL LEAD SOCIAL MEDIA WEBSITE VISIT SEARCH DETERMINE PROBLEM WEBSITE VISIT WEBSITE VISIT WEBSITE VISIT Typical B2B Buying Process $
- 16. @Demandbase #ABM 4 Things to Know About B2B Advertising The B2B market is smaller than you think B2B buys in groups The cost of irrelevance is high B2B buying cycle is long 1 2 3 4
- 17. Why Account-Based Advertising? Focuses on best opportunities Delivers customer-centric experience Supports Sales reality Connects Marketing to revenue
- 18. @Demandbase #ABM Account-Based Advertising: Precisely targeted, personalized, less waste TARGET ACCOUNTS! 1 2 3 4 5 6 7 8 9 10 General Motors 152.3 General Electric 146.9 ADP, Inc. 34.4 UnitedHealth Group 72.9 Qlogic Corporation 2.3 Amazon.com 128.4 Motorola Solutions, Inc. 15.9 Capital One Financial 37.5 Xerox Corporation 12.3 Medtronic Inc. 52.3 … COMPANY NAME ! REVENUE ($b)! ADVERTISE ONLY TO THOSE COMPANIES ACROSS THE WEB! MEASURE RESULTS BY ACCOUNT! Direct Deals with Premium Content Publishers + + + + + + + + + + + + + + + + + + + + + +
- 19. @Demandbase #ABM The Continuing Evolution of B2B Advertising Cookie-based • Ad Tech built for B2C • Right titles, wrong companies • Relies on B2C Metrics (Clicks, Impressions) IP-Targeted • Ad Tech built for B2B • Reach accounts via IP targeting • Focus on B2B metrics (Website engagement, sales activity) Next Stage • Deeper targeting within accounts • Expanded reporting on audience segments • Greater ability to impact and measure advertising results
- 20. @Demandbase #ABM The Next Stage IP Identification B2B Business Profiles Finance Sales/Biz Dev Marketing Key Accounts and the Buying Committee IT/Engineering HR/Legal
- 21. @Demandbase #ABM Personalization Options GENERAL ACCOUNT-TARGETED Job Function Sales/Biz Dev. Industry Healthcare Co. Size Enterprise *For demonstration purposes only. Not a case study. SEE HOW OTHER ENTERPRISES DRIVE BUSINESS COMCAST BUSINESS DRIVES BUSINESS SEE HOW WE HELP SALES PROS DRIVE BUSINESS SEE HOW HEALTHCARE DRIVES BUSINESS JOB FUNCTION
- 23. @Demandbase #ABM CSC used Account-Based Advertising to attract named accounts to their website 27% Lift in website traffic from the targeted list Increase in target account engagment44%
- 24. @Demandbase #ABM Surescripts used Account-Based Advertising to target cross-sell to their existing customers 116% Increase in product page views Increase in target account engagment36%
Notas do Editor
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- Publishers, DSP’s, DMP’s, Retargeters, Exchanges have all been hugely successful in B2C but while it offers more targeting and control it does not allow you to control, target or measure COMPANIES specifically for B2B. I despise Luma Slides, but it serves a purpose… essentially you want either a very straight line from Marketer to publisher, or you want every stop to produce substantial value. For B2B, the line is straighter and less complicated Lets Dig into what the primary categories for a B2B Advertiser…. Next page
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- There’s not a neat fit for marketing strategies to fit into ad strategies. We’re not in a world where ad tech technologies that corresponds to sales. Why does a luma landscape w/ 300 logos NOT work for B2B? How do you get through the noise? Account-based marketing allows you to look at ad tech from a different lense. ..So what is ABM? More anonymous traffic, less people downloading whitepapers – ADD TO ABOVE Isn’t a cookie for everyone in the buying committee
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- Here’s how our Advertising Solutions work (specifically a “Proactive” campaign strategy): First, we help you build a list or audience made up of target accounts, based on your goals and objectives. We conduct a deep analysis of the companies from the list to match them with companies we can identify and target online - Our database of company information is being continuously maintained and improved and is refreshed a minimum of once per quarter Then, using our proprietary ad technology/DSP, we place your ads across leading exchanges, and publishers. We connect into all the major public exchanges and serve ads on whitelisted websites, as well as 25+ premium publishers through direct deals. We can also reach across channels like mobile, video and social networks to extend campaigns and drive website traffic Finally, we provide you with unique reporting that shows increases in traffic and engagement on your site by company, so you will know which accounts from your lists are getting ready to buy - making anonymous traffic actionable. ===== ALSO ===== Unique Features: Contextual Targeting, Company Capping (only available with Demandbase) Optimization: More than click or lead based: company-specific segmentation, list rebuilding, adjusting (already) personalized messaging, specific on-site behaviors like a spike in site traffic/pageviews, cookie retargeting, and more
- For years B2B marketers struggled with online advertising because it wasn’t built for us. It was built for B2C and targeting the masses. We started to focus on personas using cookie data to find and reach them. The challenge is it may be the right title, but a lot of the wrong companies. And we were or are still measuring on B2C metrics. Then came along a better approach for B2B – targeting the accounts with the most opportunity. Done through IP targeting. This is ideal for B2B as it targets the accounts we want to market to and cuts out the waste inherent with traditional online advertising. And because of this, we are able to focus on metrics that matter to B2B. The next stage is a combination of the two. I think we’ve all had prospect and customers tell us that the Account Targeting is great, but would love to target deeper to specific segments. And have deeper reporting on those segments. All geared towards a greater impact and measurement ability around our advertising efforts.
- So we think the next step is to combine our account identification targeting with B2B business profiles to offer enhanced targeting and reporting on your key accounts and the buying committee within them.
- To engage a company in the buying process you need to speak as directly to them as possible, this is the magic of Demandbase. We can connect accounts to the very targeted, focused messages that will resonate best. This way we avoid delivering a general message that has the least impact. We work with you to be as specific in your messaging as possible, for example: Enterprise messages only go to Enterprise companies. Vertical messages only go to the right verticals. You can target messages to specific job functions as well 5 different job functions: HR/Legal, IT/Engineering, Sales/BizDev, Marketing, Finance
- Avanish The Challenge: Extend the power of Demandbase’s company targeting beyond CSC’s website. CSC had implemented the Analytics, Content and Forms modules to personalize their website to target companies. Jumping at the chance to extend the power of company-targeting beyond their website, CSC went ahead and kicked off their first Company-Targeted Advertising program. The Solution: CSC initiated it’s first Company-Targeted Advertising program taking advantage of some of CTA’s key capabilities: Advertised only to the exact companies CSC targets. Blanketed the right prospects, and never touched the rest (precision targeting, zero waste). Dynamically personalized the message. Personalized ads driving to a personalized website delivered results. The Results: Beat predefined lift goal: Demandbase hit it’s predefined lift target at 27% increase in new / existing companies visiting CSC’s website. And the company hit it within the timeframe expected. Dramatically increased company engagement with CSC generating a 44% increase in the # of target website pages visited by target accounts.
- Surescripts is one of the largest information networks in healthcare, connecting fragmented information technology used by pharmacies, benefit managers, and care providers. The Surescripts network allows doctors, nurses, pharmacists and other healthcare providers to share patient information across systems – reducing errors, improving quality, and lowering costs. Surescripts wanted to accelerate growth within its customer base by cross-selling new product offerings. However, with a complex sale that requires a large buying committee, Surescripts needed to reach multiple stakeholders in a single account. And not all of their current customers were visiting their website. With their initial ABA campaign, they targeted and reached 300 target hospital accounts. This resulted in: 116% increase in product page views. Getting these accounts to interact with their new product offerings. 36% in target account engagement. Our benchmark is 20-25%.