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.
The Ultimate Guide to Financial Advertising Strategies.pdf
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
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
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
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18. @Demandbase #ABM
Account-Based Advertising: Precisely
targeted, personalized, less waste
TARGET ACCOUNTS!
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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%
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%.