The B2B marketing game has changed and today’s best practitioners have already adopted the new rules. Are you one of them? If not, don’t worry, there’s still time to get into the game. Join Demandbase’s Director of Marketing Programs, John Dering, and VP of Product Marketing, Phil Hollrah, to see how you can apply 2015’s new rules of B2B marketing to deliver the results your execs expect. You’ll learn more about: The shift in B2B marketing and what it means for B2B display What metrics you should really be tracking How you can tackle the challenge of account targeting and segmentation Success stories from leading B2B marketers

1. B2B Advertising [NOT]
For Dummies
How to Attract Dream Accounts in 2015
Phil Hollrah
VP, Product Marketing
Demandbase
Twitter: @philhollrah
John Dering
Director, Marketing Programs
Demandbase
Twitter: @D_Rang

2. ©2015 Copyright Demandbase, Inc.
Demandbase Confidential.
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Agenda
 Challenges facing B2B Marketers
 B2B is fundamentally different from B2C
 3 Steps for making advertising work for B2B
 Examples of Account-Based Advertising in Action
 Q & A

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The way back machine

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B2B Marketers face several challenges
Attract the right audience1
Engage with the right content2
Produce better leads3
Understand whether programs
are working, and prove ROI
4
82% of B2B website
visitors are not
potential customers
60% of website visitors
bounce w/o interaction
after one page
97% of website visitors
ignore calls-to-action
and remain unknown
67% of CMOs struggle to
prove the long-term
impact of spending

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B2C B2B
low volume
high value
high volume
low value
SALES
buying group1 personBUYERS
single session
minutes-days
many sessions
many months
BUYING CYCLE
behavior, taste
Company
attributes
QUALIFICATIONS
B2B is fundamentally different from B2C

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What is your buying universe?
Source: US Census Bureau
U.S. Businesses:
28 million
>1 Employee:
6 million
$10M+:
200,000
$100M+:
20,000
$1B+:
2,000
…most B2B companies target 2,000-5,000 accounts total

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The buying journey has changed
SiriusDecisions
67%
of the buyer’s journey is
now done digitally
Forrester
66- to -
90%
Of buyers are through their
journey before they reach
out to the vendor
CEB
57%
Of the sale cycle is
complete by the time a
supplier is engaged
BOTTOM LINE:
A large portion of the buying process is done online and
without Sales.

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Shift focus to align with today’s buyer
SALES
CALL
LEAD
SOCIAL
MEDIA
WEBSITE
VISIT
SEARCH
DETERMINE
PROBLEM
WEBSITE
VISIT
WEBSITE
VISIT
WEBSITE
VISIT
Typical B2B Buying Process – It’s Long!
$

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And there are more decision makers
more
stakeholders
than 4 years
ago.
40%
That’s
— IDC

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Example
 SiriusPerspective:
Most b-to-b buying decisions are
driven through a buying center.
1
0
Peggy Smith
Senior Manager,
Professional Services
Carson Plastics
Industrial, MA
Bob Clark
Director,
Marketing
Carson Plastics
Manufacturing, CA
Charles Shoemaker
Manager, IT
Carson
Manufacturing, NY
Joseph McLaren
Manager,
Sales Operations
Carson Plastics
Durable Goods, MA

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White
Paper
Webinar Web
Visits
Analyst
Report
Pricing
Page
Taking Advantage of Team-Based Buying
1
1
2 1 2 4 2
1 1 2 0 0
0 0 3 2 2
3 2 7 6 4
Peggy Smith
Senior Manager,
Professional Services
Carson Plastics
Industrial, MA
There’s something going on.
We should call the top title.
Not a role or a department we
sell into. Reject.
Bob Clark
Director,
Marketing
Carson Plastics
Manufacturing, CA
I’ll call and leave a message
after lunch…tomorrow.
Joseph McLaren
Manager,
Sales Operations
Carson Plastics
Durable Goods, MA
Looks interested, but sales
isn’t who we sell into.
Sales Reaction

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In B2B, the cost of ad irrelevance is high
of marketing
generated leads are
never followed
up by sales.
50%
Source: Miller Pierce, 2014 VOC Study

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Focus on what matters: Accounts
Identify the
right accounts
Advertise to
those accounts
Measure by
accounts
STEP 1 STEP 2 STEP 3

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Targeting accounts is optimal for B2B
• More efficient with a defined universe
• Delivers on their target accounts
• Linked to greater customer satisfaction and retention
• Customers experience less noise, respond at higher
rates to more relevant outreach
Focuses on Best Opportunities
Supports Sales Reality
Delivers Customer-Centric Experience
• Ensures attention is given to top prospects/customers
• Builds consensus across the buying team

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3 Steps to Making B2B Display Effective
3 Close the Loop on the account-based experience
1 Target only the companies that will drive topline
organizational growth
2 Define awareness strategies to attract these
companies to your website

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How to Build Your Target Account List
 Identifying common business characteristics of
customers and pipeline accounts to establish a list of
high value prospects
• Geography
• Industry
• Company Size/Configuration
• Tech Environment
• Named/Strategic Accounts

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How Account-Based Advertising &
Retargeting Works
1. Measure the companies visiting your website to gain
insights.
2. Identifying Target Accounts
3. Attracting your target accounts to your website with highly
effective account-based advertising programs.
4. Engaging the right accounts and segments with
personalized content.

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Define B2B Display Advertising Strategies
Account-Based Advertising
Account-Based Retargeting

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Account-Based Advertising
GENERAL COMPANY-TARGETED
Customer
Upsell Opportunity
Industry
Healthcare
Co. Size
Enterprise
*For demonstration purposes only. Not a case study.

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Account-Based Retargeting

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How Account-Based Retargeting Works
WEBSITE TRAFFIC FROM
SINGLE COMPANY
Product page
18 pageviews
7 unique visitors
About page
10 pageviews
4 unique visitors
Home page
5 pageviews
3 unique visitors
PAGEVIEWS1
TIME2
CONTENT3
Whitepaper
26 pageviews
10 unique visitors
Pricing page
28 pageviews
6 unique visitors
RETARGETED
ADS
Capitalize on opportunities with
companies that are showing interest

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Close the Loop
 Deliver an Account-Based experience on your
website
 Whether they respond to an ad or not, they need the same experience
 Focus on the right metrics to measure success
 Most display marketers use B2C metrics – you need B2B metrics
 B2C = CPM, CPC, CPL
 B2B = Lift, Engagement

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Account-Based Customer Marketing in Action
 Have a connected
conversation from
first-touch display
ads to upsell and
renewal

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Iron Mountain boosts target account
engagement with Account-Based Advertising
“If you display the right message to the right person at the right time good
things happen.”
- Tom Berger, Director of Internet Marketing Iron Mountain
36% Over All lift in
engagement
Lift in engagement
for Healthcare
Lift in engagement
for FiServ & Banks115%
120%

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StrongView increased revenue by adding
display ads back into the marketing mix
42% Lift in website traffic
from the targeted list
Conversion from
inactive accounts29%
Increase in time
spent on website20x
CTR with dynamic
vs. static ad content5x

26. Thank you!
Phil Hollrah
VP Product Marketing
Demandbase
Twitter: @philhollrah
John Dering
Director, Marketing Programs
Demandbase
Twitter: @D_Rang

27. April 29-30, 2015 | AT&T Park, San Francisco
MarketingInnovationSummit.com
Join over 500 progressive marketers at AT&T Park in San Francisco for the
2nd Annual Marketing Innovation Summit for B2B on April 29-30th.
• Attend innovation showcases by progressive digital marketers to hear their success stories
• Education opportunities at the Demandbase University Workshops
• Hear from industry analysts, investors and marketing leaders on the future of B2B Marketing
• Inspiring keynotes in AT&T Park's Stadium
Register today!
Save $150 with code EARLY150