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B2B Advertising in the Digital World The Targeted Approach to Success

John Dering Director, Marketing Programs Demandbase @D_Rang

@Demandbase #ABM

Agenda

§  The Challenges of B2B Advertising §  Sales & Marketing Alignment §  Account-Based Advertising §  The Right Metrics §  Case Studies

Evolution of B2B Marketing

1995 2000 2005 2010 2016…

Drive Traffic Going digital:

Website and ads

Funnel Optimization Lead

Gen.

ABM

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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

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AdTech from a B2B Perspective

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AdTech B2B Main Characters B2B Marketer:

Cookie Retargeter:

DSP/Bidders:

Data Aggregators:

AdExchange:

SSP’s:

Publishers:

What B2C Ads

Measure Click Through Rates

Impressions/CPMs

Transactional Conversions

Impressions/CPMs

Click-through Rates

Transactional Conversions

What B2C ADS Measure

B2B Ads should focus on quality

REVENUE Performance

Lift

Target Account Activity

Opportunities

Pipeline

Closed Revenue

Available to Close

BUSINESS Outcomes

Close Rates

ACV

Funnel Velocity

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What drove the change? §  More Traffic is becoming anonymous §  Internet and Mobile Usage §  Adtech -IP Targeting & better targeting §  Frustrated B2B Marketers hitting

ceilings

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Account-Based Advertising

Identify the companies most likely to buy, and then advertise to them

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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

$

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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

Why Account-Based Advertising?

Focuses on best

opportunities Delivers

customer-centric experience

Supports Sales reality

Connects Marketing to revenue

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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

+ + + + + + + + + + + + + + + + + + + + + +

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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

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The Next Stage

IP Identification

B2B Business Profiles

Finance

Sales/Biz Dev

Marketing

Key Accounts and the Buying Committee

IT/Engineering

HR/Legal

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Personalization Options GENERAL ACCOUNT-TARGETED

Job Function Sales/Biz Dev.

Industry Healthcare

Co. Size Enterprise

*For demonstration purposes only. Not a case study.

SEEHOWOTHERENTERPRISESDRIVEBUSINESS

COMCASTBUSINESSDRIVESBUSINESS

SEEHOWWEHELPSALESPROSDRIVEBUSINESS

SEEHOWHEALTHCAREDRIVESBUSINESS

JOB FUNCTION

Account-Based Advertising: Driving Results

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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 engagment 44%

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Surescripts used Account-Based Advertising to target cross-sell to their existing customers

116% Increase in product page views

Increase in target account engagment 36%

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Thank you!