Oracle and IAB Discuss B2B Ad Mix

Zero Waste B2B Advertising: Picking the Right MixJenifer MetzDirector, Marketing TechnologiesOracle

Susan BorstDirector of Industry InitiativesIAB - Interactive Advertising Bureau

Louis MoynihanVice President of Product Innovation & AlliancesDemandbase

©2016 Copyright Demandbase, Inc. Demandbase Confidential.

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Agenda

Challenges of a B2B Marketer Ensuring that your B2B ads reach the accounts you

value most Optimizing your B2B advertising mix across

display, video, search, and mobile Measuring the effectiveness of your ads and

demonstrate ROI

The Challenge for B2B Marketers


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Needle in a Haystack – by the numbers

1+ EMPLOYEES

6 million$10M+

200,000$100M+

20,000

Source: US Census Bureau

$1B+

2,000


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Buyer 2.0 Stats From 3 Analyst Firms

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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Buying Committees Increasing in Size

40%

— IDC

more stakeholders than 4 years ago.

B2B Challenges inAD TECH

B2C Ad Tech over generalizes B2B Audiences

B2C Cookie Retargeting is imperfect

Lead Generation is only for Researchers/Hand Raisers

Most Influencers never become known so connecting anonymous audiences to known audiences doesn’t happen w B2C Ad tech

Impact of Account-BasedAdvertising

Focuses on best opportunities

Delivers customer-centric experience

Supports Sales reality

Connects Marketing to revenue


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Building a Target Account List

IDENTIFY STAKEHOLDERS

BUILD TARGET LIST SCRUB LIST REFRESH LIST

QUARTERLY

Evaluate your Media Mix

89% of B2B marketers agree that their organization’s digital marketing mix is not optimized

Source: Demandbase/Wakefield Ad Waste Study Feb 2016

TRADITIONALMedia Mix

Print

Physical Events

Advertorial

Field Sales

Physical Events

Search

Lead Generation (Webinars, White Papers)

Account-Based Advertising (Display)

Native/Social

Cross Channel Nurturing

MODERN B2B Media Mix


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IAB Data Center of Excellence

Online survey of 120 IAB special‐interest council members, including some of the most senior and deeply engaged stakeholders in the digital media and marketing community – both B2B and B2C. - - Survey was deployed in December 2015


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of B2B marketers say engaging anonymous buyers before they self-identify is a major challenge.

72%

believe that increased availability of new advertising technologies makes it easier to engage with prospects.

73%

More marketers are

creatingINTEGRATED

strategies


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Markie Award

Integrated mix of synchronized tactics

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Goals

Audience

Scope

Outcome & Insights


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Highlights

• Integrated Marketing Mix – responsive microsite, 80+ pieces of content, 120 emails, 36 dynamic online media ads and social media posts

• C-level leaders, senior decision-makers, influencers and managers across all industries – particular focus on 300 key global accounts

• Enriched contact database, generated new leads and delivered more than $900MM in marketing sourced and assisted pipeline revenue

• Expansive integration of Tech Stack – Eloqua, CMS, DemandBase

Measuring yourPerformance

52% of B2B marketers are still relying on conversion rate and cost per impression as the best metrics for measuring the effectiveness of their digital B2B Advertising

Source: Demandbase/Wakefield Ad Waste Study Feb 2016

Measurement

Measure across the funnel

Measure everything, but set goals on business driversConnect everything to revenueCourse-correct your plans and spend based on results

CAMPAIGN PERFORMANCE

Impressions/CPMs

Click-through Rates

Web Traffic

Unique Visitors

Net New Names

Inquiries

MQLs

Conversion Rates

REVENUE PERFORMANCE

LiftTarget Account ActivityOpportunitiesPipelineClosed Revenue

Why are wefocused onTHESE

METRICS?

Because… • We can• Our systems are

capable of it• Our target audience

expects it


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What we Covered Today

Challenges of a B2B Marketer Ensure your B2B ads reach your Most Valuable

Audiences (accounts are 1 proxy) Choose your B2B advertising mix across Display,

Search, Native, Lead Gen etc. Measure Full Funnel effect of your ads and

demonstrate ROI

April 20-21Pier 27, San Francisco

www.MarketingInnovationSummit.com

#B2BSummit

Oracle and IAB Discuss B2B Ad Mix

Marketing

Transcript of Oracle and IAB Discuss B2B Ad Mix