Six Ideas ABM Annual Conference

8/9/2019 Six Ideas ABM Annual Conference

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Midyear Forecast Revenue Initiativesby: Prescott Shibles


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+About This Presentation

Originally presented at the ABM Annual Conference Vital Business Media will provide the full content via a

Webcast series (much of the high value content was verbal) $249 for ABM members $349 for non-members Pre-register today at:

http://vitalbusinessmedia.com/b2b-revenue-webcast.php

Prescott Shibles will answer questions during the Webcast Paid attendance will also grant access to a premium member

forum where questions may be asked after the Webcast with aguaranteed response within 24 hours.

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+Just When We Needed Digital

Advertising Most

B-to-B ad pages down 27%in January of 09

Digital revenue growthrates plummeted in 2008and 2009

Event facing challengesdue to cutbacks in travelbudgets (potentiallyworse due to Swine Flu)

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25.6%10.6%

4.5%

9.4%

10.8%

13.5%

10.4%

20072008

2009

2010

2011

2012

2013

US Online Ad SpendingGrowth % 2007 - 2013

Source: eMarketer April 2009


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+ABM Financial Survey Results

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Revenue 2006%

Revenue 2007%

Revenue 2008%

Revenue

%Change

(08 vs.07)

CAGR('06 -

'08)

Magazines &

Other Print 1,239 72.60% 1,250 66.60% 1,144 62.40% -8.40% -3.90%

Custom 41 2.40% 40 2.10% 40 2.20% -0.40% -1.10%

Data 33 2.00% 39 2.10% 42 2.30% 7.00% 12.30%

Online 224 13.10% 313 16.70% 360 19.60% 15.10% 26.80%

Tradeshows 113 6.60% 170 9.00% 177 9.70% 4.30% 25.40%

Conferences 57 3.40% 65 3.50% 71 3.90% 9.90% 11.30%

TotalRevenue 1,708 100.00% 1,877 100.00% 1,835 100.00% -2.20% 3.70%


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+How Senior Marketing Execs Are

Changing Online Marketing Spend76%

70%

63%60% 58%

26%

7% 7% 9%

16%

11%

45%

Search Contextual Lead gen Video Email Display

Increase

Flat

Decrease

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+Advertisers Spending Less on

Traditional Digital Media

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Source: BtoB Magazine,December 2008

30.6% Increase

25.7%

68.3%

50.0%

42.9%

66.3%

46.6%

46.6%

52.2% No Change

62.6%

28.6%

44.4%

48.6%

30.7%

44.9%

46.6%

17.2% Decrease

11.7%

3.0%

5.6%

8.5%

3.0%

8.5%

6.9%

Banners

Sponsorships

Email

Search

Webcasting

Web Site

Video

Social Media

Increase

No Change

Decrease


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+Advertiser Sentiment Creating

Headwind

Advertisers are looking formore customized programsto meet their needs.

B2B marketers are twice ashappy with their agencypartners than they are withtheir media partners.

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Advertiser Perception of B2B MediaWillingness & Ability to Tailor Ad Programs

Unacceptable 1.7%

Poor 5.0%

Excellent 30.4%

OK 63.0%

Source: B2Bs2009 MarketingPriorities &Plans survey


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+Revenue Diversification Has

Never Been More Important

Less sponsorships and display ads More ROI-based marketing Build paid content revenues through premium content Dont put your archives/current content behind a pay wall Not enough readers will pay to make the effort worth while If it were that easy, wouldnt we all have done it by now? We need innovation, not hope in a silver bullet

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+Become a Conversion Marketing &

Media Company

Conversions could be: Webinar registration White paper registration Research report purchase Ranking list purchase Requalification New Subscription eNewsletter Subscription

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Conversions benefits include: Customers with leads Diverse revenue streams Ability to drive revenue by

driving traffic

Improved event marketing Enhanced ability to sell data More options to offset

advertising losses

Data rich profiles of readers(what research they purchased,events they attended, whitepapers and webinars theydownloaded, etc.)


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+Some vocabulary

CPC = cost per click CPL = cost per lead CPM = cost per thousand impressions RPM = revenue per thousand impressions CPA = cost per acquisition CTR = click-thru rate

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+Transform Audience Development

Into a Profit Center

Costs (hypothetical) Average cost-per-acquisition of a new customer is $5 Average cost-per-verification is $3.50

Revenue Opportunities $50 per lead $200 per piece of research purchased

Conversion Marketing If you convert 10% of new customers to leads for customers,

youve made back your investment

If you convert 2% existing customers to research purchases, youveturned your verification efforts into EBITDA contributors.

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+All Promotional Campaigns Lead to

a Landing Page

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LandingPage

Newsletter Ads

Contextual Text Ads on Website

Co-Registration

Site Search

Social Media

Search Engine Marketing


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+Landing Page Optimization

1. Headline2. Offer: call to action3. Number of fields4. First paragraph5. Benefits list (use bullets!)6. Images (no stock images!)

7. Clean design (dont useyour standard navigation;it will confuse and distractpotential registrants)

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+Use A/B or Multivariate TestingEach one of the elements on the prior page can have an

impact on performance.

Ask clients to provide multiple sets of creative for eachelement.

Use technology provider to test different combinationsof these elements

Start with Google Analytics, its free!Upgrade to paid tools as your needs become more

complex

Test the newsletter and text ads that you are usingTest the copy of the search ads that you are using

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+Contextual Text Ads

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+Contextual Text Ads

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+Newsletter Ads

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+Co-registration Example Pt 1

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Register to Receive Our Newsletter


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+Co-registration Example Pt 2

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Related FREE Offers from TradePub.com


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+Co-registration Thank-You Page

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+Search Marketing

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+Oracle Generating Leads Directly

Via Search Marketing

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Image

Headline

First paragraph

Call to action

Benefits


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+Use an Ad Server to Maximize

Revenue Potential

Serve campaigns to maximize the RPM Use ad servers algorithms to figure out which offer

to serve save time, money, and energy

Tie ad server into conversions: consolidatemeasurement and business metrics

Facilitates contextual placementsCAUTION: Ad server doesnt understand business

relationships

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Maximizing Pay-Per-Click (PPC) Revenues

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+Google Friend or Foe?

Frenemy debate is a wasteof time

Advertisers are alreadyspending with Google andother search engines

If search is where the moneyis at, go get your fair share

of that money.

Failing to optimize is walkingaway from money.

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76% 75%70%

63%60%58%

26%

7%11%

7% 9%16%

11%

45%

Increase

Flat

Decrease


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+Small Businesses Spend Online

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29.7%

21.5%

35.5%

1.9%

11.4%8.2%

-6.6%-3.8%

-0.5%

1.3%

Online Events Print TV, Radio PR, Other

Share of Spending 2009 GrowthSource: OutsellAd SpendingDatabase


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+What Are Contextual Text Ads?

Advertisers run campaigns targeted tokeywords

Campaign keywords are matched tokeywords within a given Web pagescontent

Relevant ads are displayed

Advertisers pay for each click generated The publisher whose site generated the

click gets a percentage of that revenue

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+Google AdSense Products

AdSense for Content Ad Units: fit just about any ad unit size Link Units:

AdSense for Search Integrate into your existing site search Use Google Custom Search Engine to create

a robust vertical search engine

AdSense for Video Unobtrusive text overlays Branded YouTube channel

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+Google Ad Placements

Open your site up to Google advertisers who want to buy adsspecifically on your site

You can determine pricing floors on ads targeted to your site Great for small businesses with small budgets Set category targeting and charge a premium for those

sections

Email small businesses and anyone who doesnt advertise withyou to let them know they can buy ads through Google with acredit card.

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+Alternatives to Google

White-labeled options: several vendors offer a customized,branded solution to allow you to leverage their technology,existing clients, and control pricing.

Other search engines with networks: Yahoo! PublisherNetwork and Microsoft

Vendors that provide white labeled options and offer to runtheir networks ads as backfill.

Use an ad server: you can serve your own PPC ads, butrelevancy and scale may become a challenge.

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+Placement Matters!

Many publishers mistakenly runcontextual text ads in areas wherethey wont perform well

Top leader board Right column

Optimizing placements canimprove RPMs by as much as 7x

Industry best practices indicatecertain hot spots for sites ingeneral, but your site mightperform differently TEST

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+Bottom of Article Placements

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+Inline Article Placements

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+Use Tags to Generate Site Search

Page Views AND

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+ Create Additional PPC Revenue

Opportunities

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+Integrate Units into Site Design

Using a generic ad unit unit design will make the ads lookcheap and uninviting

Incorporating the units into your sites overall design willimprove performance

Dont confuse users as to what is content vs. what isadvertising

Test multiple looks for the units (fonts, colors, sizes) to seewhich works best.

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+Reporting and Metrics

Google provides a reporting interface for gross revenues (notyour rev share)

Monitor click-thru rate (CTR) and revenue per thousand(RPMs)

Use channels to help understand the monetization rate ofcertain placement/design/size combinations

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+How PPC Helps Other Revenues

Optimizing placement, design, and size of units helps youfigure out how to get your Web site to generate more clicks

Once youve figured out the top few placements on your site,you can begin to use them for other purposes:

Webinar registration Whitepaper registration Selling research Selling data Event registration

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Maximizing White PaperRevenues

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+Launching or Maximizing

Whitepaper Initiatives Getting started: Tools Marketing tactics Pricing

Accelerating existing campaigns Segmented marketing Cost-per-lead campaigns Reducing reliance on email Lead scoring Qualifying leads Landing Page Optimization

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+Lead Generation in Demand

Source: BtoB Magazine, December 2008

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Brandawareness12.4%

Other 4.8%

CustomerAcquisition62.2%

CustomerRetention20.6%


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+Advertiser Benefits: White Papers

Accountable, lead-oriented vehicleRobust multichannel marketing campaignLower cost of entry than WebinarsReuse of clients existing marketing collateralMarketplace education: an informed decision-maker

is a more sales ready lead

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+Publisher Benefits: White Papers

Turn circulation/audience development into arevenue center instead of a cost center

Less pressure to promote than WebinarsMore time to deliver leadsFully leverage excess inventoryPotential custom publishing revenue (from

prospects without pre-existing white papers)

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+Promotional Assets

Whitepaper (PDF Document: approx. 4 pages) Headlines (1 to 5 per whitepaper) Short Teasers (1 to 5 per whitepaper) Landing Page Copy (1 to 5 per whitepaper) Landing Page Image(s)

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+Tools and Technology

Registration system Form building Data collection Reporting, scoring, routing

Ad and Collateral Ad portal/materials collection Ad serving (email and Web)

Co-registration system

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+Lead Scoring: Giving Your

Customers Glengarry Leads1. Use custom questions to identify sales readiness2. Assign a value to question responses3. Assign a weight to each question according to its strength as

an indicator of sales readiness

4. For each individuals responses, multiply the value of thequestion responses and the weight of each question

5. Add the total value of those calculations together todetermine the leads score6. Sort the lead spreadsheet based on score

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+Lead Scoring Example

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+Lead Cultivation

Not all leads are sales ready Content is a lead cultivator Articles Whitepapes Webinars Case Studies

Follow-up lead generation campaigns with nurturingcampaigns

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+Flat Rate Pricing

Campaign prices typically range between $1,500and $20,000 for three months

Minimum number of leads guaranteed over threemonth span

If publisher fails to meet 100% guarantee, theymust satisfy the guarantee within 45 days.

Typical make-good is an additional 15% to 20%increase on leads delivered over guaranteedminimum

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+CPL Pricing Benchmarks

A 2007 DemandGen Report offered these B2B CPL benchmarks:

Email = $10-100 Paid Search: $30-50 Banner Ads = $80-$100 Webinars = $60-$100

Telemarketing = $350-$1,250 Trade Shows = $350-$1,500

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+Targeted CPL Campaigns

Customer determines certain demographic criteriafor a registration to be considered a lead

Publisher charges a premium for each criteriaadded (anywhere from $25 per criteria to $50 percriteria)

Similar to list rental; premium depends on scarcityof leads

Targeted campaigns can drive CPLs into hundredsof dollars

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+Offer Dashboard Reporting in

Addition to Leads!

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+Hypothetical B2B Publisher

Contextual WebSite Co-Registration eNewsletter

Impressions/Month 100,000 2,000 80,000

Click-Thru Rate 1.00% 20.00% 1.00%

Conversion Rate 10.00% 12.50% 10.00%

Conversions/Month 100 60 80

Conversions/Year 1200 720 960

CPL $75 $75 $75

Annual Revenue $90,000 $54,000 $72,000

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Total Revenue $216,000


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Selling IndustryRankings & List Data

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+Selling Industry Rankings and

List Data Getting started: Tools Data Collection Storefronts

Marketing tactics Pricing

Accelerating existing campaigns

Segmented marketing Targeted email marketing Non-endemic marketing Discounting to increase volume

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+Data Products Outshine E-

Newsletter Subscription Revenue

9.2%

14.3%

16.9%

1.6%

3.6% 3.8%

2006 2007 2008

Data % of Total

Online Revenue

E-Newsletter

Subscriptions % ofTotal Online Revenue

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Source: ABMs 2009 MediaFinancial Survey


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+Data Collection

Research tool providers can ensure that your rankings arestored in a database

Append data cheaply (improve response rates by only askingfor unique information)

$0.03 to $0.10 per record per piece of appended data Email addresses are closer to $0.25 Employee size, revenue volume, SIC code Standardize business names and subsidiary information

Use web-based tools to streamline process Data collection Subject matter expert review (editorial review) Approval of data for publishing and sale

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+Use Storefronts to Get Up and

Running Quickly You dont need to have a full-blown e-commerce enabled site Integrate a small business solution for as little as $25 (search for

small business ecommerce)

Some research companies provide a storefront as part of theirservices offerings

Integrate your Web analytics package into this partner site

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+List Storefront

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Hot lists

All lists

Excel

PDF


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+Pricing

Think about alternatives (next best solution) to get theseleads

Webinar Whitepaper

Price the data off of lead gen demand Not as qualified as Webinar or Whitepaper campaign More valuable than contact information because of your

proprietary data

Number of contacts times the CPL that you deem them worth

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+People Pay for Convenience as

Much as for the Data Dont worry about giving some of the data away for free Charge for formatting the data for import into CRM Use this data to drive traffic to your site Post each company/person profile as a separate profile page Create a widget that aggregates coverage of that person or

company on that profile page

Traffic magnets to push traffic throughout your site Some sites have grown traffic 20% in one month after posting

profiles in this manner

Target house text ads to the rankings/profiles sections toencourage people to buy the full data set

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+Example Profile

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Data points

Profile

Recent stories


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+Build a Marketing Plan

Start with an email test Vary creative to see what generates the most interest Price the product high and offer discounts to subscribers Vary the magnitude of those discounts to test price sensitivity

Leverage that data to market to the rest of the email file Partner with associations to use their list (rev share)

After breakeven, reinvest the profits from this initiative intosearch marketing

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+Why Search Marketing is Critical

SEM allows you to dial up your marketing dollars and increaseyour revenue at fairly predictable levels

Start with a small budget and test Track which keywords generate sales and which dont Figure out your cost per acquisition (CPA) Pump more money into search until you see that CPA rise

dramatically (until the market demand has truly been maxedout)

Target non-endemic customers (financial companies, etc.)

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+Upsell, Upsell, Upsell!

Anyone who has paid for a product is a prospect for anotherproduct

Think like Amazon If you want more leads like this, come to our trade show Heres a list of related list data that you might also be

interested in

You can either use an ecommerce service to make theserecommendations or just simply send an email to everyonewho purchased a particular list.

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+Let Your Customers Market Your

Data Forward to a friend Recommend on Facebook Recommend on Linked In Offer an incentive for sharing (chance to win iTouch, Kindle,

AmEx gift certificate)

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+Keys to Success

More lists = more revenue potential Leverage your current assets first Dont be afraid to go outside your organization Test, test, test!

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Building a Research Store

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+Recession Creates Research

Opportunities Leverage your assets Editorial reputation Brand recognition Connections Web traffic and user database

Serve both sides of your markets Readers have challenges just like we do how can we help them

identify trends and opportunities of the economic climate

Advertisers need to adapt as well what features are in demand,what pricing models are more likely to work, what are readers topbusiness needs

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+Overview

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Getting started: Tools Data Collection Storefronts

Marketing tactics Pricing

Accelerating existing campaigns Targeted email marketing

Blogs Non-endemic marketing Discounting to increase volume


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+Use Storefronts to Get Up and

Running Quickly You dont need to have a full-blown e-commerce enabled site Integrate a small business solution for as little as $25 (search for

small business ecommerce)

Some research companies provide a storefront as part of theirservices offerings

Integrate your Web analytics package into this partner site Alternative to storefronts

MarketResearch.com ResearchAndMarkets.com

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+Innovation in Marketing

Important to connect research to free content Blog posts Webinars Articles Video Podcasts

Your free content will attract a qualified audience to marketyour paid content to

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+Tweak Your Sites Design

Content to read: http://grokdot.com http://smashingmagazine.com http://alistapart.com http://sitepoint.com

Remove clutter (ads, non-essential page components) Showcase your content first and foremost

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+Old Site

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Not showcasingcontent

Caters only toexisting customers

Forces users toLOOK hard forwhat they want

No search!


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+New Design

Content is upfront and center

Editor/Publisherfeatured abovefold

Discounts offeredon homepage

Search!

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+Navigation for Research by Topic

Great SEO benefit If you dont have enough research to fill categories

aggregate others research

Try to work out an affiliate deal with others offering research(get a cut of the $$$ they make off of the sale)

Provide best value to readers!

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+Teaser Page

Call to action abovethe fold Order Now

People love charts! Clean, uncluttered

design

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+Marketing and Promotion

Use conversion marketing on your Web site, in newsletters,co-registration offers, and email blasts

Launch a blog to bring in traffic Use social media to promote free content and premium

reports

Promote research to non-endemic customers Via Search Develop affiliates (marketresearch.com, etc.)

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+Ask for Feedback!

Ensure that a customer feels that they got their moneysworth

Know what your best research is and what your weakestresearch is

Understand that pricing may impact a customers happinesswith their purchase theres a difference between notmeeting a customers need and charging too much for it

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Generating IncrementalRevenue on Awards Efforts

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+Awards

Reinvent existing programs Create more revenue hooks!

Launch new programs Improve effort by using better tools Re-use content Enhance the recognition

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+New Revenue Hooks!

Simulcasting awards luncheon/dinner If T&E doesnt enable you to hold a luncheon or dinner, have a

multi-sponsor Webcast

Create a submission gallery (re-use that content!) Note: not a 60-day idea Incredible revenue potential from lead gen and/or category

sponsorships

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+Award Submission Gallery

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+Award Gallery

All awards submissions, notjust this years (all the wayback to 2001)

Links to all of thatcompanys submissions overthe years a true onlineportfolio

Often a better portfolio thansubmitters Web site

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+Awards Webcast

1,600 live attendees Traffic doubled for the next two days after Webinar Multiple sponsors for multiple categories Suspense factor of awards event extended to a much wider

audience

Finalists can promote the Webinar to their key customersgrow your database!

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+Selling Awards Paraphernalia

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Six Ideas ABM Annual Conference

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