@Demandbase #ABM

The Future of B2B Advertising is Here Phil Hollrah

VP Product Marketing Demandbase @philhollrah

Louis Moynihan VP Strategic Alliances Demandbase @louismoynihan

@Demandbase #ABM

Agenda

§  A basic overview of B2B Digital Advertising §  An exclusive look at the future of B2B

Advertising in 2016 §  How to deliver & measure full-funnel B2B ad

experiences which drive growth §  Success stories from leading brands

Evolution of B2B Marketing

1995 2000 2005 2010 2016…

Drive Traffic Going digital:

Website and ads

Funnel Optimization Lead

Gen.

ABM

@Demandbase #ABM

AdTech from a B2B Perspective

@Demandbase #ABM

AdTech B2B Main Characters B2B Marketer:

Cookie Retargeter:

DSP/Bidders:

Data Aggregators:

AdExchange:

SSP’s:

Publishers:

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Filling the Bizo Void

Triple Nurture Convergence

Shifts in B2B AdTech

What B2C Ads

Measure Click Through Rates

Impressions/CPMs

Transactional Conversions

B2B Ads should focus on quality

How we should

Measure B2B performance

Opportunities

Pipeline

Close Rates

ACV

Target Account Activity

Lift

@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

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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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Introducing Job Function Targeting

§  Advertise to your target accounts and the specific job functions within those companies

§  Additional layer of targeting -deliver specific messaging to key decision makers

§  Understand the breakout of your audience website traffic by job function

JOB FUNCTIONS

MARKETING

SALES/ BUSINESS DEV.

FINANCE

IT/ENGINEERING

HR/LEGAL

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Personalization Options GENERAL COMPANY-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

Account-Based Advertising: Driving Results

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CSC used Demandbase 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 Demandbase 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!

Phil Hollrah VP Product Marketing Demandbase @philhollrah

Louis Moynihan VP Strategic Alliances Demandbase @louismoynihan