B2B advertisers have been hesitant to adopt AI-driven approaches, in large part because most ad-tech solutions were built for their B2C counterparts. But there are tremendous opportunities in B2B advertising and AI. Marketers are now able to derive real value for everything from dynamically adjusting campaigns to optimizing first- and third-party data. And that’s just the beginning. Register to learn about: * Today’s barriers to meaningful AI adoption by B2B marketers * The roadmap to an AI-assisted approach to Account-Based Marketing * Examples of real marketers putting AI-enabled platforms to work

1. B2B DIGITAL ADVERTISING
DISCOVERING OPPORTUNITIES WITH AI
Matt Aaronson | Demandbase
Seth Myers | Demandbase

2. © 2017 DEMANDBASE｜SLIDE 2
TODAY’S PRESENTERS
MATT AARONSON
Senior Manager, Product Marketing
Demandbase
SETH MYERS
Director, Data Science
Demandbase

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ARTIFICIAL INTELLIGENCE: THE HYPE IS REAL

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Customer List
ROI Paper
Blog post 5
Forbes Article
Case Studies
Leadership
Homepage
Industry
Product A
Product B
Product C
Demo
form Sales
Time: 6-18 Months
WHY DO WE NEED AI FOR B2B DIGITAL MARKETING?
Because this is what the actual buyer’s journey looks like.

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With AI, marketers can…
PREDICT AUTOMATE OPTIMIZESCALE

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AND YET… THE B2B WORLD IS HESITATING
Self-reported adoption of AI-powered tools
MARKETERS
Salesforce Research 2017
51%
B2B MARKETERS
Demand Gen Report 2017
19%

7. ARE B2B
AND B2C
REALLY THAT
DIFFERENT?
© 2016 DEMANDBASE # 7

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B2C vs B2B
Consumers / Individuals Businesses / Buying Committees
Low-involvement High-involvement
Online actions Offline business
< 30 days 6 – 18 months
B2C B2B
SELLS TO
BUYER DECISIONS
DESIRED OUTCOMES
BUYING CYCLE

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HAS CONSUMER-DRIVEN AD-TECH
KEPT B2B MARKETERS FROM
MAKING THE MOST OF AI?

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THE BUILDING
BLOCKS OF AI:
1. OBJECTIVES
2. SIGNALS
3. CONSTRAINTS
GOOGLE SEARCH
Objective: Return relevant results
Signals: Site content; In-bound links;
Aggregated user behavior
Constraints: Search terms
AUTONOMOUS DRIVING
Objective: Point A to Point B. No crashes.
Signals: Sensor data for nearby cars and objects; Traffic &
weather data; ”Driver” overrides
Constraints: Destination; Roads; Traffic laws
NETFLIX
Objective: Recommend content people enjoy
Signals: Viewership patterns; Aggregated preference
correlations across content
Constraints: Regional availability; Parental controls

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1. CONFIGURE
2. OBSERVE
3. APPLY
AI IN CAMPAIGN OPTIMIZATION
Sports
Content
Atlanta
DMA
On-site:
>30 days
Tuesday
Objective: Cost-per-lead <$50
Constraints: Automotive industry; North America

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OPTIMIZING FOR
THE WRONG
OBJECTIVE
Wrong
industry
Existing
customer
No budget

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STARVED FOR
RELEVANT SIGNALS
SEGMENTS
Function – HR
Industry – Real Estate
RETARGETING RECENCY
< 2 days
DEVICE
Google Pixel
COMPANY FIT
CURRENT VENDORS
BUYING COMMITTEE
INFLUENCE
ACCOUNT CRM STATUS
GEO
New York DMA

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NEGLECTING MOST
OF THE BUYER
JOURNEY
RESEARCH
SALES
ENGAGEMENT
RETENTION &
UPSELL
AD CAMPAIGN
SITE EXPERIENCE
SALES TOUCHES
EMAIL
WEBINARS
CONTENT & PR

15. THE FUTURE OF AI
IN B2B ADVERTISING
(It’s closer than you think.)

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FIXING THE FEEDBACK LOOP
1. PROSPECT
IDENTIFICATION
5. DEAL CLOSED2. AD SERVED 4. LEAD FORM
CONVERTED
3. BUYERS
ENGAGED

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RICHER SIGNALS
TRADITIONAL
BIDDING ATTRIBUTES
Retargeting
3PD Segments
Site engagement
Geo
Contextual
Technographics
REAL-TIME
INTENT SIGNALS
Content consumption
Company news & activity
Tweets
Job postings
HIGH-RES
FIRMOGRAPHICS
Industry
Size & revenue
Suppliers, partners &
customers
CRM
& MAS
Account status
Opportunity stage
Non-ad touchpoints
OBSERVE
APPLY
ACCOUNT SIGNALS
&
BUYER SIGNALS

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BEYOND ADVERTISING
UNIFIED IDENTITY MANAGEMENT
DSP MAS CRM Site
Sales
tools
SEO
AI DECISIONING
ACCOUNT-BASED MEASUREMENT

19. DRIVING TACTICS WITH
SMART AUTOMATION

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DRAWING ACTIONABLE SIGNALS FROM RAW DATA

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DRIVING CAMPAIGN TACTICS WITH AI
1. Marketer profile
• Ideal customer profile
• Existing customers
• Common job titles
• Keywords
• Competitors
2. Account scoring 3. Account list
Company 1
-28.1
Company 3
-66.9+12.4
Company 2
+56.0
Composite
Score
-32.2
+48.5
4. Refresh with Real-Time Intent

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TRANSPARENCY MAKES IT REAL – AND ACTIONABLE

23. OPTIMIZING THE JOURNEY

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Predicts future behavior
on the website
Calculate all the possible
paths to your goals
Proposes content that
speeds the visitor towards
those goals
And away from
undesired pages
OPTIMIZATION FOR UNIQUE VISITOR PATHS

29. CAMPAIGN DECISIONING

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BRINGING RICHER SIGNALS TO INTERACTION-LEVEL DECISIONS
TACTIC LEVEL
§ Prioritized accounts
§ Account/buyer-level budget distribution,
optimization driven by common bid-stream
attributes and broad behavioral profiles
§ Segmented messaging
INTERACTION LEVEL
§ Prioritized and eligible accounts
§ Impression-level bid decisioning driven by
rich first-party data from CRM, MAS and
detailed firmographics
§ Hyper-personalized messaging

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INTERACTION-LEVEL AI: IMPRESSION SELECTION
Startup stock photos / Pexels Bruce Mars / Pexels
Contextual > Time of Day > 3-6 p.m.
Contextual > Page category > Sports
Individual > Function > Procurement
Individual > Site recency > 15 days
Individual > Purchase influence > Low
Individual > CRM > Responsiveness > High
Account > Oppty > Stage > Discovery
Account > Category Buyer > Competitor
Account > Industry > Software
Account > Site recency > 5 days
Account > Category intent > Stable/Low
Account > Region > Upper Midwest
Contextual > Time of Day > 8-11 a.m.
Contextual > Page Category > Industry trades
Individual > Function > Operations Strategy
Individual > Site recency > 6 days
Individual > Purchase influence > Medium-High
Individual > CRM > Responsiveness > Medium
Account > Oppty > Stage > Negotiation
Account > Category Buyer > In-market
Account > Industry > Manufacturing
Account > Site recency > 1 day
Account > Category intent > Trending up
Account > Region > Mid-Atlantic
BID: $0.96 BID: $7.44

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INTERACTION-LEVEL AI: MESSAGING PERSONALIZATION
Bruce Mars / Pexels
8/10 OPERATIONS STRATEGY
PROFESSIONALS PREFER
WIDGETWORLD. WHY?
WORLD-CLASS R.O.I.
SEE OUR
MANUFACTURING
CASE STUDIES
Contextual > Time of Day > 8-11 a.m.
Contextual > Page Category > Industry trades
Individual > Function > Operations Strategy
Individual > Site recency > 6 days
Individual > Purchase influence > Medium-High
Individual > CRM > Responsiveness > Medium
Account > Oppty > Stage > Negotiation
Account > Category Buyer > In-market
Account > Industry > Manufacturing
Account > Site recency > 1 day
Account > Category intent > Trending up
Account > Region > Mid-Atlantic

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§ B2B advertisers will be optimizing
for revenue.
§ The role of a media buyer evolves.
§ Ads will become part of a truly
integrated strategy.
§ Practitioners will insist on
transparency into automation.
PREDICTIONS:
3-5 YEARS

34. Q&A

35. © 2017 DEMANDBASE｜SLIDE 35
April 11-12, 2018
Pier 27, San Francisco
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