Diese Präsentation wurde erfolgreich gemeldet.
Wir verwenden Ihre LinkedIn Profilangaben und Informationen zu Ihren Aktivitäten, um Anzeigen zu personalisieren und Ihnen relevantere Inhalte anzuzeigen. Sie können Ihre Anzeigeneinstellungen jederzeit ändern.

Optimize your ABM Strategy with Automated Advertising

1.997 Aufrufe

Veröffentlicht am

Now you can automate your advertising and marketing with the most relevant audiences based on CRM updates, recent offsite intent, website engagement or other attributes specific to your business objectives. Automated Advertising is enabled through Dynamic Audiences and allows marketers to:

Automatically advertise to strategic accounts with relevant content
Bring efficiency to marketing spend by targeting and engaging with high-intent buyers
Target audiences and segments automatically, saving time and bandwidth

Veröffentlicht in: Marketing
  • Als Erste(r) kommentieren

  • Gehören Sie zu den Ersten, denen das gefällt!

Optimize your ABM Strategy with Automated Advertising

  1. 1. OPTIMIZE YOUR ABM STRATEGY WITH AUTOMATED ADVERTISING SETH MYERS, VP OF PRODUCT | DEMANDBASE RUTH JUNI, SR. PRODUCT MARKETING MANAGER | DEMANDBASE
  2. 2. © 2020 DEMANDBASE|SLIDE 2 MEET THE SPEAKERS Vice President of Product Demandbase Sr. Product Marketing Manager Demandbase Seth Myers Ruth Juni
  3. 3. AGENDA § STATE OF DIGITAL ADS § FULL FUNNEL MARKETING § SUMMARY § Q&A
  4. 4. STATE OF DIGITAL ADS
  5. 5. © 2020 DEMANDBASE|SLIDE 5 WORLDWIDE DIGITAL AD SPENDING EXPECTED TO REACH $376B Source: emarketer, September 2017 191.9 228.4 266.0 306.6 341.8 375.8 20.1% 19.1% 16.5% 15.2% 11.5% 9.9% 35.2% 39.1% 42.2% 44.9% 47.3% 49.6% 0.0% 10.0% 20.0% 30.0% 40.0% 50.0% 60.0% $0.0 $50.0 $100.0 $150.0 $200.0 $250.0 $300.0 $350.0 $400.0 2016 2017 2018 2019 2020 2021 Digital Ad Spending Worldwide, 2016-2021 billions Digital Ad Spending % Change % of total media ad spending
  6. 6. © 2020 DEMANDBASE|SLIDE 6 TARGETING THE RIGHT AUDIENCE IS THE BIGGEST CHALLENGE 52 45 41 38 34 32 22 Targeting the right audience Inability to reach desired performance goals Lack of premium inventory Increasing levels of ad fraud Ads delivering alongside risky content Poor viewability levels Lack of in-app solutions Leading Programmatic Ad Challenges % of respondents Source: emarketer, Integral Ad Science (United States: Industry Pulse Report), Jan 22, 2020
  7. 7. © 2020 DEMANDBASE|SLIDE 7 LEVERAGE BEHAVIORAL DATA TO BETTER TARGET CUSTOMERS Source: Lyfe Marketing, https://www.lyfemarketing.com/blog/digital-marketing-statistics/ >70% of Marketers will fail to use behavioral data for online ad targeting
  8. 8. © 2020 DEMANDBASE|SLIDE 8 INTENT MAKES THE ANONYMOUS BUYERS’ JOURNEY ACTIONABLEINTEREST Initial Research Social Network Social Media First Website Visit Competitive Site Visits Buying committee research Form fill / hand-raise Pipeline Customer Evaluation ANONYMOUS AND KNOWN BUYERS
  9. 9. © 2020 DEMANDBASE|SLIDE 9 INTENT MAKES THE ANONYMOUS BUYERS’ JOURNEY ACTIONABLEINTEREST Initial Research Social Network Social Media First Website Visit Competitive Site Visits Buying committee research Form fill / hand-raise Pipeline Customer Evaluation ANONYMOUS AND KNOWN BUYERS
  10. 10. © 2020 DEMANDBASE|SLIDE 10 INTENT MAKES THE ANONYMOUS BUYERS’ JOURNEY ACTIONABLEINTEREST Initial Research Social Network Social Media First Website Visit Competitive Site Visits Buying committee research Form fill / hand-raise Pipeline Customer Evaluation ANONYMOUS AND KNOWN BUYERS 81% Of shoppers do research online before purchasing
  11. 11. © 2020 DEMANDBASE|SLIDE 11 INTENT MAKES THE ANONYMOUS BUYERS’ JOURNEY ACTIONABLEINTEREST Initial Research Social Network Social Media First Website Visit Competitive Site Visits Buying committee research Form fill / hand-raise Pipeline Customer Evaluation ANONYMOUS AND KNOWN BUYERS Personalized, targeted nurture campaign to known contacts at accounts showing intent Use account signals to influence account scoring Advertise to the broader buying committee within a target account & accelerate contact acquisition Identify & add new accounts to list MAS
  12. 12. © 2020 DEMANDBASE|SLIDE 12 WHY INTENT-BASED BUYER TARGETING? SCALABLE § Full visibility into content consumption patterns § No dependence on match rates, third-party segments RELEVANT § Zero in on the buyers showing intent signals specifically for your offering BRAND SAFE § Freedom from tiny cookie pools means freedom to be selective about publisher inventory § Full transparency into whitelist and domain-level delivery
  13. 13. © 2020 DEMANDBASE|SLIDE 13 DYNAMIC AUDIENCES AUTOMATES YOUR TARGETING What is a Dynamic Audience? An audience that automatically gets updated based on specific criteria or CRM stage Benefits: § Only market to the most relevant accounts § Only spend your marketing budget against the accounts that fit your criteria § Change your marketing messaging based on intent § Save time from manually updating audience lists Target AudienceAccounts
  14. 14. FULL FUNNEL MARKETING
  15. 15. © 2020 DEMANDBASE|SLIDE 15 CAMPAIGNS FOR EVERY STAGE OF THE FUNNEL Seeing offsite intent with no visits to your website Top of Funnel Middle of Funnel Bottom of Funnel Use Case Marketing Tactic § Awareness advertising campaigns § Customize your website Seeing visits to your website with specific trending intent § Email nurture for upcoming webinar § Email nurture with ebook Prospects in the opportunity stage of your CRM § High value direct mail
  16. 16. © 2020 DEMANDBASE|SLIDE 16 • Leverage behavioral data (intent) to better target your customers • Dynamic Audiences automates your advertising and marketing through automatic audience updates § Customize each stage of the funnel with different dynamic audiences SUMMARY
  17. 17. Q&A
  18. 18. THANK YOU

×