Find out why 95% of B2B Marketers say Account-Based Advertising Drives Success If you’re here, it’s because you’ve noticed that traditional display advertising isn’t proving the value necessary to drive sales growth and you’re ready to take your B2B ad campaigns to the next level. Get ready to be the rock star on your team – in less than 45 minutes you’ll learn how Account-Based Advertising aligns marketing with sales and delivers the results your execs expect. * A strategic 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 such as CSC, Veracode, and Plex

1. @Demandbase #ABM
The Future of B2B
Advertising is Here
Phil Hollrah
VP Product Marketing
Demandbase
@philhollrah
Louis Moynihan
VP Strategic Alliances
Demandbase
@louismoynihan

2. @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

3. Evolution of B2B Marketing
1995 2000 2005 2010 2016…
Drive Traffic
Going digital:
Website and ads
Funnel
OptimizationLead
Gen.
ABM

4. @Demandbase #ABM
AdTech from a B2B Perspective

5. @Demandbase #ABM
AdTech B2B Main Characters
B2B Marketer:
Cookie Retargeter:
DSP/Bidders:
Data Aggregators:
AdExchange:
SSP’s:
Publishers:

6. @Demandbase #ABM
Filling the Bizo Void
Triple Nurture Convergence
Shifts in B2B AdTech

7. What B2C Ads
Measure
Click Through Rates
Impressions/CPMs
Transactional Conversions

8. B2B Ads should focus on
quality

9. How we should
Measure
B2B performance
Opportunities
Pipeline
Close Rates
ACV
Target Account Activity
Lift

10. @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

12. @Demandbase #ABM
Account-Based Advertising
Identify the
companies most
likely to buy, and
then advertise to
them

13. @Demandbase #ABM
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
$

14. @Demandbase #ABM
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

15. Why Account-Based
Advertising?
Focuses on
best
opportunities
Delivers
customer-centric
experience
Supports
Sales reality
Connects
Marketing
to revenue

16. @Demandbase #ABM
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
+ + + + + + + + + + + + + + + + + + + + + +

17. @Demandbase #ABM
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

18. @Demandbase #ABM
The Next Stage
IP Identification
B2B Business
Profiles
Finance
Sales/Biz Dev
Marketing
Key Accounts and
the Buying Committee
IT/Engineering
HR/Legal

19. @Demandbase #ABM
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

20. @Demandbase #ABM
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

21. Account-Based Advertising:
Driving Results

22. @Demandbase #ABM
CSC used Demandbase Advertising to attract
named accounts to their website
27% Lift in website traffic
from the targeted list
Increase in target
account engagment44%

23. @Demandbase #ABM
Surescripts used Demandbase Advertising to
target cross-sell to their existing customers
116%
Increase in
product page
views
Increase in target
account engagment36%

24. @Demandbase #ABM
Thank you!
Phil Hollrah
VP Product Marketing
Demandbase
@philhollrah
Louis Moynihan
VP Strategic Alliances
Demandbase
@louismoynihan