Despite recent advances in digital marketing, B2B marketers struggle to leverage advertising for attracting, engaging and converting their most valued accounts. Advertising dollars go to waste as non-buyers are targeted with irrelevant messages. Stop your ad waste; demand more from your marketing.
This one-hour webinar will reveal how to:
-Ensure that your ads reach the accounts you value most
-Measure the effectiveness of your ads and demonstrate ROI
-Optimize your media mix to drive awareness, engagement, and conversion within your target accounts
1. Zero Waste B2B Advertising:
Picking the Right Mix
Jenifer Metz
Director, Marketing Technologies
Oracle
Susan Borst
Director of Industry Initiatives
IAB - Interactive Advertising Bureau
Louis Moynihan
Vice President of Product Innovation & Alliances
Demandbase
7. B2B
Challenges in
AD TECH
B2C Ad Tech over generalizes
B2B Audiences
B2C Cookie Retargeting is
imperfect
Lead Generation is only for
Researchers/Hand Raisers
Most Influencers never become
known so connecting
anonymous audiences to
known audiences doesn’t
happen w B2C Ad tech
17. of B2B marketers say
engaging anonymous
buyers before they
self-identify is a major
challenge.
72%
believe that
increased availability
of new advertising
technologies makes it
easier to engage with
prospects.
73%
More
marketers are
creating
INTEGRATED
strategies
21. 52% of B2B
marketers are still
relying on conversion
rate and cost per
impression as the best
metrics for measuring
the effectiveness of
their digital B2B
Advertising
Source: Demandbase/Wakefield Ad Waste Study Feb 2016
22. Measurement
Measure across
the funnel
Measure everything,
but set goals on
business drivers
Connect everything
to revenue
Course-correct your
plans and spend
based on results
Challenge is that you don’t have enough dollars, but you want to get into the market – what is a good way to go to market efficiently and effectively
Buyers only spend 21% of the Buying Cycle in Conversations with Salespeople
Buyers spend 56% of the Buying Cycle Searching for and Engaging with Content
Buyers spend 23% of the Buying Cycle in Conversations with peers and colleagues
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How do you identify stakeholders? Sales and marketing management, but anyone else? Can be executive management team
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The IAB Data Center of Excellence recently conducted a survey with 120 IAB special interest council members, both B2B and B2C, that focused on dicigal media and the evolving role of Audience Insight.
As you can see here, cross-device audience recognition is the number one topic expected to command the most attention in 2016.
What’s standing in the way? The top two reasons are…
The net-net is that while there are still technological challenges and a need for further workforce eductation, data-driven advertising is clearly front of mind for the industry – BOTH B2B AND B2C/.
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Nani Notes:
We will talk about how to build the initial list in a slide or two
When we first did this at Demandbase, Marketing developed the first list, but then we sat down sales rep by sales rep to vet the list
Within Salesforce, we did three things:
-First was to indicate on the account whether our predictive engine marked them as qualified accounts
-Then we added two check boxes to empower the sales team to make edits: we know that data isn’t perfect and that we need to get feedback from out in the field about what accounts are best for their patch/vertical etc.
-The combination of these means that you have a final target account list
IT was a big process, but now that we audit quarter over quarter, the process is much smoother
What’s standing in the way? The top two reasons are…
The net-net is that while there are still technological challenges and a need for further workforce eductation, data-driven advertising is clearly front of mind for the industry – BOTH B2B AND B2C/.