For years, B2B marketers have sought to use the Web to identify and target their most ideal prospects, and expose them to the most relevant messages that would drive conversions and sales. However, despite all the promise, truly precise B2B online marketing seemed just out of reach. Fortunately, this is no longer the case. Armed with powerful online data, B2B businesses can now identify with greater precision their target prospects online, and easily get the right message in front of the right person, improving relevancy and increasing conversions. Marketing thought leaders Jim Sterne, Chairman of the Web Analytics Association and founder of the eMetrics Marketing Optimization Summit, and Russell Glass, CEO of Bizo described a little of the history of B2B online marketing and a lot of the possibilities of this new era. This Webinar covered topics including: Learning from the Past: A Brief History of Online Advertising Feeling "Good" about Online Privacy 5 Proven Techniques for Audience Targeting that Drives Conversions Marketing Optimization and Closing the Loop SPEAKERS: Russell Glass, CEO, Bizo Russell Glass is a serial technology entrepreneur, having founded or held senior positions at four venture-backed technology companies. Most recently Russ led the marketing and product management teams at ZoomInfo, a business information search engine, where he sharpened his B2B marketing skill-set and developed his love for business data. Other than business data, Russ's passions include golf, anything in high def, and Duke basketball. Jim Sterne, President, Target Marketing Jim Sterne is the founding president and chairman of the Web Analytics Association and the president of Target Marketing. Since 1994, Jim has devoted all of his attention to the internet as a marketing medium. Jim is also the founder and producer of the eMetrics Marketing Optimization Summit global conference series, the event that brings together the disparate technologies and techniques that make up the art, science and business of optimizing total online marketing value.

1. Bizo Webinar Series presented
in collaboration with the IAB
November 10, 2010
A New Era for B2B Online
Marketing
Proven Techniques for Audience Targeting
that Drives Conversions
Jim Sterne
Founder, eMetrics Optimization
Summit
President, Target Marketing
Russell Glass
Founder & CEO, Bizo

2. Jim Sterne
eMetrics Marketing Optimization Summit
Web Analytics Association

3. Today’s Agenda
Making Online Advertising Work by the Numbers
• The Underlying Data
• The Possibilities
• Your Goals
• The Value of Knowing Your Target
Audience Targeting Unlocks the Promise
Making it Real
Getting at the Value
Q&A
© 2010 Bizo, Inc.

4. Today’s Agenda
Making Online Advertising Work by the Numbers
• The Underlying Data
• The Possibilities
• Your Goals
• The Value of Knowing Your Target
Audience Targeting Unlocks the Promise
Making it Real
Getting at the Value
Q&A
© 2010 Bizo, Inc.

6. Server Capacity
Fast
Nice
Page OK
Speed Slow
Painful
Slow Sucks Gone
Kilo- Mega- Terra- Petabytes per second

8. The IT / Advertising
Conversation
What can you tell us?
Log files

9. Server Logs
Transaction Records for Recovery
Web
Server
Surfer
http log - “server log”
What pages were served to which IP addresses & when?

10. Server Logs
Transaction Records for Recovery

11. Greatest Hits

12. Greatest Hits
How
Idiots
Track
Success
Katie D Paine

13. Server Logs
Visits
Sessions
Pageviews
Entry & exit pages
Errors
Hourly usage
Browser & OS version
Usage by country

14. Server Logs
Visits (sort of)
Sessions (sort of)
Pageviews (sort of)
Entry & exit pages (sort of)
Errors
Hourly usage (sort of)
Browser & OS version (sort of)
Usage by country(sort of)

15. The IT / Advertising
Conversation
What can you tell us?
Log files
What about campaign management?
Referrer data

16. Referrer Logs:
Where Did They Come From?
Referer (sic) logs contain:
Which link
Which banner
Which press release
Which partner site
Which search engine
Which search terms

17. The IT / Advertising
Conversation
What can you tell us?
Log files
What about campaign management?
Referrer logs
What about clickstreams, sessions,
segments, conversions, etc.?
VCI of VSS

18. Stages of Member
Understanding

19. Data, Data Everywhere
Performance Monitors Application Servers
Server Log Files Email Marketing Data
URL Tagging Visitor Surveys
Cookies Panel/ISP Research
Packet Sniffing Usability Testing
Web Beacons Eye Tracking
Page Tagging Brand Impact Metrics
Client Side Surveillance Cross Channel Metrics

25. We Can Measure Everything

26. Data, Data Everywhere
Performance Monitors Application Servers
Server Log Files Email Marketing Data
URL Tagging Visitor Surveys
Cookies Panel/ISP Research
Packet Sniffing Usability Testing
Web Beacons Eye Tracking
Page Tagging Brand Impact Metrics
Client Side Surveillance Cross Channel Metrics

27. Making Online Advertising Work
by the Numbers
Understand the underlying data
Understand the possibilities
Understand your goals
Understand the value of
knowing your target

28. The Possibilities
Optimize Reach
Improve Targeting
Raise Awareness
Increase Response
Ramp Up Engagement
Maximize Financial Results

29. The Possibilities
Ad  Landing Page  Visit  Contact  Sale
Optimize Reach
Improve Targeting
Raise Awareness
Increase Response
Ramp Up Engagement
Maximize Financial Results

30. The Possibilities
Ad  Landing Page  Visit  Contact  Sale
Optimize Reach
Improve Targeting
Raise Awareness
Increase Response
Ramp Up Engagement
Maximize Financial Results

31. Targeted Advertising
Contextual Targeting - like print (golfers)
Day Part Targeting - like radio (lunch)
Geo Targeting - like newspapers
+ mail
Behavioral Targeting - like personal
shopper

37. Targeted Advertising
Contextual Targeting - like print (golfers)
Day Part Targeting - like radio (lunch)
Geo Targeting - like newspapers
+ mail
Behavioral Targeting - like personal
shopper

38. On-Site Behavioral Targeting
Dynamic Promotions
People who came from this source get this
offer
People who clicked on this and that get that
offer
People who looked at that get this email
People who downloaded this get that email
People who did not register for webinar get
that

39. In-Network Behavioral Targeting
Dynamic Advertising
People who went to this site get this ad
People who left that site get that ad
People who looked for these things get these
ads

40. Targeted Advertising
Contextual Targeting - like print (golfers)
Day Part Targeting - like radio (lunch)
Geo Targeting - like newspapers
+ mail
Behavioral Targeting - like personal
shopper

44. Making Online Advertising Work
by the Numbers
Understand the underlying data
Understand the possibilities
Understand your goals
Understand the value of
knowing your target

45. Translating Web Intelligence
into Business Value
Raise Revenue
Lower Costs
Increase Customer Satisfaction

46. Optimizing Outcomes
Awareness
Clickthroughs
Subscriptions
Registrations
Surveys
Blog
Comments
Qualified
Leads
Sales
Lifetime Value

47. Making Online Advertising Work
by the Numbers
Understand the underlying data
Understand the possibilities
Understand your goals
Understand the value of
knowing your target

48. Optimizing the Top of the Funnel

49. Only B2B
Only companies with
specific attributes
Only people with
specific titles

51. Ad Network

53. Contextual
Firmographics
Business Demographics
Behavioral
ABC

54. Today’s Agenda
Making Online Advertising Work by the Numbers
• The Underlying Data
• The Possibilities
• Your Goals
• The Value of Knowing Your Target
Audience Targeting Unlocks the Promise
Making it Real
Getting at the Value
Q&A
© 2010 Bizo, Inc.

55. About Bizo
Bizo is the B2B marketer’s answer to
precise business audience targeting
We have built the world’s leading B2B audience targeting platform which is
enabling hundreds of companies, including 8 of the top 10 B2B advertisers to
reach, engage, and convert their target business audiences online.
~ 80% 40%+ 600+
Percent of U.S. Percent of Top 100
Top B2B Publishers
business population B2B Brands
on Bizo Platform
Bizo reaches Bizo Supports
© 2010 Bizo, Inc.

56. Taking the Guesswork Out of Marketing
© 2010 Bizo, Inc.

57. What is Audience Targeting?
• Contextual Targeting: Based on content
• Behavioral Targeting: Based on recent online purchases, searches, etc.
• Geo-Targeting: Based on location
Contextual Behavioral Geo-
Targeting Targeting Targeting
(Content) (Online Behaviors) (Location)
Audience Targeting – the “Who”
(Industry, Job Function, Seniority, and more)
Audience Targeting: Based on the precise business demographics or
“bizographics” that impact revenue
© 2010 Bizo, Inc.

58. Real-World Audience Targeting –
B2C
Buying as a consumer involves few people and minimal risk
© 2010 Bizo, Inc.

59. Real-World Audience Targeting –
B2B
Buying for your boss and co-workers on the other hand…
© 2010 Bizo, Inc.

60. B2B Marketing - The “Who” Matters
Not all business demographics are influenced in the same way
Courtesy of Forrester Research
© 2010 Bizo, Inc.

61. Proven Audience Targeting Techniques
Tip #1: Know your target audience
• People experience and react differently—find out as much as you
can about them
• Don’t waste marketing dollars on the unknowns
GOOD BETTER BEST
Job Function: HR Job Function: HR Job Function: HR
Seniority: Executive Seniority: Executive
Company Size: Fortune 500
Sample Ad Copy: Sample Ad Copy: Sample Ad Copy:
“Improve your “Payroll “Bank of America has saved
payroll processes inefficiencies impact $5M with Solution X’s
with Solution X.” the bottom line. Try payroll system. You can be
Solution X.” next.”
© 2010 Bizo, Inc.

62. Proven Audience Targeting Techniques
Tip #2: Identify the business demographics that matter
at every stage of the buying process
Sales Funnel
Seniority: Non-management
Function: Finance
Concern: Compliance Seniority: Mid-management
Function: Operations
Concern: Efficiency
Seniority: Mid-Management
Function: IT
Concern: Integration
Seniority: Executive
Function: C-Suite
Concern: Profitability
© 2010 Bizo, Inc.

63. Proven Audience Targeting Techniques
Tip #3: Determine if your marketing programs are
driving the right prospects to your website
Measure if you’re driving
the RIGHT people
© 2010 Bizo, Inc.

64. Proven Audience Targeting Techniques
Tip #4: Create content personas for your target audience
Address their specific needs and interests with customized content
Seniority: Executive Seniority: Mid-Management
Function: C-Suite Function: IT
Concern: Profitability Concern: Integration
LANDING PAGE LANDING PAGE
“Executive Seminar – Reducing Cost” “Technical Whitepaper – Systems Integration”
© 2010 Bizo, Inc.

65. Proven Audience Targeting Techniques
Tip #5: Use retargeting to be everywhere your prospects
are (Hint: look bigger than you are)
© 2010 Bizo, Inc.

66. Reaching the Right Audience Onsite and Off-site
Use remarketing Understand who
to keep your is reaching
message top of your site
mind
Deliver the right Target only the
message to prospects that
increase matter
conversions
© 2010 Bizo, Inc.

67. Today’s Agenda
Making Online Advertising Work by the Numbers
• The Underlying Data
• The Possibilities
• Your Goals
• The Value of Knowing Your Target
Audience Targeting Unlocks the Promise
Making it Real
Getting at the Value
Q&A
© 2010 Bizo, Inc.

68. Who
is on your website?
© 2010 Bizo, Inc.

69. Who is on your website?

70. It gets more interesting.
What if....
© 2010 Bizo, Inc.

71. Understand “WHO” is coming to
your site
© 2010 Bizo, Inc.

72. Easily create multiple site actions
such as “Whitepaper Download” or
“Event Registration”
© 2010 Bizo, Inc.

73. • Understand the bizographics of visitors
performing key site actions regardless of
how they arrive to your site
• Then drive more of those visitors to your
site by targeting them
© 2010 Bizo, Inc.

74. Today’s Agenda
Making Online Advertising Work by the Numbers
• The Underlying Data
• The Possibilities
• Your Goals
• The Value of Knowing Your Target
Audience Targeting Unlocks the Promise
Making it Real
Getting at the Value
Q&A
© 2010 Bizo, Inc.

75. Metrics that Matter
• Clicks – Easy to measure, but not always valid
• Bizo study: Top 25 inventory sources based on CTR,
only 6 fall into the top 25 for conversion rates
• Online advertising industry = $10B  optimizing to the
click results in more than $1B loss
© 2010 Bizo, Inc.

76. How to approach targeted display advertising
Targeted display advertising:
• Is a great mechanism for getting your
message in front of the right people early, and
often
• Broadens and helps fill the top of the funnel,
while creating lift across your other
marketing activities
• Gets the right people back to your site
through retargeting Source: EyeBlaster
• Drives conversions

77. Grow overall pool of leads entering top of the funnel
Effectiveness of Display Reach Vs. Paid Search
Your Target Market
81% 8%
Reached by Paid
Search
Display
81% of the consumers who saw an ad received only a display ad, while a much lower 8% received only a
search ad. “The Silent Click: Building Brands Online,”Online Publishers Association in conjunction with
comScore, June 2009.

78. Getting at the Value of Targeted Display Internet General Audience
Business Professionals
The ROI of Display
Your Target Market
• Get more of the right leads into your marketing funnel (↑ QL) • C-Suite
• Marketing
• Reduce spend against wrong audience (↓ NQL) • Small Business
• Grow overall pool of leads entering top of the funnel (↑ N) QL NQL
• Increase velocity of leads through the funnel, compressing N
the time it takes to prepare a prospect for purchase (↑ V)
• Convert more leads at every stage of funnel (↑ C)
• Increase the effectiveness and impact of all other marketing Awareness
programs (↑ P L)
Non-Display Programs
Interest
Legend C P
QL = Qualifed Lead = the Right Audience C = % of Leads Converting at each Stage V Consideration
NQL = Nonqualified Lead = Waste
mix
L = Lift factor across rest of marketing
Intent to L P
Purchase
N = Leads (#) Entering Top of Funnel P = Impact($) of non-display programs
P
V = Velocity of Lead Through Funnel Purchase

79. Conclusion
• Plethora of data available – let business goals be your guide
• Conversions are key – can you tie your activities to an actual sale?
• With display advertising, B2B companies can combine extensive
reach with precise targeting
• Fact: Business demographics impact B2B buying behavior
• Know your target audience and target them with relevant content to
increase conversions
• Measure the impact of display advertising across all marketing
channels
© 2010 Bizo, Inc.

80. Today’s Agenda
Making Online Advertising Work by the Numbers
• The Underlying Data
• The Possibilities
• Your Goals
• The Value of Knowing Your Target
Audience Targeting Unlocks the Promise
Making it Real
Getting at the Value
Q&A
© 2010 Bizo, Inc.

81. Thank you!
You’re invited to download Bizo Analyze, a free, Web-
based tool that gives you visibility into the business
demographic makeup of your website visitors.
http://www.bizo.com/marketer/analyze
© 2010 Bizo, Inc.

82. Contact Us
Russell Glass, Bizo – russglass@bizo.com
www.bizo.com
Jim Sterne – jsterne@targeting.com
www.targeting.com
© 2010 Bizo, Inc.