4. Ongoing Evolution of
B2B Marketing Solutions
Legacy Model Solutions Model
Print Customer Customer
Experience Engagement
Events
Lead
Generation
Digital
Enterprise
E-Commerce
Data Workflow
4
5. Customer Freeman Technology Suite –
Experience The Show Must Go On
Developed an integrated online
platform for interactive event
management tools
Simplifies and enhances the
event experience for event
operators and exhibitors
Building relationships with
multiple industry communities
Leading contractor to the Scope for expansion beyond the
events industry since 1927 event to year-round interaction
5
6. Customer UBM Tech Communities –
Engagement UBM Built It and They Have Come
Developed targeted online
services for 30+ tech communities
Generate high-level buyer engage-
ment and provide market profiles
of prospective buyers for vendors
Revenue model is sponsorship and
custom events – measurable ROI
Platforms allow expansion into
Long-established relationships other products, e.g. TechOnline
through events, data and media
6
7. Lead
Generation Hanley Wood – Seriously Big Data
Big Data now at the core of HW’s
strategy – centralized database
spans all community touch points
“Who, What and When” lead
generation data that is key to
Big Data
vendors’ marketing needs
Subscription and Custom
Marketing revenue model – offers
market intelligence for planning
Leading event, data and media
Construction sector brands Enhancing integrated sale of HW’s
other platform products
7
8. Lead Advanstar’s New Marketplace Approach –
Generation A MAGIC Solution
Creating fashion industry’s biggest
in-person and online marketplace
Online showroom for brands, for
access by credentialed retailers
Facilitates lead generation and
transactions
Strengthening the event’s
proposition for vendors and
buyers
Long-established market
leader in fashion events 8
9. E-Commerce
Penton Media –
Moving into E-Commerce
Natural B2B extension to facilitate
the sale of secondhand equipment
through auctions
Win-Win JV with AssetNation, now
part of Ritchie Brothers
Promoting Ritchie auctions
through Penton’s media platform
E-Commerce and other new
revenue streams for Penton
Leading event, data and media
serving multiple key industries
9
10. Enterprise
Workflow Coming Soon...
Business Information Workflow
Solutions are common in large,
complex markets
Main focus is on providing real-
time market data and news
B2B Marketing has opportunity to
create its own workflow solutions
across most industry sectors
A marriage between marketing
content, big data and software is
anticipated
Watch this space… 10
11. Trends for B2B Marketing Solutions
Internet and Technology = Innovation
and Growth
Significant upside revenue potential over the
medium term
Opportunity to combine content and software
to create embedded workflow solutions
Scale Matters
B2B companies need broader range of products and skill sets to satisfy
customer needs and compete
Accelerated M&A consolidation and new ownership in 2013/4
Valuations of B2B Companies are Increasing
Improving revenue profile and margins as product mix and delivery
channels evolve
Lower investment risk profile - recurring and subscription revenues
Moving B2B up the valuation multiple pyramid 11
12. JEGI 2013 Sector Pinboard
B2B Marketing
Services
Richard Mead
Content JEGI
Marketing
Scott Peters
JEGI
13. What is Content Marketing?
The creation and sharing of content in order to attract, acquire and
engage customers to drive profitable customer action
Content includes text, video, Q&A’s, photos, etc.
John Deere launched the first custom magazine in 1895
Today, John Deere has iPhone apps, active Twitter posts and over 1.4
million “likes” on Facebook...
13
Source: Wikipedia
14. Content Marketing
Flying Under the Radar – The $40 billion market
$1.7 million: Average brand investment in multi-channel content
marketing
39% of marketing spend towards content marketing, up from 29%
42% of content marketing print-based but rapidly evolving to
multi-channel
Marketers consider branded content initiatives as more effective
than other forms of advertising and marketing – 65% to 35%
High quality and relevant content is critical to customer
engagement in the digital ecosystem
56% of brands outsource content creation and marketing
14
15. Content Marketing Catalysts
High quality content that is linked and shared is a key to
Google organic rankings
Social media and engagement is driven by content
Content distribution channels are expanding and getting
more complex
Content marketing ROI metrics are emerging
15
16. Evolution of Content Marketing
Old Brand Model: Advertising
TV Marketing
Magazines Objective
Radio • Reach
Out of home One-Way
Direct mail • Frequency
Newspaper • Awareness
New Brand Model: Content Marketing
Interactive Marketing
Brand journalism Objective
Social media
• Engagement
Video Dialogue
Search • Loyalty
Direct marketing • Advocacy
E-commerce 16
19. Content Marketing Ecosystem
Email
Video Textual Content
Social Media Direct Marketing
Websites Webisodes
Podcasts Content Marketing Publications
Mobile / Tablet Applications White Papers
Search Marketing Digital Point of Purchase
Blogs Interactive Tools
Webinars/Event Marketing
19
23. Content Marketing
Opportunity
Email
Video Textual Content
Social Media Direct Marketing
Websites Webisodes
Podcasts Content Agency of Record Publications
Mobile / Tablet Applications White Papers
Search Marketing Digital Point of Purchase
Blogs Interactive Tools
Webinars/Event Marketing
23
24. Content Marketing
Dashboard to Measure ROC (“Return on Content”)
Research Monthly Trends
Reports & Analytics
Brand Mentions
Analyze social media traffic
Schedule messages and tweets Unique Users
Manage social profiles
Settings Impressions
Visits by Social Network Data Hub Activity
4
17% 3
19%
Twitter 2
Facebook
1
Other
64% 0
t-6 t-5 t-4 t-3 t-2 t-1 t
24
25. Content Marketing
Who Will Lead?
Custom
Publishers Design Firms
Fully Integrated
Content Traditional Ad
PR Agencies
Agencies
Marketing Firms
Social Media Interactive
Agencies Agencies
Publishing
Companies 25
29. Technology Impact on Services Marketplace
$20+ billion in M&A Value 2010-2012
“…despite all of this technology at work, the most
critical element in our evolving service mix is world
class creative capabilities…”
-- Chief Marketing Officer
Global IT Services Firm
“Our role is to serve as a systems integrator for our
clients…to help brands tell their stories via
marketing technologies and API’s.”
-- Chief Strategy Officer
Global Agency Group
29
31. Enterprise Marketing Management (EMM) Stack
EMM Stack
BI Customer Business Intelligence
Analytics Media and Marketing Analytics
CEM Customer Experience Management
MCM Multi-Channel Marketing
CRM Customer Relationship Management
WCM Web-Content Management
DAM/MAM Digital / Marketing Asset
Management 31
32. Expanded View of Customer Interactions
Digital/Social
Customer Care
Media
Point Apps, Platforms and APIs
EMM Stack
BI
Analytics
Mobile Ads,
Loyalty/
Networks and
Promotions CEM Apps
MCM
CRM
POS/
E-Commerce WCM OS/Devices
DAM/MAM
32
33. Expanded Set of Vendors and APIs
EMM Stack
Point Apps, Platforms and APIs
BI
Analytics
CEM
MCM
CRM
WCM
DAM/MAM
33
34. Increased Demand for Specialized Services
Agency/ Creative IT/ Consulting
Services EMM Stack Services
Point Apps, Platforms and APIs
BI
Analytics
CEM
MCM
CRM
WCM
DAM/MAM
34
35. Converging Services Market
Agency/ Creative IT/ Consulting
Services EMM Stack Services
Point Apps, Platforms and APIs
BI
Analytics
CEM
MCM
CRM
WCM
DAM/MAM
35
42. The Web is Awash in Consumer Data
KissMetrics
Link to music:
http://www.youtube.com/watch?v=iZq3i94mSsQ
42
43. Much Online Data of Limited Effectiveness
2012 Profile of Tolman Geffs
Female
Urban Renter
With Children
HH Income: $20,000 - $29,000
Source: Major online data aggregator
43
44. Much Online Data of Limited Effectiveness
2013 Profile of Tolman Geffs
Gender Unknown
Urban Renter
No Children
HH Income: under $20,000
Source: Major online data aggregator
44
45. Wider Universe of Data Available
Click stream
Geo Search
Membership/ Social
Loyalty interactions
Financial Online
Hub
transactions shopping
Retail E-commerce
transactions transactions
Print Email
subscriptions Catalog/Direct Registrations
transactions
45
46. More Effective Approach:
Transactional / Registration / Relationship Data
Example: I-Behavior
Consumer Data I-Behavior Multi-Channel
1,900+ multi-channel retailers +Aggregation
Across all channels SKU +Segmentation Predictive
Catalog
8+ billion transactions Level +Modeling Audience
Data +Insights Modeling
Direct
»» »» Mail
Retail
Email
Online
Mobile
More Effective Approach is Publisher / Merchant
“First Party” Data + Supplementing With 3rd Party Data
46
47. Bizo B2B Marketing Platform:
Enabling data-driven, always-on audience communication
Data: Registration, Bizo Profiles
IP Addresses, etc.
CRM Retargeting
Audience Analytics/
Eloqua ID Bizo ID Email Eloqua Targeting Attribution
9123 4239 Wave 1
8423 chris@bizo.com Wave 2
48. Largest personalized digital media network for CPG retailers + brands
Measurable ROI Insight
• Measured via closed-loop • Tapped world’s largest
• Realized significant sales gains shopper dataset
• Drove 2x efficiency gains • Analyzed 3 years of shopper-level
purchase data
• Uncovered that 80% sales come
from 7% of shoppers = 47x
= 80% Sales
MultiChannel Media
• Personalized media delivery
• Across 175MM+ unique visitors / mo Personalization
• With Banner Ads, Micro-Sites, and • Pinpointed the most valuable
In-Store Media consumers
• Spend $160 in the category . . .
. . . just $50 with Advertiser
49. < int ent > M ED I A
Why Does Expedia Sell Ads to Priceline?
< int ent > MEDIA
Real-Time, Data-Driven Decisioning
Segment customers – in real-time
Not every shopper sees ads
< int ent > MEDIA
Determine which drive more media
value than transaction value
Machine models accurately predict
transaction value based on key data:
int ent
In session behavior – every click
MEDIA
Past shopping + purchase behavior
How users got to the site
Granular product economics
Fundamental premise
Commerce sites possess better intent
data than search engines
49
