oracle and iab discuss b2b ad mix
TRANSCRIPT
Zero Waste B2B Advertising: Picking the Right MixJenifer MetzDirector, Marketing TechnologiesOracle
Susan BorstDirector of Industry InitiativesIAB - Interactive Advertising Bureau
Louis MoynihanVice President of Product Innovation & AlliancesDemandbase
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Agenda
Challenges of a B2B Marketer Ensuring that your B2B ads reach the accounts you
value most Optimizing your B2B advertising mix across
display, video, search, and mobile Measuring the effectiveness of your ads and
demonstrate ROI
The Challenge for B2B Marketers
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Needle in a Haystack – by the numbers
1+ EMPLOYEES
6 million$10M+
200,000$100M+
20,000
Source: US Census Bureau
$1B+
2,000
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Buyer 2.0 Stats From 3 Analyst Firms
SiriusDecisions
67%
of the buyer’s journey is now done digitally
Forrester
66- to -
90%Of buyers are through their journey before they reach
out to the vendor
CEB
57%
Of the sale cycle is complete by the time a
supplier is engaged
BOTTOM LINE:
A large portion of the buying process is done online and without Sales.
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Buying Committees Increasing in Size
40%
— IDC
more stakeholders than 4 years ago.
B2B Challenges inAD 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
Impact of Account-BasedAdvertising
Focuses on best opportunities
Delivers customer-centric experience
Supports Sales reality
Connects Marketing to revenue
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Building a Target Account List
IDENTIFY STAKEHOLDERS
BUILD TARGET LIST SCRUB LIST REFRESH LIST
QUARTERLY
Evaluate your Media Mix
89% of B2B marketers agree that their organization’s digital marketing mix is not optimized
Source: Demandbase/Wakefield Ad Waste Study Feb 2016
TRADITIONALMedia Mix
Physical Events
Advertorial
Field Sales
Physical Events
Search
Lead Generation (Webinars, White Papers)
Account-Based Advertising (Display)
Native/Social
Cross Channel Nurturing
MODERN B2B Media Mix
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IAB Data Center of Excellence
Online survey of 120 IAB special‐interest council members, including some of the most senior and deeply engaged stakeholders in the digital media and marketing community – both B2B and B2C. - - Survey was deployed in December 2015
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IAB Data Center of Excellence
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IAB Data Center of Excellence
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
creatingINTEGRATED
strategies
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Markie Award
Integrated mix of synchronized tactics
1
2
3
4
Goals
Audience
Scope
Outcome & Insights
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Highlights
• Integrated Marketing Mix – responsive microsite, 80+ pieces of content, 120 emails, 36 dynamic online media ads and social media posts
• C-level leaders, senior decision-makers, influencers and managers across all industries – particular focus on 300 key global accounts
• Enriched contact database, generated new leads and delivered more than $900MM in marketing sourced and assisted pipeline revenue
• Expansive integration of Tech Stack – Eloqua, CMS, DemandBase
Measuring yourPerformance
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
Measurement
Measure across the funnel
Measure everything, but set goals on business driversConnect everything to revenueCourse-correct your plans and spend based on results
CAMPAIGN PERFORMANCE
Impressions/CPMs
Click-through Rates
Web Traffic
Unique Visitors
Net New Names
Inquiries
MQLs
Conversion Rates
REVENUE PERFORMANCE
LiftTarget Account ActivityOpportunitiesPipelineClosed Revenue
Why are wefocused onTHESE
METRICS?
Because… • We can• Our systems are
capable of it• Our target audience
expects it
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What we Covered Today
Challenges of a B2B Marketer Ensure your B2B ads reach your Most Valuable
Audiences (accounts are 1 proxy) Choose your B2B advertising mix across Display,
Search, Native, Lead Gen etc. Measure Full Funnel effect of your ads and
demonstrate ROI
April 20-21Pier 27, San Francisco
www.MarketingInnovationSummit.com
#B2BSummit