proving value for 2015 with account-targeted display ads
TRANSCRIPT
Proving Value for 2015 with
Account-Targeted Display Ads
Sarah Nels
Senior Campaign Strategist
Demandbase
Email: [email protected]
Twitter: @_sarahnels
@Demandbase
#b2bmarketing
“2015 is the year that I resolve to….”
Cookies!
Cookies!
….No more
cookies!?
@Demandbase
#b2bmarketing
• Give up my bad B2C
habits for good
• Start thinking like the
B2B Marketer I am
• Commit to targeted,
data-driven campaigns
Why B2B is Different than B2C
1. The B2B market is smaller than you think
2. B2B buys in groups
3. The cost of irrelevance is high
4. The buying cycle is long
Confidential | © Demandbase 2014 All rights reserved.
1. The Addressable B2B Market is Smaller Than You Think
1+ EMPLOYEES
6 million
Source: US Census Bureau
$10M +
40,000 $100M +
20,000
$1B +
2,000
@Demandbase
#b2bmarketing
Confidential | © Demandbase 2014 All rights reserved.
2. B2B Buys in Groups
more stakeholders than 4 years ago.
40%
That’s
@Demandbase
#b2bmarketing
3. In B2B, the cost of irrelevance is high
1:100,000
0.07% click-through
2.5% conversions
@Demandbase
#b2bmarketing
4. In B2B, the buying cycle is long
@Demandbase
#b2bmarketing
Confidential | © Demandbase 2014 All rights reserved.
The old way doesn’t cut it
The old ‘spray-and-pray’ online
advertising model is just very
hard to justify in this new
world of ever-shrinking
budgets…how do you break
through the clutter …[and] make
sure you are not just getting
clicks from curiosity seekers in
largely off-target companies?
- Nick Panayi, CSC Director Global Brand & Digital Marketing
Published in BtoB Online, 3/21/13
“
”
@Demandbase
#b2bmarketing
Confidential | © Demandbase 2014 All rights reserved.
Get Results by Targeting Accounts
Mass Backwards • Quantity ≠ quality
• Wasted resources
• Can’t connect to revenue
Persona Marketing • Right title, wrong company
• There’s no one advocate
• Info on individuals is questionable
Targeting Accounts • B2B buys & sells by account
• Repeatable & scalable success
• Aligns marketing with sales/revenue
×
✔
×
@Demandbase
#b2bmarketing
Drive target accounts into the funnel
TARGET ACCOUNTS
B2B
Display
B2B
Mobile
B2B
Video
1
2
3
4
5
6
7
8
9
10
General Motors 152.3
General Electric 146.9
ADP, Inc. 34.4
UnitedHealth Group 72.9
Qlogic Corporation 2.3
Amazon.com 128.4
Motorola Solutions, Inc. 15.9
Capital One Financial 37.5
Xerox Corporation 12.3
Medtronic Inc. 52.3
COMPANY NAME REVENUE ($b)
ADVERTISE ONLY TO THOSE
COMPANIES ACROSS THE WEB MEASURE RESULTS
BY ACCOUNT
@Demandbase
#b2bmarketing
Confidential | © Demandbase 2014 All rights reserved.
IMPRESSIONS
CLICKS (CTR)
POST-CLICK
SITE VISITS
POST-CLICK
SITE ACTIONS
LEADS
QUALIFID
SALES
ACCEPTED
Prove Account Engagement on Your Website
ACCOUNT
LIFT
WHAT YOU KNOW WITH ACCOUNT LIFT:
• Companies on website
• Activity Level
• Content Activity
Confidential | © Demandbase 2014 All rights reserved.
StrongView increased revenue by adding display ads back into the marketing mix
42% Lift in website traffic from the targeted list
Conversion from inactive accounts 29%
Increase in time spent on website 20x
CTR with dynamic vs. static ad content 5x
@Demandbase
#b2bmarketing
Confidential | © Demandbase 2014 All rights reserved.
CSC used Demandbase Advertising to attract named accounts to their website
27% Lift in website traffic from the targeted list
Increase in target account engagment 44%
@Demandbase
#b2bmarketing
Start your resolutions early
@Demandbase
#b2bmarketing
Pilot your account strategy
for 2015 with Company-
Targeted Advertising.
• Easy to get started
• Spend year-end budget
• Contact us today!
bit.ly/demand-cta
Adopt a
campaign
today!
@Demandbase
#b2bmarketing
Thank you!
Sarah Nels
Senior Campaign Strategist
Demandbase
Email: [email protected]
Twitter: @_sarahnels