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Aligning Media & Messaging To Engage Targeted Industries

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SPEAKER: Ann Marinovich of Forbes Media

http://b2bmarketing.exchange

Published in: Marketing
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Aligning Media & Messaging To Engage Targeted Industries

  1. 1. #B2BMX Aligning Media and Messaging to Engage Targeted Industries Ann Marinovich, Senior V.P., Content Partnerships, Forbes Media
  2. 2. #B2BMX Forbes Is Written for & Reaches a Large Audience of Business Decision Makers 2.2M Entrepreneurs 8M BDMs 1.8M ITDMs Opinion Leaders 2.1M C-Suite 2M SBOs Source: comScore December, Plan Metrix Mobile only
  3. 3. Top B2B Companies Publish Brand Content Through Forbes BrandVoice
  4. 4. B2B Marketers Challenge: Identify and Reach Target Audience at Scale #B2BMX
  5. 5. #B2BMX Branded Content Works Source: IPG Media Lab, Newhouse Syracuse University-Summer 2016
  6. 6. #B2BMX Branded Content Is Just as Effective 3 Years Later Often see decline in new ad products after consumers grow accustomed to them. But, interestingly, we see no downward trend in effectiveness here. * Statistically significant difference between test vs. control at >= 90% confidence Statistically significant difference of difference between 2013 and 2016 at >= 90% confidence 2013: Control n=310, Branded Content n=345; 2016: Control n=414, Branded Content n=440; Branded Content without display, Web intercept only Delta(Test-Control) Source: IPG Media Lab, Newhouse Syracuse University-Summer 2016
  7. 7. #B2BMX#B2BMX Branded Content Beats Display Ads Source: IPG Media Lab, Newhouse Syracuse University-Summer 2016
  8. 8. #B2BMX Branded Content Plus Display Drives Awareness Source: IPG Media Lab, Newhouse Syracuse University-Summer 2016
  9. 9. #B2BMX The Future: Highly Targeted Branded Content + Display Media Account-Based Marketing (ABM) Client white paper or website ABM list Client-provided list or Forbes-created topic surging companies list Key topics’ search for surging companies Target Brand content to ABM list
  10. 10. #B2BMX Leads ABM list retargeting Registration Page for White Paper or other gated content Native Ads Content Ads Emails ABM list Client-provided list or Forbes-created topic surging companies list Target Brand content to ABM list The Future: Lead Gen CLIENT
  11. 11. #B2BMX The Future: Leading Customers Down the Funnel AWARENESS Site or channel rotations MEDIACONTENT Thought Leadership Content
  12. 12. #B2BMX AWARENESS Site or channel rotations MEDIACONTENT Service Journalism Content CONSIDERATION Targeted native ads and custom units driving to branded content The Future: Leading Customers Down the Funnel
  13. 13. #B2BMX AWARENESS Site or channel rotations MEDIA CONSIDERATION Targeted native ads and custom units driving to branded content DECISION Targeted native ads and custom units driving to branded content CONTENT Service Journalism Content The Future: Leading Customers Down the Funnel
  14. 14. #B2BMX AWARENESS Site or channel rotations MEDIACONTENT Customer Success Stories CONSIDERATION Targeted native ads and custom units driving to branded content DECISION PURCHASE Targeted native ads and custom units driving to branded content plus high- impact takeovers and roadblocks Targeted native ads and custom units driving to branded content The Future: Leading Customers Down the Funnel
  15. 15. #B2BMX Example: ABM + Branded Content MAJOR B2B TECHNOLOGY COMPANY LOOKING TO REGAIN MARKET SHARE AND CHANGE PERCEPTIONS. SOLUTION:  Integrated program included ABM-targeted media and series of branded content stories  Third-party brand study measured awareness of both media alone and branded content with media RESULTS:  The combined campaign of ABM-targeted media and branded content saw a greater lift than each on their own  Brand awareness grew 85% Source: Nielsen Online Brand Effect
  16. 16. #B2BMX

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