In recent years, advertisers have come to expect a lot from publishers, marketers and media companies, especially due to the switch to digital media. This SlideShare presentation will ensure that you are fully prepared to meet and exceed the advertiser’s expectations by showing off your expertise in targeted messaging, cross-channel distribution, and more.

1. THE TOP 8
ADVERTISER
EXPECTATIONS
DON'T GUESS. KNOW.
KNOWLEDGE MARKETING PRESENTS

2. DON'T JUST MEET, BUT
EXCEED YOUR ADVERTISER'S
EXPECTATIONS

3. Expectation
Targeted Messaging
One

4. A new approach
It is of benefit to both you and your
advertiser to deliver targeted messages
to specific audiences. Batch and blast?
Please stop!

5. Targeted Messaging
Careful targeting decreases list fatigue
while increasing engagement and
ultimately increasing conversions that
lead to successful sales.
More successful sales equals happy and
successful advertisers.

6. Expectation
Cross-Channel Distribution
Two

7. The more the merrier
What’s better than pursuing a targeted
audience in one medium?
Pursuing that same targeted audience
across multiple channels such as print,
digital, enewsletters, tradeshows and
more.

8. Lost opportunity
If your programs are not cross-channel,
you are missing out on valuable revenue
opportunities. Listening to your audience
and engaging with them at the right time
with the right content through the right
channel is not only effective,
but expected.

9. Expectation
Qualified Leads
Three

10. Do your job
A list is not a lead. If you are giving your
advertiser a list of names and email
addresses and calling it a day, you are not
doing your job.

11. What is a lead?
A true lead is a name with an
action attached to it.

12. Qualifying the lead
Show your advertiser the action John
Smith took – whether it be downloading a
whitepaper, registering for their webinar,
completing a new product survey or
opening their monthly enewsletter.

13. Expectation
A Smooth Workflow
Four

14. Your advertiser wants a clean, logical and
intuitive user experience for the leads
that encounter their brand.
Nice and Smooth

15. Leads and conversions are easily lost
through messy workflows, so don’t fall
victim to complex, maze-like workflows.
If it looks at all complicated to you, it
probably will be for both your advertiser
and the audience as well.
Uncomplicate Things

16. Expectation
Measurable and Detailed
Reporting
Five

17. When was the last time you showed your
advertiser where their ad was placed and
said, “Here you go?”
Please don’t say recently. The days of relying
on intuition should be behind us.
Intuition = bad news

18. What kind of analytics are you able to
provide advertisers?
Performance activity reports aren’t a wish,
but an expectation. How many leads were
converted? Did your advertiser make
money? Advertisers want to see concrete
proof of effectiveness.
Show me the money

19. Expectation
Timely Delivery
Six

20. Have you ever passed along a lead to your
advertiser more than a week after it came in?
If so, shame on you!
Passing the time

21. Delivery
A lead should always be delivered in a
timely manner,whether that is real-time,
daily or weekly.
The longer you wait to pass on a lead, the
longer it takes your advertiser to follow up
with that lead.

22. Timely
The more time that passes between the lead’s
action and follow-up, the less effective that
lead will be and the more disappointed the
advertiser will be.

23. Expectation
Data Quality
Seven

24. Data quality is the key to marketing and sales
effectiveness. If you don’t have quality
data, the chain breaks down.
Data Quality Over Quantity

25. Your advertisers want to know more about
the names you are giving them. They want to
see enriched data profiles that go beyond the
standard business card profile. Better data
enables better targeting and better programs.
The smaller the slice,
the higher the price

26. Expectation
Publisher-Advertiser
Collaboration
Eight

27. What happens after you hand leads over to
your advertiser?
If this is the end of the road, you are doing it
wrong.
Going the extra mile

28. As a publisher, you possess special
capabilities and knowledge of your audience
that can be of utmost help to the advertiser.
That advertiser is going to expect you to share
the wealth.
Share the wealth

29. Go beyond “just a lead.” What else can you
offer? Think creative, custom editorial content,
delivery, lead qualification, lead automation,
nurturing, forms, and page design.
Going beyond the lead

30. Connect with us: