Investments in brand building are often viewed as hard to measure and, therefore, difficult to justify. In this presentation, we share the quantifiable impact that digital display can have on your demand generation success, specifically how effective it is at getting prospects to respond to your messaging and elevating your shortlist consideration. It answers 3 questions about what happens when you integrate Brand and Demand as we see top performing companies doing: 1. What is the true quantifiable impact of branding on consideration? 2. How does branding cause changes in consideration over time? 3. Does consideration have any effect on the standard KPIs that matter to demand gen marketers, specifically, on things like clickthrough rate?

1. ©TechTarget 1
The Hidden Power of
Brand
How Targeted Branding Drives
Downstream Consideration for
B2B Brands

2. ©TechTarget 2
Common objections to branding
Not targeted
Hard to quantify
No ROI

3. ©TechTarget 3
TTGT is successful with integrated marketing because
we operate everything off of one data source
Directlyengage key buyers
Qualified Sales Ops
Identifyin marketaccounts
Priority Engine
Influencethe buying team
Content Marketing
Targeted Display
Who we capture
• Accounts
• Buying Teams
• Unique Prospects
What we capture
• Technographics
• Firmographics
• Purchase intent
How we use it

4. ©TechTarget 4
All TechTarget brand campaigns are powered by proprietary,
1st-party insights into specific business tech purchase intent
Unique insight into
buyers’journeys
Producing unique
1st party user & acct data
You can leverage via an
array of branding solutions
• Search keywords
• On-site research topics
• White Paper/eGuide
downloads
• Vendor engagement
• Social interactions
Real-Time Targeting
• Keyword Takeovers
• Essential Guides
• Standard & Custom Display
• Programmatic Guaranteed
• Private Marketplace (PMP)
Downstream Targeting
• Spoke Prospect Targeting
• Spoke ABM Targeting
• Integrated Marketing
• Programmatic Data leasing
Content
downloads
TechTarget
sites
Off-site research
Search

5. ©TechTarget 5
And looked at the impact
on consideration via…
• 111,000
planned IT projects (vendor
mentions in QSOs)
• Email CTRs
for 25K prospects exposed to
brand imps, vs. 160K who weren’t
• 1,675
brandingcampaigns across
the TechTarget network,
2015-2017
• 700M
banner impressions
Branding Consideration
Key Questions:
1. How can you quantify
the impact of branding
on consideration?
2. How does branding
affect consideration
over time?
New TechTarget Study Quantifies the Impact of Digital
Branding on Consideration
We examined…

6. ©TechTarget 6
Coordinated branding + email lifts direct engagement rates
Source: TechTarget testof 185,000in-marketprospects,controlgroupvs. exposed group, 2017
= 22%
Increasein email CTR
when the same prospects
are targeted with banners
and email at the same time
+

7. ©TechTarget 7
Qualified Sales
Opportunities correlate
the impact of branding on
consideration
Every QSO survey includes the
open-ended question:
“Which vendors are you
considering for this purchase?”
Vendors being considered:
• BMC Software
• SolarWinds
• OpenStack

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• Consistent Advertisers
who run 250K+ targeted banner
imps per quarter generate a 25%
increase in consideration
• Inconsistent Advertisers
who run sporadic branding
generate a 10-15% lift
• Non-advertising Vendors
show a decline of (-10%) to (-15%)
in consideration vs. peer group
Change in consideration
(426 campaigns from 109 midmarket vendors)
-15%
-10%
-5%
0%
5%
10%
15%
20%
25%
30%
1st Quarter 2nd Quarter 3rd Quarter 4th Quarter
Consistent Inconsistent No Spend
Source: TechTargetanalysisof 426campaignsfrom109midmarket vendors, Jan2015-Dec 2016
Targeted branding
drives downstream
consideration lift
25%+
10%+
-10%

9. ©TechTarget 9
TargetROI Standard
($90K investment)
Prospects
Leads
MQLs
SQLs
PIPE
12,000+ prospects
240,000 email touches
$650K in pipeline | 7.2X ROI
127 MQLs
57 SQLs
13 Pipeline Opps
+25%
Consideration
+22%
CTR
234 MQLs
132 SQLs
36 Pipeline Opps
$1.8M in pipeline | 15X ROI
3,110 leads2,120 leads
Prospects
Leads
MQLs
SQLs
PIPE
800 from us
1,320 from them
TargetROI Plus
($120Kinvestment)
+1M
imps
vs.
240,000 email touches, 1M banner imps
1,610 from them
1,500 leads from us
12,000+ prospects
Modeling impact of brand on demand within integrated
marketing programs