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DGR Campaign Optimization Series: AI Powered B2B Advertising
From AI-powered account identification to the rise of privacy-first strategies, there are myriad innovations transforming advertising campaigns across platforms. Watch this session to learn key trends & technologies shaping B2B advertising.
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DGR Campaign Optimization Series: AI Powered B2B Advertising
- 1. #COSeries AI-Powered B2B Advertising: TheFuture of Targeting and Personalization SPONSORED BY:
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- 3. Determine New CTA March9 - 11, 2026 Omni La Costa Resort, Carlsbad JOIN US IN
- 4. #COSeries Questions, Resources, &Survey Share your feedback Submit your questions Download today’s resources Access all sessions
- 5. Hannah Jordan Director ofDigital Marketing Juan Alvarado VP Advertising Cloud Demandbase Demandbase Speakers Klaudia Tirico Content Director Demand Gen Report/B2BMX
- 6. AI-Powered B2B Advertising: The Futureof Targeting and Personalization
- 7. Introductions 7 Juan Alvarado |VP of Advertising, Demandbase Juan’s team partners with customers on campaign strategy and showcasing return on investment. Juan also leads supply path optimization efforts for Demandbase, touts how the company is well positioned for a world with less signal, and is an AI advocate Hannah Jordan | Digital Marketing Director, Demandbase Hannah’s team is responsible for driving brand awareness, lead generation, engagement, and pipeline across digital channels. Previous roles include work in the cyber security space across digital, content, and web teams
- 8. Agenda State of B2BAdvertising Survey Results 01 02 03 8 Advertising Technology Trends 2025 Campaign Strategies
- 9. State of B2BAdvertising Survey Results
- 10. 10 $989.9 Billion Expected globalad revenue in 2024… How do you stand out?
- 11. Inside Our CustomerData: What’s Fueling Ad Spend + Strategy
- 12. Learnings at aGlance Over 57% of respondents are using an account- based strategy for their top-of-funnel advertising campaigns 86% of respondents advertising budgets either stayed the same or increased in the last 12 months 85% of the marketers surveyed are spending the majority of their ad dollars on Linkedin 56% of respondents named data accuracy as one of their biggest challenges when it comes to understanding the impact of their advertising campaigns 57% 86% 85% 56%
- 13. Top Trends Uncovered Canslash acquisition costs by 50% but currently a manual task. How can automate and personalize at scale CTV spend projected to hit $42.4 billion by 2027 and make up 51.5% of all TV revenue by 2029 The Power of AI Personalization Connected TV 1 2 3 Where are the best places to incorporate without coming off as inauthentic/letting it go rogue
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- 15. AI Everywhere 15 In acontrolled test, our customers have seen CTRs improve by 58% and visit rates improve by 230%. Cost per click also decreased by 37% • Most advertisers state thinking about AI is what keeps them up at night • Marketers are mostly exploring Predictive AI and Generative AI use cases • AI will grant Marketers more time to focus on being more strategic
- 16. 16 According to McKinsey,ad personalization can slash acquisition costs by 50%, boost revenue by 5-15%, and increase marketing efficiency by 10-30%. Generic doesn’t cut it anymore. Buyers expect Personalization • 73% of respondents said that personalization at scale was the number one trend they were most interested in • Personalization goes beyond just calling out someone's name in an ad. It involves delivering a message the resonates with a buyer based on where they are
- 17. 17 CTV continues todrive overall Video Ad Spend When running CTV and display campaigns side by side, Demandbase customers have seen an increase in Lift by 21% • Integrating CTV with other channels boosts engagement • Almost all of our customers that test CTV end up extending their campaigns • Biggest barrier tends to be Creative. We know people who can help
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- 19. 19 Audience Outcome Content Accountsin our ICP Most qualified Not showing intent Get in front of prospects on brand-safe sites across the web Campaign Outcomes Agent Drive Awareness
- 20. 20 Audience Outcome ExitIntent Offer High Priority Accounts Drive website engagement (i.e. more visits to the site) Actively Engaged Increased Level of Intent Campaign Outcomes Agent Convert
- 21. Innovative Personalized Experiences 21 Someexamples include: ● Using personalization on reg page for visitors from accounts that have already registered ● Dynamically calls out visitor’s company name ● References that other people from their company have already registered for the event ● References to speakers from same industry Create personalized event experiences from start to finish for high value accounts
- 22. CTV Campaigns TOFU Strategy Intent+ no web visits BOFU Strategy Targeted 1:1 campaigns Results Display vs CTV Accounts that received CTV ads had a 64% increase in unique visitors and a 476% in page views Metric Display CTV Δ Reached 75% 74% -1% Visited 45% 53% 18% Lifted 34% 36% 3% Interacted 25% 35% 40%
- 23. Social Proof +3rd Party Insights ● G2 signals show when an account is looking at your G2 page, competitor alternatives, comparisons, and more ● Use insights to know when accounts are starting research + highlight real user success and reviews ● Leverage tools like Noble to connect visitors to happy customers they know that are using your platform
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- 25. Hannah Jordan Director ofDigital Marketing Juan Alvarado VP Advertising Cloud Demandbase Demandbase Speaker Q&A Klaudia Tirico Content Director Demand Gen Report/B2BMX