Future Selling: The Role of Ad Tech & Programmatic in B2B Media
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Overview of the trends in B2B digital media, the rise of Intention-Based data and the convergence of digital media and advertising technology.
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Future Selling: The Role of Ad Tech & Programmatic in B2B Media
- 1. Future Selling In B2B Media (yes, there is a future)
- 2. Tony Uphoff Chief Executive Officer | Business.com
- 3. 1992 2000 2004 2006 2014 sales@business.com | 888-441-4466 | Pg. 3 Humble beginnings
- 4. 1992 2000 2004 2006 2014 Birth of The Modern Web sales@business.com | 888-441-4466 | Pg. 4
- 5. A Social Revolution 1992 2000 2004 2006 2014 sales@business.com | 888-441-4466 | Pg. 5
- 6. 1992 2000 2004 2006 2014 sales@business.com | 888-441-4466 | Pg. 6 Targeting Comes Of Age
- 7. The Intention-Based Revolution begins 1992 2000 2004 2006 2014 sales@business.com | 888-441-4466 | Pg. 7
- 8. sales@business.com | 888-441-4466 | Pg. 8 How many Marketing Automation companies are there?
- 9. sales@business.com | 888-441-4466 | Pg. 9
- 10. sales@business.com | 888-441-4466 | Pg. 10 How many Ad Tech companies are there?
- 11. sales@business.com | 888-441-4466 | Pg. 11
- 12. sales@business.com | 888-441-4466 | Pg. 12 How many feel Marketing Automation & Ad Tech have nothing to do with your business?
- 13. sales@business.com | 888-441-4466 | Pg. 13 All Media Is Digital
- 14. sales@business.com | 888-441-4466 | Pg. 14 Digital Media Ad Tech
- 15. sales@business.com | 888-441-4466 | Pg. 15 Intention-Based Media
- 16. sales@business.com | 888-441-4466 | Pg. 16 It is the best news B2B Publishers have had in a generation
- 17. This is all really interesting but, what should I do about it? sales@business.com | 888-441-4466 | Pg. 17
- 18. sales@business.com | 888-441-4466 | Pg. 18 #1 Understand Digital Body Language
- 19. sales@business.com | 888-441-4466 | Pg. 19 #2 Leverage Targeted Content
- 20. sales@business.com | 888-441-4466 | Pg. 20 #3 Harness Your Own Data
- 21. sales@business.com | 888-441-4466 | Pg. 21 #4 Embrace Ad Tech
- 22. By 2017, 83% of all ad buys will be programmatic* 83% sales@business.com | 888-441-4466 | Pg. 22 *emarketer.com/Article/Future-of-Programmatic-Premium/1010430
- 23. Marketer Marketer sales@business.com | 888-441-4466 | Pg. 23 Before Ad Tech Publisher Marketer Retrospective Data Direct
- 24. The New Model Real-Time Intention-Based Data Marketer Marketer Marketer Marketer Marketer Marketer Marketer Marketer sales@business.com | 888-441-4466 | Pg. 24 Publisher Marketer Marketer Ad Tech Programmatic Direct
- 25. What is Business.com doing about it? sales@business.com | 888-441-4466 | Pg. 25
- 26. sales@business.com | 888-441-4466 | Pg. The Business.com Platform Business.com’s suite of digital marketing solutions serves contextual advertising at every stage of the buyers’ journey. From the top of the marketing funnel through to Sales Ready Leads. Harnessing 1st party, intention-based data generated on Business.com provides a uniquely contextual experience for business decision makers. This platform also provides high-quality scale for digital advertising by using this data to intelligently engage these buyers on Business.com, within our proprietary performance marketing network and across the broader web. 26
- 27. sales@business.com | 888-441-4466 | Pg. About Business.com Million of buyers from growth companies rely on Business.com to acquire the knowledge, products and services they need to run and grow their businesses. Business.com drives over 500,000 purchases a year, generating over $1.5 billion in sales for our advertisers through our suite of performance marketing products. 27 Over 500,000 purchases a year 500K Generating over 1.5B $1.5 billion in sales
- 28. 58% 112% 86% sales@business.com | 888-441-4466 | Pg. Our Audience Connecting advertisers with millions of active business buyers every month is easy when your audience is: more likely to be a business decision maker more likely to be in senior management more likely to have made a purchase in the last 6 months *Compared to general online pop. Nielsen@plan, rel 2, 2012 * BDC engagement survey 2014 28
- 29. sales@business.com | 888-441-4466 | Pg. 29
- 30. sales@business.com | 888-441-4466 | Pg. 30
- 31. sales@business.com | 888-441-4466 | Pg. 31
- 32. sales@business.com | 888-441-4466 | Pg. 32
- 33. sales@business.com | 888-441-4466 | Pg. 33
- 34. sales@business.com | 888-441-4466 | Pg. 34
- 35. sales@business.com | 888-441-4466 | Pg. A Unique & Powerful Difference 35 Our 1st party, intention-based data accelerates our audience reach and engagement across the Business.com performance marketing network and the broader web.
- 36. sales@business.com | 888-441-4466 | Pg. 36 Phone: 888-441-4466 Email: sales@business.com Visit us at: business.com/info/advertise Read our blog: business.com/b2bmarketing
Editor's Notes
- * Content and content marketing; particularly at that delicate moment when prospects shift from discovery and education into their purchase process, serve as the foundation for business product buyers today. As they go though this journey, prospects and buyers identify themselves by their digital body language. Leaving real time Intention-Based data. This buyer data is the ultimate scarcity. * Content and Data drive ad tech and marketing automation. Without them, these platforms and tools are like planes without fuel. * B2B publishers are awash in content and data. Most of the data is static however, that has limited if any value in determining Intentions around the acquisition of knowledge, products or services or in delivering truly contextual content and advertising.