Intent and AI in B2B Advertising
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Demandbase’s Targeting Solution took major leaps over the past year, and B2B advertisers have been moving fast to adopt the new tech. In this session, we will explore the power of intent signals in Account-Based Advertising, along with strategies and tools for building high-performing campaigns and measuring their impact on your business.
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Intent and AI in B2B Advertising
- 1. INTENT & AI IN B2B ADVERTISING Matt Aaronson, Director of Product Marketing Seth Myers, Director of Data Science MARCH 2019
- 2. AGENDA § THE IDENTITY TRAP & THE PROMISE OF INTENT § THE SCIENCE OF INTENT § PUTTING INTENT TO WORK
- 3. THE IDENTITY TRAP & THE PROMISE OF INTENT
- 4. SLIDE 4 PRECISE TARGETING IS EVERYTHING IN B2B Consumer campaign B2B campaign Qualified accounts and buying committees Core target demographic / behavioral profile General population – Less likely to purchase General population – Can not purchase
- 5. SLIDE 5 FUN WITH THIRD-PARTY SEGMENTS MATT’S FIRMOGRAPHICS: Χ Company Size > 10-50 Employees Χ Company Size > 50-100 Employees Χ Company Size > 5,000+ Employees Χ Sales Volume > $1MM - $5MM Χ Small Business
- 6. SLIDE 6 FUN WITH THIRD-PARTY B2B SEGMENTS Don’t blindly trust job function audiences
- 7. SLIDE 7 HOW IDENTITY-BASED SEGMENTS ARE BUILT Contact on-boarding Form data On-boarding: 70-85% drop-off Initial contact list Campaign audience Form fill coverage Campaign audience
- 8. SLIDE 8 HOW IDENTITY-BASED SEGMENTS ARE BUILT Keyword behaviors: § Payroll management § Payroll software § Compensation management § Accounting software § Joint pain § Arthritis treatment § John Bolton § State Department § G8 Summit Job functions assigned: § Accounting § Finance § Healthcare practitioner § Government > Foreign Policy
- 9. Should B2B advertisers be starting with job titles in the first place?
- 11. SLIDE 11
- 12. CONSUMER ADVERTISERS HAVE ADOPTED BEHAVIORAL
- 13. SLIDE 13 CONSUMER ADVERTISERS HAVE ADOPTED BEHAVIORAL Source: Millward Brown Digital
- 14. SLIDE 14 WHY INTENT? BECAUSE IDENTITY OBSCURES REAL DEMAND. Job functions assigned: § Accounting § Finance Keyword behaviors: § Payroll management § Payroll software § Compensation management § Accounting software Served ads for: § Billing and invoicing technology § Forecasting software
- 15. SLIDE 15 WHY INTENT? BECAUSE IDENTITY OBSCURES REAL DEMAND. Keyword behaviors: § Payroll management § Payroll software § Compensation management § Accounting software Served ads for: § Payroll software § Billing and invoicing technology § Forecasting software
- 16. INTENT BRINGS THE ANONYMOUS BUYERS’ JOURNEY INTO THE LIGHT Initial Research Social Network Social Media First Website Visit Competitive Site Visits Buying committee research Form fill / hand-raise Pipeline Customer INTEREST Evaluation ANONYMOUS BUYERS KNOWN BUYERS If increasing numbers of buyers are starting their journeys to choose a life partner anonymously, B2B marketers have to learn how to engage with them on the same terms — for as long as it takes for B2B consumers to reveal who they are and take the next step with their company. Steven Casey – “The Birth of the B2B Consumer” October 2017
- 17. SLIDE 17 KEYWORD PROFILE INTENT MONITORING Boehringer Ingelheim employees Read 12 articles about: account based marketing Read 7 articles about: funnel management Recently read 2 articles about: b2b marketing Read 3 articles about: b2b marketing Read 1 articles about: marketing automation Read 2 articles about: target accounts AI BID OPTIMIZATION Buyer influence score 94 Optimal bid $14.31 CPM Buyer influence score 68 Optimal bid $7.89 CPM Buyer influence score 11 Optimal bid $1.31 CPM IDENTIFYING BUYING COMMITTEES WITH INTENT
- 18. SLIDE 18 SCALE More visibility, higher coverage RELEVANCE In-market buyers PRIORITIZATION Understand relative intent levels within accounts FULL FUNNEL Understand stages of buyers’ journey THE CASE FOR INTENT
- 19. THE SCIENCE OF INTENT
- 20. SLIDE 20 SO WHERE DOES INTENT COME FROM? www.forbes.com/three-things-to- know-about-cybersecurity Cookie 1234 at IP Address 2.1.4.5 www.techrepublic.com/your- enterprise-cybersecurity-plan/ Cookie 4657 at IP Address 8.7.1.2 www.fortune.com/google-nsa-rsa- conference-highlights Cookie 9876 at IP Address 7.7.6.4 500 MillionGlobal cookies 8.5 BillionDaily content consumption events
- 21. SO WHERE DOES INTENT COME FROM? Cookie works at Cookie works at Cookie works at Cookie works at Cookie works at Cookie works at Demandbase company identification Content extraction
- 22. SLIDE 22 IDENTIFYING RELEVANT ARTICLES Which is relevant to digital security? Article 1 Article 2 Local World Sports Politics Business Health Technology digital security security security security security security security digital National Security Advisor to Visit BorderRecent Innovations in Cybersecurity
- 23. SLIDE 23 AN ARTIFICIAL INTELLIGENCE THAT UNDERSTANDS CONTEXT Step 1 Our customer identifies specific keywords: Digital Security Data Encryption Malware Prevention Step 2 AI identifies 100s-1,000s of other related keywords from a vocab of 105,000+
- 24. SLIDE 24 Step 3 AI looks for all related keywords in the article to determine relevance AN ARTIFICIAL INTELLIGENCE THAT UNDERSTANDS CONTEXT Local World Sports Politics digital security Recent Innovations in Cybersecurity digital security endpoint security threat detection password safety access management Relevance
- 25. SLIDE 25 FROM RELEVANT ARTICLES TO RELEVANT BUYERS A single relevant article does not indicate a potential buyer… § How many relevant articles did they read? § More articles imply stronger interest § Over how many different days? § A potential buyer would have sustained interest § How old were the articles? § New articles are likely “news of the day” § Older articles imply vendor research § How recently did they read the articles? § Timing is everything § How rare are the relevant keywords in the articles? § Rarer/more specific keywords imply cookie is farther into the buyer journey § Do they have intent in other topics that disqualifies them?
- 26. SLIDE 26 FROM RELEVANT ARTICLES TO RELEVANT COOKIES Probability of Site Engagement AI identifies intent patterns that precede on-site engagement
- 27. SLIDE 27 AND IT WORKS! 0.00% 0.05% 0.10% 0.15% 0.20% 0.25% 0.30% 0.35% 0.40% Highest Intent Cookies Medium Intent Cookies Low Intent Cookies Average Cookie Negative Intent Cookies CookieEngagementRate
- 28. PUTTING INTENT TO WORK
- 29. © 2018 DEMANDBASE SLIDE 29 START WITH YOUR CAMPAIGN AUDIENCE & OBJECTIVE AWARENESS PIPELINE CUSTOMER § Top-of-funnel prospecting § New market entry § Pipeline generation § Pipeline acceleration § Close rate lift § ACV optimization § Retention § Up-sell § Cross-sell Other ways to segment: § Account priority § Product / Solution § Retargeting § Location § Competitive conquesting
- 30. © 2018 DEMANDBASE SLIDE 30 § Choose keywords that your buyers use to research your product or category § Use at least 50 keywords in your profile § Start with SEM keywords BEST PRACTICES: INTENT KEYWORDS
- 31. © 2018 DEMANDBASE SLIDE 31 INTENT BEST PRACTICES BY FUNNEL STAGE Broad keywords – Category level Ex: B2B Marketing, ABM, Demand Generation, Leads, B2B sales Specific keywords – Product and challenge level Ex: Demandbase, Targeting Solution, Account list, B2B intent
- 32. © 2018 DEMANDBASE SLIDE 32 INTENT BEST PRACTICES BY PRODUCT AREA General keywords – every profile: Ex. B2B marketing, ABM, Demand generation Product-profile-specific keywords Targeting § Programmatic advertising § Campaign optimization § B2B campaigns § Adwords § DMP Engagement § Site personalization § Form fills § Content recommendations § Site experience Conversion § Sales intelligence § Account alerts § Intent alerts § Prospecting § Sales tools
- 33. © 2018 DEMANDBASE SLIDE 33 KEYWORDS FOR COMPETITIVE CONQUESTING Competitor names § 6Sense § Terminus § Engagio § Triblio § The Big Willow Competitor products § Account-based Orchestration Platform § BrightFunnel § Playmaker Competitor artifacts § Orchestration § Flip my funnel § Account plays § Predictive
- 34. SLIDE 34 DEMANDBASE RESOURCES FOR KEYWORD LIST BUILDING CONTEXTUAL RELEVANCY KEYWORD DISCOVERY COMING SOON: AUTO-DETECT KEYWORDS:
- 35. KEY TAKE AWAYS § Intent finds the “who?” but also the “who, specifically?” and the “when?” § Scale and sophistication pay off § Intent can serve a broad range of campaign use cases
- 36. SLIDE 36 COMING SOON… § Cross-Campaign Analytics § Self-service campaign management § Dynamic audiences with intent
- 37. THANK YOU