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Oracle and IAB Discuss B2B Ad Mix
The document discusses the challenges and strategies for B2B marketers in optimizing their advertising efforts. It emphasizes the importance of account-based advertising, engaging anonymous buyers, and using modern metrics for measuring advertising effectiveness. Key points include the need for an integrated marketing mix and the shift towards digital channels in the buyer's journey.
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Oracle and IAB Discuss B2B Ad Mix
- 1. Zero Waste B2BAdvertising: Picking the Right Mix Jenifer Metz Director, Marketing Technologies Oracle Susan Borst Director of Industry Initiatives IAB - Interactive Advertising Bureau Louis Moynihan Vice President of Product Innovation & Alliances Demandbase
- 2. ©2016 Copyright Demandbase,Inc. Demandbase Confidential. 2 Agenda Challenges of a B2B Marketer Ensuring that your B2B ads reach the accounts you value most Optimizing your B2B advertising mix across display, video, search, and mobile Measuring the effectiveness of your ads and demonstrate ROI
- 3. The Challenge forB2B Marketers
- 4. ©2016 Copyright Demandbase,Inc. Demandbase Confidential. 4 Needle in a Haystack – by the numbers 1+ EMPLOYEES 6 million $10M+ 200,000 $100M+ 20,000 Source: US Census Bureau $1B+ 2,000
- 5. ©2016 Copyright Demandbase,Inc. Demandbase Confidential. 5 Buyer 2.0 Stats From 3 Analyst Firms SiriusDecisions 67% of the buyer’s journey is now done digitally Forrester 66- to - 90% Of buyers are through their journey before they reach out to the vendor CEB 57% Of the sale cycle is complete by the time a supplier is engaged BOTTOM LINE: A large portion of the buying process is done online and without Sales.
- 6. ©2016 Copyright Demandbase,Inc. Demandbase Confidential. 6 Buying Committees Increasing in Size 40% — IDC more stakeholders than 4 years ago.
- 7. B2B Challenges in AD TECH B2C Ad Tech over generalizes B2B Audiences B2C Cookie Retargeting is imperfect Lead Generation is only for Researchers/Hand Raisers Most Influencers never become known so connecting anonymous audiences to known audiences doesn’t happen w B2C Ad tech
- 8. Impact of Account-Based Advertising Focuseson best opportunities Delivers customer- centric experience Supports Sales reality Connects Marketing to revenue
- 9. ©2016 Copyright Demandbase,Inc. Demandbase Confidential. 9 Building a Target Account List IDENTIFY STAKEHOLDERS BUILD TARGET LIST SCRUB LIST REFRESH LIST QUARTERLY
- 10.
- 11. 89% of B2B marketersagree that their organization’s digital marketing mix is not optimized Source: Demandbase/Wakefield Ad Waste Study Feb 2016
- 12.
- 13. Physical Events Search Lead Generation (Webinars,White Papers) Account-Based Advertising (Display) Native/Social Cross Channel Nurturing MODERN B2B Media Mix
- 14. ©2016 Copyright Demandbase,Inc. Demandbase Confidential. 14 IAB Data Center of Excellence Online survey of 120 IAB special‐interest council members, including some of the most senior and deeply engaged stakeholders in the digital media and marketing community – both B2B and B2C. - - Survey was deployed in December 2015
- 15. ©2016 Copyright Demandbase,Inc. Demandbase Confidential. 15 IAB Data Center of Excellence
- 16. ©2016 Copyright Demandbase,Inc. Demandbase Confidential. 16 IAB Data Center of Excellence
- 17. of B2B marketerssay engaging anonymous buyers before they self-identify is a major challenge. 72% believe that increased availability of new advertising technologies makes it easier to engage with prospects. 73% More marketers are creating INTEGRATED strategies
- 18. ©2016 Copyright Demandbase,Inc. Demandbase Confidential. 18 Markie Award Integrated mix of synchronized tactics 1 2 3 4 Goals Audience Scope Outcome & Insights
- 19. ©2016 Copyright Demandbase,Inc. Demandbase Confidential. 19 Highlights • Integrated Marketing Mix – responsive microsite, 80+ pieces of content, 120 emails, 36 dynamic online media ads and social media posts • C-level leaders, senior decision-makers, influencers and managers across all industries – particular focus on 300 key global accounts • Enriched contact database, generated new leads and delivered more than $900MM in marketing sourced and assisted pipeline revenue • Expansive integration of Tech Stack – Eloqua, CMS, DemandBase
- 20.
- 21. 52% of B2B marketersare still relying on conversion rate and cost per impression as the best metrics for measuring the effectiveness of their digital B2B Advertising Source: Demandbase/Wakefield Ad Waste Study Feb 2016
- 22. Measurement Measure across the funnel Measure everything, but set goals on business drivers Connect everything to revenue Course-correct your plans and spend based on results
- 23. CAMPAIGN PERFORMANCE Impressions/CPMs Click-through Rates Web Traffic UniqueVisitors Net New Names Inquiries MQLs Conversion Rates
- 24.
- 25. Why are we focusedon THESE METRICS? Because… • We can • Our systems are capable of it • Our target audience expects it
- 26. ©2016 Copyright Demandbase,Inc. Demandbase Confidential. 26 What we Covered Today Challenges of a B2B Marketer Ensure your B2B ads reach your Most Valuable Audiences (accounts are 1 proxy) Choose your B2B advertising mix across Display, Search, Native, Lead Gen etc. Measure Full Funnel effect of your ads and demonstrate ROI
- 27. April 20-21 Pier 27,San Francisco www.MarketingInnovationSummit.com #B2BSummit
Editor's Notes
- #3 Leave this slide in as opening
- #4 Challenge is that you don’t have enough dollars, but you want to get into the market – what is a good way to go to market efficiently and effectively
- #6 Buyers only spend 21% of the Buying Cycle in Conversations with Salespeople Buyers spend 56% of the Buying Cycle Searching for and Engaging with Content Buyers spend 23% of the Buying Cycle in Conversations with peers and colleagues
- #8 7
- #9 8
- #10 How do you identify stakeholders? Sales and marketing management, but anyone else? Can be executive management team
- #12 11
- #13 12
- #14 13
- #15 The IAB Data Center of Excellence recently conducted a survey with 120 IAB special interest council members, both B2B and B2C, that focused on dicigal media and the evolving role of Audience Insight.
- #16 As you can see here, cross-device audience recognition is the number one topic expected to command the most attention in 2016.
- #17 What’s standing in the way? The top two reasons are… The net-net is that while there are still technological challenges and a need for further workforce eductation, data-driven advertising is clearly front of mind for the industry – BOTH B2B AND B2C/.
- #18 17
- #19 Nani Notes: We will talk about how to build the initial list in a slide or two When we first did this at Demandbase, Marketing developed the first list, but then we sat down sales rep by sales rep to vet the list Within Salesforce, we did three things: -First was to indicate on the account whether our predictive engine marked them as qualified accounts -Then we added two check boxes to empower the sales team to make edits: we know that data isn’t perfect and that we need to get feedback from out in the field about what accounts are best for their patch/vertical etc. -The combination of these means that you have a final target account list IT was a big process, but now that we audit quarter over quarter, the process is much smoother
- #20 What’s standing in the way? The top two reasons are… The net-net is that while there are still technological challenges and a need for further workforce eductation, data-driven advertising is clearly front of mind for the industry – BOTH B2B AND B2C/.
- #22 21
- #24 23
- #25 24
- #26 25
- #27 Leave this slide in as opening