b2b advertising [not] for dummies

B2B Advertising [NOT] For Dummies How to Attract Dream Accounts in 2015

Phil Hollrah VP, Product Marketing Demandbase

Twitter: @philhollrah

John Dering Director, Marketing Programs Demandbase

Twitter: @D_Rang

©2015 Copyright Demandbase, Inc. Demandbase Confidential.

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Agenda

Challenges facing B2B Marketers B2B is fundamentally different from B2C 3 Steps for making advertising work for B2B Examples of Account-Based Advertising in Action Q & A


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The way back machine


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B2B Marketers face several challenges

Attract the right audience 1

Engage with the right content 2

Produce better leads 3

Understand whether programs are working, and prove ROI 4

82% of B2B website visitors are not potential customers

60% of website visitors bounce w/o interaction after one page

97% of website visitors ignore calls-to-action and remain unknown

67% of CMOs struggle to prove the long-term impact of spending


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B2C B2B

low volume high value

high volume low value

SALES

buying group 1 person BUYERS

single session minutes-days

many sessions many months

BUYING CYCLE

behavior, taste Company attributes

QUALIFICATIONS

B2B is fundamentally different from B2C


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What is your buying universe?

Source: US Census Bureau

U.S. Businesses:

28 million >1 Employee:

6 million $10M+:

200,000 $100M+:

20,000 $1B+:

2,000

…most B2B companies target 2,000-5,000 accounts total


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The buying journey has changed

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.


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Shift focus to align with today’s buyer

SALES CALL LEAD

SOCIAL MEDIA

WEBSITE VISIT

SEARCH

DETERMINE PROBLEM

WEBSITE VISIT

WEBSITE VISIT

WEBSITE VISIT

Typical B2B Buying Process – It’s Long!

$


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And there are more decision makers

more stakeholders than 4 years ago.

40%

That’s

— IDC


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Example

SiriusPerspective: Most b-to-b buying decisions are driven through a buying center.

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Peggy Smith Senior Manager, Professional Services Carson Plastics Industrial, MA

Bob Clark Director, Marketing Carson Plastics Manufacturing, CA

Charles Shoemaker Manager, IT Carson Manufacturing, NY

Joseph McLaren Manager, Sales Operations Carson Plastics Durable Goods, MA


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White Paper

Webinar Web Visits

Analyst Report

Pricing Page

Taking Advantage of Team-Based Buying

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2 1 2 4 2

1 1 2 0 0

0 0 3 2 2

3 2 7 6 4

Peggy Smith Senior Manager, Professional Services Carson Plastics Industrial, MA

There’s something going on. We should call the top title.

Not a role or a department we sell into. Reject.

Bob Clark Director, Marketing Carson Plastics Manufacturing, CA

I’ll call and leave a message after lunch…tomorrow.

Joseph McLaren Manager, Sales Operations Carson Plastics Durable Goods, MA

Looks interested, but sales isn’t who we sell into.

Sales Reaction


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In B2B, the cost of ad irrelevance is high

of marketing generated leads are never followed up by sales.

50%

Source: Miller Pierce, 2014 VOC Study


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Focus on what matters: Accounts

Identify the right accounts

Advertise to those accounts

Measure by accounts

STEP 1 STEP 2 STEP 3


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Targeting accounts is optimal for B2B

• More efficient with a defined universe • Delivers on their target accounts

• Linked to greater customer satisfaction and retention • Customers experience less noise, respond at higher

rates to more relevant outreach

Focuses on Best Opportunities

Supports Sales Reality

Delivers Customer-Centric Experience

• Ensures attention is given to top prospects/customers • Builds consensus across the buying team


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3 Steps to Making B2B Display Effective

3 Close the Loop on the account-based experience

1 Target only the companies that will drive topline organizational growth

2 Define awareness strategies to attract these companies to your website


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How to Build Your Target Account List

Identifying common business characteristics of customers and pipeline accounts to establish a list of high value prospects

• Geography • Industry • Company Size/Configuration • Tech Environment • Named/Strategic Accounts


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How Account-Based Advertising & Retargeting Works

1. Measure the companies visiting your website to gain insights.

2. Identifying Target Accounts

3. Attracting your target accounts to your website with highly effective account-based advertising programs.

4. Engaging the right accounts and segments with personalized content.


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Define B2B Display Advertising Strategies

Account-Based Advertising

Account-Based Retargeting


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Account-Based Advertising

GENERAL COMPANY-TARGETED

Customer Upsell Opportunity

Industry Healthcare

Co. Size Enterprise

*For demonstration purposes only. Not a case study.


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Account-Based Retargeting


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How Account-Based Retargeting Works

WEBSITE TRAFFIC FROM SINGLE COMPANY

Product page 18 pageviews 7 unique visitors

About page 10 pageviews 4 unique visitors

Home page 5 pageviews 3 unique visitors

PAGEVIEWS 1 TIME 2

CONTENT 3 Whitepaper 26 pageviews 10 unique visitors

Pricing page 28 pageviews 6 unique visitors

RETARGETED ADS

Capitalize on opportunities with companies that are showing interest


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Close the Loop

Deliver an Account-Based experience on your website

Whether they respond to an ad or not, they need the same experience

Focus on the right metrics to measure success Most display marketers use B2C metrics – you need B2B metrics

B2C = CPM, CPC, CPL

B2B = Lift, Engagement


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Account-Based Customer Marketing in Action

Have a connected conversation from first-touch display ads to upsell and renewal


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Iron Mountain boosts target account engagement with Account-Based Advertising

“If you display the right message to the right person at the right time good things happen.” - Tom Berger, Director of Internet Marketing Iron Mountain

36% Over All lift in engagement

Lift in engagement for Healthcare

Lift in engagement for FiServ & Banks 115%

120%


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StrongView increased revenue by adding display ads back into the marketing mix

42% Lift in website traffic from the targeted list

Conversion from inactive accounts 29% Increase in time spent on website 20x CTR with dynamic vs. static ad content 5x

Thank you! Phil Hollrah VP Product Marketing Demandbase

Twitter: @philhollrah

John Dering Director, Marketing Programs Demandbase

Twitter: @D_Rang

April 29-30, 2015 | AT&T Park, San Francisco MarketingInnovationSummit.com

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