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Marketing UpdateAngie GatesSenior Marketing Director

Endeavor is the Fastest Growing B2B Media Company Who Is Actively Investing in Building a Strategic Portfolio

From industrial to healthcare we reach decision makers in growing markets

80+ BrandsConference, exhibit, award ceremonies and hosted buyers

summits

59 Events

1st party data through our engaged

audience database

5+ MillionDecision Makers

New hires in content marketing, data analysts,

video and digital marketing

600 Employees 19 OfficesOffices strategically located

in the heartland of our industries

Expanded Reach into Leading Industries

ProcessPlasticsWater TechnologyLEDLasers

Industrial Oil, Utilities & WaterOffshoringDeepwaterOffshore WindData & InfrastructureUtilitiesWastewater


Industrial AviationMaintenanceTechnologyAirport

TechnologyAerospaceBio OpticsLaser5GVision System Design


Public WorksParks & RecreationMass TransitTransit BusWaste

Public Services


Industrial TransportationFleet ManagementFleet MaintenanceIndependent Owner/OperatorsNiche Services & Markets

HealthcareMedicalHealthcareDentalTechnologyLaboratory

Fire & Public SafetyFire & Public SafetyFirehouse & Fire ChiefStation DesignLaw Enforcement


Design & ConstructionSystems IntegrationSecurity & SafetyEnergy EfficiencyEducation

Facilities


Industrial EnergyTransmission & DistributionDistributed EnergyEnergy ManagementData & AnalyticsCybersecurity

Design EngineeringAutomotiveIndustrialEmbeddedMedicalRoboticsMechanical

ManufacturingIIoTAutomationOperations ManagementLogisticsOccupational Safety

Digital & Customer Trends

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Digital Landscape

Digital ad spend continues to rise and take up a bigger share of all ad dollars. By 2021, digital ad spend is expected to represent a majority of all U.S. ad spend.

Total programmatic spend will increase and take up a bigger piece of that total digital pie; accounting for 81.5% of Total Digital Display Ad Spend in 2018.

Facebook and Google took up a whopping 63.1% of U.S. digital ad revenue in 2017, and their share is projected to grow further in the next two years.

Source: AppNexus; 2018 Digital Ad Stats

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Desktop to Mobile Evolution

In the past five years in the US market, digital ad spend on desktop has been flat.

Publishers should monitor the share of their audience and digital revenue from desktop vs mobile.

Emphasize development of new mobile-driven strategies for audience engagement and advertising solutions.

Source: Mary Meeker; Internet Trends 2019

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Regulation Isn’t Going Away

Predictions there will be an official US federal data regulation law passed with the next 3-5 years.

Apple intends to treat ad tech vendors, as well as tech giants such as Facebook and Google, like malware if they continue to use cookies for cross-site targeting purposes.

• Canada’s Anti-Spam Law (CASL)

• General Data Protection Regulation (GDPR)

• California Consumer Privacy Act (CCPA)

“we've elected to rollout GDPR-type controls globally...”

Ad Blocking Is Everyone’s Problem

GLOBAL DEVICES NOW USE A FORM OF AD BLOCKING615MILLION

30%

Global growth YOY in adblock usage

1.5xAdblock users more

likely to have bachelor’s degree than average

American

77%

Of adblock users are willing to view some

ad formats

Source: PageFair; The state of the blocked web

Data Spending Keeps Growing

69% of organizations increased spending on data and related services in 2018 (relative to 2017)

78% of organizations anticipate investing even more in the coming year.

18% U.S. spending on data and data activation solutions growth from 2017 to 2018

Personalization

From email to landing pages, advertisements and content recommendations, personalization isn’t just for business-to-consumer (B2C) brands anymore.Smarter targeting and better understanding will help B2B sellers deliver greater personalization and relevancy expected by customers.Companies are prioritizing things like understanding customers’ evolving behaviors and preferences to design more meaningful engagement opportunities.

26% Emails with personalized subject lines more likely to be opened.

760% Marketers increase in email revenue from segmented campaigns.

75%Of business buyers expect companies to anticipate their needs and make relevant suggestions by the year 2020.

Source: Campaign Monitor; The New Rules of Email Marketing

Source: Salesforce; State of the Connected Consumer

Account Based Marketing (ABM)

This again speaks to the desire of personalization and the benefit such a concentrated approach can have.

87% of B2B marketers say that ABM, above all other marketing, leads to the largest increase in ROI.

Each interaction has a specifically defined purpose and a clear view of the end goal.

One-to-OneABM

One-to-FewABM

One-to-ManyABM

Highly-customized programs for individual accounts

Lightly-customized programs for clusters of accounts with similar issues and needs

Leveraging technology to tailor and personalize campaigns for specific, named accounts at scale

Source: ITSMA Benchmark Report

Data Visualization

Data is everything and data is everywhere.

We are contributing to the endless supply of data in every action we take. The challenge is not finding the data, the challenge is collecting it, mining through it and spitting it back out in an easily digestible format.

As attention spans continue to shorten, expect to see more focus on visual content.

Source: Mary Meeker; Internet Trends 2019

VideoThe adoption of video as a marketing tactic continues to soar.

Video seems to excel primarily as an educational tool to help increase user understanding, but is now being used at every step of the buyer journey.

From explainer videos to webinars to behind the scenes footage, there are many ways to grow and implement video.

PLAY

Of businesses use video content as part of their marketing strategy in 2019

Videos on landing pages can increase conversions

Of those who aren't currently

marketing with video say they expect to start in 2019

Source: HubSpot; The State of Video Marketing in 2019 Source: Unbounce

74% 80%

87%

Longer, more produced, video on trending themes (e.g. sustainability) for thought leadership.

Shorter videos to highlight products, interviews, and customer testimonials.

Emphasis on creating more video customer case studies. More compelling and usable than whitepapers.

Customer Perspective: VideoEveryone here likes to write something, they get all excited -let’s go do a whitepaper! That’s great, but really, we find that people are absorbing video content, so we are staring to move more towards that.

- Marketing Director: Design Engineering IT Company, Enterprise

PodcastsThe on-demand and digestible format make podcasts much easier to consume in comparison to other media. A well-done podcast can position your company as an industry expert and help you to build trust and credibility in your domain.

Source: Statista; U.S. Podcasting Industry - Statistics & Facts (8/5/19)

As of 2019, there are an estimated 86MM

podcast listeners in the United States;

forecasted to grow to 132MM by 2022

51% of Americans listened to a podcast in 2019; 32% of the population listened in the past month

Research for Product, Sales and Marketing Teams

B2B Marketing TrendsNovember 2018

Surveyed: 850 B2B Marketers

On: Marketing Investments & Priorities Headed into 2019

Brand PreferenceAugust 2019

Surveyed: 590 Utility Professionals

On: What Brands are Top of Mind When Specifying and Making Purchases

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2

Digitalization SurveyOctober 2019


On: Priorities in Utility Digitalization Investments

Buyers Journey InsightsComing March 2020


On: Staying Up to Date, Decision Making Teams, Evaluating and Selecting Equipment and Vendors

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Solutions for Engaging and Connecting with Utilities

RESEARCHInsights, market trends, co-branded, proprietary.

CONTENT MARKETINGContent creation, video, webinars, white papers, visual storytelling.

ADVERTISINGPrint, newsletters, digital, mobile, rich media, sponsorships.

EVENTSLarge industry events, intimate connections, in person and virtual.

MEMBERSHIPOpportunities to problem-solve together with utilities, establish trust and partnerships.

LEAD GENERATIONSolutions for demand generation and lead generation for all phases of your marketing strategies.

Thank you!Angie [email protected]

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