aligning media & messaging to engage targeted industries
TRANSCRIPT
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Aligning Media and Messaging to Engage Targeted Industries
Ann Marinovich, Senior V.P., Content Partnerships, Forbes Media
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Forbes Is Written for & Reaches a Large Audience of Business Decision Makers
2.2MEntrepreneurs
8MBDMs
1.8MITDMs
Opinion Leaders
2.1MC-Suite
2MSBOs
Source: comScore December, Plan Metrix Mobile only
Top B2B Companies Publish Brand Content Through Forbes BrandVoice
B2B Marketers Challenge:Identify and Reach Target
Audience at Scale
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Branded Content Works
Source: IPG Media Lab, Newhouse Syracuse University-Summer 2016
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Branded Content Is Just as Effective 3 Years Later
Often see decline in new ad products after
consumers grow accustomed to them. But,
interestingly, we see no downward trend in effectiveness here.
* Statistically significant difference between test vs. control at >= 90% confidence Statistically significant difference of difference between 2013 and 2016 at >= 90% confidence 2013: Control n=310, Branded Content n=345; 2016: Control n=414, Branded Content n=440; Branded Content without display, Web intercept only
Delta
(Tes
t-Con
trol
)
Source: IPG Media Lab, Newhouse Syracuse University-Summer 2016
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Branded Content Beats Display Ads
Source: IPG Media Lab, Newhouse Syracuse University-Summer 2016
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Branded Content Plus Display Drives Awareness
Source: IPG Media Lab, Newhouse Syracuse University-Summer 2016
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The Future: Highly Targeted Branded Content + Display Media Account-Based Marketing (ABM)
Client white
paper or website
ABM list
Client-provided listor
Forbes-created topic surging companies list
Key topics’ search for surging companies
Target Brand
content to ABM list
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Leads
ABM list retargeting
Registration Page for White Paper or other gated content
Native Ads
Content Ads
Emails
ABM list
Client-provided listor
Forbes-created topic surging companies list
Target Brand
content to ABM list
The Future: Lead Gen
CLIENT
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The Future: Leading Customers Down the Funnel
AWARENESS Site or channel rotations
MEDIACONTENTThought Leadership
Content
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AWARENESS Site or channel rotations
MEDIACONTENT
Service Journalism Content
CONSIDERATION Targeted native ads and custom units driving to branded
content
The Future: Leading Customers Down the Funnel
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AWARENESS Site or channel rotations
MEDIA
CONSIDERATION Targeted native ads and custom units driving to branded content
DECISION Targeted native ads and custom units driving to branded content
CONTENTService Journalism
Content
The Future: Leading Customers Down the Funnel
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AWARENESS Site or channel rotations
MEDIACONTENTCustomer Success
Stories
CONSIDERATION Targeted native ads and custom units driving to branded content
DECISION
PURCHASETargeted native ads and custom units driving to branded content plus high-
impact takeovers and roadblocks
Targeted native ads and custom units driving to branded content
The Future: Leading Customers Down the Funnel
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Example: ABM + Branded ContentMAJOR B2B TECHNOLOGY COMPANY LOOKING TO REGAIN MARKET SHARE AND CHANGE PERCEPTIONS. SOLUTION: Integrated program included ABM-targeted media
and series of branded content stories Third-party brand study measured awareness of
both media alone and branded content with mediaRESULTS: The combined campaign of ABM-targeted media
and branded content saw a greater lift than each on their own
Brand awareness grew 85% Source: Nielsen Online Brand Effect
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