b2b advertising [not] for dummies
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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
©2015 Copyright Demandbase, Inc. Demandbase Confidential.
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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
©2015 Copyright Demandbase, Inc. Demandbase Confidential.
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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
©2015 Copyright Demandbase, Inc. Demandbase Confidential.
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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
©2015 Copyright Demandbase, Inc. Demandbase Confidential.
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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
©2015 Copyright Demandbase, Inc. Demandbase Confidential.
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Account-Based Customer Marketing in Action
Have a connected conversation from first-touch display ads to upsell and renewal
©2015 Copyright Demandbase, Inc. Demandbase Confidential.
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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%
©2015 Copyright Demandbase, Inc. Demandbase Confidential.
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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
Join over 500 progressive marketers at AT&T Park in San Francisco for the 2nd Annual Marketing Innovation Summit for B2B on April 29-30th. • Attend innovation showcases by progressive digital marketers to hear their success stories • Education opportunities at the Demandbase University Workshops • Hear from industry analysts, investors and marketing leaders on the future of B2B Marketing • Inspiring keynotes in AT&T Park's Stadium
Register today! Save $150 with code EARLY150
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