4 Things Every B2B Marketer Should Know About Programmatic Ads

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  • 4 Things Every B2B Marketer

    Should Know About

    Programmatic Ads

    Louis Moynihan VP Strategic Alliances

    Demandbase

    Twitter: @louismoynihan

    Jen Metz Global Demand Generation

    CSC

  • 2014 Copyright Demandbase, Inc.

    Demandbase Confidential. 2

    Overview

    Lumascape for B2B

    4 Fundamentals of Account-Based Marketing

    CSC Case Study

    QA

    Needle in Haystack

    Buyer Committee

    Change in buying habits

    Website Composition

    Laymans Terms

    Shifts in B2B Tech

    Best Practices for B2B

  • 2014 Copyright Demandbase, Inc.

    Demandbase Confidential. 3

    AdTech from a B2B Perspective

  • 2014 Copyright Demandbase, Inc.

    Demandbase Confidential. 4

    AdTech in Laymans Terms

    Cookie Retargeting:

    Serving display ads to your website visitors

    DSP:

    Demand Side Platform has the ability like above

    to retarget website visitors but can also retarget

    based on 3rd party data. DSPs give the

    advantage to the Demand(Advertiser) side

    because the pricing model is cost of media plus

    nominal fee.

    3rd Party Data:

    Where advertiser doesnt have enough site visitors

    to retarget, advertiser needs to by 3rd party

    audience. For sale direct within most ad

    technologies.

    DMP:

    Data Management Platform is an aggregator of all

    available 3rd party data sources, that also allows for

    data segmentation and overlays

    Ad Exchange:

    Aggregates Publisher inventory and allows

    advertisers to buy audiences based in 1st or 3rd party

    data models. Originally started as 2nd price auction

    and solved global frequency capping issue

    SSPs:

    Supply Side Platforms gives advantage to the

    Publisher; offering yield management tools.

    Publishers:

    Publisher of Editorial content that may sell direct,

    or through the RTB channel

  • 2014 Copyright Demandbase, Inc.

    Demandbase Confidential. 5

    AdTech B2B Main Characters

    B2B Marketer:

    Cookie Retargeter:

    DSP:

    Data Aggregators:

    AdExchange:

    SSPs:

    Publishers:

  • 2014 Copyright Demandbase, Inc.

    Demandbase Confidential. 6

    Filling the Bizo Void

    Private Exchanges

    DMPs going In-House

    Shifts in B2B AdTech

  • 2014 Copyright Demandbase, Inc.

    Demandbase Confidential. 7

    4 Things to Know About B2B Advertising

    The B2B market is smaller than you think

    B2B buys in groups

    The cost of irrelevance is high

    B2B buying cycle is long

    1

    2

    3

    4

  • 2014 Copyright Demandbase, Inc.

    Demandbase Confidential. 8

    1+

    EMPLOYEES

    6 million $10M+

    200,000

    $100M+

    20,000

    Source: US Census Bureau

    $1B+

    2,000

    Focus on the companies most likely to be customers

  • 2014 Copyright Demandbase, Inc.

    Demandbase Confidential. 9

    Buyer 2.0 Stats From 3 Different Analyst Firms

    SiriusDecisions

    67%

    of the buyers 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.

  • 2014 Copyright Demandbase, Inc.

    Demandbase Confidential. 10

    Digital habits have changed B2B buying

    40%

    IDC

    more stakeholders than 4 years ago.

  • 2014 Copyright Demandbase, Inc.

    Demandbase Confidential. 11

    The Buyer Journey is starting earlier but Marketing Spend is too late in the cycle

    SALES

    CALL LEAD

    SOCIAL

    MEDIA

    WEBSITE

    VISIT

    SEARCH

    DETERMINE

    PROBLEM

    WEBSITE

    VISIT

    WEBSITE

    VISIT WEBSITE

    VISIT

    Typical B2B Buying Process

    $

  • 2014 Copyright Demandbase, Inc.

    Demandbase Confidential. 12

    B2B Websites Suffering signal from noise

    Awareness programs

    not targeted

    85% of web visitors

    are not potential

    customers*

    Static B2B web sites

    offer no

    personalization

    80% of web visitors

    abandon websites

    < 5 seconds*

    Few quality hand

    raises and often too

    late in buying cycle

    97% of web visitors

    will ignore

    call to action*

    * Analysis on 1 Billion API calls per month from 100+ B2B web sites

  • 2014 Copyright Demandbase, Inc.

    Demandbase Confidential. 13

    1

    2

    3

    What that means iswe need an account focus

    Offsite and Onsite

    We need advertising and retargeting focused around accounts

    Segmentation and personalization focused around accounts

  • 2014 Copyright Demandbase, Inc.

    Demandbase Confidential. 14

    What criteria do you currently use to target?

    Demographic, persona data

    Firmographic segments

    Named Accounts

    Contextual targeting

    Behavioral data

    Geographic data

    We dont use specific targeting

  • 2014 Copyright Demandbase, Inc.

    Demandbase Confidential. 15

    1

    2

    3

    4

    When selecting a solutionProbing Questions to Adtech Vendors

    Can you target by company?

    Do you globally target?

    Do you report by company?

    How long does it take you to ramp up & to get

    campaign efficiency?

  • 2014 Copyright Demandbase, Inc.

    Demandbase Confidential. 16

    Campaign Overview

    The campaign is designed to sell CSCs five

    solution areas to approximately 300 select

    companies by way of a targeted, always-on

    banner ad campaign.

    The solution areas include Applications, Big Data,

    Cloud, Storage as a Service and Cybersecurity.

  • 2014 Copyright Demandbase, Inc.

    Demandbase Confidential. 17

    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 company-targeted advertising programs.

    4. Engaging the right accounts and segments with

    personalized content.

  • 2014 Copyright Demandbase, Inc.

    Demandbase Confidential. 18

    Always-On Campaign Flow

    Target: Approximately

    300 ABM Companies

    Personalized

    Display Banners

    for Solution Plays

    Landing Page w/o

    Registration

    Primary Offer /

    Content

    Personalized

    Retargeting

    Banners

    Landing Page w/

    Registration

    Secondary Offer /

    Content

    Telephone

    Qualification

    Email Nurture

    Campaign CSC Sales

    Highly-focused approach to extend reach, impression

    & lift. The approach is based on pre-defined rules,

    including:

    2 unique impressions per day

    Visitors from all of CSC.com, omitting career pages

    Duration of 10 days

  • 2014 Copyright Demandbase, Inc.

    Demandbase Confidential. 19

    Programmatic Campaign Flow

    Highly-focused approach to extend reach, impression

    & lift. The approach is based on pre-defined rules,

    including:

    2 unique impressions per day

    Visitors from all of CSC.com, omitting career pages

    Duration of 10 days

    Target: Approximately 300 ABM

    Companies, we will Target Global 1000

    Companies Landing on CSC.com

    Personalized

    Display Banners

    for Solution Plays

    Landing Page w/o

    Registration

    Primary Offer /

    Content

    Personalized

    Retargeting

    Banners

    Landing Page w/

    Registration

    Secondary Offer /

    Content

    Telephone

    Qualification

    Email Nurture

    Campaign CSC Sales

  • 2014 Copyright Demandbase, Inc.

    Demandbase Confidential. 20

    Campaign Asset Details

    Online Banner Ads Landing Pages

    Online banner ads will drive traffic to the specific landing pages created for each key

    solution area. Each ad will highlight an offer that aligns with the Always-On campaign.

    These ads will also employ a new technology that will identify the IP address of the

    viewer, then customize the ad with the company name assigned to the IP address.

    *Creative assets are not final

    App Display Banner 1 300x250*

    App Display Banner 2 300x250*

    App Retargeting Banner 3 300x250*

    Landing Page 1 Non-Gated*

    Landing Page 2 Gated*

    Personalized

    Company

    Name

  • 2014 Copyright Demandbase, Inc.

    Demandbase Confidential. 21

    Results Tracking and Reporting, Opportunities, Pipeline & Won/Revenue

  • 2014 Copyright Demandbase, Inc.

    Demandbase Confidential. 22

    Results 44% Lift Over the Life of the Campaign

  • Thank you!

    Louis Moynihan VP Strategic Alliances

    Demandbase

    Twitter: @louismoynihan

    Jen Metz Global Demand Generation

    CSC

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