Demandbase Solution Overview: Targeting Solution
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The document outlines Demandbase's account-based marketing (ABM) platform, which incorporates audience management, analytics, and personalized advertising to optimize engagement with key B2B accounts. It discusses the importance of targeting accuracy, the pitfalls of third-party data, and strategies for improving engagement metrics through tailored content and advertising. Additionally, it highlights best practices for measuring marketing effectiveness and maintaining brand safety.
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- 11. SLIDE 11 THE FUTILITY OF THIRD-PARTY DATA SEGMENTS ✓ X X X X X X X X X X X ✓ ✓
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- 20. © 2018 DEMANDBASE｜SLIDE 20 INTERACTION-LEVEL AI: MESSAGING PERSONALIZATION Bruce Mars / Pexels 8/10 OPERATIONS STRATEGY PROFESSIONALS PREFER WIDGETWORLD. WHY? WORLD-CLASS R.O.I. SEE OUR MANUFACTURING CASE STUDIES Contextual > Time of Day > 8-11 a.m. Contextual > Page Category > Industry trades Individual > Function > Operations Strategy Individual > Site recency > 6 days Individual > Purchase influence > Medium-High Individual > CRM > Responsiveness > Medium Account > Oppty > Stage > Negotiation Account > Category Buyer > In-market Account > Industry > Manufacturing Account > Site recency > 1 day Account > Category intent > Trending up Account > Region > Mid-Atlantic
- 21. © 2016 DEMANDBASE / SLIDE 21 AD PERSONALIZATION DRIVES RESULTS commands more attention & drives more qualified traffic 52% better engagement when using personalized ad creative1 60% increase in conversion when using personalized creative1 1: Analysis of 275 Demandbase campaigns PERSONALIZATION
- 23. © 2018 DEMANDBASE｜SLIDE 23 DEMANDBASE ADVERTISING AND ANALYTICS WORKFLOW Audience Focus Advertise Analyze Awareness Loop • Account Identification • Ideal Customer Profiles • Priority Segments • Target Key Segments • Focus on Attraction • “Always On” Approach Behavior Focus Engagement Loop • Re-targeting Journeys • Focus on Education • “Campaign” Approach • Best Acquisition Mix • Content Consumption • Conversion Actions Analyze Advertise Unaware Target Accounts Higher Effort Higher ROI Lower Effort Lower ROI
- 24. © 2018 DEMANDBASE｜SLIDE 24 ACCOUNT-BASED ADVERTISING AND ANALYTICS METRICS Target AccountsDemandbase Platform • Advertising impressions • Lift in audience awareness • Lift in audience page views • Overall audience reach Demandbase ABM Analytics • Marketing mix analysis • Site behavior analysis • Content value analysis • Conversion analysis Is my advertising driving awareness in my target accounts? Are my target accounts engaging in valuable behavior?
- 25. © 2018 DEMANDBASE｜SLIDE 25 CUSTOM DASHBOARD EXAMPLE: MARKETING INFLUENCE Efficiency: Analyze change in target audience behavior when the marketing mix changes. Impact: Drill down to see firmographic attributes by source and channel.
- 26. © 2018 DEMANDBASE｜SLIDE 26 EXAMPLE OF HIGH-VALUE ENGAGEMENTS Impact: Drill down to see trends in high- value engagements. Impact: Compare segments to show marketing efficiency in key focus areas.
- 27. SLIDE 27 RATIO OF FORM SUBMISSIONS FROM TARGET ACCOUNTS 1 2 1. Track cumulative form submissions from all users and compare to target account list or segment. 2. Track ratio of forms submitted from all users to forms submitted from target account list or segment.
- 28. © 2018 DEMANDBASE｜SLIDE 28 CONVERSION RATES BY TARGET SEGMENT AND FORM PAGE VISIT 1 2 1. Track conversion rates by segment based on visits to conversion pages. 2. Compare multiple attributes such as industry, revenue range, and custom lists.
- 29. SLIDE 29 FORM SUBMISSIONS WITHIN SPECIFIC TARGET ACCOUNTS 1 2 1. Track cumulative form submissions within specific target accounts. 2. Calculate the % of penetration into each account and/or track avg. # of conversions before pipeline creation.
- 30. SLIDE 30 MARKETING MIX EFFECTIVENESS 1 2 1. Track increase or decrease in form submissions from each part of the marketing mix period over period. 2. Track changes in the marketing mix to account for increase or decrease in number of form submissions and conversion rates.
- 31. © 2018 DEMANDBASE｜SLIDE 31 SALES ENABLEMENT: FILTER = ACCOUNT OWNER AND PAGE Engagement Spikes: • Spikes in high value page views and form submissions from specific companies. • Spikes in views of specific high-value pages (e.g. products) by company or rep.
- 32. © 2018 DEMANDBASE｜SLIDE 32 SALES ENABLEMENT CHAT: FILTER = ACCOUNT OWNER Engagement Leaderboard: • Look for spikes in sessions and form fills. • Drill down to page views to enable insight reporting for sales follow up.
- 33. © 2018 DEMANDBASE｜SLIDE 33 SALES ENABLEMENT CHAT: FILTER = ACCOUNT OWNER Engagement Leaderboard: • Look for spikes in sessions and form fills. • Drill down to page views to enable insight reporting for sales follow up.
- 35. © 2018 DEMANDBASE｜SLIDE 35 WHO ARE WE REALLY REACHING? B2B TARGETING’S KILLER TRADEOFF SCALE TARGETING ACCURACY Lookalike / response modeling Third-party data segments Contextual First-party / CRM data Account-Based Advertising from Demandbase
- 36. © 2018 DEMANDBASE｜SLIDE 36 CONSISTENCY IS KEY IN B2B ADVERTISING & MARKETING Always-on advertisers see better results than discrete campaign clients: 29% increase in companies lifted 127% more website engagement WEBSITE ACTIVITY BY COMPANY EXAMPLE DISCRETE CAMPAIGN CAMPAIGN AVG. DROPOFF -90% target account traffic *DemandGen Report: B2B Buyers Survey 70% of buyers indicated that the vendor’s website was most influential in their purchase*
- 37. SLIDE 37 MEASURING IMPACT OF ADVERTISING Engagement (Lift) Opportunity Creation Rate
- 38. SLIDE 38 ACCOUNT-BASED ADVERTISING TEST Control Experience No Advertising Test Experience Advertising
- 39. SLIDE 39 ACCOUNT-BASED ADVERTISING TEST CREATIVE AWARENESS: Targeted Ads + Landing Page ENGAGEMENT: Retargeting Ads + Landing Page
- 40. © 2016 DEMANDBASE / SLIDE 40 AWARENESS IMPACTS PIPELINE GENERATION 45%more likely to turn into sales opportunities than those not receiving ads Accounts receiving advertising are Ads: % accounts converted to pipeline No Ads: % accounts converted to pipeline
- 41. SLIDE 41 AWARENESS IS THE FIRST STEP TO EASIER PIPELINE Prioritizing engagement for better pipeline results Top Channels 1. Display 2. Organic 3. Direct 85% of all targeted traffic to pages
- 42. SLIDE 42 AWARENESS IS THE FIRST STEP TO EASIER PIPELINE Prioritizing engagement for better pipeline results
- 43. © 2016 DEMANDBASE / SLIDE 43 LIFT IMPACTS PIPELINE GENERATION +60%more likely to turn into sales opportunities Lifted accounts are % Lifted accounts converted to pipeline % Non-Lifted accounts converted to pipeline
- 44. KEY TAKE AWAYS § Ask the hard questions when it comes to audiences and brand safety § Choose meaningful metrics for success § Enable sales with account insights § Prioritize the hottest account segments for action