Zero Waste B2B Advertising: Picking the Right Mix Jenifer Metz Director, Marketing Technologies Oracle Susan Borst Director of Industry Initiatives IAB - Interactive Advertising Bureau Louis Moynihan Vice President of Product Innovation & Alliances Demandbase
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Zero Waste B2B Advertising: Picking the Right MixJenifer MetzDirector, Marketing TechnologiesOracle
Susan BorstDirector of Industry InitiativesIAB - Interactive Advertising Bureau
Louis MoynihanVice President of Product Innovation & AlliancesDemandbase
Online survey of 120 IAB special‐interest council members, including some of the most senior and deeply engaged stakeholders in the digital media and marketing community – both B2B and B2C. - - Survey was deployed in December 2015
• Integrated Marketing Mix – responsive microsite, 80+ pieces of content, 120 emails, 36 dynamic online media ads and social media posts
• C-level leaders, senior decision-makers, influencers and managers across all industries – particular focus on 300 key global accounts
• Enriched contact database, generated new leads and delivered more than $900MM in marketing sourced and assisted pipeline revenue
• Expansive integration of Tech Stack – Eloqua, CMS, DemandBase
Measuring yourPerformance
52% of B2B marketers are still relying on conversion rate and cost per impression as the best metrics for measuring the effectiveness of their digital B2B Advertising
Source: Demandbase/Wakefield Ad Waste Study Feb 2016
Measurement
Measure across the funnel
Measure everything, but set goals on business driversConnect everything to revenueCourse-correct your plans and spend based on results