Are your online advertising programs working as hard as they should? If you’re curious to compare your results against leading B2B companies, or just want to evaluate online advertising, this session will answer your most pressing questions. Demandbase product experts will provide a glimpse of our current and future Targeting Solution and show you what real-life B2B practitioners are doing to drive awesome results.

1. TARGETING SOLUTION
April 12, 2018
DEMANDBASE IN ACTION

2. AGENDA
▪ SOLUTION OVERVIEW
▪ BEST PRACTICES IN MEASUREMENT
▪ OUR STORY: DEMANDBASE ON DEMANDBASE

3. SOLUTION OVERVIEW

4. SLIDE 4
DEMANDBASE ABM PLATFORM
ABM PLATFORM
Audience Management
ABM Analytics
Account Selection
Global B2B
Data at Scale
Patented IP
Identification
Proprietary B2B Ad
Tech/DSP
Artificial Intelligence
& Machine Learning
MASIntegration

5. SLIDE 5
TARGETING SOLUTION: END TO END
IDENTIFY TARGET
ACCOUNTS
REACH KEY BUYERS ON PREMIUM,
BUSINESS-APPROPRIATE SITES, WITH
PERSONALIZED CREATIVE
MEASURE RESULTS BY
ACCOUNT

6. © 2018 DEMANDBASE｜SLIDE 6
KEYWORD DISCOVERY (BETA)
Identify new intent
keywords for which your
target accounts are
showing significant activity.
▪ Boost click volume and CPC
efficiency.
▪ Evolve your content
marketing strategy by
speaking your buyers’
language.

7. SLIDE 7
WHAT DOES IT MEAN TO
GET REAL
IN B2B DIGITAL ADVERTISING?

8. SLIDE 8
GETTING REAL
MEANS
REAL AUDIENCES

9. SLIDE 9

10. © 2018 DEMANDBASE｜SLIDE 10
THIRD-PARTY DATA HAS A HUGE ACCURACY PROBLEM

11. SLIDE 11
THE FUTILITY OF THIRD-PARTY DATA SEGMENTS
✓
X
X
X
X
X
X
X
X
X
X
X
✓
✓

12. SLIDE 12
CRM DATA LEAVES KEY CONTACTS BEHIND
On-boarding:
70-85%
drop-off
Initial contact list Campaign audience

13. SLIDE 13
DYNAMIC BUYING COMMITTEE TARGETING
1. Target the company via IP
2. Identify intent hand-raisers
3. Expand buyer audience

14. SLIDE 14
WHY DYNAMIC TARGETING?
SCALE FOCUS ON
OUTCOMES
BRAND SAFETY

15. SLIDE 15
GETTING REAL
MEANS
REAL ENVIRONMENTS

16. SLIDE 16
EEK!
Uhh…
Oh no…
YIKES

17. © 2018 DEMANDBASE｜SLIDE 17
These 30 publishers
represent more than
43% of Demandbase
impression delivery.
BRAND SAFETY AND TRANSPARENCY AT A PREMIUM

18. SLIDE 18
GETTING REAL
MEANS
REAL CONVERSATIONS

19. SLIDE 19
CLIENT EXAMPLES – CREATIVE PERSONALIZATION

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

22. BEST PRACTICES IN
MEASUREMENT

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.

34. DEMANDBASE ON DEMANDBASE

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