SPEAKER: Ann Marinovich of Forbes Media http://b2bmarketing.exchange

1. #B2BMX
Aligning Media and Messaging to
Engage Targeted Industries
Ann Marinovich, Senior V.P., Content Partnerships, Forbes Media

2. #B2BMX
Forbes Is Written for & Reaches a Large
Audience of Business Decision Makers
2.2M
Entrepreneurs
8M
BDMs
1.8M
ITDMs
Opinion
Leaders
2.1M
C-Suite
2M
SBOs
Source: comScore December, Plan Metrix Mobile only

3. Top B2B Companies Publish Brand
Content Through Forbes BrandVoice

4. B2B Marketers Challenge:
Identify and Reach Target
Audience at Scale
#B2BMX

5. #B2BMX
Branded Content Works
Source: IPG Media Lab, Newhouse Syracuse University-Summer 2016

6. #B2BMX
Branded Content Is Just as Effective 3 Years Later
Often see decline in
new ad products after
consumers grow
accustomed to them. But,
interestingly, we see no
downward trend in
effectiveness here.
* Statistically significant difference between test vs. control at >= 90% confidence
Statistically significant difference of difference between 2013 and 2016 at >= 90% confidence
2013: Control n=310, Branded Content n=345; 2016: Control n=414, Branded Content n=440; Branded Content without display, Web intercept only
Delta(Test-Control)
Source: IPG Media Lab, Newhouse Syracuse University-Summer 2016

7. #B2BMX#B2BMX
Branded Content Beats Display Ads
Source: IPG Media Lab, Newhouse Syracuse University-Summer 2016

8. #B2BMX
Branded Content Plus Display Drives Awareness
Source: IPG Media Lab, Newhouse Syracuse University-Summer 2016

9. #B2BMX
The Future:
Highly Targeted Branded Content + Display Media
Account-Based Marketing (ABM)
Client
white
paper or
website
ABM list
Client-provided list
or
Forbes-created topic
surging companies list
Key topics’ search
for surging companies
Target
Brand
content to
ABM list

10. #B2BMX
Leads
ABM list retargeting
Registration Page for White
Paper or other gated content
Native Ads
Content Ads
Emails
ABM list
Client-provided list
or
Forbes-created topic
surging companies list
Target
Brand
content to
ABM list
The Future:
Lead Gen
CLIENT

11. #B2BMX
The Future:
Leading Customers Down the Funnel
AWARENESS Site or channel rotations
MEDIACONTENT
Thought Leadership
Content

12. #B2BMX
AWARENESS Site or channel rotations
MEDIACONTENT
Service Journalism
Content
CONSIDERATION Targeted native ads and custom
units driving to branded content
The Future:
Leading Customers Down the Funnel

13. #B2BMX
AWARENESS Site or channel rotations
MEDIA
CONSIDERATION
Targeted native ads and custom
units driving to branded content
DECISION Targeted native ads and custom
units driving to branded content
CONTENT
Service Journalism
Content
The Future:
Leading Customers Down the Funnel

14. #B2BMX
AWARENESS Site or channel
rotations
MEDIACONTENT
Customer Success
Stories
CONSIDERATION Targeted native ads and custom
units driving to branded content
DECISION
PURCHASE
Targeted native ads and custom units
driving to branded content plus high-
impact takeovers and roadblocks
Targeted native ads and custom
units driving to branded content
The Future:
Leading Customers Down the Funnel

15. #B2BMX
Example: ABM + Branded Content
MAJOR B2B TECHNOLOGY COMPANY LOOKING TO REGAIN MARKET
SHARE AND CHANGE PERCEPTIONS. SOLUTION:
 Integrated program included ABM-targeted media and series
of branded content stories
 Third-party brand study measured awareness of both media
alone and branded content with media
RESULTS:
 The combined campaign of ABM-targeted media and branded
content saw a greater lift than each on their own
 Brand awareness grew 85%
Source: Nielsen Online Brand Effect

16. #B2BMX