How To Turn Display Advertising Into a Full-Funnel Channel At Last

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#B2BMX

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Jennifer Hughes
Director of Digital Success, Demandbase
jhughes@demandbase.com
linkedin.com/in/jennifersuttonhughes/

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How To Turn Display Advertising
Into a Full-Funnel Channel At Last

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What We’ll Cover

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Aligning Creative & Messaging
to Campaign Goals

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Campaign Structure:
Powered by Segmentation

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Campaign Goals: Back to Basics

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Copyright © 2022 Demandbase
Hi. What you do is hard.
We see you and we can help.
We hear you & want to make sure we’re getting it right.
Campaign Goal
Okay, got it. Here’s stuff to help
you learn more about all this. You’re getting up to speed
so let us know if you’re
ready to chat more in depth.
These smart, talented folks know us well
& feel sure we can help you succeed.
We’re partners and that means everything to us.
We’ve got your back. Let’s do this!
Messaging
Aligning Messaging

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Copyright © 2022 Demandbase
Campaign Goal Creative
Aligning Creative

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Using Data and Insights to Avoid
Unnecessary Spend

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Data + Intelligence =
Which accounts & people get the spend

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Time for a Game Night analogy.
CandyLand’s a journey game . . .

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Gathering data & intelligence?
Determining the most likely:
● Who?
● Where?
● How?
We know that game . . .

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Got Intelligence? No Wasted Spend.
Use Case: Sales Persona→ Net new & increased engagement
Net New Campaign:
• Targeted: Accounts w/no Sales personas
• Result: Converted ~200 net new
Increased Engagement Campaign:
• Targeted: Sales personas w/no engagement
• Result: Increased their engagement by 51%
Targeted:
• ENT prospect accounts in Data Cloud ICP
• Accts showing Data Cloud intent
Result:
• Pre-launch→31% of accounts in MQA
• Post-launch→51% of accounts in MQA
Use Case: Driving Data Cloud ENT prospect accounts from Engaged to MQA

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Measuring & Reporting in Ways
Your Entire Org Cares About

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Engagement: Who, why, and how much?
Volume: Do we have a healthy pipeline?
Velocity: Are we selling faster?
Revenue: What is the Pipeline Influence?
Data: Back all of the above up with data.
Use ‘Vanity over Sanity’ metrics
Focus only on certain parts of the funnel.
Report on “hand-offs” to Sales
Share marketing metrics in a vacuum
Provide only hunch-based reporting
Reporting Dos and Don’ts

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Engagement by Prioritized Tiers
Tier determines
spend per account

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Engagement powered by journey-based advertising

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Engagement by Journey Stage: A Closer Look

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Measuring Volume for a Healthy Pipeline

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Measuring Velocity for Sales Acceleration
Use Case: Campaign goal→ Accelerate Sales Cycle

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Pipeline Impact of Display Advertising
From Q321 → Q421
● 247% increase in
Pipeline Influence
● 100% increase in # of
Influenced
Opportunities

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Key Takeaways

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Match creative & messaging to campaign goal.
Use data & intelligence to prevent wasted spend.
Measure engagement, volume, velocity, revenue.
Back reporting up with data. Every time.
Marketing is hard! Take a break now & then.
Display Advertising Key Takeaways:
Play Clue, Not Candyland.*
*For purposes of this analogy only. Absolutely
play Candyland; it’s completely adorable.

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Copyright © 2022 Demandbase
Demandbase One™
Advertising
Cloud
ABX
Cloud
Sales Intelligence
Cloud
Data
Cloud
Smarter GTM™: Account Intelligence activated everywhere
Digital
air cover
Reach the whole
buying team with the
offers most likely to
accelerate interest.
Inside
advantage
Show your team who
matters most to you —
and what matters most
to them.
Account-based
engagement
Coordinate all GTM
touches for spam-free,
low-friction buying.
Intelligence
everywhere
Integrate insights where
they matter most.

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Thank you!

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•Avoid high level ideas or specific to your product recommendations
Make it Practical
•Details of how work came together (budget/length of time to complete)
•What messaging, formats, titles and channels did you use - give examples
•How you came up with themes/addressed buyer issues
•Team members involved/Partners utilized (were agencies involved)
•Measured results that prove success
Offer Details, Proof, and Actionable Insights:
•Tell a story, that will engage, inform and entertain!
Pass the Pixar Test
Presentation Best Practices – What Works