Why Display Ads Matter For B2B in 2014
Event Date: January 23, 2014 at 02:00 PM ET
With advances in technology over the past year, display advertising is emerging as a critical element of any B2B marketing strategy. Top marketers have already begun integrating ad tech into their marketing stack to increase engagement across the entire customer lifecycle and are seeing direct links between ad campaigns and revenue.
In this webinar, Tom Stein, CEO of Stein IAS and Brian Barnum, CFO of Demandbase will discuss the latest advancements in B2B display advertising and the top emerging trends for 2014.
- How B2B marketers are using display ads to strategically target top accounts
- How the lines between ad tech and marketing tech are blurring – and why it matters
- Why B2B marketers can’t leverage B2C ad tech – and how to select the right, B2B-specific technology
- How advanced analytics are showing a clear path between display ads and revenue, making it easier than ever to justify budget
For over 25 years, Tom has helped build Stein IAS into a foremost practitioner of synchronized, multi-channel marketing for B2B brand leaders and challengers – and has been honored as such via his election to the Creative Excellence in Business Advertising (CEBA) Hall of Fame. He has led Stein IAS (Americas) to 13 consecutive Agency of the Year of the honors. Tom also serves and furthers the B2B marketing industry as a board member of the Business Marketing Association.
Tom and Stein IAS continue to evolve the strategic, creative tactical and analytical capabilities it provides, including marketing performance management; the integration of paid, earned and owned media; the interrelationship of social, search and mobile marketing; content strategy/marketing; and other competencies that continue to revolutionize marketing globally.
Brian is responsible for finance and accounting, legal, and corporate development functions at Demandbase. Prior to joining Demandbase, Barnum served as the CFO and COO at the Rubicon Project, and prior to that had been the COO and CFO of Business.com, where he oversaw the acquisition of the company by RH Donnelley (now Dex One Corp). After the merger, Barnum was named President of RH Donnelley Interactive. Barnum was previously CFO of Rent.com, where he prepared the company for an IPO while managing a mergers and acquisitions process that culminated in an acquisition by eBay. Before Rent.com, Barnum had been the CFO of Transaction Network Services, where he executed an IPO, a secondary stock offering, and consistent growth as a public company.
Barnum earned his BA in Economics from Stanford University and his MBA from The Anderson School at University of California, Los Angeles.
*Speakers are subject to change
ALL ATTENDEES RECEIVE THE WHITE PAPER:
Advertising to Buying Signals: Demandbase B2B Retargeting
Site retargeting is a powerful and important way to engage prospects, but today, most retargeting tools are geared for consumer marketers focused on bringing people back to complete a simple purchase. Demandbase B2B Retargeting responds in real time to sophisticated buying signals, enabling B2B marketers to engage and nurture the right, target accounts. In this white paper, learn how you can:
- Efficiently spend advertising dollars to retarget the right companies showing active buying intent
- Accelerating conversions with advertising frequency
- Access performance-based results through a company-specific lens