B2B Advertising Beyond Brand Awareness:
How Display Can Drive Revenue

Event Date: August 19, 2014 at 2:00 PM ET

The one-off campaign approach often leaves B2B marketers scratching their heads when it comes to evaluating success and proving ROI on display advertising. As a result, display is often pigeonholed as a brand awareness tactic. That means it’s immune from rigorous reporting, but it’s also easy to neglect or terminate. When this happens, B2B marketers lose a critical tool for attracting, engaging and converting key accounts. In fact, display ads can and should be a crucial element of marketing programs across the entire funnel, from demand gen to nurture to customer engagement.

In this webinar, Avanish Sahai, Chief Product Officer at Demandbase, Eric Wittlake, Sr. Director of Media at Babcock & Jenkins and Robert Ray, President Americas at DWA will discuss how the integration of display ads can be used to target specific B2B accounts at every phase of the customer lifecycle. In this webinar, you’ll learn:

• Why “one-off” campaigns don’t have true ROI
• Best practices for targeting key accounts
• How to deliver the right message at the right time
• What metrics to look at when designing and measuring programs
• How specific companies are using display ads to drive revenue across the lifecycle

Speakers:

Avanish Sahai, Chief Product Officer at Demandbase

Avanish Sahai brings 20+ years of cross-functional leadership to Demandbase As Chief Product Officer, Avanish leads product strategy, product management, and technology relationships. Prior to Demandbase, he was the Global Vice President of ISV's and Channels at salesforce.com, where he helped establish and scale the leading B2B apps marketplace, AppExchange, to over $1B in ecosystem revenues. Previously he was a senior executive at early stage companies: BDNA (acquired by PS'Soft), Cogency, Blazent and Impresse (acquired by EFI/PrintCafé). Avanish also was a management consultant at McKinsey, where he spearheaded the Software and Services practice. He started at Oracle, in engineering and product management.

Avanish holds an MBA from UCLA Anderson, an MS in Computer Engineering from Boston University and a BS in Computer Engineering from the University of São Paulo, Brazil. 

Eric Wittlake, Sr. Director of Media at Babcock & Jenkins

Eric Wittlake leads the media practice at Babcock & Jenkins and shares his views on B2B, digital and content marketing on his B2B Digital Marketing blog. With more than  a dozen years in digital marketing and advertising, Eric has worked with a wide range of B2B advertisers including IBM, Intel, Xerox, Adobe, Imation and LinkedIn.

Robert Ray, President Americas, DWA

Bob is the president of DWA Americas. He brings over 20 years of innovation and brand-building experience to his clients’ businesses, having stewarded and worked with some of the world’s most iconic technology brands. He is a global soul who has an unconventional perspective on marketing, emanating from an interesting mixture of life-experience, culture, business and optimism. He began his career in Washington D.C., and later moved to Boston and San Francisco where he ran corporate marketing for several Fortune 500 technology companies, and then built the US operation for creative agency Gyro. Bob joined DWA in 2012, is a native-Texan and is a graduate of the University of Texas.

*Speakers are subject to change

Moderator:

Christopher Hosford, editor-in-chief - HosfordGroup

Christopher Hosford is editor-in-chief at New York content marketing agency HosfordGroup, and former East Coast Bureau Chief at BtoB, BtoB online.com, and Media Business, all Crain Communications publications. Prior to joining BtoB, he was editor-in-chief at Sales & Marketing Management in New York, a Nielsen Business Media brand.

Chris, a specialist in content marketing and marketing technology, is a frequent guest speaker on these topics at forums conducted by the Direct Marketing Association and Business Marketing Association. Born in Atlanta and raised in Miami, he is a graduate of the University of Florida.