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.

Topics Covered:
  • 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
  • <iframe width="420" height="315" src="https://www.youtube.com/embed/fkFHvk-7zMk?autoplay=1" frameborder="0" allowfullscreen></iframe>

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