SlideShare a Scribd company logo
1 of 30
Download to read offline
Achieving the Optimal B2B Media Mix:,[object Object],A Model for Cross-Channel Planning,[object Object], ,[object Object],Eric Anderson,[object Object],VP of Emerging Media,[object Object],White Horse,[object Object]
B2B media planning is in crisis. ,[object Object],The downturn has prompted belt-tightening, but b2b marketers lack good models for knowing which belts to tighten and which to loosen.,[object Object], ,[object Object]
The proof the crisis is the huge disparity between where money is being spent and where b2b marketers find success.,[object Object], ,[object Object]
It’s easy for b2b marketers to get entrenched in poorly performing techniques, with no good data to take them in new directions. And who has the budget to experiment?,[object Object], ,[object Object]
But as complex as b2b media planning can be, it still largely follows the simple formula of the “S” curve.,[object Object], ,[object Object],A campaign that defines its success by lift – e.g., lead gen or brand awareness – will have an S as its goal.,[object Object], ,[object Object],Point of equilibrium where you’re delivering the right number of impressions for max ROI,[object Object],Leads,[object Object],Threshold where you’re delivering the minimum impressions to impact leads,[object Object],Impressions per Target,[object Object]
But as complex as b2b media planning can be, it still largely follows the simple formula of the “S” curve.,[object Object], ,[object Object],A campaign that defines success by reduction – e.g., in cost per lead – will have a reverse S.,[object Object],In both cases, we’re chasing that point of maximum efficiency before performance tails off. ,[object Object], ,[object Object],Cost-per-Lead,[object Object],Point of Equilibrium,[object Object],Impressions per Target,[object Object]
The S-curve is pretty simple to manage and measure when you’re working in only one medium – especially a measurable one.,[object Object], ,[object Object],Ramp down impressions!,[object Object],Leads,[object Object],Ramp up impressions!,[object Object],Impressions per Target,[object Object]
It becomes insanely complex when you’re working in multiple channels. ,[object Object],If you can’t isolate the contribution of each channel, how do you know how when you have the right mix?,[object Object], ,[object Object],With all these channels, can we even find equilibrium before the campaign ends? Probably not.,[object Object],Leads,[object Object],Ramp up direct mail? Print? TV? A little of each? A lot of one and a little of the others? Yes for one customer segment, no for others? And when will we know if it worked? ,[object Object],Direct Mail, PPC, Print, TV Total Impressions per Target,[object Object]
Like baldness treatments, various methods have been tried – but none of them are entirely convincing.,[object Object], ,[object Object]
Method 1: In b2b marketing, as in consumer advertising, good old-fashioned reach & frequency still holds sway.,[object Object], ,[object Object],See here, old boy – Reach and Frequency work just fine! ,[object Object],You figure out your target audience, then how many impressions each channel can give you for that audience, then you divvy up your media that way!,[object Object],Traditional Media Buyer,[object Object]
 ,[object Object],Method 1: In b2b marketing, as in consumer advertising, good old-fashioned reach & frequency still holds sway.,[object Object], ,[object Object],R&F is so last century, 1950s Guy!,[object Object],B2B companies are mostly considered about performance, not awareness. You still need separate models to figure out what R&F is best for your goals. ,[object Object],Contemporary Media Buyer,[object Object]
Method 2: Control for the incremental impact of adding another channel.,[object Object], ,[object Object],You can do that sequentially…,[object Object], ,[object Object],Source: The Ephron Consultancy,[object Object],Problem: B2B customers don’t actually consume media as if they’re wearing out a pair of shoes. ,[object Object], ,[object Object]
Method 2: Control for the incremental impact of adding another channel.,[object Object], ,[object Object],Or you can do it simultaneously, one channel at a time.,[object Object], ,[object Object],Source:  Avenue/Razorfish, “Actionable Analytics” ,[object Object],Problem: How expensive and complicated is this going to get when you’re dealing with 4 or 5 channels?  ,[object Object], ,[object Object]
Method 3: Ask prospects which channel delivered them, then optimize based on results. ,[object Object], ,[object Object],Problem: This solution remains stuck in the “last click” rut – it only accounts for the last exposure the user had, not the cumulative impact.,[object Object], ,[object Object]
Method 4: Go behavioral – figure out how your target consumes media, then divide accordingly,[object Object], ,[object Object],Problem: better than R&F, but it’s still directional. You don’t know how each channel actually performed, so you’ll still waste money.  ,[object Object], ,[object Object]
Media planners mostly agree: to truly know what works, you need to create a backwards-looking model that analyzes the impact of each channel.,[object Object], ,[object Object]
But that can be difficult, painful, and expensive. Most media buyers would prefer to use limited model data combined with educated guesses. ,[object Object], ,[object Object],Zenith Optimedia’s Global Ad Forecast,[object Object],Which is exactly why the shift to new media is nerve-wracking: the old models were already limited for b2b, and now those are no longer reliable.  ,[object Object], ,[object Object]
In digital media-buying, though, we have the luxury of knowing (almost) exactly what works. ,[object Object], ,[object Object]
The real break-through came when we moved beyond the “last click” fallacy and could measure the contribution of every exposure.,[object Object], ,[object Object],Source:  Avenue/Razorfish, “Actionable Analytics” ,[object Object]
We can create precise sequences of ads and serve them based on the prospect’s actions and past exposure. ,[object Object], ,[object Object]
We’re no longer beholden to clicks – we can measure the actions of prospects who saw ads but showed up later. ,[object Object], ,[object Object]
Digital also has the ability to look at the b2b marketing funnel in its true complexity and measure the impact of each action. ,[object Object],Paid Media Impression,[object Object],Check industry reviews and forums,[object Object],Google search for partners,[object Object],Visit partner sites,[object Object],Connect through forum,[object Object],Visit Site,[object Object],Attend webinar,[object Object],Ask questions of other customers,[object Object],Convert,[object Object]
So if digital is so good at creating b2b media mix models, what can it do for offline media?  ,[object Object], ,[object Object]
Answer: LEAD WITH DIGITAL to create the offline media model.,[object Object],Test digital venues based on goals, then map those venues to their offline counterparts. ,[object Object], ,[object Object],Direct Mail,[object Object],TV,[object Object],Radio,[object Object],PR,[object Object],OFFLINE,[object Object],Outdoor,[object Object],Newspaper,[object Object],Trade Pubs,[object Object],Awareness 	Preference 	Lead,[object Object],Sponsored Content,[object Object],Trade Shows,[object Object],Paid Search,[object Object],Webinars,[object Object],ONLINE,[object Object],Social,[object Object],Video,[object Object]
Example: Create a digital campaign based on driving early awareness leading to direct conversion. ,[object Object], ,[object Object],x,[object Object],I see that Manufacturer X has a new solution coming out.,[object Object],I get it – their new solution is a whole new take on Category Y. ,[object Object],I have to take a look at this solution.,[object Object]
Create a 90-day test that determines the optimal number of combined awareness and offer impressions to produce a conversion. ,[object Object],Then you’ve not only got your S curve, you also know which venues produced it. ,[object Object], ,[object Object],x,[object Object],Optimal impression path: two takeovers plus offer.,[object Object],Leads,[object Object],Users exposed to a sequence of ads:,[object Object],[object Object]
Video
Webinar offerImpressions per Target,[object Object]
Feed this data into your cross-channel planning. Apportion your impressions according to what actually worked.,[object Object], ,[object Object],x,[object Object],Cross-Channel Mix,[object Object]
By using digital to model the media mix, we may finally be able to answer John Wanamaker’s famous dilemma:,[object Object], ,[object Object],x,[object Object],I know half of the money I spend on advertising is wasted. ,[object Object],The problem is, I don’t know which half. ,[object Object],Answer: It’s the half you’re not modeling. ,[object Object], ,[object Object],x,[object Object]

More Related Content

More from White Horse

Top 5 Mobile Site Fails Webinar Deck
Top 5 Mobile Site Fails Webinar DeckTop 5 Mobile Site Fails Webinar Deck
Top 5 Mobile Site Fails Webinar DeckWhite Horse
 
Social Media Management Platform Benchmark Review
Social Media Management Platform Benchmark ReviewSocial Media Management Platform Benchmark Review
Social Media Management Platform Benchmark ReviewWhite Horse
 
Twitter and Advertising: Four New Advertising Avenues for Savvy Marketers
Twitter and Advertising: Four New Advertising Avenues for Savvy MarketersTwitter and Advertising: Four New Advertising Avenues for Savvy Marketers
Twitter and Advertising: Four New Advertising Avenues for Savvy MarketersWhite Horse
 
Integrating Social Media Across Marketing Channels: 9 Rules for Success
Integrating Social Media Across Marketing Channels: 9 Rules for SuccessIntegrating Social Media Across Marketing Channels: 9 Rules for Success
Integrating Social Media Across Marketing Channels: 9 Rules for SuccessWhite Horse
 
Site Usability Smackdown Webinar
Site Usability Smackdown Webinar Site Usability Smackdown Webinar
Site Usability Smackdown Webinar White Horse
 
Achieving Cross Channel Marketing Mix Nirvana
Achieving Cross Channel Marketing Mix NirvanaAchieving Cross Channel Marketing Mix Nirvana
Achieving Cross Channel Marketing Mix NirvanaWhite Horse
 
Going Global Without Going Broke
Going Global Without Going BrokeGoing Global Without Going Broke
Going Global Without Going BrokeWhite Horse
 

More from White Horse (8)

Top 5 Mobile Site Fails Webinar Deck
Top 5 Mobile Site Fails Webinar DeckTop 5 Mobile Site Fails Webinar Deck
Top 5 Mobile Site Fails Webinar Deck
 
Digital moms
Digital momsDigital moms
Digital moms
 
Social Media Management Platform Benchmark Review
Social Media Management Platform Benchmark ReviewSocial Media Management Platform Benchmark Review
Social Media Management Platform Benchmark Review
 
Twitter and Advertising: Four New Advertising Avenues for Savvy Marketers
Twitter and Advertising: Four New Advertising Avenues for Savvy MarketersTwitter and Advertising: Four New Advertising Avenues for Savvy Marketers
Twitter and Advertising: Four New Advertising Avenues for Savvy Marketers
 
Integrating Social Media Across Marketing Channels: 9 Rules for Success
Integrating Social Media Across Marketing Channels: 9 Rules for SuccessIntegrating Social Media Across Marketing Channels: 9 Rules for Success
Integrating Social Media Across Marketing Channels: 9 Rules for Success
 
Site Usability Smackdown Webinar
Site Usability Smackdown Webinar Site Usability Smackdown Webinar
Site Usability Smackdown Webinar
 
Achieving Cross Channel Marketing Mix Nirvana
Achieving Cross Channel Marketing Mix NirvanaAchieving Cross Channel Marketing Mix Nirvana
Achieving Cross Channel Marketing Mix Nirvana
 
Going Global Without Going Broke
Going Global Without Going BrokeGoing Global Without Going Broke
Going Global Without Going Broke
 

Recently uploaded

MoneyBridge Pitch Deck - Investor Presentation
MoneyBridge Pitch Deck - Investor PresentationMoneyBridge Pitch Deck - Investor Presentation
MoneyBridge Pitch Deck - Investor Presentationbaron83
 
Q2 2024 APCO Geopolitical Radar - The Global Operating Environment for Business
Q2 2024 APCO Geopolitical Radar - The Global Operating Environment for BusinessQ2 2024 APCO Geopolitical Radar - The Global Operating Environment for Business
Q2 2024 APCO Geopolitical Radar - The Global Operating Environment for BusinessAPCO
 
AMAZON SELLER VIRTUAL ASSISTANT PRODUCT RESEARCH .pdf
AMAZON SELLER VIRTUAL ASSISTANT PRODUCT RESEARCH .pdfAMAZON SELLER VIRTUAL ASSISTANT PRODUCT RESEARCH .pdf
AMAZON SELLER VIRTUAL ASSISTANT PRODUCT RESEARCH .pdfJohnCarloValencia4
 
TalentView Webinar: Empowering the Modern Workforce_ Redefininig Success from...
TalentView Webinar: Empowering the Modern Workforce_ Redefininig Success from...TalentView Webinar: Empowering the Modern Workforce_ Redefininig Success from...
TalentView Webinar: Empowering the Modern Workforce_ Redefininig Success from...TalentView
 
Chicago Medical Malpractice Lawyer Chicago Medical Malpractice Lawyer.pdf
Chicago Medical Malpractice Lawyer Chicago Medical Malpractice Lawyer.pdfChicago Medical Malpractice Lawyer Chicago Medical Malpractice Lawyer.pdf
Chicago Medical Malpractice Lawyer Chicago Medical Malpractice Lawyer.pdfSourav Sikder
 
Team B Mind Map for Organizational Chg..
Team B Mind Map for Organizational Chg..Team B Mind Map for Organizational Chg..
Team B Mind Map for Organizational Chg..dlewis191
 
Talent Management research intelligence_13 paradigm shifts_20 March 2024.pdf
Talent Management research intelligence_13 paradigm shifts_20 March 2024.pdfTalent Management research intelligence_13 paradigm shifts_20 March 2024.pdf
Talent Management research intelligence_13 paradigm shifts_20 March 2024.pdfCharles Cotter, PhD
 
Borderless Access - Global Panel book-unlock 2024
Borderless Access - Global Panel book-unlock 2024Borderless Access - Global Panel book-unlock 2024
Borderless Access - Global Panel book-unlock 2024Borderless Access
 
Mihir Menda - Member of Supervisory Board at RMZ
Mihir Menda - Member of Supervisory Board at RMZMihir Menda - Member of Supervisory Board at RMZ
Mihir Menda - Member of Supervisory Board at RMZKanakChauhan5
 
Lecture_6.pptx English speaking easyb to
Lecture_6.pptx English speaking easyb toLecture_6.pptx English speaking easyb to
Lecture_6.pptx English speaking easyb toumarfarooquejamali32
 
7movierulz.uk
7movierulz.uk7movierulz.uk
7movierulz.ukaroemirsr
 
Fabric RFID Wristbands in Ireland for Events and Festivals
Fabric RFID Wristbands in Ireland for Events and FestivalsFabric RFID Wristbands in Ireland for Events and Festivals
Fabric RFID Wristbands in Ireland for Events and FestivalsWristbands Ireland
 
NewBase 25 March 2024 Energy News issue - 1710 by Khaled Al Awadi_compress...
NewBase  25 March  2024  Energy News issue - 1710 by Khaled Al Awadi_compress...NewBase  25 March  2024  Energy News issue - 1710 by Khaled Al Awadi_compress...
NewBase 25 March 2024 Energy News issue - 1710 by Khaled Al Awadi_compress...Khaled Al Awadi
 
Entrepreneurship & organisations: influences and organizations
Entrepreneurship & organisations: influences and organizationsEntrepreneurship & organisations: influences and organizations
Entrepreneurship & organisations: influences and organizationsP&CO
 
Borderless Access - Global Panel book-unlock 2024
Borderless Access - Global Panel book-unlock 2024Borderless Access - Global Panel book-unlock 2024
Borderless Access - Global Panel book-unlock 2024Borderless Access
 
Data skills for Agile Teams- Killing story points
Data skills for Agile Teams- Killing story pointsData skills for Agile Teams- Killing story points
Data skills for Agile Teams- Killing story pointsyasinnathani
 
UNLEASHING THE POWER OF PROGRAMMATIC ADVERTISING
UNLEASHING THE POWER OF PROGRAMMATIC ADVERTISINGUNLEASHING THE POWER OF PROGRAMMATIC ADVERTISING
UNLEASHING THE POWER OF PROGRAMMATIC ADVERTISINGlokeshwarmaha
 
Slicing Work on Business Agility Meetup Berlin
Slicing Work on Business Agility Meetup BerlinSlicing Work on Business Agility Meetup Berlin
Slicing Work on Business Agility Meetup BerlinAnton Skornyakov
 
Michael Vidyakin: Introduction to PMO (UA)
Michael Vidyakin: Introduction to PMO (UA)Michael Vidyakin: Introduction to PMO (UA)
Michael Vidyakin: Introduction to PMO (UA)Lviv Startup Club
 
MC Heights construction company in Jhang
MC Heights construction company in JhangMC Heights construction company in Jhang
MC Heights construction company in Jhangmcgroupjeya
 

Recently uploaded (20)

MoneyBridge Pitch Deck - Investor Presentation
MoneyBridge Pitch Deck - Investor PresentationMoneyBridge Pitch Deck - Investor Presentation
MoneyBridge Pitch Deck - Investor Presentation
 
Q2 2024 APCO Geopolitical Radar - The Global Operating Environment for Business
Q2 2024 APCO Geopolitical Radar - The Global Operating Environment for BusinessQ2 2024 APCO Geopolitical Radar - The Global Operating Environment for Business
Q2 2024 APCO Geopolitical Radar - The Global Operating Environment for Business
 
AMAZON SELLER VIRTUAL ASSISTANT PRODUCT RESEARCH .pdf
AMAZON SELLER VIRTUAL ASSISTANT PRODUCT RESEARCH .pdfAMAZON SELLER VIRTUAL ASSISTANT PRODUCT RESEARCH .pdf
AMAZON SELLER VIRTUAL ASSISTANT PRODUCT RESEARCH .pdf
 
TalentView Webinar: Empowering the Modern Workforce_ Redefininig Success from...
TalentView Webinar: Empowering the Modern Workforce_ Redefininig Success from...TalentView Webinar: Empowering the Modern Workforce_ Redefininig Success from...
TalentView Webinar: Empowering the Modern Workforce_ Redefininig Success from...
 
Chicago Medical Malpractice Lawyer Chicago Medical Malpractice Lawyer.pdf
Chicago Medical Malpractice Lawyer Chicago Medical Malpractice Lawyer.pdfChicago Medical Malpractice Lawyer Chicago Medical Malpractice Lawyer.pdf
Chicago Medical Malpractice Lawyer Chicago Medical Malpractice Lawyer.pdf
 
Team B Mind Map for Organizational Chg..
Team B Mind Map for Organizational Chg..Team B Mind Map for Organizational Chg..
Team B Mind Map for Organizational Chg..
 
Talent Management research intelligence_13 paradigm shifts_20 March 2024.pdf
Talent Management research intelligence_13 paradigm shifts_20 March 2024.pdfTalent Management research intelligence_13 paradigm shifts_20 March 2024.pdf
Talent Management research intelligence_13 paradigm shifts_20 March 2024.pdf
 
Borderless Access - Global Panel book-unlock 2024
Borderless Access - Global Panel book-unlock 2024Borderless Access - Global Panel book-unlock 2024
Borderless Access - Global Panel book-unlock 2024
 
Mihir Menda - Member of Supervisory Board at RMZ
Mihir Menda - Member of Supervisory Board at RMZMihir Menda - Member of Supervisory Board at RMZ
Mihir Menda - Member of Supervisory Board at RMZ
 
Lecture_6.pptx English speaking easyb to
Lecture_6.pptx English speaking easyb toLecture_6.pptx English speaking easyb to
Lecture_6.pptx English speaking easyb to
 
7movierulz.uk
7movierulz.uk7movierulz.uk
7movierulz.uk
 
Fabric RFID Wristbands in Ireland for Events and Festivals
Fabric RFID Wristbands in Ireland for Events and FestivalsFabric RFID Wristbands in Ireland for Events and Festivals
Fabric RFID Wristbands in Ireland for Events and Festivals
 
NewBase 25 March 2024 Energy News issue - 1710 by Khaled Al Awadi_compress...
NewBase  25 March  2024  Energy News issue - 1710 by Khaled Al Awadi_compress...NewBase  25 March  2024  Energy News issue - 1710 by Khaled Al Awadi_compress...
NewBase 25 March 2024 Energy News issue - 1710 by Khaled Al Awadi_compress...
 
Entrepreneurship & organisations: influences and organizations
Entrepreneurship & organisations: influences and organizationsEntrepreneurship & organisations: influences and organizations
Entrepreneurship & organisations: influences and organizations
 
Borderless Access - Global Panel book-unlock 2024
Borderless Access - Global Panel book-unlock 2024Borderless Access - Global Panel book-unlock 2024
Borderless Access - Global Panel book-unlock 2024
 
Data skills for Agile Teams- Killing story points
Data skills for Agile Teams- Killing story pointsData skills for Agile Teams- Killing story points
Data skills for Agile Teams- Killing story points
 
UNLEASHING THE POWER OF PROGRAMMATIC ADVERTISING
UNLEASHING THE POWER OF PROGRAMMATIC ADVERTISINGUNLEASHING THE POWER OF PROGRAMMATIC ADVERTISING
UNLEASHING THE POWER OF PROGRAMMATIC ADVERTISING
 
Slicing Work on Business Agility Meetup Berlin
Slicing Work on Business Agility Meetup BerlinSlicing Work on Business Agility Meetup Berlin
Slicing Work on Business Agility Meetup Berlin
 
Michael Vidyakin: Introduction to PMO (UA)
Michael Vidyakin: Introduction to PMO (UA)Michael Vidyakin: Introduction to PMO (UA)
Michael Vidyakin: Introduction to PMO (UA)
 
MC Heights construction company in Jhang
MC Heights construction company in JhangMC Heights construction company in Jhang
MC Heights construction company in Jhang
 

Achieving the Optimal B2B Media Media Mix

  • 1.
  • 2.
  • 3.
  • 4.
  • 5.
  • 6.
  • 7.
  • 8.
  • 9.
  • 10.
  • 11.
  • 12.
  • 13.
  • 14.
  • 15.
  • 16.
  • 17.
  • 18.
  • 19.
  • 20.
  • 21.
  • 22.
  • 23.
  • 24.
  • 25.
  • 26.
  • 27. Video
  • 28.
  • 29.
  • 30.
  • 31.
  • 32.