Bombora Insights

Campaign Measurement

coop@bombora.com

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Click-through rates aren't a great measure in B2B advertising

CTRs can’t tell you who engaged with your advertising message

• B2B marketers need the who in order to track a customer pipeline

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CTRs may not actually indicate where the account is in the buying journey

• 50% of clicks are accidental*
• B2B buying journeys are not linear and complex
• B2B buyers consume an average of 13 content pieces before deciding on a vendor**
• A typical B2B buying group has between 6-10 decision makers***

Source: * Google, Nov 2021; **FocusVision 2020; ***Gartner 2019

Pipeline movement drives B2B advertising campaign success

In the B2B ecosystem, companies make decisions rather than individuals

• The ability to identify which businesses saw your ad has greater impact on campaign performance

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B2B buying cycles are long, and can range from 6-18 months

• Companies also don’t make business purchases based off a click - campaigns need to be nurtured

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Insights fuel conversations with prospective customers

• Insights enable B2B marketers to be more prescriptive with the solutions they sell to prospective customer

Introducing a new B2B success metric with Campaign Measurement

What this means for your advertisers?

• Campaign Measurement offers display campaign insights that support pipeline movement for brand marketers
• Answers important questions such as “What kinds of companies are seeing my ad?” and “What products/solutions are these companies looking to buy?”

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What this means for you?

• Deliver meaningful metrics that drive upsell, renewal, and remarketing strategies
• Act as a true consultant to your advertising partners, by informing them how best to communicate with their prospective customer post-campaign

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Introducing: Campaign Measurement

Welcome to Campaign Measurement

Campaign Measurement dashboard delivers actionable insights for B2B advertisers

How many companies saw the ad?

Standard post-campaign metrics now include the number of companies reached

IMPRESSIONS

UNIQUE USERS

COMPANIES

✓

✓

✓

What types of companies saw the ad?

Utilize key firmographic insights to optimize and/or create new audience targets to your next campaign

1 in 3 businesses reached are from Healthcare, Manufacturing and Business Services companies!

79% of businesses reached have <500 employees!

“Apply SMB targeting to next display program to build campaign efficiencies”

“Build a remarketing campaign with messaging customized to these kinds of businesses.”

Campaign Insight

Campaign Insight

Which companies did the campaign reach?

Generate active leads from display media campaign

Filter by firmographic data and generate very targeted lists of prospects

Top healthcare companies that viewed my ad are Pfizer, HCA, CVS and Hanover Hospital

What products / solutions are these companies looking �to buy?

Become a market expert to your advertising partners by informing them how best to nurture their relationships post-campaign

When following up with CVS, speak to them about Cloud Architecture, as this is what they care about most!

Campaign Insight

Introducing: Campaign Measurement

Welcome to Campaign Measurement

Campaign Measurement dashboard delivers actionable insights for B2B advertisers

How many companies saw the ad?

Standard post-campaign metrics now include the number of companies reached

IMPRESSIONS

UNIQUE USERS

COMPANIES

✓

✓

✓

What types of companies saw the ad?

Utilize key firmographic insights to optimize and/or create new audience targets to your next campaign

1 in 3 companies reached are from Healthcare, Manufacturing and Business Services companies!

79% of companies reached have <500 employees!

“Apply SMB targeting to next display program to build campaign efficiencies”

“Build a remarketing campaign with messaging customized to these kinds of businesses.”

Campaign Insight

Campaign Insight

Which companies did the campaign reach?

Generate active leads from display media campaign

Filter by firmographic data and generate very targeted lists of prospects

Top healthcare companies that viewed my ad are Pfizer, HCA, CVS and Hanover Hospital

What products / solutions are these companies looking �to buy?

Become a market expert to your advertising partners by informing them how best to nurture their relationships post-campaign

When following up with CVS, speak to them about Cloud Architecture, as this is what they care about most!

Campaign Insight

Next Steps

1. Implementation - Campaign Measurement requires a pixel that embeds into the display creative
2. QA - We’ll ensure that the campaign is starting to generate insights through the dashboard
3. Set up team training on how to use Campaign Measurement and begin to pull metrics for your campaigns

coop@bombora.com

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Surf’s up.

Let’s take off.