Programmatic and Account-Based Marketing (ABM) will continue to be top themes for B2B marketers in the digital space according to the IAB B2B Committee, driven by new thinking about technology, data and audience targeting that will bring new opportunities – and also some potential challenges for 2019 and beyond.
IAB member eMarketer recently published their B2B Digital Advertising Trends report, projecting that B2B spend will exceed $6 billion in 2019, up +18.7% vs. YAG, and highlighting that the market still lacks maturity for digital overall.
New technologies are helping B2B marketers cross over to digital and IAB’s goal is to help educate the industry to advance digital transformation. Digital tools and data advancements will enable more effective targeting and messaging to ensure greater ROI from digital investments. This is especially important for B2B marketers whose digital spend lags, especially on mobile which is where the majority of total digital revenue is reported and where consumers spend the vast majority of their time:
- 37% of B2B digital spend is on mobile (eMarketer) which lags behind the 63% of total industry digital revenue coming from mobile (IAB/PwC Ad Revenue Report, 2H, 2018)
- To reinforce the importance of mobile presence, 71% of total US digital time spent is on a mobile device, vs. 29% on Desktop. B2B marketers need to be where their target consumers are spending their time online. (ComScore US Media Metrix Multi-Platform, Total Time Spent (12 Mos. Avg. Jun. ’17 – Jun. ’18)
Some B2B Committee members shed some light on what we might expect in 2019. Key themes include:
Data Driven Targeting on the Rise – More sophisticated data and analytic techniques present opportunities and also some challenges:
— Jim Riesenbach, Executive Vice President, Ziff Davis B2B
— Lynn Tornabene, Chief Marketing Officer, AffinityX
In 2019, B2B marketers will invest more heavily in building data and analytics capabilities that provide them with a competitive advantage.The most sophisticated B2B marketers have realized that possession of these capabilities can be key to unlocking greater ROI from the broader investments they’ve made in their MarTech stack, enabling them to drive key sales and marketing metrics such as customer retention, pipeline generation and sales cycle speed.
This coming year, B2B marketers will be focused on increasing their organizations ‘data proficiency’ by enlisting support from external partners, aligning more closely with sales, and securing Executive level support for their vision.
— Mark Treacy, Head of Sales – B2B, Oracle Data Cloud
— Daniel Heer, Founder & CEO, zeotap
— Kate Reinmiller, CRO, AdLightning
ABM will become smarter, more efficient and more effective.
From understanding how buyers are making decisions – and who those decision makers actually are, to opportunities for more personalized content/messaging for both upper and lower funnel goals, and advancement in local targeting, data will help enable more effective ABM marketing results. With longer lead times for most B2B marketers, advanced targeting techniques will ensure that the right message gets to the right person at the right time in the sales cycle on platforms where decision makers spend their time.
— Tusar Barik, Marketing, Agency & Channel Partnerships, LinkedIn
— Anudit Vikram, SVP, Dun & Bradstreet
— Derek Klimkowski, Head of Demand Sales, Eyeota
— Ethan Simblist, VP, Digital Solutions, MeritDirect, LLC
In 2019, the 150-member IAB B2B Committee, led by Tusar Barik/LinkedIn, Jim Riesenbach/Ziff Davis B2B and Anudit Vikram/Dun & Bradstreet will focus on ABM and Programmatic to provide guidance to the industry to spur growth and effectiveness of B2B marketing efforts on digital.To learn more about the IAB B2B Committee or to join the committee as an IAB member, please email [email protected].