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January 17, 2013 www.jegi.com Since 1987 2013 JEGI Media & Technology Conference Time Warner Center New York City 2013 Sector Trends
January 17, 2013 www.jegi.com
Since 1987
2013 JEGI
Media & Technology
Conference
Time Warner Center
New York City
2013 Sector Trends
JEGI 2013 Sector Pinboard
B2B Marketing
Solutions
Richard Mead
JEGI
Source: VSS Communications Industry Forecast 2012-2016
B2B Marketing Solutions – Revenue and Valuation Growth
B2B is a Growth Market
3
$30.6 $27.2 $27.2
$28.5 $29.9
$31.4 $33.1 $34.8
$36.5
-
$5.0
$10.0
$15.0
$20.0
$25.0
$30.0
$35.0
$40.0
2008 2009 2010 2011 2012 2013 2014 2015 2016
B2B Outsourced Custom Publishing
B2B Magazines
E-Media
Live & Virtual Events
($ in billions)
Ongoing Evolution of B2B Marketing Solutions
4
Legacy Model Solutions Model
Digital
Events
Customer Experience
Customer Engagement
Lead Generation
E-Commerce Enterprise Workflow Data
Freeman Technology Suite – The Show Must Go On
5
Developed an integrated online platform for interactive event management tools
Simplifies and enhances the event experience for event operators and exhibitors
Building relationships with multiple industry communities
Scope for expansion beyond the event to year-round interaction
Leading contractor to the events industry since 1927
Customer Experience
UBM Tech Communities – UBM Built It and They Have Come
6
Developed targeted online services for 30+ tech communities
Generate high-level buyer engage-ment and provide market profiles of prospective buyers for vendors
Revenue model is sponsorship and custom events – measurable ROI
Platforms allow expansion into other products, e.g. TechOnline Long-established relationships
through events, data and media
Customer Engagement
Hanley Wood – Seriously Big Data
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Big Data
Big Data now at the core of HW’s strategy – centralized database spans all community touch points
“Who, What and When” lead generation data that is key to vendors’ marketing needs
Subscription and Custom Marketing revenue model – offers market intelligence for planning
Enhancing integrated sale of HW’s other platform products
Leading event, data and media Construction sector brands
Lead Generation
Advanstar’s New Marketplace Approach – A MAGIC Solution
8
Creating fashion industry’s biggest in-person and online marketplace
Online showroom for brands, for access by credentialed retailers
Facilitates lead generation and transactions
Strengthening the event’s proposition for vendors and buyers
Long-established market leader in fashion events
Lead Generation
Penton Media – Moving into E-Commerce
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Natural B2B extension to facilitate the sale of secondhand equipment through auctions
Win-Win JV with AssetNation, now part of Ritchie Brothers
Promoting Ritchie auctions through Penton’s media platform
E-Commerce and other new revenue streams for Penton
E-Commerce
Leading event, data and media serving multiple key industries
Coming Soon...
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Business Information Workflow Solutions are common in large, complex markets
Main focus is on providing real-
time market data and news
B2B Marketing has opportunity to create its own workflow solutions across most industry sectors
A marriage between marketing content, big data and software is anticipated
Watch this space…
Enterprise Workflow
Trends for B2B Marketing Solutions
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Internet and Technology = Innovation and Growth Significant upside revenue potential over the
medium term
Opportunity to combine content and software to create embedded workflow solutions
Scale Matters B2B companies need broader range of products and skill sets to satisfy
customer needs and compete
Accelerated M&A consolidation and new ownership in 2013/4
Valuations of B2B Companies are Increasing Improving revenue profile and margins as product mix and delivery
channels evolve
Lower investment risk profile - recurring and subscription revenues
Moving B2B up the valuation multiple pyramid
JEGI 2013 Sector Pinboard
Content
Marketing
Scott Peters
JEGI
B2B Marketing
Services
Richard Mead
JEGI
What is Content Marketing?
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The creation and sharing of content in order to attract, acquire and engage customers to drive profitable customer action
Content includes text, video, Q&A’s, photos, etc.
John Deere launched the first custom magazine in 1895
Today, John Deere has iPhone apps, active Twitter posts and over 1.4 million “likes” on Facebook...
Source: Wikipedia
Flying Under the Radar – The $40 billion market
Content Marketing
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$1.7 million: Average brand investment in multi-channel content marketing
39% of marketing spend towards content marketing, up from 29%
42% of content marketing print-based but rapidly evolving to multi-channel
Marketers consider branded content initiatives as more effective than other forms of advertising and marketing – 65% to 35%
High quality and relevant content is critical to customer engagement in the digital ecosystem
56% of brands outsource content creation and marketing
Content Marketing Catalysts
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High quality content that is linked and shared is a key to Google organic rankings
Social media and engagement is driven by content
Content distribution channels are expanding and getting more complex
Content marketing ROI metrics are emerging
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Evolution of Content Marketing
Old Brand Model: Advertising
New Brand Model: Content Marketing
• Reach
• Frequency
• Awareness
TV Magazines Radio Out of home Direct mail Newspaper
Interactive Brand journalism Social media Video Search Direct marketing E-commerce
• Engagement
• Loyalty
• Advocacy
Marketing
Objective
Marketing
Objective
One-Way
Dialogue
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Content Marketing
Nearly every brand can benefit from content marketing
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Content Marketing
That’s right, even SPAM is embracing content marketing
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Content Marketing Ecosystem
Textual Content
Interactive Tools
White Papers
Video
Webinars/Event Marketing
Blogs
Digital Point of Purchase
Social Media
Search Marketing
Direct Marketing
Websites
Mobile / Tablet Applications
Webisodes
Podcasts Publications Content Marketing
Challenge
20
Content Marketing
CMO
Opportunity
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Content Marketing
Content Agency of Record
Opportunity
22
Content Marketing
Content Agency of Record
Opportunity
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Content Marketing
Content Agency of Record
Textual Content
Interactive Tools
White Papers
Video
Webinars/Event Marketing
Blogs
Digital Point of Purchase
Social Media
Search Marketing
Direct Marketing
Websites
Mobile / Tablet Applications
Webisodes
Podcasts Publications
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Content Marketing
64%
17% 19%
Other
Visits by Social Network
0
1
2
3
4
t-6 t-5 t-4 t-3 t-2 t-1 t
Data Hub Activity
Monthly Trends
Brand Mentions
Unique Users
Impressions Settings
Manage social profiles
Schedule messages and tweets
Analyze social media traffic
Research Reports & Analytics
Dashboard to Measure ROC (“Return on Content”)
Who Will Lead?
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Content Marketing
Custom Publishers
PR Agencies
Social Media Agencies
Fully Integrated Content
Marketing Firms
Interactive Agencies
Traditional Ad Agencies
Design Firms
Publishing Companies
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Content Marketing in Action
Content Agency of Record
JEGI 2013 Sector Pinboard
B2B Marketing
Services
Richard Mead
JEGI
Content
Marketing
Scott Peters
JEGI
Technology-
Driven Marketing
Services
David Clark
JEGI
Marketing Technology M&A
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$20+ billion in M&A Value 2010-2012
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Technology Impact on Services Marketplace
“…despite all of this technology at work, the most critical element in our evolving service mix is world class creative capabilities…”
-- Chief Marketing Officer Global IT Services Firm
“Our role is to serve as a systems integrator for our clients…to help brands tell their stories via marketing technologies and API’s.”
-- Chief Strategy Officer Global Agency Group
$20+ billion in M&A Value 2010-2012
Enterprise Marketing Management (EMM) Stack
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DAM/MAM
WCM
CRM
MCM
CEM
Analytics
BI
EMM Stack
Enterprise Marketing Management (EMM) Stack
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DAM/MAM
WCM
CRM
MCM
CEM
Analytics
BI
EMM Stack
Digital / Marketing Asset Management
Web-Content Management
Customer Relationship Management
Multi-Channel Marketing
Customer Experience Management
Media and Marketing Analytics
Customer Business Intelligence
Expanded View of Customer Interactions
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DAM/MAM
WCM
CRM
MCM
CEM
Analytics
BI
Point Apps, Platforms and APIs EMM Stack
OS/Devices
Mobile Ads, Networks and
Apps
Digital/Social Media
Customer Care
Loyalty/ Promotions
POS/ E-Commerce
33
DAM/MAM
WCM
CRM
MCM
CEM
Analytics
BI
Point Apps, Platforms and APIs
EMM Stack
Expanded Set of Vendors and APIs
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DAM/MAM
WCM
CRM
MCM
CEM
Analytics
BI
Point Apps, Platforms and APIs
EMM Stack
Increased Demand for Specialized Services
IT/ Consulting Services
Agency/ Creative Services
Converging Services Market
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DAM/MAM
WCM
CRM
MCM
CEM
Analytics
BI
Point Apps, Platforms and APIs
EMM Stack
IT/ Consulting Services
Agency/ Creative Services
Converging Services Market
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IT/ Consulting Services
Agency/ Creative Services
Converging Services Market
37
IT/ Consulting Services
Agency/ Creative Services
EMM Stack
Converging Services Market
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IT/ Consulting Services
Agency/ Creative Services
JEGI 2013 Sector Pinboard
B2B Marketing
Services
Richard Mead
JEGI
Content
Marketing
Scott Peters
JEGI
Smarter
Marketing
Tolman Geffs
JEGI
Technology-
Driven Marketing
Services
David Clark
JEGI
Source: Forrester Research
Interest data • Demographic
(age, gender)
• Psychographic (mindset, propensity)
• Social (connections, influence)
• Contextual (relevant, content)
Intent Data
• Shopping
• Search retargeting
• Remarketing
Classic Funnel Marketing 101
Audience Targeting Data Infusing Funnel
Awareness
Retention
Consideration
Preference
Purchase
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The Web is Awash in Consumer Data
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The Web is Awash in Consumer Data
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KissMetrics
Link to music:
http://www.youtube.com/watch?v=iZq3i94mSsQ
Much Online Data of Limited Effectiveness
2012 Profile of Tolman Geffs
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Source: Major online data aggregator
Female
Urban Renter
With Children
HH Income: $20,000 - $29,000
Much Online Data of Limited Effectiveness
2013 Profile of Tolman Geffs
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Source: Major online data aggregator
Gender Unknown
Urban Renter
No Children
HH Income: under $20,000
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Wider Universe of Data Available
Hub
Click stream Search
Social interactions
Online shopping
E-commerce transactions
Email Registrations Catalog/Direct
transactions
Print subscriptions
Retail transactions
Financial transactions
Membership/ Loyalty
Geo
More Effective Approach: Transactional / Registration / Relationship Data
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Example: I-Behavior
»
Multi-Channel
Predictive Audience Modeling
I-Behavior
+Aggregation
+Segmentation
+Modeling
+Insights
SKU Level Data
» »
Consumer Data 1,900+ multi-channel retailers
Across all channels
8+ billion transactions
Catalog
Online
Mobile
Direct Mail
Retail »
More Effective Approach is Publisher / Merchant
“First Party” Data + Supplementing With 3rd Party Data
Bizo B2B Marketing Platform: Enabling data-driven, always-on audience communication
Data: Registration,
IP Addresses, etc.
CRM Retargeting
Bizo Profiles
Audience
Targeting
Analytics/
Attribution Eloqua ID Bizo ID Email Eloqua
9123 4239 Wave 1
8423 [email protected] Wave 2
Largest personalized digital media network for CPG retailers + brands
Insight • Tapped world’s largest
shopper dataset • Analyzed 3 years of shopper-level
purchase data • Uncovered that 80% sales come
from 7% of shoppers = 47x
MultiChannel Media • Personalized media delivery • Across 175MM+ unique visitors / mo • With Banner Ads, Micro-Sites, and
In-Store Media
= 80% Sales
Personalization • Pinpointed the most valuable
consumers • Spend $160 in the category . . .
. . . just $50 with Advertiser
Measurable ROI • Measured via closed-loop • Realized significant sales gains • Drove 2x efficiency gains
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Why Does Expedia Sell Ads to Priceline?
Real-Time, Data-Driven Decisioning
Segment customers – in real-time Not every shopper sees ads Determine which drive more media
value than transaction value
Machine models accurately predict transaction value based on key data: In session behavior – every click Past shopping + purchase behavior How users got to the site Granular product economics
Fundamental premise Commerce sites possess better intent
data than search engines
< >MEDIA
int ent
< >MEDIA
int ent
< >MEDIAint ent
MEDIAint ent
MyWebGrocer: Online Driving In-store Shopping
Transaction/
Close the Loop
Add to Shopping List
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Recent “Smarter Marketing” Transactions
Acquisitions Financings
Data
Insights
Systems
Consumer Platform
Expect More “Smarter Marketing” M&A
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January 17, 2013 www.jegi.com
Since 1987 2013 Sector Trends
2013 JEGI
Media & Technology
Conference
Time Warner Center
New York City
