How to turn display advertising into a full-funnel channel at last

How To Turn Display Advertising Into a Full-Funnel Channel At Last
Jennifer Hughes, Director of Digital Success, Demandbase

What happens when we use Display as the top of funnel, brand awareness channel we know it to traditionally be? It remains the top of funnel, brand awareness channel we know it to traditionally be. But what are we leaving on the table? A whole lot, as it turns out.

Join Jennifer Hughes, Director of Digital Success at Demandbase, as she walks through how to use an account based approach in display advertising to help move your target audiences through the entire sales cycle and be engaging with your ads all along the way. This won’t be in theory; she’s been doing it successfully for Demandbase and has all the data to back it up. Full funnel coverage from display advertising at last!

What you will learn in this session:

• How to start by aligning your display campaign goals with the right messaging and creative no matter where the user is in the buyer’s journey.
• How to use specific data, insights, and intelligence to make sure you’re not wasting spend on the wrong audiences.
• How to measure success and report on it in ways your entire org will understand and appreciate, regardless of ABM buy-in.