Meeting Archive:
B2B Display Advertising: How to Reach and Impact Prospects Anywhere Along the Buyer's Journey

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Meeting Description:

For B2B marketers, it is no longer possible to simply invest in predictable marketing channels such as search, email, direct mail, and trade shows, and then count on receiving calls from prospects. Potential buyers are spending more time conducting independent research and carefully evaluating information internally before reaching out to a solutions provider.

Essentially, the marketing funnel is now controlled by the buyer.

Because prospects are not likely to reach out to your organization immediately, it is important to use channels such as online display advertising to reach out to target prospects, both early in the buying process and at every stage thereafter.

Join Jennifer Agustin, Senior Director of Marketing at Bizo and Rich Roberts, Senior Vice President of BusinessOnline, as they explore how to develop a comprehensive, full-funnel online advertising strategy.


  • Understand the key objectives you need to hit at each stage of the funnel, from brand awareness to engagement to conversion
  • Pin down the right metrics—and avoid the wrong ones—to measure progress against those objectives
  • Determine which tactics and strategies will contribute to the most effective program mix to achieve your B2B marketing goals at the top, middle, and bottom of the marketing funnel

Jennifer Agustin, Senior Director of Marketing, Bizo
Rich Roberts, Senior Vice President, BusinessOnline

Anthony Salas, American Marketing Association

Category: Direct_Marketing

Date: Thu, Mar 13, 2014
Time: 12:00 PM CDT
Duration: 1 hour
Host(s): American Marketing Association
 Presenter Information
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Jennifer Agustin, Senior Director of Marketing, Bizo
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Jen is the Senior Director of Marketing at Bizo, which helps B2B marketers reach their target prospects online through targeted display and social advertising. At Bizo, Jen manages the company's content, social, and product marketing efforts.

Rich Roberts, Senior Vice President, BusinessOnline
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Rich has over 20 years of experience in planning, building and managing cutting-edge integrated marketing programs for some of the smartest companies in the world. His career balances senior agency roles and senior client-side roles. On the agency side, while at BusinessOnline and Grey Interactive he worked with world-class brands including HP, NetApp, Intuit, Dell, Honeywell, and Sybase. On the client side, he has been a CMO or VP Marketing for big online brands such as CNET and ZipRealty and for start-ups like Zing, Callwave and SendMe Mobile. This gives him the unique ability to deeply understand his clients’ needs and to ensure that the agency delivers on meeting these needs.