An interview with B2B marketing leaders Rowdy Fabon, Global Client Director, and Dominic Milan, B2B Strategy Partner at Dentsu B2B
Rowdy Fabon leads the Client Services and Commercial Planning team at Dentsu B2B, translating client objectives into end-to-end campaign delivery focused on measurable business impact. Dominic Milan serves as B2B Strategy Partner, creating strategies at the intersection of insight and activation.
Tell us about your Marketing and ABM strategy
Rowdy Fabon: The biggest challenge was connecting brand to demand. This is becoming increasingly challenging for B2B tech brands – ensuring that brand investment contributes not just to awareness, but also amplifies demand generation efforts. The objective was creating a full program that drives awareness and educates target audiences while simultaneously generating significantly improved quality leads to enhance the sales pipeline.
Dominic Milan: Any tech brand at the moment faces this challenge of standing out. Our Superpowers Index shows that the gap between winning and losing brands is now at 54%, making it harder for losing brands to catch up. The number of brands considered and shortlisted by B2B buyers has increased by 13%, so brands need to stand out against more competitors than ever before.
Over six months, Informa TechTarget identified 13 active prospects from a UK university researching solutions. Through the always-on campaign, all 13 prospects were influenced through display advertising and content engagement.”
How did Dentsu B2B and Informa TechTarget complement each other?
Rowdy Fabon: Our skill sets complemented each other well. Dentsu B2B used our B2B Superpowers Index and client knowledge to create the program structure, then leveraged Informa TechTarget’s capabilities across the funnel to bring it to life. There was strong collaboration – we listened to how they could support our mutual client’s objectives, and they listened to how we could work with their audience insights. The partnership allowed us to capitalize on insights and learnings from other accounts as well.
Dominic Milan: Working closely together to develop a clear understanding of objectives and what good looks like is essential. Building a scorecard to evaluate data quality, editorial context, and dwell time is important. The ability to track decision makers across the journey enables us to show clients their investment is working and demonstrate business outcomes.
What results did you see from this partnership?
Rowdy Fabon: We saw improvements across all metrics. From an awareness standpoint, we achieved a 3-5% increase in brand awareness, which is significant compared to standard paid media channels. At the middle of the funnel, we saw a 10-15% uplift in engagement, which is valuable as a critical point before converting individuals into prospects.
At the bottom of the funnel, we generated around 1,000 high-quality leads in just three months across three key markets. This allowed us to tap into very specific verticals and accounts that mattered most to the client: healthcare, finance, and education.
A standout example from the education vertical demonstrates the power of this full-funnel approach. Over six months, Informa TechTarget identified 13 active prospects from a UK university researching solutions. Through the always-on campaign, all 13 prospects were influenced through display advertising and content engagement. Multiple personas within the buying group directly engaged with content assets, including influencers beyond the traditional CIO target. This resulted in one high-quality lead converting and generating an open opportunity directly with the CIO.
