March 18, 2013David Karel, VP of Marketing, Bizodavid@bizo.com@dhkarelBusiness Audience MarketingInstant access to busines...
© 2013 Bizo, IncThe Elusive EMBA Candidate?• What does your ideal EMBA candidate look like?• How are you trying to reach t...
© 2013 Bizo, IncThe Shift from Offline to OnlineTHEN:• Television, print,radio advertisingruled• Reserved for bigcompanies...
© 2013 Bizo, IncReaching EMBA Candidates Yesterday?
© 2013 Bizo, IncThe Shift from Offline to OnlineNOW: Small brands can compete with big brands
© 2013 Bizo, IncYet, reaching targeted audiences still a top challengeQuestion: What do you consider your greatest online ...
© 2013 Bizo, IncEMBA Candidates Are EVERYWHERE Online• Marketers must beeverywhere theiraudience is• Investing in just a f...
© 2013 Bizo, IncThe Current State of Marketing to Business ProfessionalsSEO, SEM:My prospects arelooking for a solutionand...
© 2013 Bizo, IncFull Funnel Approach is Necessary• Email limited by size ofhouse data base & finitenumber of targetedexter...
© 2013 Bizo, IncBizo’s Marketing Mix – Every Program Plays Its PartDisplayPublicRelationsAnalystRelationsBizoBuzzTwitterAd...
© 2013 Bizo, IncDisplay Reaches Your Target Audience…Source: BtoB Magazine, “Online Marketing: The Next Frontier of Email,...
© 2013 Bizo, IncBuilding out a High Impact Display Campaign
© 2013 Bizo, IncPre-Launch Display Campaign TrailSTEP 5Audience Targeting& Display StrategiesSTEP 3Persona DefinitionSTEP ...
© 2013 Bizo, IncStep #1 – Pin Down Display Tactics Based on GoalsYour goals will dictate display tactics and success metri...
© 2013 Bizo, IncTracking Performance – CTR?Is your goal to get lots of clicks…or an increased pool of high quality candida...
© 2013 Bizo, IncTracking CTR by Audience Segment?Getting warmer…but still just clicks
© 2013 Bizo, IncWebsite Traffic Trending – VisitsIncreased in targeted website traffic,seems we’re on the right trail…
© 2013 Bizo, IncXLarge955 PageViewsLarge1,552 PageViewsMicro1,090 PageViews*Page views from 8.16 – 8.30Website Traffic Tre...
© 2013 Bizo, IncTracking Conversions?Now we’re talking! But, even conversionsrequire broad view given attribution realities
© 2013 Bizo, IncStep #2 - Define Your Target Audience• Define your audience for your broader “reach” campaign• Define your...
© 2013 Bizo, Inc*Visits from 8.14 – 8.30Website Traffic, Getting at the “Who”
© 2013 Bizo, IncStep #3 – Persona Definition. Tell a story that resonates bymaking it targetedPeople experience and react ...
© 2013 Bizo, IncStep 4: Creative DevelopmentCampaign Objectives(Branding vs. DR)Why You MatterTarget AudiencePersona
© 2013 Bizo, Inc
© 2013 Bizo, Inc
© 2013 Bizo, Inc
© 2013 Bizo, Inc
© 2013 Bizo, Inc
© 2013 Bizo, Inc
© 2013 Bizo, Inc
© 2013 Bizo, IncStep #5 – Pin Down Display Tactics Based on GoalsYour goals will dictate display tacticsCAMPAIGNSTRATEGYYO...
© 2013 Bizo, IncLet’s Throw in a Step #6– Continuously Measure & OptimizeExample…Ad Unit Size Creative Click-Through Rates...
© 2013 Bizo, IncLet’s Make it Real
© 2013 Bizo, IncBizo’s Fall 2012 Campaign
© 2013 Bizo, IncMapped Goals, Creative & Display StrategiesGoal: Increase Bizo’s brand recall and buildawareness for Bizo ...
© 2013 Bizo, IncConnecting the Banner to Landing Page & Offer
© 2013 Bizo, IncConnecting Display to Everything Else
© 2013 Bizo, IncClear Brand Awareness Boost43% lift of users who respondedaffirmatively that Bizo was in market
© 2013 Bizo, IncLift in Marketer Traffic to Bizo.com
© 2013 Bizo, IncIn-Market vs. Out-of-Market HighlightsThe above graph shows the % lift across key metrics from August thru...
© 2013 Bizo, IncCampaign Results Summary• Goal: Increase Bizo’s brand recall and building awarenessfor Bizo in our key tar...
© 2013 Bizo, IncWhat Else Is Top of Mind?• Marketing Automation• Social Marketing• Search (SEO, Paid)• Email Marketing• Co...
March 18, 2013David Karel, VP of Marketing, Bizodavid@bizo.com@dhkarelBusiness Audience MarketingInstant access to busines...
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Bizo EMBA Council Presentation

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Discover how marketers for Executive MBA programs use targeted display advertising to reach precise business audiences anywhere online.

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Bizo EMBA Council Presentation

  1. 1. March 18, 2013David Karel, VP of Marketing, Bizodavid@bizo.com@dhkarelBusiness Audience MarketingInstant access to business professionals,wherever they travel online
  2. 2. © 2013 Bizo, IncThe Elusive EMBA Candidate?• What does your ideal EMBA candidate look like?• How are you trying to reach them today?• What’s working? What’s not?
  3. 3. © 2013 Bizo, IncThe Shift from Offline to OnlineTHEN:• Television, print,radio advertisingruled• Reserved for bigcompanies andagencies
  4. 4. © 2013 Bizo, IncReaching EMBA Candidates Yesterday?
  5. 5. © 2013 Bizo, IncThe Shift from Offline to OnlineNOW: Small brands can compete with big brands
  6. 6. © 2013 Bizo, IncYet, reaching targeted audiences still a top challengeQuestion: What do you consider your greatest online marketing challenges for 2012? Check all that apply.N=326Source: BtoB magazine: Online Marketing: The Next Frontier, March 2012Greatest Online Marketing Challenges for 201224%28%34%39%48%61%Customer retention/loyaltyBetter incorporating targeting throughout ourmarketing mixElevating our brand onlineAccurately measuring and attributing onlineconversions to the correct marketingchannelsReaching more of our target audienceGenerating more leads
  7. 7. © 2013 Bizo, IncEMBA Candidates Are EVERYWHERE Online• Marketers must beeverywhere theiraudience is• Investing in just a fewchannels (e.g. search,email) only reaches asmall portion of your totaltarget audience1 “What Americans Do Online: Social Media and GamesDominate Online Activity,” NielsenWire, August 2, 2010.
  8. 8. © 2013 Bizo, IncThe Current State of Marketing to Business ProfessionalsSEO, SEM:My prospects arelooking for a solutionand can find mycompany.Email:I know who myprospect is and I’mgoing to build arelationship.Display Advertising:I’ll reach prospectstraveling to other siteson the Web.Social Media:I’ll maintain a strongpresence to educate andincrease awareness.Lion’s share ofmarketing’s timeand $,but narrowlyfocused onbottom of funnelExpansive reachbut marketers stillseeking how tomake greatestimpact
  9. 9. © 2013 Bizo, IncFull Funnel Approach is Necessary• Email limited by size ofhouse data base & finitenumber of targetedexternal lists• Paid search is onlyreaching around 8% ofthe people that matterLower funnel programsinherently constrained• Reach more of your targetaudiences at scale• Educate and build trust• Set up the rest of your mix forgreater successTargeted display ads caninfluence prospects atevery stage of the funnel
  10. 10. © 2013 Bizo, IncBizo’s Marketing Mix – Every Program Plays Its PartDisplayPublicRelationsAnalystRelationsBizoBuzzTwitterAdvertisingTwitter,LinkedIn,FacebookVirtualShowsBizoRoadShowPaidSearchSEOIndustryConferencesBillBoardsBillBoardsBizo.comWebinars–DemoDaysWebinars–ThoughtLeadershipEmailNurturing(HouseDB)3rdPartyEmailBizoBlogTheRemix
  11. 11. © 2013 Bizo, IncDisplay Reaches Your Target Audience…Source: BtoB Magazine, “Online Marketing: The Next Frontier of Email, Display, Search & Social,” March 2012Online Display Advertising: Most Significant Benefits
  12. 12. © 2013 Bizo, IncBuilding out a High Impact Display Campaign
  13. 13. © 2013 Bizo, IncPre-Launch Display Campaign TrailSTEP 5Audience Targeting& Display StrategiesSTEP 3Persona DefinitionSTEP 4CreativeDevelopmentSTEP 2Target AudienceDefinitionSTEP 1Goals & Metrics
  14. 14. © 2013 Bizo, IncStep #1 – Pin Down Display Tactics Based on GoalsYour goals will dictate display tactics and success metrics.WHAT ARE YOUAFTER?SUCCESSMETRICS• Brand Recall• Targeted Reach• Share of Voice (%)• Targeted WebsiteTraffic Lift• Branded Search Lift (%)• Content Engagement Lift (%)• Time on Site Lift (%)• Cost per New Visitor• Cost per Page ViewLead Generation &Sales Conversions• Leads (#) & Cost per Lead• Form Conversion Lift (%)• Opportunity Contribution• Revenue ContributionContent Engagement &EducationBrand Awareness
  15. 15. © 2013 Bizo, IncTracking Performance – CTR?Is your goal to get lots of clicks…or an increased pool of high quality candidates?
  16. 16. © 2013 Bizo, IncTracking CTR by Audience Segment?Getting warmer…but still just clicks
  17. 17. © 2013 Bizo, IncWebsite Traffic Trending – VisitsIncreased in targeted website traffic,seems we’re on the right trail…
  18. 18. © 2013 Bizo, IncXLarge955 PageViewsLarge1,552 PageViewsMicro1,090 PageViews*Page views from 8.16 – 8.30Website Traffic Trending – Page ViewsIncreased in targeted audience engagement onsite, you’ve got my attention…
  19. 19. © 2013 Bizo, IncTracking Conversions?Now we’re talking! But, even conversionsrequire broad view given attribution realities
  20. 20. © 2013 Bizo, IncStep #2 - Define Your Target Audience• Define your audience for your broader “reach” campaign• Define your audience for your “retargeting” campaign(e.g. segment your visitors by where they go on your site)Target Audience Co. Size IndustryFunctionalAreaSeniorityProfessionalGroupA - Healthcare Fortune 500 Healthcare Healthcare Executives Business ProsB - Insurance Insurance Insurance Finance Executives Business ProsC - FinancialServicesFortune 500 Fortune 500 Finance Executives Business ProsAudience URL GoalMarketing Landing Page Site.com/marketers NurtureResource Page Site.com/Resources NurtureShopping Cart Site.com/Checkout 20% Offer
  21. 21. © 2013 Bizo, Inc*Visits from 8.14 – 8.30Website Traffic, Getting at the “Who”
  22. 22. © 2013 Bizo, IncStep #3 – Persona Definition. Tell a story that resonates bymaking it targetedPeople experience and react to brands differently—find out as much as youcan about who they are and address their challenges/concernsJob Function: HR Job Function: HRSeniority: ExecutiveJob Function: HRSeniority: ExecutiveCompany Size: Fortune 500GOOD BETTER BESTSample Ad Copy:“Improve your payrollprocesses with SolutionX.”Sample Ad Copy:“Payroll inefficienciesimpact the bottom line.Try Solution X.”Sample Ad Copy:“Bank of America has saved$5M with Solution X’s payrollsystem. You can be next.”
  23. 23. © 2013 Bizo, IncStep 4: Creative DevelopmentCampaign Objectives(Branding vs. DR)Why You MatterTarget AudiencePersona
  24. 24. © 2013 Bizo, Inc
  25. 25. © 2013 Bizo, Inc
  26. 26. © 2013 Bizo, Inc
  27. 27. © 2013 Bizo, Inc
  28. 28. © 2013 Bizo, Inc
  29. 29. © 2013 Bizo, Inc
  30. 30. © 2013 Bizo, Inc
  31. 31. © 2013 Bizo, IncStep #5 – Pin Down Display Tactics Based on GoalsYour goals will dictate display tacticsCAMPAIGNSTRATEGYYOUR MARKETINGFUNNELSUCCESSMETRICS• Company Size, Industry• Video Targeting• Company Targeting• Brand Recall• Targeted Reach• Share of Voice (%)• Targeted WebsiteTraffic Lift• Job Function, Seniority• Facebook Targeting• LinkedIn Targeting• Social Retargeting• Branded Search Lift (%)• Content Engagement Lift (%)• Time on Site Lift (%)• Cost per New Visitor• Cost per Page View• Keyword Targeting• CRM Retargeting• Website RetargetingLead Generation &Sales Conversions• Leads (#) & Cost per Lead• Form Conversion Lift (%)• Opportunity Contribution• Revenue ContributionContent Engagement &EducationBrand Awareness
  32. 32. © 2013 Bizo, IncLet’s Throw in a Step #6– Continuously Measure & OptimizeExample…Ad Unit Size Creative Click-Through Rates Total Conversions728 x 9030-day Trial 0.2% 290-day Trial 0.7% 5Success Story 0.5% 15300 x 25030-day Trial 0.8% 190-day Trial 0.1% 20Success Story 1.0% 121000 x 9030-day Trial 0.5% 690-day Trial 0.3% 14Success Story 0.1% 1
  33. 33. © 2013 Bizo, IncLet’s Make it Real
  34. 34. © 2013 Bizo, IncBizo’s Fall 2012 Campaign
  35. 35. © 2013 Bizo, IncMapped Goals, Creative & Display StrategiesGoal: Increase Bizo’s brand recall and buildawareness for Bizo in our key targetableaudience.Strategy: Target specific audiences who webelieve are the ultimately making decisions forBizo – marketers. Measure awareness impactwith a brand study.Goal: Engage audiences with content to createvelocity through the marketing funnel.Strategy: Target specific seniority and job titleswith customized creative and deliver impressionscost effectively through Facebook and LinkedIn.Goal: Drive leads and increase engagementthroughout all marketing programs.Strategy: Serve direct response messaging toaudiences familiar with Bizo and in our retargetingpool through website, social, email or blog traffic.
  36. 36. © 2013 Bizo, IncConnecting the Banner to Landing Page & Offer
  37. 37. © 2013 Bizo, IncConnecting Display to Everything Else
  38. 38. © 2013 Bizo, IncClear Brand Awareness Boost43% lift of users who respondedaffirmatively that Bizo was in market
  39. 39. © 2013 Bizo, IncLift in Marketer Traffic to Bizo.com
  40. 40. © 2013 Bizo, IncIn-Market vs. Out-of-Market HighlightsThe above graph shows the % lift across key metrics from August thru November, 2012.Impact Across the Funnel112%77%54%49%38%55%63%Overall SiteTrafficMarketers SiteTrafficOverall PageViewsMarketers PageViewsOrganic SearchTrafficRetargetingImpressionsContact UsForms
  41. 41. © 2013 Bizo, IncCampaign Results Summary• Goal: Increase Bizo’s brand recall and building awarenessfor Bizo in our key targetable audience.• Results: By running branding specific banners within themarketing audience display was able to brand lift andincrease site traffic trends throughout the campaign.• Goal: Engage audience who are now familiar with Bizo withcontent to help create velocity through the marketing funnel.• Result: Facebook and LinkedIn delivered 147 leads. Pageviews increased 49% within functional area marketers as usersexplored more content.• Goal: Drive leads and increase engagement throughout allmarketing programs.• Result By serving direct response messaging to users withinBizo’s retargeting pool display was able to generate 104 leads at a$9 CPA. Bizo’s highest ranked conversion – “contact us” formsincreased 63% when display was in-market.
  42. 42. © 2013 Bizo, IncWhat Else Is Top of Mind?• Marketing Automation• Social Marketing• Search (SEO, Paid)• Email Marketing• Content Marketing• Program Attribution• Website• A/B Testing• Campaign Integration• Message Development
  43. 43. March 18, 2013David Karel, VP of Marketing, Bizodavid@bizo.com@dhkarelBusiness Audience MarketingInstant access to business professionals,wherever they travel online
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