Marketing automation allows marketers to get the right content in front of the right people at the right time. It also allows you to streamline this whole process for lead nurturing programs and sales emails. But what about the content that prospects are consuming outside of their email inboxes?
Grabbing a prospect’s attention in B2B is difficult. Email inboxes are always flooded with higher priority content, and prospects don’t typically think about their work needs outside of work. So how do you get your messaging in front of the right people at the right time outside of email? Social ads are making this easier to do.
With sophisticated targeting options on social platforms, you can reach people by their email address. When dayparting your ads during business hours, you have another automated way to reach your target audience at the right time. In addition to email address targeting, you can additionally layer on the social ad targeting like interests, income level, job title, and company exclusions, to further refine the list and tailor hyper-specific messaging throughout the lifecycle.
This topic will provide a deep dive into examples of how to marry your CRM data (first-party data) to ad targeting and connect with those same people on social platforms like Facebook, Twitter, and LinkedIn. This is personalized individual-level advertising that can be done with CRM data and existing marketing automation campaigns.
6. In Fact, Studies Show
@adstage
ONLY 2% OF
COLD CALLS
RESULT IN A
BOOKED
APPOINTMENT
COMPANIES
OF 150-500
TYPICALLY
HAVE 6 OR 7
DECISION MAKERS
Source: CirrusSource: LeapJob
12. Promote Top of the Funnel Content on LinkedIn
@adstage
WEBINAR
CASE STUDY
GUIDE / WHITEPAPER
BLOG POST / INFOGRAPHIC
Top of the Funnel
Bottom of the Funnel
30. Logic with Exclusion Targeting
@adstage
WEBINAR
CASE STUDY
GUIDE / WHITEPAPER
BLOG POST / INFOGRAPHIC
Targeted Audience Excluded Audience
Blog post subscribers
Whitepaper downloads
Case study downloads
Blog post subscribers
Whitepaper downloads
Case study downloads
Webinar registrants
Your target audience
32. Example Journey for the End User
@adstage
Visits website and
does not convert
Visits LinkedIn,
clicks an ad, and
subscribes to blog
Receives three touch points for nurture
campaigns via email, Facebook, and Twitter