1. Anysite.com Other Brand
Your
B2B
Brand
OTHER
Other Brand BRAND
866.497.5505 | www.bizo.com | Follow us on Twitter: @bizo

2. T he marketing industry has gone through a seismic shift in recent years:
Today, it’s far more difficult to reach your target consumers through
traditional media buys in magazines or radio. Americans are now spending close
to 20 hours each week1 on the Internet, across more than 644 million websites.2
Faced with a wide array of options, the buyer is able to choose where and how
to consume information, making it more difficult for marketers to control their
brand message. Today’s buyers make decisions largely based on factors such as
recommendations from friends and social networking contacts; user-generated
reviews; and information provided by other companies. A decade ago, a phone
call from a sales representative might have marked the start of the buying cycle;
however, with the large amount of information available online, many prospects
have gathered information and are close to making a purchasing decision before
having contact with a company.
In order to cut through the noise and regain control of the buying cycle,
marketers must use more sophisticated tactics to target individual consumers
with personalized messages that will make an impact. The solution lies in
targeted display advertising: It’s now possible to utilize data to create and deliver
highly personalized display advertising experiences to your prospects, no matter
where they are on the web—and even to reconnect with lost leads through a
process known as retargeting, which allows you to display ads to prospects
who’ve already visited your website or clicked on your shared links via social
media channels.
Follow these six steps to deliver a display advertising campaign that
gets results:
1. Clearly define your goals and metrics based on
where your prospects are in the funnel.
Before initiating your marketing campaign, determine your goals
for the campaign, in terms of where your prospects are in the buying process
(e.g. awareness, education, or evaluation) and what actions you want your
prospects to take (i.e., recognize your brand over your competitors, register
Continued »
1
“Understanding The Changing Needs Of Consumers,” Forrester 2012.
2
“March 2012 Web Server Survey,” Netcraft 2012.
http://news.netcraft.com/archives/2012/03/05/march-2012-web-server-survey.html

3. for a webinar, or purchase a product). How you define success will differ
depending on which stage of the buying process your prospects are in,
so develop your success metrics accordingly. For example, if you want to
increase brand awareness in your target market, your success metrics might
include brand lift, brand recall, and branded search lift. However, if you’re most
interested in generating leads, you’ll want to measure leads, cost per lead, and
website conversion lift. Collect current analytics data to determine a baseline
for the metrics based on your existing marketing efforts, which can serve as a
control group to compare with the results of your display campaign.
Success snapshot
To boost awareness of its national conference, the Direct
Marketing Association created a comprehensive targeted
display campaign aimed at two target markets: marketing
executives across the United States, and marketing executives
on the West Coast. The campaign saturated the two groups
of prospects with ads optimized for each segment, priming
these segments for the retargeting efforts that drove 75% of
the campaign’s conversions.
2. Find out exactly who your buyers are.
Just as prospects are able to find out more information about
vendors before they make a purchasing decision, vendors are
likewise able to gain access to significant amounts of data about individual
prospects and segment groups. Make the most of this opportunity by
segmenting your prospects according to categories such as industry, job
function, and company size.
Use your campaign to build awareness of your brand and fill your marketing
pipeline with qualified leads. Display advertising can help prospects
identify and remember your brand: United Internet Media found that 6% of
participants who’d previously been unaware of a particular brand were able
to recall that brand without assistance after viewing a display ad. For aided
brand recall, that rate jumped to 26% of participants.3
Continued »
3
“Brand awareness and digital: An IAB Europe White Paper,” June 2010, IAB Europe.

4. Success snapshot
Edible Arrangements, a fresh fruit basket business concept,
was seeking additional franchisees, and launched a display
campaign to drive qualified leads to the company’s franchisee
website. The business researched its existing franchise
operators, and created a highly targeted campaign to
attract high net worth individuals with business experience.
Following the initial large-scale outreach effort, the company
retargeted prospects who’d clicked on their content, displaying
ads to them on an ongoing basis to increase their likelihood
of continuing through the marketing funnel. By making a
concerted effort to attract and retarget highly qualified leads,
the company achieved a conversion rate 23% higher than its
results from the previous year.
3. ustomize your ad creative to fit the needs of
C
each segment.
By carefully segmenting your prospects according to industry,
job function, company size, and whether they’ve visited your
site previously, you can create impactful display ads that are designed to
hit your prospects’ pain points, wherever they are in the buying process. For
instance, an ad targeted to senior executives in the finance industry might
point to a case study regarding the solution your company provided for a
Fortune 500 bank; when retargeting that same prospect, you might provide
a sales-focused message offering a 30-day trial for your subscription-based
service, since that individual is now in the decision-making stage of the
marketing funnel. Browser-based cookies and other targeting technology
can help deliver specific types of offers and content that will encourage that
individual to take further action on your website.
Success snapshot
Syncplicity, a cloud-based file synchronization solution,
launched a display ad campaign with targeted ads focused on
three separate customer segments that influence the buying
decision: business users, IT staff, and CXOs. Each group has
different concerns, so the company developed three distinct
sets of display creative and landing pages with messaging
that emphasized each segment’s pain points. As a result,
Syncplicity saw an overall positive trend in website visits from
key groups, and an increase in sign-up conversions.
Continued »

5. 4. Use retargeting to regain control of lost leads.
While a lot of your most qualified prospects will visit your website,
they usually don’t convert into buyers immediately. In a crowded
online media landscape, your opportunity to capture these buyers
is limited; they will soon be flooded with offers from your competitors, and
may conduct their own research that could lead them to another vendor. To
stack the odds in your favor, it makes sense to invest in retargeting to draw
interested consumers back into your marketing funnel. Because retargeting
keeps your brand in front of interested prospects wherever they go on the
Web, it can have a big impact on your conversion rates: A study by ValueClick
and comScore found that retargeted display ads resulted in a 1,046% lift in
trademark searches.4
Success snapshot
UpSellit, a company that helps businesses reconnect with
abandoned website visitors, used a retargeting campaign to
boost the efficiency of its own display advertising strategies.
Visitors from the retargeting campaign were twice as likely to
convert as pay-per-click advertising viewers.
5. se a multi-channel attribution system to give
U
proper credit to the channels who have influenced
a B2B conversion.
Marketing campaigns are expensive, and it’s important to account for the
impact of every dollar spent so that you can better optimize your next
campaign. When running more than one marketing campaign at a time, it’s
essential to use a multi-channel attribution system, rather than a “last-click”
model, will help you determine the true impact of each touchpoint. For
instance, a consumer might have seen a display ad twice before clicking on
a keyword ad; under a last-click model, the search campaign would improperly
receive full credit for the conversion. In a multi-attribution model, you
can examine all of the interactions a prospect has had with your brand,
and weigh each interaction accordingly to determine the ROI of each
marketing approach.
Continued »
4
“When Money Moves to Digital, Where Should It Go? Identifying the Right Media Placement Strategies for Your Display
Campaigns,” September 2010, comScore and ValueClick Media.

6. Success sTORY
To reach new customers, Bizo uses its own targeted
advertising technology in addition to a number of other
marketing strategies, including email marketing, search
advertising, webinars, and industry events. In determining
the ROI on each strategy, the company applies a multi-touch
attribution methodology that involves evenly dividing the value
of a new business opportunity among all the channels involved,
not just the first or last touch. For instance, by using the
multi-attribution approach, Bizo found that webinars were
68% more effective in driving leads than they’d appeared
to be under a first-touch model. By properly attributing the
effectiveness of various marketing channels, Bizo is able to
more accurately optimize its marketing budget for future
campaigns.
6. Optimize your campaign through every stage
of the sales funnel.
Over the course of your display campaigns, create a
comprehensive marketing strategy for prospects at every stage
of the funnel, with goals relevant to each group. For top-funnel prospects,
focus on display saturation to increase awareness; for mid-funnel prospects,
focus on building trust and engagement through the development of relevant
content; and for bottom-funnel prospects, use display retargeting to increase
conversions.
Success sTORY
Bizo’s own approach to digital marketing includes a three-
phased approach. In the top of the funnel, Bizo saturates
targeted audiences with relevant display ads to raise
awareness and brand recall. For mid-funnel audiences, Bizo
focuses on promoting branded content to users through
social media platforms, increasing page views by nearly 50%.
For bottom-funnel prospects, Bizo uses retargeting to drive
conversions, increasing form submission by 63%.
866.497.5505 | www.bizo.com | Follow us on Twitter: @bizo