Multi-Channel Nurturing: Go Beyond the Inbox to Reach Prospects Anywhere Online_7/17

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Bizo Multi-Channel Nurturing for Eloqua is helping Oracle Marketing Cloud customers take their nurturing beyond the inbox. Discover how the savviest marketers are using display and social ads to …

Bizo Multi-Channel Nurturing for Eloqua is helping Oracle Marketing Cloud customers take their nurturing beyond the inbox. Discover how the savviest marketers are using display and social ads to convert more anonymous website visitors, engage their known prospects far more often—and ultimately increase lead velocity and sales pipeline contribution. Attendees will learn how to:

- Systematically engage anonymous and known prospect audiences with relevant ads across premium business websites, ad exchanges, and Facebook
- Create multiple nurture waves that sequence targeted ad creative and content based on both the business demographic profile and onsite behavior of web visitors
- Optimize lead quality and program ROI by nurturing only those prospects belonging to the most highly desired anonymous and known prospect audience segments

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  • 1. © 2014 Bizo, Inc. Multi-Channel Nurturing: Go Beyond the Inbox to Reach Prospects Anywhere Online Vivek Venugopal Marketing Automation Specialist vivek@bizo.com
  • 2. © 2014 Bizo, Inc. QUIZ TIME A person that can see the future: The opposite of Ancient: The opposite of a salesperson: MARKETER MODERN ORACLE1 2 3
  • 3. © 2014 Bizo, Inc. AGENDA What’s a Bizo? Bizo for Eloqua Results Get StartedYour World in a Funnel
  • 4. © 2014 Bizo, Inc. AGENDA What’s a Bizo? Bizo for Eloqua Results Get StartedYour World in a Funnel
  • 5. © 2014 Bizo, Inc. +monthly page views 1B WHO IS BIZO? of top 50 b2b brands 2/3 750+Clients750+Clients Business professionalsBusiness professionals 120M+ cookiedcookied 120M+ FULLFUNNELSOLUTIONSFULLFUNNELSOLUTIONSFULLFUNNELSOLUTIONS B2B sites 4800+4800+4800+ of the US Business Population 90% 3 rd party certified TARGETBY Industry Company Size Job Function Seniority Geo 89M+monthly uniques BizoMarketing Platform core product
  • 6. © 2014 Bizo, Inc. Bizo Supporting over 750 leading global brands
  • 7. © 2014 Bizo, Inc. 90% With proprietary data on to help marketers reach target prospects through precise multi-channel B2B marketing. OF THE U.S. BUSINESS POPULATION
  • 8. © 2014 Bizo, Inc. Bizo Data Solutions Bizo Advertising Solutions Bizo Audience Data (Business Data Management Platform) (B2B Targeting Platform) (120 million business professionals) PURPOSE-BUILT FOR B2B Reach over 90% of the US Business Population Bizo Marketing Platform • Audience Management and Identification • Multi-Channel Integration, Sync and Targeting • Analytics and Attribution Analysis Supercharging the B2B Marketing Technology Stack
  • 9. © 2014 Bizo, Inc. Wherever YOUR PROSPECTS GO BIZO IS THERE
  • 10. © 2014 Bizo, Inc. AGENDA What’s a Bizo? Bizo for Eloqua Results Get StartedYour World in a Funnel
  • 11. © 2014 Bizo, Inc. Marketing investments aim to accomplish three key objectives… Goal #2 Convert anonymous audiences Goal #3 Accelerate known prospects through the funnel Goal #1 Reach the right audiences, at scale Nurturing Prospecting The Marketing Mix Today
  • 12. © 2014 Bizo, Inc. Nurturing Prospecting Hurdles to Scaled Success * B2B campaign conversion rates range from 1-5% according to Sirius Decisions Benchmark Survey. ** Eloqua Benchmark 2012 95% DON’T CONVERT* COST- EFFICIENCY HURDLE 80% DON’T OPEN EMAILS**
  • 13. © 2014 Bizo, Inc. Bizo Enables Precision Multi-Channel Nurturing CONVERT ANONYMOUS VISITORS Nurture and convert the 95% of visitors that leave your website ENGAGE YOUR KNOWN PROSPECTS Engage the 80%+ prospects who never open your email GET TO THE RIGHT PEOPLE Reach with precision Bizo’s audience of 120M business professionals
  • 14. © 2014 Bizo, Inc. AGENDA What’s a Bizo? Bizo for Eloqua Results Get StartedYour World in a Funnel
  • 15. © 2014 Bizo, Inc. Red Hat Prospect • One of Jeff’s colleagues tells him about Red Hat’s Certified Cloud Provider ProgramThis is Jeff. Jeff is a Director at CenturyLink. Monday 8:45am • Jeff browses the site for a couple of minutes, but doesn’t make it past the home page before heading to his 9 am meeting Monday 8:55am • Jeff sends a couple of emails • Remembers to check out Redhat.com Monday 9:03am
  • 16. © 2014 Bizo, Inc. Back at Redhat.com • Eloqua identifies an anonymous prospect who has one page view on the home page Anonymous VisitorVisited Redhat.com Homepage
  • 17. © 2014 Bizo, Inc. Multi-Channel Nurture Sync • Eloqua syncs with Bizo real-time and Bizo sees that this person is a qualified IT professional at CenturyLink and a key influencer in the Cloud Business Solutions at a distinguished telecommunications company. Home Page Only IT Visitors Week 1 Message Week 2 Message Week 3 Message Higher Level Message Engaged IT Visitors Week 1 Message Week 2 Message Week 3 Message Use Case / Benefits Message Eloqua Bizo Sync 1 2
  • 18. © 2014 Bizo, Inc. Later that Day… Jeff sees a Red Hat ad on the webpage he is reading – he doesn’t click That evening Jeff sees a Red Hat ad on Facebook • Clicks the ad • Doesn’t submit the form • Navigates to the Cloud Services pages 1 2
  • 19. © 2014 Bizo, Inc. Back at Redhat.com • Jeff is still an anonymous prospect because he has not submitted a lead form • Eloqua sees that Jeff visited a product page and now moves him to a new segment and nurture flow to target product offerings which updates Bizo. Bizo knows that he is an IT user and has seen two ads. Visited Cloud Services Page Anonymous Visitor
  • 20. © 2014 Bizo, Inc. The next week… • Jeff sees a new Red Hat ad while he is browsing the web, the offer intrigues him and he gives his email address
  • 21. © 2014 Bizo, Inc. Back at Redhat.com • Jeff is now considered a “known” contact in the Eloqua system and he is now flowing through Red Hat’s regular email nurture program • He is also receiving social and display ads that complement his emails so he is always being nurtured regardless of email open Red Hat Cloud Email Complimentary Display Ad Contact Record Name: Jeff Katzen Job Title: CenturyLink Director – Cloud Business Solutions Twitter: @jeffkatzen
  • 22. © 2014 Bizo, Inc. Jeff Prospect Customer • Jeff gets hundreds of emails a day and does not often open Red Hat’s emails but can still move towards REVENUE 99
  • 23. © 2014 Bizo, Inc. Targeted Generic RELEVANCE REACH Marketing Automation Digital Advertising Known Unknown Improved Customer Relevance and Reach
  • 24. © 2014 Bizo, Inc. AGENDA What’s a Bizo? Bizo for Eloqua Results Get StartedYour World in a Funnel
  • 25. © 2014 Bizo, Inc. CURRENT CUSTOMERSANONYMOUS KNOWN PROSPECTSANONYMOUS - ENGAGED CASE STUDY Bizo Multi-Channel Nurturing for Eloqua
  • 26. © 2014 Bizo, Inc. CASE STUDY Bizo Multi-Channel Nurturing for Eloqua Financial Advisors Visitors that were nurtured viewed 27% more pages Nearly 2x increase in total conversions Increase conversions of anonymous to known leads, Increase user engagement
  • 27. © 2014 Bizo, Inc. AGENDA What’s a Bizo? Bizo for Eloqua Results Get StartedYour World in a Funnel
  • 28. © 2014 Bizo, Inc. Getting Started with Bizo LaunchPad REVIEW: Review & confirm data, refine campaigns LAUNCH: Campaign strategy & planning, launch your first campaign (in one day!) KICKOFF: Review prerequisites, agenda & best practices Insight Learn how to best leverage always on nurturing via online display to drive your full-funnel marketing program. Expertise Action Leverage best practices for campaign planning, creative messaging and optimizing ROI across all segments. Turn insights and expertise into successful campaigns that will drive conversions and increase funnel velocity. 3 2 1
  • 29. © 2014 Bizo, Inc. Come by and say “hello!” Visit Bizo at Booth 23
  • 30. © 2014 Bizo, Inc. Multi-Channel Nurturing: Go Beyond the Inbox to Reach Prospects Anywhere Online Vivek Venugopal Marketing Automation Specialist vivek@bizo.com