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6 Ways to Boost Top-of-funnel Demand
 

6 Ways to Boost Top-of-funnel Demand

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Display-based demand generation is an extremely dynamic space. In this concise, educational webinar we will review 6 ways to boost top-of-funnel demand generation using high quality data and display. ...

Display-based demand generation is an extremely dynamic space. In this concise, educational webinar we will review 6 ways to boost top-of-funnel demand generation using high quality data and display. Learn all about:

--Best case use scenarios and caveats for 6 different display tactics
--Considerations for efficient media buying and ad personalization
--Cookie, IP, 3rd Party Email Lists, Account and Predictive approaches
--Our recommendations for cost modeling, budgeting, & achieving lower CPLs

Learn more about increasing demand with rich media at http://www.kwanzoo.com

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    6 Ways to Boost Top-of-funnel Demand 6 Ways to Boost Top-of-funnel Demand Presentation Transcript

    • Six Ways to Boost Top-of-Funnel Demand Using Display Presented by: Mani Iyer | CEO @ Kwanzoo @iyermani #demandgen
    • OBJECTIVES Webinar Objectives • Educate marketers on new opportunities to accelerate demand creation and nurture programs through rich media display campaigns • For those relatively new to display & retargeting, we will point you to some introductory resources you will find useful. • After pointing you to resources to help you get started, we will focus on 6 key display techniques for boosting top-of-funnel demand generation.
    • New to Display and Retargeting Campaigns? These webinars may be helpful resources: Display Advertising 101: http://www.kwanzoo.com/lp/go/display-advertising-101/ The Complete Guide to Retargeting: http://www.slideshare.net/kwanzoo/the-complete-guide-to-retargeting-webinar
    • Kwanzoo’s Cloud Based Platform Integrate Retargeting and Display with Marketing Automation/CRM - Boost Top-of-Funnel Leads - Improve Nurture Programs using Display - Personalize Display-based Experiences
    • Unique Top of Funnel Capability: In-banner form ads BEFORE: Increase conversions from display-based lead gen campaigns by 30% or more
    • AGENDA 1. Keys to Top of Funnel Demand Gen Success in 2014 2. Your “Low Hanging Fruit” - Retargeting 3. The 6 Tactics to Boost Top of Funnel Demand with Display: i. Bizographic Cookie Segments ii. IP-Based Segments iii. Intent- and Topic-Based Segments iv. Company Targeted Advertising v. 3rd-Party Email Lists & E-mail Retargeting vi. Integrating Predictive Modeling into Display (NEW!) 4. Personalizing Campaigns w/ Kwanzoo (for any tactic) 5. Summary, Wrap-Up, and Q & A
    • Keys to Top of Funnel Demand Gen Success in 2014
    • Two Keys to Successful Demand Gen Campaigns What You Need: High quality audience targeting data Two keys to a successful demand gen campaign: 1. Efficiently Buy Media through DSPs using real-time bidding. Better data = lower media costs!  2. [Easily] Personalize the Offer delivered w/ each ad impression. Personalization = increased engagement, more conversions and an accelerated pipeline. Every Display Campaign Tactic Has A Data Element To It!
    • Brief Intro to Retargeting – the “Low Hanging Fruit”
    • Site Retargeting with Rich Media Ads Your Website Ad Network Organic Search Email Social PPC & Display Visitors get tracked for retargeting (cookie’d) Tracking works beyond your website across the web Retargeted Ads Example: • 10,000 website visitors • 30 impressions / visitor / month • Total of 300,000 retargeted impressions per 30 day period
    • Email Retargeting Email Retargeting Setup Rich Media Ads Ads to Your Email List Ads are served to cookie’d prospects everywhere as they browse the web Ads served 1 to 5 times/day during a campaign window Active Email Users Code snippet is placed in email; user cookie’d upon open. Inactive/Unsubscribed Email Users An email list (provided by you) is matched to offline cookies - List match rate determined when the list is submitted, usually 30-50% Target and serve ads to prospects based on email address:
    • CRM Retargeting (Cookie-based, IP-based) CRM Retargeting Setup Retargeted Ads Rich Media Display Ads • Lists for CRM retargeting have 3rd party cookie match rate of 50+% and device IP match rate of 90+% Ads are served to cookie’d or device IP-matched prospects everywhere across the web Target a list of prospects based on physical mailing address. The user’s physical mailing address is matched using cookies on their browsers OR via the user’s device IP addresses • Submit your list of prospects with their physical mailing addresses [Last Name, Address Line 1, City, and Zip Code – Currently U.S. Only]
    • Display Retargeting Methods Overview Retargeting Method How it Works Benefits of Method Site Retargeting - Visitors to site cookie’d. - Cookie is used to display your ads across the web. 1. Reach unknown site visitors 2. Boost Top-of-Funnel Leads 3. Reach and Brand Awareness E-mail Retargeting ACTIVE: Serve ads to anyone on email list who opens emails. INACTIVE: Serve ads to members of email list who are inactive/unsubscribed. 1. Cross-Channel Marketing 2. Precision Targeting 3. Brand Awareness CRM Retargeting Serve ads to people using only their physical mailing address. 1. Provides new option for use of mailing lists. 2. Cross-Channel Marketing
    • Six Tactics to Boost Demand Generation with Display
    • 6 Tactics to Boost Demand Gen During this webinar, we will examine the following tactics: 1. Bizographic Cookie Segments 2. IP-Based Segments 3. Intent- and Topic-Based Segments 4. Company Targeted Advertising 5. Third-Party Email Lists & Email Retargeting 6. Integrating Predictive Modeling into Display (NEW!!!)
    • TACTIC 1: Bizographic Cookie Segments How the tactic works:  Bizographic cookies across network of publisher sites, enables targeting by:  Specific job function (e.g. IT, sales)  Company size  Industry (and more)  Typically available for direct buy (not DSP) at $8+ CPM with $10K+ monthly commits 1. Bizographic cookie data 2. Audience targeting 3. Targeted display ad
    • TACTIC 1: Bizographic Cookie Segments Benefits of the tactic:  Can deliver better ROI for B2B  Display ads delivered to key decision makers/influencers in companies BEWARE OF: Cost! Why? : High CPM rates can keep you from reaching conversion goals [even after accounting for view through conversions.] Questionable data quality through DSPs makes the DSP option non-viable for many campaigns
    • TACTIC 2: IP-Based Segments How the tactic works:  One IP provider can target specific IP addresses using NAICS and SICS codes  These IP segments allow you to serve display campaigns by:  Industry  Company Size  Company Revenue  Another provider can setup IP segments off physical address lists  Adds $2+ CPM for Data
    • TACTIC 2: IP-Based Segments Benefits of the tactic:  IP-based targeting lowers media costs  Display ads delivered to specific verticals & companies of interest OR delivered to specific individuals (with physical address -> device IP mapping) BEWARE OF: Lack of Reach, or Lack of Transparency Why? : Low volume of ads served can limit campaign reach. Also, some IP providers are not transparent . Make sure you have detailed reporting on reach, and actual ads delivered to your target list.
    • TACTIC 3: Intent- and Topic-Based Segments How the tactic works:  Targets pre-determined intent-based and topic- based segments for display campaigns.  Where do segments come from? Specific media publishers  What are they based on? Prior prospect engagement w/ content pages on publisher’s sites  Primarily Direct Buy, $8+ CPM 1. 3rd Party Media Publishers provide segments 2. Targeted intent-based and topic-based lists are provided
    • TACTIC 3: Intent- and Topic-Based Segments Benefits of the tactic:  Can deliver higher ROI from targeting  Display ads delivered to visitors with specific intent-level or interest-level in topic being advertised BEWARE OF: Cost! Why? : Publishers that own such data often want CPMs that don’t align with your conversion goals.
    • TACTIC 4: Company Targeted Advertising How the tactic works:  Serve display ads only to companies on your target account list.  Ads are served to specific IP address blocks owned by the companies (and to no one else).
    • TACTIC 4: Company Targeted Advertising Benefits of the tactic:  Efficient media buy based on IP blocks.  Display ads delivered ONLY to companies on your target list BEWARE OF: Lack of IP block availability and COST! Why? : IP address block may not be available for the companies on your target list—especially if they are outside North America. Also, CPM costs can be really high with specific IP providers, to impact your ROI.
    • TACTIC 5: Third-Party Email Lists & Email Retargeting How the tactic works:  Uses email lists to serve ads to individuals matching your audience specs.  What kind of specs? For example – campaign run to reach:  IT decision makers  Director-level or higher  Company w/ 5000+ employees  Costs $2+ CPM for 3rd party email list data
    • TACTIC 5: Third-Party Email Lists & Email Retargeting Benefits of the tactic:  Allows use of 3rd-Party and House email lists for highly targeted display campaigns to specific audience.  List Options: - 3rd Party Email Lists [Top-of-Funnel Demand Gen] - House Lists [Mid-Funnel Lead Nurture] BEWARE OF: Poor Segmentation! Why? : Poorly segmented emails lists make it so that you can easily serve ads beyond your target audience. This increases CPL and negatively impacts your budget.
    • TACTIC 6: Integrating Predictive Modeling w/ Display This is a NEW tactic! How the tactic works:  Uses target contact lists identified using predictive modeling to target best prospects in your total available market (TAM)  Go beyond your existing marketing database
    • TACTIC 6: Integrating Predictive Modeling w/ Display Benefits of the tactic:  Allows you to target your best prospects (both known and unknown) in order to boost your top-of-funnel lead generation w/ display BEWARE OF: New Tactic! Why? : This tactic is at the beginning stages of development. Several recently funded start-ups blazing the trail here. The next slide provides a more in-depth look…
    • Predictive Analytics & Top-of-Funnel Demand Gen Predictive analytics can be used to generate B2B target account/contact lists that will boost demand gen by doing the following: 1. Analysis of CRM database for “Account DNA” of closed/won deals that meet or exceed customer LTV goals. 2. Extrapolate out into the total available market (TAM) to find signals across CRM and marketing automation (MAP) that can help model out ideal target account & contact lists. 3. Using model lists, Kwanzoo can help set up and serve ads across web for display- based top-of-funnel demand gen (as well as mid-funnel lead nurture) to the lists that were prepared with predictive modeling.
    • Easy Personalization of Display Campaigns
    • Personalization w/ Kwanzoo Regardless of tactic, the Kwanzoo platform allows you to easily personalize your display ads. We call this the Kwanzoo Rules Engine.
    • Rule 1 Rule 2 Rule 3 By 3rd Party IP-based data (named account) By 1st Party MAP data (job title, lead score) Default content with lead form By Key – Value Parameters in the Referrer URL (e.g. text ad offer copy, geo for live event) Rule 4 Personalization w/ Kwanzoo: Kwanzoo Rules Engine
    • Summary, Wrap-Up & Questions?
    • SUMMARY During this webinar we covered: 1. 2 Keys to Top of Funnel Demand Gen Success – Efficient Media Buying, Offer Personalization 2. Retargeting as “Low Hanging Fruit” 3. 6 Tactics to Boost Demand Gen: i. Bizographic Cookie Segments ii. IP-Based Segments iii. Intent- and Topic-Based Segments iv. Company Targeted Advertising v. 3rd-Party Email Lists & E-mail Retargeting vi. Integrating Predictive Modeling into Display (NEW!) 4. Personalizing Ads w/ Kwanzoo (for any tactic) 4. Costs and ROI factors by display tactic
    • Questions? Phone: 408-216-7025 Email: info@kwanzoo.com Twitter: @kwanzoo @iyermani Resources: http://www.kwanzoo.com/content/Kwanzoo_Retargeting_Factsheet.pdf http://www.kwanzoo.com/content/Kwanzoo_Complete_Guide_to_Retargeting.pdf http://www.kwanzoo.com/blog/predictive-modeling-for-top-of-funnel-b2b-demand- generation.shtml https://www.linkedin.com/today/post/article/20140612235435-12387-six-ways-to- boost-top-of-funnel-demand-using-display Kwanzoo Campaign ROI and Budget Modeler (ASK US!)