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B2B Audience Targeting Best Practices

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Are you a demand marketer running B2B display campaigns? Effective audience targeting is critical in order to maximize engagement, meet cost-per-lead (CPL) goals, and accelerate your pipeline. In this …

Are you a demand marketer running B2B display campaigns? Effective audience targeting is critical in order to maximize engagement, meet cost-per-lead (CPL) goals, and accelerate your pipeline. In this educational webinar, learn how to:

--Define your audience for each offer (e-book, free trial, webinar, etc)
--Finalize targeting strategies – IP, geo, demo, search, domain, site lists, contextual, intent-based, and more using real-time bidding (RTB)
--Manage campaigns using checklists
--Personalize offers to individual prospects & named accounts
--Integrate first party data from your marketing automation (MAP)

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  • 1. B2B Audience Targeting: Best Practices Presented by: Mani Iyer | CEO @ Kwanzoo @iyermani #demandgen
  • 2. OBJECTIVES Webinar Objectives • Educate B2B marketers on new opportunities to accelerate demand through Audience Targeting • If you are new to Audience Targeting and Personalization, this webinar will take you through it all, from the Basics to Strategies & Best Practices • If you are new to Demand Generation please review our webinars: Display Advertising 101 & The Complete Guide to Retargeting
  • 3. AGENDA 1. B2B Audience Targeting: The Basics 2. Planning Out Your B2B Audience Targeting Strategy > IT Audience (Large Enterprise, Mid-to-Large Enterprise with Geo-Targeting for Live Events) > Tech Marketer Audience > SMB Audience (Broad, Niche) 3. Running Display and Website Campaigns with B2B Audience Targeting – A Checklist 4. Analytics, Reporting & Advanced Strategies 5. Questions
  • 4. Kwanzoo’s Cloud Based Platform
  • 5. B2B Audience Targeting: The Basics
  • 6. B2B Audience Targeting: The Basics 1. What is B2B Audience Targeting? 2. Audience Targeting On Your Website > IP Address-based Data – Segment Level > 1st Party (Cookie-based) Data – Individual Profiles 3. Audience Targeting for Display Campaigns 4. NEW! Extend 1st Party Data-based Targeting to Display Ads 5. Audience Targeting and Personalization > How are they different? > Can I do both together? 6. Technology Components – Who Does What?
  • 7. Display with Audience Targeting vs. Retargeting Display with Audience Targeting • Prospects NOT already in your database. Reach new “watering holes” and place ads to attract new prospects, get them to opt-in into further conversation. Re-targeting • Already a bit familiar with the brand. Visited your site and bounced. • Conversion rates for re-targeting = typically higher than for new prospecting through display.
  • 8. What is B2B Audience Targeting? On Your Website On an Ad Network Industry Geo Location Account / Company Company Size / Revenue Visitors get identified by: > Reverse IP Lookup: IP-address based Data > Marketing Automation (MAP) Cookie: 1st Party Data (Job Title, Lead Score) Display Ads • 3rd Party Data (Job Function, Industry, Revenue, Size) • IP-address based Data (Industry, Revenue, Size) • Intent or Search (Keywords) • Contextual (Keywords) • Site Lists, Domain Lists
  • 9. IP-Address Based Data • Information off the IP address • Organization – company e.g. Ford • Industry of Organization – NAICS Code • Company Attributes – Number of Employees, Annual Revenue • IP Domain – company domain e.g. Ford.com • City – e.g. Detroit • State – e.g. Michigan • State Code – e.g. MI • Zip Code – e.g. 55555 • Country – United States • Country Code – e.g. US • Continent – North America
  • 10. 1st Party (Marketing Automation Cookie-based) Data • Information off the Marketing Automation Profile • Job Function, e.g. Supply Chain, Manufacturing, IT, Finance • Job Title, e.g. VP, Director, Manager, Developer • Type – Prospect, Customer, Competitor, Partner • Company e.g. Ford • Industry – e.g. High Technology, Healthcare • Lead Score – e.g. 100 • Predictive Lead Score (Infer, Lattice Engines) • Company Attributes – Number of Employees, Annual Revenue • Location – City, State, State Code – e.g. MI, WI • Zip Code – e.g. 55555 • Country – United States • Social Profile – LinkedIn, Twitter
  • 11. Audience Targeting for Display Campaigns • Display Campaign Options: Real-time Bidding (RTB) Platforms (e.g. AppNexus) Ad Exchange (e.g. Google AdEx) Ad Network (e.g. AOL Advertising, Yahoo) Direct Buy (LinkedIn) • 3rd Party Data to Increase Media Buying Efficiency IP-based: Semcasting Cookie-based: Bizo Data adds to the cost of media ($0.25 to $2.00 CPM) • Contextual Targeting: based on content keywords • Search Targeting: based on recent user searches • Intent-based Targeting: based on recent user actions • Geo-based Targeting: based on user’s physical location • Site Lists: based on “watering holes” user might visit • Domain Lists: based on IP domains user may come from • Publisher Data Certain publishers provide / use their own data for targeting
  • 12. NEW! Combine B2B Audience Targeting with Personalization of Creative using 1st & 3rd Party Data 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
  • 13. Technology Components – Who Does What? Email Website B2B Marketer • Store Lead Data • Send Triggered Email after Lead Capture • Host Landing Pages with Content Assets Agency / Kwanzoo (RTB / Publisher Direct Buy) B2B Marketer / Agency / Kwanzoo (on the Kwanzoo Platform) • Media Buying • 3rd Party Data (IP, Cookie) • Day Parting • Frequency Capping • Retargeting Pixels • Conversion Pixels • Rich Media Ad Serving • New Ad Formats - In-banner Forms - Video Lead Forms - Dynamic Banners • Personalization & A/B Testing of Ads • Retargeting / Display Campaign Mgmt • Integrate with MAP/CRM and RTB / Publisher
  • 14. Planning Out Your Audience Targeting Strategy
  • 15. B2B Audience Example #1: IT (Large Enterprise) • Companies with 5000+ Employees / $1B+ Revenues • Titles: CIOs, Direct Reports to CIOs (IT Directors) • Function within IT: Operations, Finance • Geo: NA, Europe • Industry: All Targeting Strategies: • Real-time Bidding (RTB) 3rd Party Data Buy: IP-based: Semcasting – filter by Enterprise Size, Revenue Cookie-based: Bizo – IT Large Enterprise Segment Overlay: News, Tech and Finance Sites (Site List) • Separate Campaign Tactic: Competitor Domains as Referrer URLs (Domain List) • Direct Buy: Specific “watering holes” for this audience Contextually relevant sections of IT community sites • Day-Parting: 7 AM to 7 PM Weekdays local time • Frequency Capping: 2 to 4 impressions/user/day
  • 16. B2B Audience Example #2: IT (Mid-to-Large Enterprise with Live Events) • Companies with 250+ Employees • Titles: IT titles (Network, Systems, Security, etc) • Geo: NA, Europe • Industry: Healthcare, Finance, etc • Goal: Registrations for Live Events, 100+ world-wide locations Targeting Strategies: • Real-time Bidding (RTB) 3rd Party Data Buy: IP-based: Semcasting – filter by Company Size, NAICS code Cookie-based: Bizo – filter by Size, Industry Overlay: Geo-based Media Buy Overlay: News, Tech and Finance Sites (Site List) Creative tactic: use geo as parameter in referrer-URL from RTB to offer registration to local event • Direct Buy: Specific “watering holes” for this audience Contextually relevant sections of IT community sites Creative tactic: Reverse-IP lookup to geo of user Serve specific creative offering registration to local event
  • 17. B2B Audience Example #3: SMB (Small Enterprise in a Single Industry) • Companies with 1 to 20 Employees • Geo: NA • Industry: One Type of Professional • Goal: Free Trial Offer for Cloud-based Software Targeting Strategies: • Real-time Bidding (RTB) 3rd Party Data Buy: IP-based: Semcasting – filter by Company Size, NAICS code Two IP-based segments: Business Segment (Business IP Addresses) BOAH Segment (Business Owners at Home) • Overlay: News, Tech and Finance Sites (Site List) Creative tactic: In-banner Form Ads with Free Trial Offer • Day Parting: 7 AM to 7 PM Weekdays to Business Segment • Day Parting: 7 PM to 11 PM to BOAH Segment • Day Parting: Weekends to BOAH Segment • Direct Buy: Specific “watering holes” for this audience Creative tactic: In-banner Form Ads with Free Trial Offer
  • 18. Running Display Campaigns with B2B Audience Targeting OR Retargeting Campaigns with Personalization: A Checklist
  • 19. Display / Retargeting Checklist • Target Cost-per-Lead (CPL) (e.g. $80) • Campaign Budget (e.g. $XXX for YY Months to generate ZZ leads) • Campaign Launch: Week of MONTH DD • Prior Campaigns with Best Results: Ad Network Placement #XX, CTR or Engagement, CPL Direct Buy Placement #YY, CTR or Engagement, CPL • Best Performing Assets or Offers on Website: E-Book White Paper Recorded Webinar • Landing Page URLs (for reference) • Initial Ad Concepts for In-banner Form Ads / Video Lead Form Ads Concept #1 – Free Trial Concept #2 - E-Book • PPC / SEM Text Ad Copy & Keywords by Performance • Domain Lists (Competitors, Complementary Products)
  • 20. Analytics, Reporting & Advanced Strategies
  • 21. Analytics, Reporting and Optimization 1. Analytics from RTB Platforms / Ad Networks 2. Kwanzoo’s Rich Media Analytics 3. Viewable Impressions, Conversions & Partial Form Fills Advanced Strategies: Personalization with Display Ads Personalization with Retargeted Ads
  • 22. Analytics from RTB Platforms / Ad Networks 1. Media Spend Impressions Served By Site By Ad Network / Ad Exchange Average CPM Media Spend by Day / Week / Month Engagement & Spend by Search Keyword Engagement & Conversion by Site 2. Visitor Data for Retargeted Ads # Cookie'd Retargeted Website Visitors # Cookie’d Visitors by Retargeting Segment # Impressions Served by Retargeting Segment 3. Conversions Completed conversion events (First Click, Form Completion) Average Cost Per Lead (CPL / CPA)
  • 23. Kwanzoo’s Rich Media Ads: Capture Leads without Landing Pages with In-Banner Lead Forms
  • 24. In-Banner Lead Form – User Experience – Step 2
  • 25. In-Banner Lead Form – User Experience – Step 3
  • 26. Boost top-of-funnel leads with in-banner lead forms A/B testing showed over 30% higher lead conversions BEFORE: Multi-step engagement & conversion – all inside a display ad. No Landing Page Needed.
  • 27. Top-of-Funnel: Boost Leads with Video Lead Form Ads • Link in your marketing or training video from Youtube • Capture leads in the retargeted ad, store directly into your MAP or CRM 1. Video 2. Overlay banner 3. Lead form 4. Thank you screen
  • 28. (Optional) Front Screen with title and webinar pitch collect registrations in Signup Screen Capture Registration Data directly into Citrix GoToWebinar, MAP or CRM Top-of-Funnel: Webinar sign-ups directly inside ads
  • 29. A/B Testing Lead Form Ads Multiple Front Screen Creatives Front Screen 1 Front Screen 2 Front Screen 3 Front Screen 4 All creatives served on a rotating basis, leading to the same Sign-up Screen creative Signup Screen
  • 30. A/B Testing Lead Form Ads Single Sign-up Screen Only Creative 1 Creative 2 Creative 3
  • 31. Rich Media Ads – Key Metrics Beyond CTRs Basic metrics include: • Impressions – # times the video lead form ad is served • Engagement – the First Click on the lead form ad • Lead Captures – complete form fills on Lead Form screen • Clicks – the click on the call-to-action on the Thank You screen that is presented after the Lead Form screen
  • 32. Lead Form Ads – Deeper Insights View detail stats including: • impressions • viewable impressions • partial form fills • lead captures • %engagement / impressions • %engagement / viewable impressions • video play duration for each engagement (video lead form ads) • %video play / total video duration
  • 33. Advanced: Combine B2B Audience Targeting with Personalization of Creative using 1st & 3rd Party Data 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
  • 34. Questions?
  • 35. Questions? Phone: 408-216-7025 Email: info@kwanzoo.com Twitter: @kwanzoo @iyermani Resources: http://www.kwanzoo.com/resources/display-retargeting/ http://www.kwanzoo.com/solutions/display-retargeting/supported- networks-exchanges/