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Always-On Marketing Has Arrived
The Marriage of Marketing Automation and Online Display
& Social Ads
Russ Glass, Bizo, CEO...
Safe harbor
Safe harbor statement under the Private Securities Litigation Reform Act of 1995:
This presentation may contai...
The Buyer’s Journey Has Changed
The business buyer is now in control over where information is
consumed

Buyer

90%

Sales...
Prospects Are Spending Increasing Time Online…

Source: “What Americans Do Online: Social Media and Games Dominate Online ...
…and So Must the Marketer’s Role Change
• The buyer is almost always connected… so always reachable!
• Digital marketers m...
The Good News: Massive Digital Marketing Opportunities…
Personalize
message and content to a
specific persona & stage
of t...
The New Path to Success: 4 Predictions
This time last year, I talked about…
• The Personalized Business Web
• Social Media...
Your Marketing Mix Today
Your current marketing investments are geared to accomplish two
critical objectives

$
SEO, Paid ...
But there’s a problem…
The marketing funnel is leaking!

For every 1000 people that hit
your website…

$
SEO, Paid Search,...
What If Marketers Could Recapture This Value?

Anonymous Prospects

Known Contacts

95% untapped

80% locked up

What if m...
Nurture Prospects Beyond Their Inbox
Fix the leaks!

Unlock the latent value of marketing investments by
making online dis...
Sync Marketing Automation + Display & Social Ads

Anonymous Contact Nurturing

Synchronized Email & Display

Nurture and c...
Tie to CRM for True Multi-Channel Attribution

Ad interactions Known and Anonymous

All interactions tracked and stored in...
Always-On Impact: Some Results…
Engage Prospects 5x-8x more often then email nurturing alone!
• More than 100% more leads ...
Enter the “Always-On” Digital Marketer
• Silo campaigns are dead
• Programs will be always on + automated
• Messages will ...
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"Cutting Edge Online Advertising" - Dreamforce 2013 Breakout

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Bizo CEO Russ Glass' presentation from his Dreamforce '13 breakout session, "Cutting Edge Online Advertising."

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"Cutting Edge Online Advertising" - Dreamforce 2013 Breakout

  1. Always-On Marketing Has Arrived The Marriage of Marketing Automation and Online Display & Social Ads Russ Glass, Bizo, CEO @glassruss
  2. Safe harbor Safe harbor statement under the Private Securities Litigation Reform Act of 1995: This presentation may contain forward-looking statements that involve risks, uncertainties, and assumptions. If any such uncertainties materialize or if any of the assumptions proves incorrect, the results of salesforce.com, inc. could differ materially from the results expressed or implied by the forward-looking statements we make. All statements other than statements of historical fact could be deemed forward-looking, including any projections of product or service availability, subscriber growth, earnings, revenues, or other financial items and any statements regarding strategies or plans of management for future operations, statements of belief, any statements concerning new, planned, or upgraded services or technology developments and customer contracts or use of our services. The risks and uncertainties referred to above include – but are not limited to – risks associated with developing and delivering new functionality for our service, new products and services, our new business model, our past operating losses, possible fluctuations in our operating results and rate of growth, interruptions or delays in our Web hosting, breach of our security measures, the outcome of any litigation, risks associated with completed and any possible mergers and acquisitions, the immature market in which we operate, our relatively limited operating history, our ability to expand, retain, and motivate our employees and manage our growth, new releases of our service and successful customer deployment, our limited history reselling non-salesforce.com products, and utilization and selling to larger enterprise customers. Further information on potential factors that could affect the financial results of salesforce.com, inc. is included in our annual report on Form 10-K for the most recent fiscal year and in our quarterly report on Form 10-Q for the most recent fiscal quarter. These documents and others containing important disclosures are available on the SEC Filings section of the Investor Information section of our Web site. Any unreleased services or features referenced in this or other presentations, press releases or public statements are not currently available and may not be delivered on time or at all. Customers who purchase our services should make the purchase decisions based upon features that are currently available. Salesforce.com, inc. assumes no obligation and does not intend to update these forward-looking statements. @glassruss @bizo
  3. The Buyer’s Journey Has Changed The business buyer is now in control over where information is consumed Buyer 90% Sales Rep 10% of the buyer’s journey is complete before a salesperson is contacted Start Finish Buyer’s Journey Source: Forrester @glassruss @bizo
  4. Prospects Are Spending Increasing Time Online… Source: “What Americans Do Online: Social Media and Games Dominate Online Activity,” NielsenWire @glassruss @bizo
  5. …and So Must the Marketer’s Role Change • The buyer is almost always connected… so always reachable! • Digital marketers must be fluent…in everything @glassruss @bizo
  6. The Good News: Massive Digital Marketing Opportunities… Personalize message and content to a specific persona & stage of the buyer’s journey Target visitors with deep insight to convert leads across programs Nurture & Educate existing audiences more powerfully than ever before Reach new audiences more precisely than ever before …Imply an exciting new path to success @glassruss @bizo
  7. The New Path to Success: 4 Predictions This time last year, I talked about… • The Personalized Business Web • Social Media for B2B is Here to Stay • Multi-Channel Attribution Will Not Be Optional • Always On Nurturing will become a reality @glassruss @bizo
  8. Your Marketing Mix Today Your current marketing investments are geared to accomplish two critical objectives $ SEO, Paid Search, Display, Social, Events, etc. Marketing Automation /Email Nurturing @glassruss @bizo Goal #1 Drive large volumes of the right anonymous prospects to your website & landing pages in order to inform and convert them. Goal #2 Drive known contacts down the funnel and prepare them to buy
  9. But there’s a problem… The marketing funnel is leaking! For every 1000 people that hit your website… $ SEO, Paid Search, Display, Social, Events, etc. 50 people convert Nurture Existing Known Contacts Marketing Automation /Email Nurturing @glassruss @bizo 100K existing contacts Only 30K contacts reachable 95% Don’t Convert 950 Anonymous people leaking out of the funnel 80% Don’t Open Emails 70K Known Prospects leaking out of the funnel
  10. What If Marketers Could Recapture This Value? Anonymous Prospects Known Contacts 95% untapped 80% locked up What if marketers could significantly increase their anonymous visitor conversion rates? What if marketers could unlock the potential of all their known contacts? @glassruss @bizo
  11. Nurture Prospects Beyond Their Inbox Fix the leaks! Unlock the latent value of marketing investments by making online display and social advertising a core part of the “always on” nurturing effort @glassruss @bizo
  12. Sync Marketing Automation + Display & Social Ads Anonymous Contact Nurturing Synchronized Email & Display Nurture and convert the anonymous prospects that you’re already tracking in your marketing automation system Reach and drive down the funnel the 70%+ of prospects in your email nurture program who never open their emails @glassruss @bizo
  13. Tie to CRM for True Multi-Channel Attribution Ad interactions Known and Anonymous All interactions tracked and stored in CRM, so true multi channel attribution becomes easy @glassruss @bizo
  14. Always-On Impact: Some Results… Engage Prospects 5x-8x more often then email nurturing alone! • More than 100% more leads resulting from anonymous prospect targeting • 64 percent increase in additional conversions from known contacts • Projected revenue increase of more than 46 percent from key target audiences • 233 percent return on investment @glassruss @bizo
  15. Enter the “Always-On” Digital Marketer • Silo campaigns are dead • Programs will be always on + automated • Messages will be audience targeted and coordinated via all channels • Marketers will measure true attribution back to the individual prospects in the CRM database • If its not integrated into the marketing stack it’s not going to survive @glassruss @bizo

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