Originally presented during EducationConnect 2014 on 10/28/14 in NYC, Bryan Burdick, Head of B2B Sales for LinkedIn, shares five unstoppable trends in a multi-channel, always-on marketing world.
4. There will be
WINNERS & LOSERS
You’ll thrive or become extinct
5. #1 UNSTOPPABLE TRENDS
Marketers are overfishing in the bottom of the funnel.
2 out of 3 marketers feel their program mix is not meeting the demands of the
sales pipeline.
Source: BtoB magazine: Online Marketing: The Next Frontier, March 2012
6. #2 UNSTOPPABLE TRENDS
Attribution is Everything.
Choose Your Metrics Wisely.
You wouldn't measure a lead-off hitter
the same way you'd measure a clean-up hitter.
8. #4 UNSTOPPABLE TRENDS
Modern Marketers Cannot
Scale without an Integrated
Marketing Stack
Gartner projects that by 2017 the CMO will
spend more on IT than the CIO does.
9. #5 UNSTOPPABLE TRENDS
Data is King.
IBM says 2.5 quintillion bytes of data are
created daily. That means 90% of the
world's data has been generated in the past
two years.
10. Importance of Nurturing
10 PIECES
OF CONTENT ARE
CONSUMED BEFORE
A PURCHASING
DECISION
IS MADE
Google’s Zero Moment of Truth
THE VALUE
OF PURCHASES ARE
47% HIGHER
FROM
NURTURE
LEADS
Gartner Group
11. EDU Marketing
Objectives
Goal #1
REACH
Reach the right target
audience, at scale
Goal #2
CONVERT
Nurture prospects to convert
Goal #3
ACQUIRE
Increase velocity to acquire
customers
MEASURE
throughout the
funnel and
optimize
12. MEASURE
throughout the
funnel and
optimize
Goal #1
COST-EFFICIENCY
REACH
Reach the right target
audience, at scale
HURDLE
LEAKY
FUNNEL
95% OF WEBSITE VISITORS
*! **!
98% OF B2B LANDING PAGE
VISITORS NEVER COME BACK
DON’T CONVERT
Goal #3
ACQUIRE
Increase velocity to acquire
customers
DRIVING
BLIND
LITTLE TO NO
VISIBILITY INTO HOW
TO OPTIMIZE
LEAKY
FUNNEL
80% DON’T OPEN EMAILS***!
Hurdles to
Scaled Success
*Smart Insights, B2B Landing Page Bounce Rate, 2014
**B2B campaign conversion rates range from 1-5% according to Sirius Decisions Benchmark Survey.
***Eloqua Benchmark 2012
13. Upper Funnel:
Reach
TARGET NEW AUDIENCES
• Bizographic Targeted Advertising for:
• Display
• Social
Awareness = Precision + Scale
Create Custom Audience
Segments
BIZO REACH
BIZO NURTURING
Reach Them Wherever They
Travel Online
15. Lower Funnel:
Nurture
BIZO
PROSPECTING
NURTURE BIZO NURTURINGEXISTING AUDIENCES
• Multi-Channel Nurturing
• Anonymous Nurturing
• Known Nurturing
BIZO REACH
Stop the Leak - 95% Don’t Convert*
Marketing Automation for
Display
- 80% Don’t Open Emails**
More, Better, Faster
*B2B campaign conversion rates range from 1-5% according to Sirius Decisions Benchmark Survey.
**Eloqua Benchmark 2012
16. Lower Funnel:
Anonymous Nurturing
Serve Messages Based on WHO They Are WHAT They’re Doing on Your Site
SEGMENT SEQUENCE AUTOMATE
• Demographics
• Onsite Behavior
• Specific Actions
Create nurture streams and
customize sequence
messaging
Always on
constantly optimizing
Identify the audiences
that matter most
17. Full Funnel:
Measure
Understand Performance
at Every Stage of the
Funnel
UPPER FUNNEL ANALYTICS
• Repeat Visits
• Engagement
• Pageviews per visit
• Visits per visitor
• Leads
• CPA/CPL
.
• Brand Recall
• Targeted Reach
• Targeted Website Traffic Lift
• Branded Search Lift
LOWER FUNNEL ANALYTICS
Measure the Right
Metrics at Each Stage
BIZO REACH
BIZO NURTURING
21. Full Funnel
Marketing
BIZO REACH
Reach precise audiences via business
demographic-targeted display, social and video
1
• Bizographic Targeted Advertising for:
• Display
• Video
• Social
2 BIZO NURTURE
Nurture anonymous known prospects
through social display advertising
• Multi-Channel Nurturing
• Anonymous Nurturing
• Known Nurturing
3 MEASURE THROUGHOUT
Measure the impact through full funnel
analytics
• Brand Recall
• Targeted Reach
• Targeted Website Traffic Lift
• Branded Search Lift
• Repeat Visits
• Engagement
• Leads
BIZO REACH
BIZO NURTURING
22. Combining LinkedIn + Bizo assets to deliver a more robust
Full Funnel Marketing Solution
Reach more of the
right people
Nurture
audiences
across
channels to
accelerate
the funnel
Sponsored Content +
Display + inMail
Accurate targeting
Quality audience
Professional context
Multi-Channel Nurturing +
Media Solutions
Always-on nurture Analytics
Off-LinkedIn reach