This document provides an overview of precision ad targeting to customize ads and reach fewer people with higher returns. It discusses using data and match rates as the foundation for granular targeting. Cookie targeting can target specific roles and reach people at home or work, while IP targeting is limited to physical addresses. True match rate refers to the number of contacts matched to cookies, while total match rate is the number of cookies reached. Account match rate refers to the number of accounts that can be targeted. The document also discusses using persona-based targeting to tweak messaging for different roles like decision-makers, influencers, and purchasers. CRM targeting can add customized display ads. Full funnel targeting examples retargeting across different stages like content downloads

1. Precision Ad Targeting 201
Customize your ads to reach fewer people (and get higher returns)

2. Your lecturers for today’s class
Bogdan Zlatkov
Content Marketing Manager
Sam Zerfoss
Principal Account Manager

3. Today’s Agenda
3
Persona-based
Targeting
1 Data & Match Rates
2
CRM
Targeting
4 Full-funnel Targeting
5 Q&A

4. Data & Match Rates
The foundation for granular targeting

5. IP vs Cookie Targeting

6. IP vs Cookie Targeting
IP-Targeting
● Based on physical address
● Can’t target specific person
● Limited to office only
● Multiple businesses can cause
miss-targeting
Cookie-Targeting
● Based on device & browser cookie
● Can target specific role/person
● Can target at home, office,
anywhere
● Limited to cookie database available

7. 3 Types of Match Rates
Total Match Rate
Definition: The total number of cookies found for the emails inputted

8. 3 Types of Match Rates
Total Match Rate
Definition: The total number of cookies found for the emails inputted
This doesn’t mean you will reach 100% of your
accounts

9. 3 Types of Match Rates
This doesn’t mean you will reach 100% of your
accounts

10. 3 Types of Match Rates
Total Match Rate = number of cookies you’ll
reach

11. 3 Types of Match Rates
True Match Rate
Definition: The number of contacts that were matched to at least one cookie

12. 3 Types of Match Rates
True Match Rate
Definition: The number of contacts that were matched to at least one cookie

13. 3 Types of Match Rates
True Match Rate = number of people you’ll
reach

14. 3 Types of Match Rates
True Match Rate = number of people you’ll
reach
Total Match Rate = number of cookies you’ll
reach
Match a lot of people and a lot of devices
True match rate + Total match rate

15. Match Rates: Accounts
Connect with people and accounts

16. Account Match Rates
Account Match Rate
Definition: The total number of accounts you can target

17. Account Match Rates
Account Match Rate
Definition: The total number of accounts you can target
“We have a 99% Match
Rate”

18. Pop Quiz
What questions would you ask to better understand
the accuracy of a 99% match rate claim?
A) Is this cookie-based or IP-based targeting
B) How many cookies have you matched for each account
C) Is this a true match rate or total match rate
D) Do you have cross-device targeting capabilities

19. Account Match Rates
“We have a 99% Match
Rate”
Did you match with a marketer?
Did you match with an engineer?
Did you match with an intern?
Did you match with the Director of Sales?

20. Account Match Rates
“We have a 99% Match
Rate”

21. Account Match Rates
Account Coverage
Definition: How many cookies you’re reaching at each account
The average B2B deal requires 6.8 people to
sign off before a deal is made.
- Corporate Executive Board
(CEB)

22. Account Match Rates
Account Coverage
Definition: How many cookies you’re reaching at each account
Need to match more than 1 person at
an account to have good account
coverage

23. Persona-based Targeting
Tweaking your messaging

24. Customer Journey Mapping Canvas

25. B2B Difference
The average B2B deal requires 6.8 people to
sign off before a deal is made.
- Corporate Executive Board
(CEB)

26. B2B Difference
Need to reach the Decision Maker in
addition to the Influencers.

27. Typical Persona Choices
Influencer
Purchaser
Decision MakerB2B
COMPANY
Learn More
Upgrade Now
Start free trial
See how fast we
can deploy.
30% cost savings over
leading competitors.
Seamless integration
with your existing tools.

28. Example - Head of Marketing
Persona Head of Marketing
Needs Aggregate view of marketing campaigns and influence on sales
Pains Disparate tech silos, difficulty in reporting on marketing ROI
Conflicts With CFO, over validating budget
With VP of Sales over marketing influence
Goals Prove marketing ROI, Influence XX of revenue
Desires To spend more time on brand development and team training

29. Example - Digital Marketing Manager
Persona Marketing Manager
Needs Easier campaign execution, transparency in reporting, more leads
at less cost
Pains Increasing goals but limited budget to execute. No time to learn and
evaluating vendors.
Conflicts With Sales team on lead follow up and head of marketing for
marketing budget
Goals Promotion and recognition for high performing campaigns
Desires Be known as on the cutting edge of MarTech

30. Example - Chief Revenue Officer
Persona CRO
Needs Drive quarter over quarter revenue
Pains Not knowing how much to budget for HR
Conflicts With President for headcount budget and marketing for “quality”
leads
Goals Deals, deals, deals
Desires To hit quota, earn bonus, and eventually be CEO of his own
company.

31. Persona based ads
Generic

32. Persona based ads
Marketing Persona CMO PersonaSales Persona

33. CRM Targeting
Adding Customized Display

34. Customer Journey Mapping Canvas

35. Simple Customized Ads

36. Simple Customized Ads
Using CRM Connectors

37. Simple Customized Ads
Ad Unit
CPA down
42% vs test

38. Pulse Quiz
What kind of customization do you currently run in
your ads?
A) We don’t run custom ads
B) We run industry specific ads
C) We run company specific ads
D) We run person specific ads

39. Full Funnel Targeting
Targeting and Retargeting

40. Example Journeys We Can Run for Your Target Accounts & Personas
Thought
Leadership
Ad
Audience:
Ungated
Blog Page
Infographic
Auto-play Video
3rd Party
Validation
Or
Whitepaper
Gated
Forrester / Gartner
Webinar
Market Research
Demo
or
Trial
Or
Contact Us
Demo Sign Up
Personalized Sales
Page
Custom Free Trial
Target Accounts +
Target Persona
Ex: Marketers at
Microsoft
Target Accounts +
Visit to first Content
Page
Ex: Microsoft + Visit
to Blog Page
Target Accounts +
Converters of First Asset
Ex: Microsoft + Gartner
Converter

41. ABM Program: All in one slide
ConsiderationAttract LiveOnboardingProposal
CMO
Persona
Marketing
Manager
Persona
Sales
Persona
Generic
- General idea of who we want to reach
- Using Persona-based targeting
- Don’t have CRM data yet

42. ABM Program: All in one slide
ConsiderationAttract LiveOnboardingProposal
CMO
Persona
Marketing
Manager
Persona
Sales
Persona
Generic
- Have contact data
- Using CRM targeting

43. ABM Program: All in one slide
ConsiderationAttract LiveOnboardingProposal
CMO
Persona
Marketing
Manager
Persona
Sales
Persona
Generic
- Prospect showing high
intent
- Using account-based
retargeting
- Trying to reach the full
buying committee

44. Using Digital Advertising Alongside Your Other ABM Tools
ConsiderationAttract LiveOnboardingProposal
Pipeline Accelerator AdsLead Locator Ads
Email Meeting Phone Contract
Contact
Enters
Pipeline
DirectMailSalesPlay
Door Opener Post-Demo Kit Proposal Kit Welcome Kit
Meeting Phone
Milestone Kit
Email
Growth Multiplier
Ads
CMO
Persona
Marketin
g
Manager
Persona
Align Digital with sales plays and direct mail

45. Closing the loop - measure and see impressions in SFDC

46. Q&A