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Back to the Funnel: Winning Back B2B Users in Social By Michelle Morgan

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From the #SMX Advanced Conference in Seattle, Washington June 11-13, 2018. SESSION: Storytelling With Social Ads That Sell. PRESENTATION: Back to the Funnel: Winning Back B2B Users in Social - Given by Michelle Morgan, @michellemsem - Clix Marketing, Director of Client Services

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Back to the Funnel: Winning Back B2B Users in Social By Michelle Morgan

  1. 1. #SMX #23B @michellemsem Winning Back B2B Users in Social Back to the Funnel
  2. 2. #SMX #23B @michellemsem Awareness Interest Consideration Action
  3. 3. #SMX #23B @michellemsem
  4. 4. #SMX #23B @michellemsem Awareness Interest Consideration Action
  5. 5. #SMX #23B @michellemsem Our Goal: $1,000
  6. 6. #SMX #23B @michellemsem Retargeting: Making Them Happy to Come Back
  7. 7. #SMX #23B @michellemsem VideoView Whitepaper Calculator Demo
  8. 8. #SMX #23B @michellemsem Retargeting Lists
  9. 9. #SMX #23B @michellemsem Retargeting List Timing
  10. 10. #SMX #23B @michellemsem 90 Days 60 Days 30 Days Create 3 Audiences: Retargeting List Timing
  11. 11. #SMX #23B @michellemsem Decrease CTA Price as Time Goes On 90 Days • Soft CTA 60 Days • Medium CTA 30 Days • Firm CTA 90 Days 60 Days 30 Days
  12. 12. #SMX #23B @michellemsem VideoView Whitepaper Calculator Demo 180 Days • BrandVideoView 90 Days • Whitepaper 45 Days • Calculator 7 Days • Demo
  13. 13. #SMX #23B @michellemsem VideoView Whitepaper Calculator Demo 180 Days • BrandVideoView 90 Days • Ebook 65 Days • Whitepaper 45 Days • Calculator 7 Days • Demo
  14. 14. #SMX #23B @michellemsem VideoView Whitepaper Calculator Demo Whitepaper 2 Ebook
  15. 15. #SMX #23B @michellemsem VideoView Whitepaper Calculator Demo • Blog Post • User Poll Awareness • Ebook • 2ndWPTopic Interest • Industry Report • Self Assessment Consideration • Create an Account • Personal Assessment Action
  16. 16. #SMX #23B @michellemsem Moving Down the Funnel
  17. 17. #SMX #23B @michellemsem VideoView Whitepaper Calculator Demo
  18. 18. #SMX #23B @michellemsem Lead Scoring
  19. 19. #SMX #23B @michellemsem Lead Scoring  Problem comes when a user has only done a top of funnel call to action.  Needs additional points to get them to MQL.  2 Possibilities: – Retarget to Demo – Engagement Targeting
  20. 20. #SMX #23B @michellemsem Engagement Campaigns  Push users to new content they haven’t seen before, mapping folks away from previously viewed content. +10 +10
  21. 21. #SMX #23B @michellemsem Engagement Campaigns  Push users to new content they haven’t seen before, mapping folks away from previously viewed content. Ad Set 1 Ad Set 2 Ad Set 3 Ebook 1 Ebook 2 Ebook 3 Leads Short of MQL Points Leads Short of MQL Points Leads Short of MQL Points Ebook 1Visits Ebook 2Visits Ebook 3Visits
  22. 22. #SMX #23B @michellemsem Finding Audiences  For users with too low of score to move to MQL, create lists and reengage.
  23. 23. #SMX #23B @michellemsem
  24. 24. #SMX #23B @michellemsem Finding Audiences
  25. 25. #SMX #23B @michellemsem
  26. 26. #SMX #23B @michellemsem Closing the Deal  Some users make their way to the late stages of the buyer funnel only to get stuck for one reason or another.  Win back stalled Opportunities with specialized messaging.
  27. 27. #SMX #23B @michellemsem Use a special offer to the group of users and call out it’s exclusivity. Something that’s not advertised other places so it feels worth the invasion.
  28. 28. #SMX #23B @michellemsem Reviving Old Accounts
  29. 29. #SMX #23B @michellemsem Acting Like an SDR  Sales Development Reps work within your CRM to reengage users.  We can do that too!
  30. 30. #SMX #23B @michellemsem Acting Like an SDR  Don’t stop at contacts.  This limits your impact: – Users leave companies – Get promoted – This contact is lazy – Someone else has greater stake  B2B is about winning businesses, not individuals.  Upload list of accounts and target the company instead.
  31. 31. #SMX #23B @michellemsem The Story is for Them
  32. 32. #SMX #23B @michellemsem Real World vs Graphics  Graphics for content.  Real world images for non-content.
  33. 33. #SMX #23B @michellemsem Tell “Stories” In an Ad Where Possible  Highlight who your users are and highlight your benefits.
  34. 34. #SMX #23B @michellemsem Let Your Customers Talk You Up
  35. 35. #SMX #23B @michellemsem Keep Their End Goal in Mind, Not Yours
  36. 36. #SMX #23B @michellemsem Even in B2B, it’s OK to be a Little Goofy
  37. 37. #SMX #23B @michellemsem Share these #SMXInsights on your social channels! #SMXInsights  Don’t forget about users who fall out of the funnel.  Let’s do better with retargeting: timing, calls to action, engaged audiences.  Use social to move users to the next stage of the funnel.  Don’t let the dead rest; revive them with and get them active in the funnel again.
  38. 38. #SMX #23B @michellemsem MICHELLE MORGAN Director of Client Services Clix Marketing PPC Since 2010 Whovian Golfer Tea > Coffee Ripley’s Mom
  39. 39. #SMX #23B @michellemsem LEARN MORE: UPCOMING @SMX EVENTS THANK YOU! SEE YOU AT THE NEXT #SMX

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