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MULTI-CHANNEL LEAD
NURTURING
How to Marry Marketing Automation with
Social Advertising for B2B
Sahil Jain, @sahilio
CEO & Co-Founder @AdStage

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ABOUT ADSTAGE
AdStage is a powerful cross-channel advertising
platform, helping digital marketers easily report,
automate, and manage paid search and social
campaigns all under one roof.

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1. Acquiring Your Strategic Company List
2. Using Social Ads to Influence Prospects
3. Lead Nurturing with Dynamic Retargeting
4. Serving Social Ads at Specific Lead Stages
TODAY’S AGENDA

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WE ALL KNOW THE POWER
OF MARKETING AUTOMATION
Source: HubSpot

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VS
BUT, THIS ONLY COVERS
EMAIL…

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TOTAL
POPULATION
7.395
Billion
% OF POP URBAN
54%
INTERNET
USERS
3.419
Billion
% OF TOTAL POP.
46%
ACTIVE SOCIAL
MEDIA USERS
2.307
Billion
% OF TOTAL POP.
31%
UNIQUE
MOBILE USERS
3.790
Billion
% OF TOTAL POP.
51%
ACTIVE MOBILE
SOCIAL USERS
1.968
Billion
% OF TOTAL POP.
27%
Source: We Are Social, 2016

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Source: Brandwatch, 2016
1.7B
Users
400M
Users
100M
Users
450M
Users
320M
Users
100M
Users
TOTAL USERS BY
SOCIAL MEDIA NETWORK

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ONLY 2% COLD CALLS
GENERATE BOOKED
APPOINTMENTS
Source: LeapJob

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COMPANIES OF 150-500
EMPLOYEES HAVE
6-7 DECISION MAKERS
Source: Cirrus

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1
ACQUIRING YOUR
STRATEGIC COMPANY LIST

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SALES TOP
PROSPECT LIST
WEBSITE VISITOR
COMPANY LIST
2 TYPES OF STRATEGIC
COMPANY LISTS

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TOP PROSPECT LISTS: HUBSPOT

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TOP PROSPECT LISTS: SALESFORCE

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TOP PROSPECT LISTS: INTERCOM

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TOP PROSPECT LISTS IN CRM
Source: HubSpot

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USING PROSPECT IP LOOKUP
Source: HubSpot

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PROMOTE TOP OF FUNNEL CONTENT ON LINKEDIN
BLOG POST /
INFOGRAPHIC
GUIDE / WHITEPAPER
CASE STUDY
WEBINAR
Bottom of Funnel
Top of Funnel

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PRECISE TARGETING WITH LINKEDIN ADS
Skills Targeting
Job Targeting
Company Targeting

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&
LINKEDIN ADS: INDUSTRY + TITLE TARGETING

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2
USING SOCIAL ADS TO
INFLUENCE PROSPECTS

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FUNNEL STAGES
• OPEN
• CONTACTED
• QUALIFIED
• PROPOSAL
EXPORTING LISTS FROM
YOUR CRM / MA

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EXPORTING LEAD LISTS
FROM YOUR CRM/MA

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UPLOAD LISTS INTO
FACEBOOK + TWITTER

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MANAGE FACEBOOK +
TWITTER AUDIENCES

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OPEN CONTACTED QUALIFIED PROPOSAL
ADS FOR EVERY
STAGE OF THE FUNNEL

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3
LEAD NURTURING WITH
DYNAMIC RETARGETING

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BLOG POST /
INFOGRAPHIC
GUIDE / WHITEPAPER
CASE STUDY
WEBINAR
LEAD NURTURE EMAIL DRIP EXAMPLE

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CONTENT EXAMPLES

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AMPLIFY WITH DYNAMIC
RETARGETING ON SOCIAL
Warmer Leads
Cold Leads
BLOG POST /
INFOGRAPHIC
GUIDE /
WHITEPAPER
CASE
STUDY
WEBINAR

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USING CONVERSION TRACKING
Twitter Website LinkedIn Insight
Facebook Pixel

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ADD EXCLUSION TARGETING

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BLOG POST /
INFOGRAPHIC
GUIDE / WHITEPAPER
CASE STUDY
WEBINAR
Excluded Audience
Blog subscribers
Whitepaper downloads
Case study downloads
Webinar registrants
Target Audience
Your target audience
Blog post subscribers
Whitepaper downloads
Case study downloads
EXCLUSION TARGETING LOGIC

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AD EXAMPLES: FACEBOOK
DESKTOP FEED
Re-Targeting Ad Example
Abandoned Cart
Re-Targeting Ad Example
Visited Hired Website

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AD EXAMPLE: FACEBOOK
MOBILE FEED

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AD EXAMPLE: INSTAGRAM
MOBILE FEED

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AD EXAMPLE: TWITTER
DESKTOP FEED
AD EXAMPLE: TWITTER
MOBILE FEED

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AD EXAMPLE: LINKEDIN
DESKTOP FEED
AD EXAMPLE: LINKEDIN
MOBILE FEED

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4
SERVING SOCIAL ADS AT
SPECIFIC LEAD STAGES

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END USER JOURNEY EXAMPLE

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ADDING SOCIAL ADS TO
DIFFERENT LEAD STAGES
Source: HubSpot

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Export your strategic company lists from your marketing automation tool.
Reach pre-qualified users through social ad network targeting.
Promote top of funnel content to reach top prospects.
Amplify existing acquisition efforts by combining marketing automation
with social ads.
Key Takeaways for Your Social Ads

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THANK YOU!

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CEO & Co-Founder
AdStage
@sahilio
Sahil
Jain
QUESTIONS?