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Multi-Channel Lead Nurturing: How to Marry Marketing Automation with Social Advertising for B2B with Sahil Jain at INBOUND 2016

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Sahil Jain, CEO of AdStage, reveals insights on how to tie advertising to marketing automation campaigns to drive more opportunities and revenue. Learn from his presentation at HubSpot's INBOUND 2016

Published in: Marketing

Multi-Channel Lead Nurturing: How to Marry Marketing Automation with Social Advertising for B2B with Sahil Jain at INBOUND 2016

  1. 1. #INBOUND16 MULTI-CHANNEL LEAD NURTURING How to Marry Marketing Automation with Social Advertising for B2B Sahil Jain, @sahilio CEO & Co-Founder @AdStage
  2. 2. #INBOUND16 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.
  3. 3. #INBOUND16 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
  4. 4. #INBOUND16 WE ALL KNOW THE POWER OF MARKETING AUTOMATION Source: HubSpot
  5. 5. #INBOUND16 VS BUT, THIS ONLY COVERS EMAIL…
  6. 6. #INBOUND16 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
  7. 7. #INBOUND16 Source: Brandwatch, 2016 1.7B Users 400M Users 100M Users 450M Users 320M Users 100M Users TOTAL USERS BY SOCIAL MEDIA NETWORK
  8. 8. #INBOUND16 ONLY 2% COLD CALLS GENERATE BOOKED APPOINTMENTS Source: LeapJob
  9. 9. #INBOUND16 COMPANIES OF 150-500 EMPLOYEES HAVE 6-7 DECISION MAKERS Source: Cirrus
  10. 10. #INBOUND16 1 ACQUIRING YOUR STRATEGIC COMPANY LIST
  11. 11. #INBOUND16 SALES TOP PROSPECT LIST WEBSITE VISITOR COMPANY LIST 2 TYPES OF STRATEGIC COMPANY LISTS
  12. 12. #INBOUND16 TOP PROSPECT LISTS: HUBSPOT
  13. 13. #INBOUND16 TOP PROSPECT LISTS: SALESFORCE
  14. 14. #INBOUND16 TOP PROSPECT LISTS: INTERCOM
  15. 15. #INBOUND16 TOP PROSPECT LISTS IN CRM Source: HubSpot
  16. 16. #INBOUND16 USING PROSPECT IP LOOKUP Source: HubSpot
  17. 17. #INBOUND16 PROMOTE TOP OF FUNNEL CONTENT ON LINKEDIN BLOG POST / INFOGRAPHIC GUIDE / WHITEPAPER CASE STUDY WEBINAR Bottom of Funnel Top of Funnel
  18. 18. #INBOUND16 PRECISE TARGETING WITH LINKEDIN ADS Skills Targeting Job Targeting Company Targeting
  19. 19. #INBOUND16 & LINKEDIN ADS: INDUSTRY + TITLE TARGETING
  20. 20. #INBOUND16 2 USING SOCIAL ADS TO INFLUENCE PROSPECTS
  21. 21. #INBOUND16 FUNNEL STAGES • OPEN • CONTACTED • QUALIFIED • PROPOSAL EXPORTING LISTS FROM YOUR CRM / MA
  22. 22. #INBOUND16 EXPORTING LEAD LISTS FROM YOUR CRM/MA
  23. 23. #INBOUND16 UPLOAD LISTS INTO FACEBOOK + TWITTER
  24. 24. #INBOUND16 MANAGE FACEBOOK + TWITTER AUDIENCES
  25. 25. #INBOUND16 OPEN CONTACTED QUALIFIED PROPOSAL ADS FOR EVERY STAGE OF THE FUNNEL
  26. 26. #INBOUND16 3 LEAD NURTURING WITH DYNAMIC RETARGETING
  27. 27. #INBOUND16 BLOG POST / INFOGRAPHIC GUIDE / WHITEPAPER CASE STUDY WEBINAR LEAD NURTURE EMAIL DRIP EXAMPLE
  28. 28. #INBOUND16 CONTENT EXAMPLES
  29. 29. #INBOUND16 AMPLIFY WITH DYNAMIC RETARGETING ON SOCIAL Warmer Leads Cold Leads BLOG POST / INFOGRAPHIC GUIDE / WHITEPAPER CASE STUDY WEBINAR
  30. 30. #INBOUND16 USING CONVERSION TRACKING Twitter Website LinkedIn Insight Facebook Pixel
  31. 31. #INBOUND16 ADD EXCLUSION TARGETING
  32. 32. #INBOUND16 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
  33. 33. #INBOUND16 AD EXAMPLES: FACEBOOK DESKTOP FEED Re-Targeting Ad Example Abandoned Cart Re-Targeting Ad Example Visited Hired Website
  34. 34. #INBOUND16 AD EXAMPLE: FACEBOOK MOBILE FEED
  35. 35. #INBOUND16 AD EXAMPLE: INSTAGRAM MOBILE FEED
  36. 36. #INBOUND16 AD EXAMPLE: TWITTER DESKTOP FEED AD EXAMPLE: TWITTER MOBILE FEED
  37. 37. #INBOUND16 AD EXAMPLE: LINKEDIN DESKTOP FEED AD EXAMPLE: LINKEDIN MOBILE FEED
  38. 38. #INBOUND16 4 SERVING SOCIAL ADS AT SPECIFIC LEAD STAGES
  39. 39. #INBOUND16 END USER JOURNEY EXAMPLE
  40. 40. #INBOUND16 ADDING SOCIAL ADS TO DIFFERENT LEAD STAGES Source: HubSpot
  41. 41. #INBOUND16 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
  42. 42. #INBOUND16 THANK YOU!
  43. 43. #INBOUND16 CEO & Co-Founder AdStage @sahilio Sahil Jain QUESTIONS?

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