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Building a Successful B2B Paid Growth Marketing Program by Lisa Sullivan Cross, Head of Growth, Pinterest
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Building a Successful B2B Paid Growth Marketing Program by Lisa Sullivan Cross, Head of Growth, Pinterest
1.
© 2018 Pinterest.
All rights reserved. 1 Building a Successful B2B Paid Growth Marketing Program Lisa Sullivan-Cross Head of Growth Marketing, Pinterest
2.
© 2018 Pinterest.
All rights reserved. 2 Technical analysis of every aspect of a user’s journey, quickly implementing and testing insights to achieve robust and sustainable growth. Cross-functional data-driven focus on growing users or customers and revenue. Growth Marketing
3.
© 2018 Pinterest.
All rights reserved. 3 ● Data-Driven decisions ● Creative solutions ● Product focus ● Iterative approach ● Fail fast, test and learn mentality ● Put the customer/user first Growth Marketing Principles
4.
© 2018 Pinterest.
All rights reserved. 4
5.
© 2018 Pinterest.
All rights reserved. 5 What is B2B paid performance marketing at Pinterest? 01 02 03
6.
© 2018 Pinterest.
All rights reserved. 6 A truly cross-functional growth org with shared goals translates to optimal business growth
7.
© 2018 Pinterest.
All rights reserved. 7 What is B2B paid performance marketing at Pinterest? ● Product ● Engineering ● Marketing ● Analytics ● Data Science KPIs: Cost per New Spender, Months to Breakeven, 3-Year LTV/CAC Objective: Diversify our advertiser base Cross-functional team with aligned goals
8.
© 2018 Pinterest.
All rights reserved. 8 Construct to help justify spend and define success ● What we should pay for each new advertiser? ● Set CPA, 3-Year LTV/CAC, ROI Breakeven Established cross-functional growth team all with skin in the game ownership of KPIs LTV model Pre-spend… where did we start?
9.
© 2018 Pinterest.
All rights reserved. 9 What to invest in first when scaling paid growth marketing ● Incrementality through experiment framework and MTA ● Testing to identify leading indicators to CPA, LTV/CAC Started with Prospecting, then layered in Retargeting and Resurrection… How have we scaled spend while hitting our KPIs? ● Systems/automation to increase campaign efficiency ● Lifecycle marketing mindset ● Product UX/landing page testing
10.
© 2018 Pinterest.
All rights reserved. 10 Prospecting Retargeting Resurrection 01 02 03
11.
© 2018 Pinterest.
All rights reserved. 11 Prospecting Strategies ● Enabled automated API data exchange to drive quality scale ● Optimized bidding to high-value, down funnel events ● Use 1st party data to enhance targeting ● Exclude low-value audiences/current advertisers Automate data exchanges and optimize on down funnel events ● Lookalike audiences based on highest value advertisers ● Rapid creative testing including incentives e.g. ads credits ● Unlock mobile (optimized UX flows to improve conversion) ● Diversify channels and expand to new countries
12.
© 2018 Pinterest.
All rights reserved. 12 ● Set tracking pixels on multiple pages in conversion funnel ● Automate data exchange for business account state targeting How to breathe life back in “dead” leads Retargeting Strategies ● Heuristic model to retarget those most likely to spend ● Lifecycle marketing + product changes to increase retention ○ Right channel, right time, right message
13.
© 2018 Pinterest.
All rights reserved. 13 ● Opportunity sizing ● Identify highest potential SMBs to retarget ● Understand reasons for churn Nurture prospects through to retention and resurrection on and off platform Resurrection Strategies ● Communicate product improvements that address churn issues ● Incrementality measurement ○Move resurrected users who return into retention loop
14.
© 2018 Pinterest.
All rights reserved. 14 20% Decrease in CPA Results 1.5x Improvement in first spend rate Maintained efficiency while scaling speed 4x More weekly spend in Q3 vs. Q1 @ our target KPIs Within the first quarter
15.
© 2018 Pinterest.
All rights reserved. 15 Growth Marketing Trends 01 02 03
16.
© 2018 Pinterest.
All rights reserved. 16 XFN Growth Org Automation Customer First Extreme Personalization
17.
Thank You