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B2B Advertising Sales Funnel Attribution #Zenith2016


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Discover the importance and path to implementing sales funnel attribution in B2B advertising.

Published in: Marketing
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B2B Advertising Sales Funnel Attribution #Zenith2016

  1. 1. Creatively Scaling Campaigns: Multi-Channel Integration and Leveraging Sales Funnel Attribution
  2. 2. Managing Partner – Clix Marketing Digital Advertising Geek Emphasis on “Geek” Writer: Search Engine Watch, ClickZ, Clix Marketing Blog, The SEM Post, Acquisio Blog, PPC Hero Speaker: SMX, SMX Social, HeroConf, SES / ClickZ Live, State of Search, Acquisio User Summit, Bing Ads Connect, Zenith
  3. 3. There’s a BattleRagingFor YourTime, Attention andBudget Yeah, I liked Batman vs. Superman. You can argue with me later!
  4. 4. HWHAP! …this is me every time I sit and ponder the state of B2B marketing.
  5. 5. So. Many. Questions. Where do I? How do I ? Why god, why?
  6. 6. Let’s Zoom In, Shall We? Ad Platforms Social Platforms Landing Pages CRM Email Marketing Analytics Call Tracking …and many more!
  7. 7. Typical B2B Marketing To-Do List SEO Social Engagement Brand PPC Non-Brand PPC Content Marketing Display Ads Social Ads Retargeting Email Marketing Lead Nurture Campaigns Which means you gotta be all like when you start your work each day!
  8. 8. That Pesky Attribution Problem… 1ST CLICK VS. LAST CLICK Which channel introduced a consumer to your brand? Which channel pushed said consumer into your funnel? Many B2B marketers stop there. Whoops! ADVANCED CHANNEL ATTRIBUTION Linear weighting. The Oprah of attribution. “And you get credit! And you get credit!” U-shape attribution. 1st and last click attribution get to bask in the glory together. Various Platforms Allow for Customization Google Analytics, ad management platforms, etc.
  9. 9. …Is Still a Problem! Focused on a single event and what channels, campaigns, keywords, ads contributed to said event. What about ALL of the touch points in a typical B2B buyer’s journey? Paid, organic or otherwise? What about the sale? Enter sales funnel attribution – THE HERO WE DESERVE! “So tell me, attribution – do you bleed? You will.”
  10. 10. Sales Funnel Attribution: The Voice of Reason
  11. 11. Sales Funnel Attribution WHY YOU SHOULD CARE Attribute cost and revenue metrics to a lead throughout the sales cycle. Multiple channels. Multiple touch-points. Clear and actionable data. FUTURE OF MARTECH
  12. 12. How Do We Get to This Magical Nirvana of Sales Funnel Attribution? Add another service to your martech stack. (sorry!) Develop a strong case of OCD for data tracking. Prepare for the sweet taste of victory and a new-found sense of freedom in your B2B marketing endeavors.
  13. 13. Tracking: Website Pixels Conversion-Only Tags Analytics Retargeting Dynamic Call Tracking Landing Page Testing Email Marketing Marketing Automation Still Not Using a Tag Manager?
  14. 14. Tracking: URLs & Calls URL TAGGING UTM tags Auto tags (gclid) Custom tags (call tracking, etc.) Choose URL tag nomenclature that allows for granular, segmented data to pass into your advertising, analytics and marketing automation platforms. CALLS Call Extensions & Call Only Ads Click-to-call optimization for mobile 3rd party services for detailed call analysis
  15. 15. Data Clarity Case Study 1: URL Tags Ads across all paid channels were inconsistently or improperly tagged. Cost-per-opportunity (buyer-ready lead status) stagnated at more than 2X the target of $400. Simple fix to URL tags at the end of July allowed data to pass through CRM, provide actionable sales funnel data for the paid channels and fueled optimization to improve cost-per- opportunity. $0.00 $200.00 $400.00 $600.00 $800.00 $1,000.00 $1,200.00 Cost-per-Opportunity
  16. 16. Data Clarity Case Study 2: Leads Aren’t All OnlineCall Extensions were in place for Google AdWords & Bing Ads. No other call tracking was installed. Client believed that $100+ cost-per-acquisition was too high. 3rd party call tracking installed in December that provided data on the number of calls from paid channels and passed campaign data for calls into CRM. Overall cost-per-acquisition was shown to be significantly lower than believed, calls were properly attributed to paid channels and future optimizations could be made based on call data in the sales funnel.$- $20.00 $40.00 $60.00 $80.00 $100.00 $120.00 $140.00 Sep-14 Oct-14 Nov-14 Dec-14 Jan-15 Feb-15 Cost-per-Acquisition: Online Leads + Phone Calls
  17. 17. You Won the Battle… Now What? Freedom!!!!!!
  18. 18. Test New Ideas Outside Your Comfort Zone You could send visitors to your landing page. Why not just generate leads with your ad. And only your ad? Tailor the ad message and call-to- action based on the lead status being targeted.
  19. 19. Facebook Ads - Lead Ads
  20. 20. Twitter Ads – Lead Generation Card
  21. 21. Google AdWords – Gmail Ads
  22. 22. Because Data: Facebook Leads for Buyer-Ready Lead Generation Over a 30 day period, Lead Ads outpaced traditional Newsfeed Ads in regards to conversion rate and cost-per-lead. The form fields within the ad and those on the landing page were identical: Name, Email, Phone Number, Company Name. Call-to-Action Ad Type Clicks Cost Leads Cost-per-Lead Conversion Rate Demo Request Lead Ads 18579 $ 92,378.54 2543 $ 36.33 13.69% Demo Request Newsfeed Ads 26596 $ 60,719.81 1064 $ 57.07 4.00%
  23. 23. Get Creative With Ad Formats & Content Video Video as a channel. Video in ad units. Video is powerful and effective. Big, Bold Images Social profiles, social ads, Gmail Sponsored Promotions and many display ad units are a big, visual opportunity to pre-qualify potential leads. Ads That Engage Facebook Canvas and Carousel Ads, Google Display Network Lightbox Ads and other ad types provide a format for telling a story and engaging with an individual before they click through to your landing pages.
  24. 24. Thank You! Questions? @john_a_lee