Digital ads are an essential component to any good marketing campaign. Watch Paulo Martins, Head of Digital Marketing at Marketo, and Scott Minor, Marketing Program Manager at Marketo, for their webinar, A Winning Digital Ad Strategy: How to Optimize at Every Stage of the Funnel. They dive into the digital campaigns they run at each stage of the funnel, as well as the KPIs they look at to ensure their focus is in the right place.

2. AWinning DigitalAd Strategy:
How to Optimize at Every Stage of
the Funnel
Paulo Martins, Head of Digital Marketing
Scott Minor, Digital Marketing Program Manager

3. Meet the Speakers
3
Paulo Martins
Head of Digital Marketing, Demand
Generation
ScottMinor
Digital MarketingProgram Manager,Demand
Generation

4. Housekeeping
• This webinar is being recorded! Slides and recording will be sent to
you once the webinar concludes
• Have a question? Use the chat box and we’ll answer your questions
after the webinar
• Posting to social media? Use our hashtag #mktgnation

5. Introduction&Overview

6. The Stages of the Funnel
From the Digital Marketing perspective
TOFU
MOFU
BOFU
 TOFU | The main goals:
Capture the data.
Generate new leads

7. The Stages of the Funnel
From the Digital Marketing perspective
 MOFU | The main goals:
Engage the audience
Start the qualification
Push the leads through

8. The Stages of the Funnel
From the Digital Marketing perspective
 BOFU | The main goals:
Close the deals
Generate ROI

9. Across the entire funnel
Digital Marketing
DIGITAL
The Funnel
The real scenario

10. Digital Marketing
Why Digital Marketing is important?
The bridge in between both spaces

11. TopofFunnel

12. Lead Generation
 Getting names & contact info from
new prospects
 Very early qualification(e.g. not
retired or student for B2B
companies)
12
DIGITAL

13. Search
Paid &SEO
 Who’s looking for your brand?
 Your category?
13

14. Paid Social
Targeting
 Facebook example
 Location(s), age, gender(s)
 Consider whoNOT to target:
currentcustomers, disqualified
leads
 Lookalike audiences
 Recent conversions
 Current customers
 Highly qualified leads
14

15. Paid Social
Targeting
 LinkedIn example
 Same basic targeting, then much
more B2B
 Consider whoNOT to target:
currentcustomers, competitors,
your company
15

16. Other Targeting
ABM,Retargeting,Intent Data
 Account-Based Marketing
 Specific list ofcompanies orindustries, plus job function orjob title
 LinkedIn & Display Networks like Demand Base
 Retargeting
 Who has alreadyvisited your site, but notconverted
 Pixels from most all channels; Google Tag Manager
 Intent Data
 Audience of anonymous employees at companies whoare searching/browsing
topics you select
16

17. IdealTOFU Offer
TheOne that Works!
17

18. KPIs
Metrics
 On-channelmetrics
 CTR, conversion rate, cost perconversion
 Help determine if changes to offer and/or targeting are needed
 CRM/Marketing Automation metrics
 Cost pernew name
 Lead quality/conversion to next stage in customer journey
 FT attribution to revenue/closed deals should drive whether a particular channel
orcampaign deserves moreinvestment, or if time to cut back
18

19. MiddleofFunnel

20. DIGITAL
Lead Nurture
 Further qualification
 More engagement
20

21. Search
Paid &SEO
 Who’s looking for your
competitors?
 Your products by name?
 Your company name +
discount/sale/coupon?
21

22. Paid Social
RetargetConverters
 Experiment with Campaign Goals besides
Conversion
 Landing page views
 Post interaction (generate likes, shares,
comments)
22

23. Reactivation, Reengagement
“WakeUp” SleepyLeads
 No interaction in more than one year? Other reason you can’t email?
 Seeifthey’ll respond to a new offer, orread a recentblog
 Smart List -> Ad Network Interface
23

24. IdealMOFU Offer
TheOne that Works!
24

25. KPIs
Metrics
 On-channelmetrics
 CTR, conversion rate
 Help determine if change to offer is needed
 CRM/Marketing Automation metrics
 Cost perconversion to newlead status
 Lead quality/sales readiness
 MT attribution: revenuegenerated, conversion/speed to closed deal
25

26. BottomofFunnel

27. DIGITAL
Closing thedeals
 Supporting the Sales Team
 Persuade the prospects
27

28. Digital Channels
28
ABM
PERSONALIZATION
INTENT DATA

29. IdealBOFU Offer
TheOne that Works!
29

30. KPIs
Metrics
 Mainmetrics - BOFU
 Pipeline
 Pipe vs Cost: Ratio
 Revenue
 ROMI (Return OverMarketing Investment)
30

31. Reporting

32. Report
Measuringresultsand scalability
32
 1,000 Net New Leads
Budget $50,000
 200 MQL
 40 Opportunities
 8 Deals = $240,000
 ROMI = 4.8x

33. Proprietary and Confidential | © Marketo, Inc. 33

34. Questions?
Paulo Martins: https://www.linkedin.com/in/pcfreitas
Scott Minor: https://www.linkedin.com/in/scott-minor-22307b7/