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Creatively Scaling Campaigns:
Multi-Channel Integration and
Leveraging Sales Funnel Attribution
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
There’s a BattleRagingFor YourTime, Attention andBudget
Yeah, I liked Batman vs. Superman. You can argue with me later!
HWHAP!
…this is me every time I sit and
ponder the state of B2B marketing.
So. Many.
Questions.
Where do I?
How do I ?
Why god, why?
Let’s Zoom In, Shall We?
Ad Platforms
Social Platforms
Landing Pages
CRM
Email Marketing
Analytics
Call Tracking
…and many more!
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!
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.
…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.”
Sales Funnel Attribution:
The Voice of Reason
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
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.
Tracking: Website Pixels
Conversion-Only Tags
Analytics
Retargeting
Dynamic Call Tracking
Landing Page Testing
Email Marketing
Marketing Automation
Still Not Using a Tag Manager?
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
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
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
You Won the Battle…
Now What?
Freedom!!!!!!
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.
Facebook Ads - Lead Ads
Twitter Ads – Lead Generation Card
Google AdWords – Gmail Ads
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%
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.
Thank You!
Questions?
john@clixmarketing.com
@john_a_lee
www.clixmarketing.com

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B2B Advertising Sales Funnel Attribution #Zenith2016

  • 1. Creatively Scaling Campaigns: Multi-Channel Integration and Leveraging Sales Funnel Attribution
  • 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. There’s a BattleRagingFor YourTime, Attention andBudget Yeah, I liked Batman vs. Superman. You can argue with me later!
  • 4.
  • 5. HWHAP! …this is me every time I sit and ponder the state of B2B marketing.
  • 6. So. Many. Questions. Where do I? How do I ? Why god, why?
  • 7. Let’s Zoom In, Shall We? Ad Platforms Social Platforms Landing Pages CRM Email Marketing Analytics Call Tracking …and many more!
  • 8. 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!
  • 9. 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.
  • 10. …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.”
  • 11. Sales Funnel Attribution: The Voice of Reason
  • 12. 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
  • 13. 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.
  • 14. Tracking: Website Pixels Conversion-Only Tags Analytics Retargeting Dynamic Call Tracking Landing Page Testing Email Marketing Marketing Automation Still Not Using a Tag Manager?
  • 15. 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
  • 16. 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
  • 17. 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
  • 18. You Won the Battle… Now What? Freedom!!!!!!
  • 19. 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.
  • 20. Facebook Ads - Lead Ads
  • 21. Twitter Ads – Lead Generation Card
  • 22. Google AdWords – Gmail Ads
  • 23. 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%
  • 24. 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.