Sahil Jain - How to Leverage Marketing Automation with Social Advertising for B2B

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INBOUND

INBOUND 2015

Marketing

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1. The Truth About Marketing Automation
2. Acquiring Your Strategic Account List
3. Influencing Prospects Using Ads
4. Sending Additional Drip Messaging Through Social Ads

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The Truth About Marketing
Automation

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We all know the power of Marketing Automation

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VERSUS
Primarily focused on email

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Source: eMarketer, November 2014
Time spent per day on social media
41
MINUTES
21
MINUTES
21
MINUTES
10
MINUTES
17
MINUTES
17
MINUTES

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How to Leverage
Marketing Automation with
Social Advertising for B2B

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Acquiring Your Strategic
Account List

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Strategic company lists in HubSpot
Sales Top
Prospect List
Website Visitor
Company List

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Sales top prospects list in HubSpot

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Low Friction
High Friction
Promote low friction content on LinkedIn
Blog Post / Infographic
Guide / Whitepaper
Case Study
Webinar

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Precise targeting with Linkedin Ads
Company Targeting
Skill or Job Title

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Sponsored Update in LinkedIn Feed

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Influencing Prospects Using Ads

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Export a list of known contacts in HubSpot

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Upload the list as a Custom Audience in Facebook

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Upload the list as a Tailored Audience in Twitter Ads

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Manage your audiences across networks

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Sending Additional Drip
Messaging Through Social Ads

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Use existing marketing lists and content
Blog Post / Infographic
Guide / Whitepaper
Case Study
Webinar

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Add the tracking pixels across your website

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Retarget prospects that don’t convert on Facebook
Target visitors that visit a
specific URL
Exclude visitors that
converted

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Retarget prospects that don’t convert on Twitter
Target visitors that visit a
specific webpage
Exclude visitors that
converted

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Nurture your prospects on social channels
Blog Post / Infographic
Guide / Whitepaper
Case Study
Webinar
Blog post
subscribers
Whitepaper
downloads
Case study
downloads
Whitepaper
downloads
Case study
downloads
Webinar
registrants
Targeted
Audience
Excluded
Audience

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Journey for the end user
Visits site
Does not convert
Visits LinkedIn
Clicks on ad &
Subscribes to blog
Nurture Campaigns Across Channels
Sees content or CTAs for your desired
conversion goal

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Adding social ads to different lead stages

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Marketing automation allows marketers to get the right content in front of the right people at the right time. It also allows you to streamline this whole process for lead nurturing programs and sales emails. But what about the content that prospects are consuming outside of their email inboxes? Grabbing a prospect’s attention in B2B is difficult. Email inboxes are always flooded with higher priority content, and prospects don’t typically think about their work needs outside of work. So how do you get your messaging in front of the right people at the right time outside of email? Social ads are making this easier to do. With sophisticated targeting options on social platforms, you can reach people by their email address. When dayparting your ads during business hours, you have another automated way to reach your target audience at the right time. In addition to email address targeting, you can additionally layer on the social ad targeting like interests, income level, job title, and company exclusions, to further refine the list and tailor hyper-specific messaging throughout the life cycle. This topic will provide a deep dive into examples of how to marry your CRM data (first-party data) to ad targeting and connect with those same people on social platforms like Facebook, Twitter, and LinkedIn. This is personalized individual-level advertising that can be done with marketing automation.

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Sahil Jain - How to Leverage Marketing Automation with Social Advertising for B2B

1. INBOUND15 How to Leverage Marketing Automation with Social Advertising for B2B Sahil Jain, @sahilio CEO and Co-founder, AdStage

2. ABOUT ADSTAGE AdStage integrates multiple ad networks and data sources to give you one place to create, manage and optimize campaigns. >>

3. 1. The Truth About Marketing Automation 2. Acquiring Your Strategic Account List 3. Influencing Prospects Using Ads 4. Sending Additional Drip Messaging Through Social Ads

4. INBOUND15 The Truth About Marketing Automation

5. INBOUND15 We all know the power of Marketing Automation

6. INBOUND15 VERSUS Primarily focused on email

7. INBOUND15 Source: eMarketer, November 2014 Time spent per day on social media 41 MINUTES 21 MINUTES 21 MINUTES 10 MINUTES 17 MINUTES 17 MINUTES

8. INBOUND15 How to Leverage Marketing Automation with Social Advertising for B2B

9. INBOUND15 Acquiring Your Strategic Account List

10. INBOUND15 Strategic company lists in HubSpot Sales Top Prospect List Website Visitor Company List

11. INBOUND15 Sales top prospects list in HubSpot

12. INBOUND15 Website visitor company list

13. INBOUND15 How to do this in HubSpot

14. INBOUND15 Low Friction High Friction Promote low friction content on LinkedIn Blog Post / Infographic Guide / Whitepaper Case Study Webinar

15. INBOUND15 Precise targeting with Linkedin Ads Company Targeting Skill or Job Title

16. INBOUND15 Sponsored Update in LinkedIn Feed

17. INBOUND15 Influencing Prospects Using Ads

18. INBOUND15 Export a list of known contacts in HubSpot

19. INBOUND15 Upload the list as a Custom Audience in Facebook

20. INBOUND15 Upload the list as a Tailored Audience in Twitter Ads

21. INBOUND15 Manage your audiences across networks

22. INBOUND15 Sending Additional Drip Messaging Through Social Ads

23. INBOUND15 Use existing marketing lists and content Blog Post / Infographic Guide / Whitepaper Case Study Webinar

24. INBOUND15 Add the tracking pixels across your website

25. INBOUND15 Retarget prospects that don’t convert on Facebook Target visitors that visit a specific URL Exclude visitors that converted

26. INBOUND15 Retarget prospects that don’t convert on Twitter Target visitors that visit a specific webpage Exclude visitors that converted

27. INBOUND15 Nurture your prospects on social channels Blog Post / Infographic Guide / Whitepaper Case Study Webinar Blog post subscribers Whitepaper downloads Case study downloads Whitepaper downloads Case study downloads Webinar registrants Targeted Audience Excluded Audience

28. INBOUND15 News Feed ad on Facebook

29. INBOUND15 Timeline ad on Twitter

30. INBOUND15 Journey for the end user Visits site Does not convert Visits LinkedIn Clicks on ad & Subscribes to blog Nurture Campaigns Across Channels Sees content or CTAs for your desired conversion goal

31. INBOUND15 Adding social ads to different lead stages

32. INBOUND15 QUESTIONS? @sahilio

Sahil Jain - How to Leverage Marketing Automation with Social Advertising for B2B

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