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Marketo Adbridge overview

Marketo's Ad Bridge enhances digital advertising efficiency by connecting first-party audience data to advertising platforms, facilitating more targeted campaigns and improved ROI. It enables personalized retargeting ads, optimizes ad spend based on conversion data, and provides capabilities for nurturing and reactivation of prospects across multiple channels. The platform demonstrates significant increases in lead conversions and enrollment metrics through effective application of marketing automation and audience segmentation.

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Ad Bridge Overview Mike Stocker Sr. Director, Product Solutions & Innovation Sept. 2016 Tweet me @michaelstocker
Digital Advertising: Significant, But Inefficient Spend 24% of overall marketing budget 2% average conversion rate Spend Effectiveness
Why Such Poor Performance? Lack of precise audience targeting
B U Y E R J O U R N E Y Digital Advertising Marketing Automation Today’s World Relies on 3rd party data Wealth of 1st party data
The World with Marketo Ad Bridge Marketo 1st Party Data Digital Advertising Marketing Automation
Ad Bridge connects Marketo’s unique audience data to your advertising platform, so you can run more targeted, personalized digital ad campaigns that improve your marketing ROI.
Marketo Has Valuable Audience Data Professionals  Industry  Revenue/size  Target account  Location Consumers  Product interest  Referral URL  Location  Persona  Buying stage  Lead score  Products owned  Engagement Score  Buying intent  Purchase history  Customer profile  Offers accepted Anonymous Known
GE vision: Create cohesive and evolving cross-channel experiences
GE vision: Create cohesive and evolving cross-channel experiences High-value known leads Segmented by product interest and strategic accounts
Page 10Marketo Proprietary and Confidential | © Marketo, Inc. 9/13/2016 Ad Bridge Capabilities Personalize retargeting ads for website visitors1 Target known prospects with display ads for nurture/reactivation2 Optimize ad campaign spend with offline conversion data3 Ingest leads or data from paid media systems4 (PPC)
Page 11Marketo Proprietary and Confidential | © Marketo, Inc. 9/13/2016 Ad Bridge Capabilities Personalize retargeting ads for website visitors1
Personalized Retargeting Pull Website Visitors Back to Your Site Name: Anonymous Location: Chicago, IL Industry: Healthcare Company Size: Enterprise Target Account: Top 100
Works with Facebook & Google Your Website Another Website Web visitor leaves and then sees your personalized ad Personalized ad pulls visitor back to your site 1 2
Marketo Example – Personalized by Segment
Marketo Example – Personalized by Vertical These Ads drove 2x more lead conversions 117% increase yr./yr. in qualified leads
Full-Funnel Website Retargeting (Google) 40% increase in top-of-funnel conversions 13X increase in overall conversions
Sisense – Example Ads Early Stage (Default) – BI Trends Report Mid/Late Stage – Comparison Matrix Vertical Banner (Government)
1. Firmographic data for anonymous website visitors 2. Account-based marketing (ABM) support 3. Known lead data via Marketo Marketing Automation 4. “1-2 punch” of personalizing Web + retargeting ads Marketo Retargeting Differentiators
Page 19Marketo Proprietary and Confidential | © Marketo, Inc. 9/13/2016 Ad Bridge Capabilities Personalize retargeting ads for website visitors1 Target known prospects with display ads for nurture/reactivation2
Target Known Prospects with Display Ads Nurture Active Ones; Reactivate Dormant Ones • Segment by buyer stage, engagement level and more • Expand audiences for improved acquisition • Target email subscribes and non-responders with ads Awareness Interest ResearchSelection Decision Name: Cindy Buyer Stage: Research
Nurture Across Channels Week 1 Week 2 Week 3 Week 4 Email Digital Ads Getting Started Expert Testimonials Special Offer Tips & Tricks Getting Started Tips & Tricks Expert Testimonials Special Offer
Undergraduate Program – Full Funnel Marketing (FB) 40% higher click through rates 10% increase in accepted students enrolling
Marketo Connects to 40+ Data Management & Demand Side Platforms On boarding* Data Management & Demand Side Platforms*Not all solutions on the right require a separate data on-boarding tool
Example Data Flow: Leverage Marketo 1st Party Data for Digital Display Marketing Automation Data On-Boarding DMP + DSP Create lists of known leads or customers Match emails to cookies Anonymize audience Execute targeted paid media campaigns
Page 25Marketo Proprietary and Confidential | © Marketo, Inc. 9/13/2016 Ad Bridge Capabilities Personalize retargeting ads for website visitors1 Target known prospects with display ads for nurture/reactivation2 Optimize ad campaign spend with offline conversion data3 (PPC)
Optimize Google PPC Ads Searches for “Marketing Automation” Sees Marketo Ad On Google Clicks Ad Fills Out Form Receives Demo Becomes Opportunity in CRM Becomes New Customer Online Offline
Optimize Google PPC Ads Searches for “Marketing Automation” Sees Marketo Ad On Google Clicks Ad Fills Out Form Receives Demo Becomes Opportunity in CRM Becomes New Customer Online Offline Advertiser optimizes ads based on form fill
Optimize Google PPC Ads Searches for “Marketing Automation” Sees Marketo Ad On Google Clicks Ad Fills Out Form Receives Demo Becomes Opportunity in CRM Becomes New Customer Online Offline Advertiser optimizes ads based on opportunity creation
Facebook Offline Conversion Tracking Track and optimize your efforts within the Marketo Revenue Model by uploading conversion data to Facebook Reporting output in the Facebook ads reporting UI Facebook’s Offline Conversion allows you to: • Optimize lead acquisition • Optimize nurture efforts within Facebook to people most likely to convert
Page 33Marketo Proprietary and Confidential | © Marketo, Inc. 9/13/2016 Ad Bridge Capabilities Personalize retargeting ads for website visitors1 Target known prospects with display ads for nurture/reactivation2 Optimize ad campaign spend with offline conversion data3 Ingest leads or data from paid media systems4 (PPC)
Facebook/Twitter Lead Ads Support
Top-of-Funnel – Lookalike Modeling + Lead Ads (FB) 58% decrease in cost-per-lead
Measurement
Measure Revenue Impact/ROI Attribute revenue to ads for superior optimization • First- & multi-touch attribution • Channel, group & ad analysis • Cross-channel comparisons Revenue Attribution
Questions?
Thank you! Mike Stocker mstocker@marketo.com Sr. Director, Product Solutions & Innovation Aug. 2016 Twitter: michaelstocker
APPENDIX
Page 41 Every $1 invested in Facebook ads personalized through Marketo results in $11.29 in Pipeline
Summer Programs – Lookalike Modeling (FB) 250% increase in conversions 10% increase in paid registrations
Graduate Music Therapy Program – Match & Lookalike (FB) 12X higher conversion rates 40% increase in applications