Bizo Multi-Channel Nurturing for Eloqua is helping Oracle Marketing Cloud customers take their nurturing beyond the inbox. Discover how the savviest marketers are using display and social ads to convert more anonymous website visitors, engage their known prospects far more often—and ultimately increase lead velocity and sales pipeline contribution. Attendees will learn how to: - Systematically engage anonymous and known prospect audiences with relevant ads across premium business websites, ad exchanges, and Facebook - Create multiple nurture waves that sequence targeted ad creative and content based on both the business demographic profile and onsite behavior of web visitors - Optimize lead quality and program ROI by nurturing only those prospects belonging to the most highly desired anonymous and known prospect audience segments

1. © 2014 Bizo, Inc.
Multi-Channel Nurturing:
Go Beyond the Inbox to Reach Prospects Anywhere Online
Vivek Venugopal
Marketing Automation Specialist
vivek@bizo.com

2. © 2014 Bizo, Inc.
QUIZ TIME
A person that can see the future:
The opposite of Ancient:
The opposite of a salesperson: MARKETER
MODERN
ORACLE1
2
3

3. © 2014 Bizo, Inc.
AGENDA
What’s a Bizo? Bizo for Eloqua Results Get StartedYour World in a
Funnel

4. © 2014 Bizo, Inc.
AGENDA
What’s a Bizo? Bizo for Eloqua Results Get StartedYour World in a
Funnel

5. © 2014 Bizo, Inc.
+monthly page views
1B
WHO IS BIZO?
of top 50 b2b brands
2/3
750+Clients750+Clients
Business professionalsBusiness professionals
120M+
cookiedcookied
120M+
FULLFUNNELSOLUTIONSFULLFUNNELSOLUTIONSFULLFUNNELSOLUTIONS
B2B sites
4800+4800+4800+
of the
US Business Population
90%
3
rd
party certified
TARGETBY
Industry
Company Size
Job Function
Seniority
Geo
89M+monthly uniques
BizoMarketing Platform
core product

6. © 2014 Bizo, Inc.
Bizo
Supporting
over 750
leading global
brands

7. © 2014 Bizo, Inc.
90%
With proprietary data on
to help marketers reach
target prospects through
precise multi-channel
B2B marketing.
OF THE U.S.
BUSINESS
POPULATION

8. © 2014 Bizo, Inc.
Bizo Data Solutions Bizo Advertising Solutions
Bizo Audience Data
(Business Data Management Platform) (B2B Targeting Platform)
(120 million business professionals)
PURPOSE-BUILT
FOR B2B
Reach over 90% of the US Business Population
Bizo
Marketing
Platform
• Audience Management and Identification
• Multi-Channel Integration, Sync and Targeting
• Analytics and Attribution Analysis
Supercharging
the B2B Marketing
Technology Stack

9. © 2014 Bizo, Inc.
Wherever
YOUR PROSPECTS GO
BIZO IS THERE

10. © 2014 Bizo, Inc.
AGENDA
What’s a Bizo? Bizo for Eloqua Results Get StartedYour World in a
Funnel

11. © 2014 Bizo, Inc.
Marketing investments aim to
accomplish three key objectives…
Goal #2
Convert anonymous
audiences
Goal #3
Accelerate known prospects
through the funnel
Goal #1
Reach the right
audiences, at scale
Nurturing
Prospecting
The Marketing Mix Today

12. © 2014 Bizo, Inc.
Nurturing
Prospecting
Hurdles to Scaled Success
* B2B campaign conversion rates range from 1-5%
according to Sirius Decisions Benchmark Survey.
** Eloqua Benchmark 2012
95%
DON’T
CONVERT*
COST-
EFFICIENCY
HURDLE
80%
DON’T OPEN
EMAILS**

13. © 2014 Bizo, Inc.
Bizo Enables Precision Multi-Channel Nurturing
CONVERT ANONYMOUS
VISITORS
Nurture and convert the 95% of
visitors that leave your website ENGAGE YOUR KNOWN
PROSPECTS
Engage the 80%+ prospects
who never open your email
GET TO THE RIGHT PEOPLE
Reach with precision Bizo’s audience
of 120M business professionals

14. © 2014 Bizo, Inc.
AGENDA
What’s a Bizo? Bizo for Eloqua Results Get StartedYour World in a
Funnel

15. © 2014 Bizo, Inc.
Red Hat Prospect
• One of Jeff’s colleagues tells him
about Red Hat’s Certified Cloud Provider
ProgramThis is Jeff.
Jeff is a
Director at
CenturyLink.
Monday 8:45am
• Jeff browses the site for a couple of minutes, but
doesn’t make it past the home page before
heading to his 9 am meeting
Monday 8:55am
• Jeff sends a couple of emails
• Remembers to check out Redhat.com
Monday 9:03am

16. © 2014 Bizo, Inc.
Back at Redhat.com
• Eloqua identifies an anonymous prospect who has one page view on the home page
Anonymous VisitorVisited Redhat.com Homepage

17. © 2014 Bizo, Inc.
Multi-Channel Nurture Sync
• Eloqua syncs with Bizo real-time and Bizo sees that this person is a qualified IT professional
at CenturyLink and a key influencer in the Cloud Business Solutions at a distinguished
telecommunications company.
Home Page Only IT Visitors
Week 1 Message
Week 2 Message
Week 3 Message
Higher Level Message
Engaged IT Visitors
Week 1 Message
Week 2 Message
Week 3 Message
Use Case / Benefits Message
Eloqua Bizo Sync
1
2

18. © 2014 Bizo, Inc.
Later that Day…
Jeff sees a Red Hat ad on the
webpage he is reading – he
doesn’t click
That evening Jeff sees a Red Hat ad on Facebook
• Clicks the ad
• Doesn’t submit the form
• Navigates to the Cloud Services pages
1 2

19. © 2014 Bizo, Inc.
Back at Redhat.com
• Jeff is still an anonymous prospect because he has not submitted a lead form
• Eloqua sees that Jeff visited a product page and now moves him to a new segment and
nurture flow to target product offerings which updates Bizo. Bizo knows that he is an IT user
and has seen two ads.
Visited Cloud Services Page Anonymous Visitor

20. © 2014 Bizo, Inc.
The next week…
• Jeff sees a new Red Hat ad while he is browsing the web, the offer intrigues him and he
gives his email address

21. © 2014 Bizo, Inc.
Back at Redhat.com
• Jeff is now considered a “known” contact in the Eloqua system and he is now flowing
through Red Hat’s regular email nurture program
• He is also receiving social and display ads that complement his emails so he is always
being nurtured regardless of email open
Red Hat Cloud Email Complimentary Display Ad
Contact Record
Name: Jeff Katzen
Job Title: CenturyLink Director – Cloud
Business Solutions
Twitter: @jeffkatzen

22. © 2014 Bizo, Inc.
Jeff Prospect
Customer
• Jeff gets hundreds of emails a day and does not often open Red Hat’s emails but can still
move towards REVENUE
99

23. © 2014 Bizo, Inc.
Targeted
Generic
RELEVANCE
REACH
Marketing
Automation
Digital
Advertising
Known Unknown
Improved
Customer
Relevance and
Reach

24. © 2014 Bizo, Inc.
AGENDA
What’s a Bizo? Bizo for Eloqua Results Get StartedYour World in a
Funnel

25. © 2014 Bizo, Inc.
CURRENT CUSTOMERSANONYMOUS KNOWN PROSPECTSANONYMOUS - ENGAGED
CASE STUDY
Bizo Multi-Channel Nurturing for Eloqua

26. © 2014 Bizo, Inc.
CASE STUDY
Bizo Multi-Channel Nurturing for Eloqua
Financial Advisors
Visitors that were nurtured viewed 27%
more pages
Nearly 2x increase in total conversions
Increase conversions of anonymous
to known leads, Increase user
engagement

27. © 2014 Bizo, Inc.
AGENDA
What’s a Bizo? Bizo for Eloqua Results Get StartedYour World in a
Funnel

28. © 2014 Bizo, Inc.
Getting Started with Bizo LaunchPad
REVIEW:
Review & confirm data, refine
campaigns
LAUNCH:
Campaign strategy & planning,
launch your first campaign (in one
day!)
KICKOFF:
Review prerequisites, agenda &
best practices
Insight
Learn how to best leverage
always on nurturing via online
display to drive your full-funnel
marketing program.
Expertise
Action
Leverage best practices for
campaign planning, creative
messaging and optimizing ROI
across all segments.
Turn insights and expertise into
successful campaigns that will
drive conversions and increase
funnel velocity.
3
2
1

29. © 2014 Bizo, Inc.
Come by and
say “hello!”
Visit Bizo at
Booth 23

30. © 2014 Bizo, Inc.
Multi-Channel Nurturing:
Go Beyond the Inbox to Reach Prospects Anywhere Online
Vivek Venugopal
Marketing Automation Specialist
vivek@bizo.com