The statistics of both display advertising and retargeting leave a lot to be desired in terms of customer acquisition and branding. With personalized retargeting campaigns you can focus your retargeting efforts on key accounts and verticals, eliminating waste and optimizing your spend.

1. Optimize Your Ad Spend with
Real-time Targeting and Analytics

2. Optimize Your Ad Spend with
Real-time Targeting and Analytics
Mike Telem
VP of Business Development
& Co-founder
David Myers
Product Expert

3. Insightera
• Real-time targeting and personalization platform
• Leveraging big data and predictive analytics to interact
with prospects throughout the customer lifecycle

4. Webinar Overview
• B2B advertising trends
• Analyzing campaign performance
• Boosting content ROI & optimizing ad messaging
• Landing page optimization using adaptive CTAs
• Personalizing retargeting ads on organizations and
industries

5. B2B Display Spend
• 44% of B2B companies will increase display budgets
• 25% of the digital marketing budget is on display
• 66% to increase content budgets

6. Challenge for B2B Advertising
• 97% of prospects on first visit are unknown
• “Pay - Spray - Prey”
• Targeting the right audience
• Analyzing the content, the right messaging
• Improving conversion rates
• Measuring success

7. B2B Advertising
• New dimensions to B2B analytics
• Improving content ROI
• Optimizing landing pages for higher conversions
• Analyzing ad content and personalized retargeting

8. B2B Analytics

9. B2B Analytics
• Firmographic data
– Which companies or industries are visiting your site
– How do companies of specific size or revenue behave
– Which campaigns drove them in
• B2B perspective to analyze
– Inbound and outbound campaigns
• Focus on key revenue generating verticals

10. B2B Analytics

11. B2B Analytics
• Measure inbound campaigns
• Best performing verticals according to
– Paid, Search, Social
• Learn for next outbound campaigns

12. Content ROI

13. Content ROI
• Discover and map content
– Case studies, white papers, blog posts, videos, etc…
• Content Analytics - who is consuming your data
• Learn which content works best
• Auto-engage prospects with relevant content
assets based on machine-learning and predictive
analytics

14. Discover and Map Effective Content
“84% of marketing executives say they plan on
developing a process to map rich media content
assets to buyer journey stage.” (Aberdeen)

15. Execute Content Campaigns
• Execute Real-time personalized campaigns on best
performing content
• Amplify the successful content to outbound campaigns

16. Landing Page Optimization

17. Landing Page Optimization
• Landing Page
– Prime location for lead capture
– Multiple visitor sources from paid/social/
email campaigns
• Optimized Landing Page
– Expedite the process
– Lower cost per lead

18. Landing Page Optimization
• Optimize site content and
landing pages by A/B
testing different CTA’s per
targeted segment
• Auto-Tune to
automatically identify and
accelerate the most
effective CTA or content

19. Landing Page Optimization
• Firmographic Relevancy
• Selects the most converting Calls to Action
• Knowing the user's device (mobile, tablet)
• Real-time decision to display adaptive content
• Intuitive, learning algorithms that maximize ROI

20. Landing Page Optimization
Header
Change
Reduce
Fields
Content
Change
CTA
Change
A prospect from a Governmental Institute

21. Landing Page Optimization
Knowing the prospect’s device from the Governmental Industry

22. Optimize Advertising

23. Ad Analysis
• Analyze ad content performance
based on firmographics
• Analyze content effectiveness
from onsite personalization
performance
• Leverage top performing content
for paid media and social
• Enrich Analytics with firmographic
data + personalized retargeting

24. B2B Personalized Retargeting
“The average click-through rate for
display ads is 0.07 percent,
and the average click-through for
retargeted ads is about 0.7 percent.”

25. B2B Personalized Retargeting
• 1 in 5 marketers have dedicated budget for
retargeting
• 36% running retargeted ads, and 43% of those find
them effective
• Over 50% marketers to increase retargeting budgets
in 2014
Source: Marketingcharts.com, Chango Retargeting Barometer

26. B2B Personalized Retargeting

27. Optimize Advertising
Focus your display ad spend on prospects according
to specific organizations and verticals:
•
Prospects from key ABM Groups
•
Organizations most likely to generate revenue
•
Prospects from target industries
•
Drive quality, interested prospects back to your site
•
Increase brand awareness
•
2nd chance at each prospect
•
Efficiently spend budget on the accounts that matter
*This isn't ad-serving

28. Optimize Advertising
•
Create Remarketing Adwords Campaign for Healthcare Sector

29. Optimize Advertising
Top Telehealth Solutions

30. Summary
• B2B advertising trends
• Analyzing campaign performance
• Boosting content ROI
• Landing page optimization using
• Ad analysis and personalizing retargeting

31. Next Steps
• Optimize your Ad Spend in 2014
• Contact us for more details
www.insightera.com/requestdemo/
• Connect with us: @insightera, mike@insightera.com
• Questions?