Utah DMC Presents: Paid Media in a B2B World featuring Emma Franks and Andrea Cruz

1. #UTAHDMC
WELCOME
NOVEMBER 20, 2019

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3. DARIN BERNTSONAKA “DOC”
PRESIDENT OF THE BOARD
UTAH DIGITAL MARKETING COLLECTIVE
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DIRECTORS
QUESTIONS?JUSTASK!
▸ Doc Berntson
▸ Paxton Gray
▸ Jesse Nuttall
▸ April Nuttall
▸ AJ Wilcox
▸ Alisa Gammon
▸ Bryan Phelps
▸ Jake Hoopes
▸ David Malmborg

5. TONIGHTS AGENDA
▸ Announcements
▸ Emma Franks
▸ Andrea Cruz
▸ Q&A w/ Both Presenters
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WE HAD AN INCREDIBLE LINEUP!
• 3 KEYNOTES
• 15 PRESENTATIONS
• 2 TRACKS
• SESSIONS FILMED
• RECORDINGS LIVE
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20. NETWORK: LUCID_GUEST
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21. UTAH DMC JOB BOARD
WELCOME AJ WILCOX
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22. TAB BANK, OGDEN
Account Based Marketing Manager
‣ Build/Manage Account-based Marketing approach
‣ 4+ yrs demand generation
‣ Gym, Tuition, 401k, Medical/Dental/Vision, plus great pay
‣ https://bit.ly/2O5TS9J
#UTAHDMC

23. LUCIDPRESS, SOUTH JORDAN
Paid Search Marketer
‣ Own paid acquisition strategy and execution
‣ 2+ yrs paid search experience
‣ Teamwork, initiative, and innovation. Plus you get to work
with AJ Wilcox and his team on the LinkedIn side
(David@Lucid said that, not me -AJ :)
‣ https://www.golucid.co/careers/31963f95-7d7b-4137-
b8f6-40154865d80b
#UTAHDMC

24. BLUE FIRE LEADS, OGDEN
PPC Display Ad Specialist
‣ Run Google Display for clients
‣ 3+ yrs experience in paid search & advanced Excel
‣ Dedicated and loyal team that values collaboration and
openness
‣ Email James directly: james@stratosmedia.io
#UTAHDMC

25. 97TH FLOOR, LEHI
Digital Advertising Specialist
(PPC/CRO)
‣ 2+ years experience managing PPC in at least one of the
following: AdWords, LinkedIn Ads, or Facebook Ads.
‣ Certification required in Google Ads, and Google Analytics
‣ ROWE workplace
‣ https://jobs.lever.co/97thfloor/
dce2894b-7d58-468e-9464-5f73ae0f8339
#UTAHDMC

26. CLEARLINK, SLC
Multiple Positions
‣ Content Strategist
‣ https://www.clearlink.com/job/content-strategist-3/
‣ SEO Manager
‣ https://www.clearlink.com/job/seo-manager-2/
‣ Affiliate Marketing Coordinator
‣ https://www.clearlink.com/job/affiliate-marketing-
coordinator-2/
‣ Partner Strategy Manager
‣ https://www.clearlink.com/job/partner-strategy-
coordinator/
#UTAHDMC

27. UTAHDMC.ORG/JOB-BOARD
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‣ ANNOUNCED AT MONTHLY EVENT
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28. LET’S GET STARTED!#UTAHDMC

29. EMMA FRANKS
CROSS-CHANNEL TACTICS TO GET
MORE FROM YOUR B2B MARKETING
DOLLARS
SENIOR ACCOUNT MANAGER
HANAPIN
LOUISVILLE, KENTUCKY
TONIGHTS 1ST PRESENTER:
#UTAHDMC

30. Cross-Channel Tactics
To Get More From Your
B2B Marketing Dollars
Join the conversation on Twitter: @akaEmmaLouise #UtahDMC 30
Join the conversation
#UtahDMC

31. A Quick Hello
2

32. Takeaway Scorecard
B2B
WINS
Join the conversation on Twitter: @akaEmmaLouise #UtahDMC 3

33. The Attention Economy
33
4

34. Cross-Channel Addicts
34
5

35. Who Twitter Thinks I Am
Join the conversation on Twitter: @akaEmmaLouise #UtahDMC 6

36. Who Facebook Thinks I Am
Join the conversation on Twitter: @akaEmmaLouise #UtahDMC 7

37. Who LinkedIn Thinks I Am
Join the conversation on Twitter: @akaEmmaLouise #UtahDMC 8

38. Intent vs. Audience
Join the conversation on Twitter: @akaEmmaLouise #UtahDMC 9

39. Consistency vs. Customization
Join the conversation on Twitter: @akaEmmaLouise #UtahDMC 10

40. Lean Into The Context
Facebook
• Brand personality
• Customize by placement
LinkedIn
• Get to the point
• Stats, previews, quotes
Instagram
• Show, don't tell
• Forget the headlines
Quora
• Questions, questions, questions
• Use imagery to add informational text
Join the conversation on Twitter: @akaEmmaLouise #UtahDMC 11

41. Takeaway Scorecard
B2B
WINS
BALANCE
Audience is equally as important
as context and messaging.
Join the conversation on Twitter: @akaEmmaLouise #UtahDMC 12

42. All Placements Are Not Created Equal
Join the conversation on Twitter: @akaEmmaLouise #UtahDMC 13

43. Is LinkedIn Worth It?
Cost-Per-Click
LI vs. Instagram
320%
LI vs. Facebook
512%
LI vs. Twitter
773%
Join the conversation on Twitter: @akaEmmaLouise #UtahDMC 14

44. What if...?
Join the conversation on Twitter: @akaEmmaLouise #UtahDMC 15

45. B2B marketing
is the courtship
of business
16

46. Not a NCMO
DO
Your Research Ahead of Time (Outside Sources)
Introduce Yourself First
Ask Questions and Be Genuinely Interested
Be Honest & Establish Expectations
DON'T
Reveal Everything You Already Know
Just Talk About You
Try to Be Something You Aren’t
Forget What You Learn About Them
Join the conversation on Twitter: @akaEmmaLouise #UtahDMC 17

47. Takeaway Scorecard
B2B
WINS
BALANCE
Audience is equally as important
as context and messaging.
COURTSHIP
Meet users where
they are but don't be
a stalker or pest.
Join the conversation on Twitter: @akaEmmaLouise #UtahDMC 18

48. To Make Matters More Complicated
Executives Decision-Makers Influencers
Join the conversation on Twitter: @akaEmmaLouise #UtahDMC 19

49. Buy-In At All Levels
Executives Decision-Makers Influencers
Join the conversation on Twitter: @akaEmmaLouise #UtahDMC 20
Awareness
Credentials
ROI
Engagement
Information
Value
Affinity
Social Proof
Benefits

50. Be The Hero
Executives Decision-Makers Influencers
Join the conversation on Twitter: @akaEmmaLouise #UtahDMC 21
Forrester TEI
Gartner
Case Studies
Trials / Demos
Downloads
Tailored Offers
Testimonials
Resources
Tutorials

51. Get Creative
Case Study: bit.ly/2q8MAsP
Join the conversation on Twitter: @akaEmmaLouise #UtahDMC 22

52. Takeaway Scorecard
B2B
WINS
BALANCE
Audience is equally as important
as context and messaging.
MULTI-FOCUS
Identify and engage
decision-makers at
all levels of the org.
COURTSHIP
Meet users where
they are but don't be
a stalker or pest.
Join the conversation on Twitter: @akaEmmaLouise #UtahDMC 23

53. Human Touch vs. Power of Machine Learning
Audience Definition
Bid Optimization
Delivery Objectives
Creative Testing
Join the conversation on Twitter: @akaEmmaLouise #UtahDMC 24

54. Test: Remove B2B Targeting Layer from Facebook Ad Sets
Hypothesis: Removing this targeting layer will increase audience size and improve delivery optimization.
Join the conversation on Twitter: @akaEmmaLouise #UtahDMC 25

55. Test: Remove B2B Targeting Layer from Facebook Ad Sets
146%
Higher CTR
-58%
Reduced CPC
139%
Increased CVR
-82%
Improved CPA
Join the conversation on Twitter: @akaEmmaLouise #UtahDMC 26

56. Test: In-Platform Lead Forms vs. Conversion Objective
Hypothesis: In-platform conversion actions will generate more leads at a lower CPA.
Join the conversation on Twitter: @akaEmmaLouise #UtahDMC 27

57. Test: In-Platform Lead Forms vs. Conversion Objective
34%
Higher CTR
-7%
Reduced CPC
18%
Increased CVR
-21%
Improved CPA
Join the conversation on Twitter: @akaEmmaLouise #UtahDMC 28

58. Takeaway Scorecard
B2B
WINS
BALANCE
Audience is equally as important
as context and messaging.
MULTI-FOCUS
Identify and engage
decision-makers at
all levels of the org.
TRUST
Loosen your grip to
leverage the power
of machine learning.
COURTSHIP
Meet users where
they are but don't be
a stalker or pest.
Join the conversation on Twitter: @akaEmmaLouise #UtahDMC 29

59. Join the conversation on Twitter: @akaEmmaLouise #UtahDMC 30

60. Join the conversation on Twitter: @akaEmmaLouise #UtahDMC 31

61. Largest Reach = Highest Competition
Source: Statista and Pew Research
Join the conversation on Twitter: @akaEmmaLouise #UtahDMC 32

62. The Case for Diversification
Incremental gains can dramatically
improve aggregate outcomes over time
Increased inventory means attention is
more accessible at a lower price
Cross-platform engagement reduces ad
fatigue from multiple impressions
Join the conversation on Twitter: @akaEmmaLouise #UtahDMC 33

63. Takeaway Scorecard
B2B
WINS
BALANCE
Audience is equally as important
as context and messaging.
MULTI-FOCUS
Identify and engage
decision-makers at
all levels of the org.
DIVERSIFY
Don't overlook
opportunities based
on reach/scalability.
TRUST
Loosen your grip to
leverage the power
of machine learning.
COURTSHIP
Meet users where
they are but don't be
a stalker or pest.
Join the conversation on Twitter: @akaEmmaLouise #UtahDMC 34

64. Slides & More
Download these slides and get access to
additional B2B marketing resources at:
www.hanapinmarketing.com/b2b
or contact me directly. I'd love to stay in touch!
emma.franks@hanapinmarketing.com
@akaEmmaLouise
linkedin.com/in/emma-franks/

65. EMMA FRANKS
CROSS-CHANNEL TACTICS TO GET
MORE FROM YOUR B2B MARKETING
DOLLARS
SENIOR ACCOUNT MANAGER
HANAPIN
LOUISVILLE, KENTUCKY
THANK YOU
#UTAHDMC

66. READY FOR OUR
SECOND PRESENTER? #UTAHDMC

67. ANDREA CRUZ
ATTRACT AND RETAIN B2B USERS
WITHOUT BREAKING THE BANK
DIGITAL MARKETING MANAGER
KOMARKETING
BOSTON, MA
TONIGHTS 2ND PRESENTER:
#UTAHDMC

68. Attract and retain
B2B users without
breaking the bank

69. @AndreaCruz92

70. @AndreaCruz92

71. Life is Good
@AndreaCruz92

72. A user downloads a whitepaper and is not
ready to purchase
@AndreaCruz92

73. We want to
get creative
but it’s
hard!
@AndreaCruz92

74. @AndreaCruz92

75. @AndreaCruz92

76. @AndreaCruz92

77. Hola!
✓ Digital Marketing Manager at
KoMarketing
✓ PPC in all colors and forms
✓ Top 50 most influential PPC
Expert in 2019 by PPC Hero
✓ Venezuela
✓
@AndreaCruz92

78. @AndreaCruz92

79. Old Stats
@AndreaCruz92

80. @AndreaCruz92

81. @AndreaCruz92

82. ✓ Audiences
✓ Right Targeting,
Right Results
✓ Attribution
@AndreaCruz92

83. Audiences
@AndreaCruz92

84. @AndreaCruz92

85. @AndreaCruz92

86. @AndreaCruz92

87. @AndreaCruz92

88. @AndreaCruz92

89. @AndreaCruz92

90. @AndreaCruz92

91. @AndreaCruz92

92. @AndreaCruz92

93. @AndreaCruz92

94. @AndreaCruz92

95. @AndreaCruz92

96. @AndreaCruz92

97. @AndreaCruz92

98. @AndreaCruz92

99. @AndreaCruz92

100. Right
Targeting,
Right Results
@AndreaCruz92

101. @AndreaCruz92
“86% of companies getting high ROI (2X or
greater) reported that personalization made up
21% or more of their marketing budget”
Monetate 2019

102. @AndreaCruz92
“91% of consumers are more likely to shop with
brands who provide relevant offers and
recommendations”
Accenture 2018
“86% of companies getting high ROI (2X or
greater) reported that personalization made up
21% or more of their marketing budget”
Monetate 2019

103. @AndreaCruz92
“91% of consumers are more likely to shop with
brands who provide relevant offers and
recommendations”
Accenture 2018
“77% of companies who are currently
practicing personalization reported
revenue growth”
Monetate 2019
“86% of companies getting high ROI (2X or
greater) reported that personalization made up
21% or more of their marketing budget”
Monetate 2019

104. @AndreaCruz92

105. @AndreaCruz92

106. @AndreaCruz92

107. @AndreaCruz92

108. @AndreaCruz92

109. @AndreaCruz92

110. @AndreaCruz92

112. @AndreaCruz92
Scroll Depth
Element Visibility
Form Abandonment
PDF Tracking

113. @AndreaCruz92

114. increase lead flow and quality!
@AndreaCruz92

115. Attribution
@AndreaCruz92

116. @AndreaCruz92

117. @AndreaCruz92

118. @AndreaCruz92

119. @AndreaCruz92

120. @AndreaCruz92

121. @AndreaCruz92

122. @AndreaCruz92
Lookalikes!

123. ✓ Audiences
✓ Right Targeting,
Right Results
✓ Attribution
@AndreaCruz92

124. ANDREA CRUZ
ATTRACT AND RETAIN B2B USERS
WITHOUT BREAKING THE BANK
DIGITAL MARKETING MANAGER
KOMARKETING
BOSTON, MA
THANK YOU
#UTAHDMC

125. Q&A #UTAHDMC

126. #UTAHDMCREGISTRATION LIVE SOON. CHECK SITE + EMAILS

127. SEE YOU NEXT MONTH!