Webinar: Predictive Digital Advertising
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This document summarizes a webinar about predictive digital advertising. It discusses connecting predictive marketing tools from Fliptop to Facebook and LinkedIn. The webinar covers how to build a list of predictively scored leads, sync that list to Facebook and LinkedIn Lead Accelerator, and then advertise directly to the leads that matter most. The key steps involve connecting accounts, building smart lists of leads in Marketo, sending lists to Facebook and LinkedIn audiences, and creating ad campaigns and nurture streams targeted at those tailored audiences.
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Webinar: Predictive Digital Advertising
- 1. Predictive Digital Advertising Connecting the Dots from Fliptop to Facebook and LMS
- 2. If you can see the slides and hear me please raise your hand in the GoToWebinar Dashboard Housekeeping
- 3. Your speakers Lauren Stasko Marketing Manager Fliptop Jessica Cross Director of Marketing Fliptop @LoStat5 @jfayesf
- 4. Today’s Webinar Agenda 1. What is Predictive Marketing 2. Connecting the dots to Facebook 3. Connecting the dots to LinkedIn 4. Advertise to only the leads that matter 5. Q&A To submit questions during the webinar, please tweet them: #predictivemarketing @fliptop 4 #predictivemarketing
- 5. This is not Predictive Marketing 5 #predictivemarketing
- 6. This IS Predictive Marketing 6 #predictivemarketing
- 7. • Doesn’t require a data scientist on staff or degree in statistics • Doesn’t require $200k in consulting fees • Does require some time and thought • Does require predictive vendor You too can have predictive marketing 7 #predictivemarketing
- 8. Steps for Predictive Digital Targeting • Add Facebook and LinkedIn Lead Accelerator code to website • Enable Facebook and LLA in Marketo • Build list of Predictively Scored Leads • Sync that list to Facebook and LLA • Advertise to only the leads that matter 8 #predictivemarketing
- 9. Step 1: Connect your Facebook account to Marketo 9 #predictivemarketing
- 10. Step 2: Build a List of Predictively Scored Leads 10 #predictivemarketing
- 11. Step 3: Press the AdBridge Button 11 #predictivemarketing
- 12. Step 4: Send the list Facebook 12 #predictivemarketing
- 13. Step 5: Name the List 13 #predictivemarketing
- 14. Step 6: Log into Facebook and select “Manage Ads” 14 #predictivemarketing
- 15. Step 7: Select Audiences and Find Your List 15 #predictivemarketing
- 16. Step 8: Build your Ad Campaign 16 #predictivemarketing
- 17. Step 8: Advertise to Leads that Matter 17 #predictivemarketing
- 18. Connecting Fliptop to LinkedIn Lead Accelerator
- 19. Step 1: Connect LinkedIn Lead Accelerator to Marketo 19 #predictivemarketing
- 20. Step 2: Build Smart List in Marketo 20 #predictivemarketing
- 21. Step 3: Press the AdBridge Button 21 #predictivemarketing
- 22. Step 4: Send the list to LinkedIn 22 #predictivemarketing
- 23. Step 5: Name the list 23 #predictivemarketing
- 24. Step 6: Log in to LMS and find your list 24 #predictivemarketing
- 25. Step 7: Build your nurture stream using list 25 #predictivemarketing
- 26. Step 8: Add Waves to your nurture stream 26 #predictivemarketing
- 27. Key Takeaways • Predictive Marketing is easier than you think • Use predictive to have better interactions with your prospects and customers • Machine Learning is your friend • The time is now, stay ahead of your competition 27 #predictivemarketing
- 28. Q&A – 10 Minutes Thank you! Contact us for your own predictive model info@fliptop.com Lauren Stasko Marketing Manager Jessica Cross Director of Marketing 28 #predictivemarketing
Editor's Notes
- My name is Jessica Cross and I’m the director of marketing here at Fliptop. Previously, I worked at DNN Software, Bazaarvoice, and PowerReviews. I’m also a Marketo Champion and has built at least 3 lead scoring models, 12 nurturing streams, and launched dozens of websites in my time. Any my name is Lauren Stasko, I am marketing manager for Fliptop. Previously I worked at Ustream and LeadMD as a marketing automation and CRM consultant. In my spare time I enjoy long walks on the beach with my dog LONO.
- It is not fuzzy forecasts or sticking our finger in the wind to see which way the wind is blowing. Predictive is not something far off in the future that requires a six figure consulting project
- Predictive is something you are most likely all familiar with. Netflix uses a predictive algorithm to figure out that since you watched Todlres and Tiaras, you might also like watching American Dance Stand or whatever its called. Those recommendations come from a predictive algorithm Netflix has fine tuned based on analyzing what thousands of users watching hundreds (if not thousands) of shows. The result is a tailored TV watching experience. Google has stated again and again that it is the volume and quality of data that builds better predictions. As digital marketers we have volumes of data in our CRM and Marketing automation platforms. Predictive vendors are making use of that data to identify which leads and accounts have the highest probability of converting to a customer for you. In this session Lauren and I are going to walk through how to connect Fliptop to Facebook and LinkedIn Marketing solutions to build predictive digital advertising. Predictive is definitely more than just about lead scoring. And even if you don’t have with a predictive vendor, ideally you will still find some actionable tips and new things you did not know about digital marketing.
- So, where to start. With Predictive marketing, you don’t need a data scientist on staff. Nor do you need a degree in statistics. Leave that up to the professionals. You also don’t need to spend hundreds of thousands of dollars on a professional services consultation. Predictive marketing can be delivered as sofware as a service. Predictive marketing DOES require some time and thought. Just with any new marketing campaign you want to sit down with the team and walk through how and where you want to integrate predictive into your process. Ideally through this webinar you will get some good ideas on where Predictive can fit in. Side not, but possible a very important one, in order to make all the steps work
- Same thing as Facebook, you want to go to the admin section of Marketo, and then click on Launchpoint We are going to add a new service for Linkedin Lead Accelerator (otherwise known as Bizo). You will need your API key and secret key which can be found in your LMS account. Again, for this integration you will need a paid LMS subscription.
- Use the same list for multiple advertisers
- The list typically takes up to 24 hours to sync over
- Log into your LMS account. ON the top navigation you are going to go to Set Up Last option on the menu is integrations, click that and that will show you all the lists you have syn
- If you are interested in Fliptop building you a predictive model, please contact us. An