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Conquering the New BtoB Marketing Funnel


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Conquering the New BtoB Marketing Funnel

  1. 1. Conquering the New B2B Marketing Funnel<br />Bryan Burdick<br />Corporate Development Officer<br />
  2. 2. Business Audience Experts<br />Reach & Engage Your Target Business AudiencesWherever They Travel Online…<br />with precision AND at scale<br /><ul><li>Reach 80% of US business audiences
  3. 3. Enabling branding and direct response initiatives
  4. 4. Fully integrated audience data, display advertising, social media and audience analytics platform </li></li></ul><li>Punchline<br /><ul><li>The Challenge – The traditional marketing funnel has fundamentally changed
  5. 5. Top of Funnel: Too expensive to cast a wide net
  6. 6. Middle of Funnel: eMarketing leaves too many opportunities on the table
  7. 7. Lower Funnel: Need to reach beyond these programs to really move the needle
  8. 8. The Answer – Effective online display is a key part:
  9. 9. Audience targeted display ads enable marketers to nurture leads ‘outside of the inbox’
  10. 10. Retargeted, personalized ads drive frequent and relevant messaging to the right audience
  11. 11. Measuring audience actions – not clicks – floats all boats</li></li></ul><li>B2B eMarketing – Current State<br />
  12. 12. Does this sound like your company?<br />Core online marketing programs…<br />E-mail:<br />I know who my prospect is and I’m going to build a relationship<br />SEO, SEM:<br />My prospects are looking for a solution and can find my company <br />Website:<br />As my programs drive prospects to my site, I want to engage & convert them<br />…are mid to bottom funnel focused.<br />
  13. 13. The rest of your target audience (the ones not actively searching – yet)<br />The portion or your target audience ready to engage<br />Display reaches 81% of a target market;<br />Searchonly reaches 8%<br />“The Silent Click: Building Brands Online,”Online<br />Publishers Association in conjunction with comScore<br />Limited Reach of “Core Programs”<br />Too often, the lion’s share of marketing time and budget is narrowly focused on bottom of funnel…<br />
  14. 14. Example: Traditional ‘lead nurturing’<br /><ul><li>Primarily e-mail driven
  15. 15. Requires contact information which is expensive to gather and maintain
  16. 16. Communication is confined to the inbox
  17. 17. Potential customers on email only 8.3% of the time—what about the other 91.7%?*</li></ul>z<br />*“What Americans Do Online: Social Media and Games Dominate Online Activity,” NielsenWire, August 2, 2010<br />
  18. 18. Bizo Philosophy: <br />If you could affordably measure, reach and educate your entire target audience…<br />…that would significantly and positively affect your entire marketing program<br />
  19. 19. Restated: If everyone in your target audience knew…<br />…who you are? <br />…what you do? <br />…why you matter?<br />
  20. 20. ...your critical metrics would improve across the board, wouldn’t they? <br />
  21. 21. Dabbling with display<br />You’re probably already ‘thinking outside the inbox’…<br />Social Media:<br />I’ll maintain a strong presence to educate and increase awareness.<br />Display Advertising:<br />I’ll reach prospects traveling to other sites on the Web.<br />…but perhaps you’ve been underwhelmed or are unsure where to start.<br />
  22. 22. Social media on the rise<br />Bizo Survey: How important is Social Media marketing this year versus last year?<br />Strategic Marketing Priorities Survey, August 2011; N=521 responses comprised of 57% in-house marketers and 31% agencies <br />
  23. 23. According to active online marketers, 84% of respondents said display is as important or more important to their mix this year versus last year<br />Same story with display advertising<br />Strategic Marketing Priorities Survey, August 2011; N=521 responses comprised of 57% in-house marketers and 31% agencies <br />
  24. 24. But…current investments are still unfocused…<br />Strategic Marketing Priorities Survey, August 2011; N=521 responses comprised of 57% in-house marketers and 31% agencies <br />…research shows that marketers don’t really understand the effects of their social media efforts<br />
  25. 25. You need to fish where the fish are…<br />
  26. 26. Doing Display Right<br />Change your paradigm to…<br />…nurture prospects everywhere on the Web<br />
  27. 27. N nurturing<br />
  28. 28. Doing Display Right<br />An integrated display marketing program…<br />1<br />TOP FUNNEL MARKETING:<br />Understand and reach your target audience<br />1<br />MID FUNNEL MARKETING:<br />Retarget your custom audience segments<br />2<br />3<br />LOWER FUNNEL MARKETING:<br />Track and optimize to key site actions with the right metrics<br />…creates lift throughout the funnel.<br />
  29. 29. Doing Display Right<br />Establish a baseline and know who you’re trying to nurture…<br />…who is already engaged and converting on your site.<br />
  30. 30. The data is out there<br />If you understand your target audience, you can find them on the Web…<br />Business Demographic (Bizographics)<br /><ul><li>Industry, Seniority, Job Function, Company Size, Location</li></ul>Intent / Behavioral<br /><ul><li>Recent Search Terms Used, Recent Site Visits, Product Categories Viewed</li></ul>Psycho / Demographic <br /><ul><li>Soccer Moms, Urban Elite, Affluent, Uptown Hip…</li></ul>…and you can target them in multiple ways. And BTW – context still matters.<br />
  31. 31. Doing Display Right<br />Don’t just target the audience…<br />GOOD<br />BETTER<br />BEST<br />Job Function: HR<br />Seniority: Executive<br />Industry: Finance<br />Job Function: HR<br />Job Function: HR<br />Seniority: Executive<br />Sample Ad Copy:<br />“Improve your payroll processes with Solution X.”<br />Sample Ad Copy:<br />“Payroll inefficiencies impact the bottom line. Try Solution X.”<br />Sample Ad Copy:<br />“Bank of America has saved $5M with Solution X’s payroll system. You can be next.”<br />…target the message!<br />
  32. 32. Doing Display Right - Retargeting<br />
  33. 33. Retargeting works…period<br />Retargeting will be your single MOST effective online display campaign…<br />Courtesy of eMarketer<br />…and will drive lift across the board!<br />
  34. 34. Retarget based on audience segment<br />Target: SMB<br />Target: Fortune 500<br />
  35. 35. Retarget based on funnel stage<br />
  36. 36. Retarget based on web page visits<br />Deliver creative specific to products and services visited…<br />Brand Creative<br />Product 1 Creative<br />Product 2 Creative<br />…and use this information to determine funnel stage.<br />
  37. 37. Test, Measure...and Optimize!<br />Online display offers several optimization levers…<br />Test creative alternatives… <br />Test landing page variants…<br />Test audience segments…<br />…and more!<br />
  38. 38. Choose your metrics wisely<br /><ul><li>Clicks – Easy to measure, but not always valid
  39. 39. Bizo study: Top 25 campaigns based on CTR, only 6 fall into the top 25 for conversion rates
  40. 40. Don’t make the $1 billion mistake</li></li></ul><li>Measure to key site actions<br />And, track key actions by audience segment.<br />1<br /><ul><li>Optimize and measure campaigns to your key site actions – not the click
  41. 41. Track WHO is performing key site Actions</li></ul>2<br />3<br />
  42. 42. Display drives actions…and results<br />Source: March 2011 survey of In-house Marketers and advertising agencies. Findings based on 139 completed survey responses. <br />
  43. 43. Bizo – Online Display Case Studies<br /><ul><li>
  44. 44. Hoover’s
  45. 45. DMA</li></li></ul><li>Display in action –<br />After measuring the site audience and optimizing, ran two targeted display campaigns over a 6 week period in February-March and again May-June<br />Conversion <br />Impact<br /><ul><li>Drove 354 key actions
  46. 46. Influenced 2302 key actions</li></ul>Engagement<br /><ul><li>355% increase in pages viewed per visitor
  47. 47. 30%+ lift in form conversion rates</li></ul>Brand Lift<br /><ul><li>32% Brand Recall Lift
  48. 48. 80% lift in Branded Search Terms</li></li></ul><li>Display in action – Hoover’s<br />Hoover’s targets ads to exactly the audience that their segmentation research had shown most receptive to their messages. 2+ years campaign experience, learnings, results has made display core to Hoover’s mix.<br />Impact<br /><ul><li>ROI on ad spend almost 275%</li></ul>Engagement<br /><ul><li>Hoovers saw CTR on targeted ads improve 3X</li></ul>Audience Saturation<br /><ul><li>Hoovers saturating its target audience with the RIGHT message</li></li></ul><li>Display in Action - DMA<br />Key objectives for DMA…<br />Educate<br />(Branding)<br /><ul><li>Drive up awareness of the event;
  49. 49. Get our right conference messaging in front of tour audience early and often
  50. 50. Make it easy for them to learn, educate themselves</li></ul>Drive Registrations<br />(Direct Response)<br /><ul><li>Drive registrations down the funnel with the right call to action to get them to register
  51. 51. Retargeting to stay top of mind as the show approaches
  52. 52. Create conversion lift across our mix</li></li></ul><li>A Look Back - DMA 2010<br /><ul><li>Objective: Drive conversions = DMA2010 registrations
  53. 53. Duration: 4 months (June 1 – Oct 1, 2010)
  54. 54. 2nd year with Bizo
  55. 55. Creative: 60x600, 300x250, 728x90, National/Local versions
  56. 56. Audience Targeting:
  57. 57. Marketing Professionals and Executives/C-Suite across the U.S.
  58. 58. Marketing Professionals and Executives/C-Suite on the West Coast </li></li></ul><li>The Road Traveled<br />June 1<br />Oct 1<br />Local Ads converting best<br />Fed top of funnel by driving target audience to DMA site<br />300 x 250 ads performing best <br />Local DMA emphasis<br />Established “All Biz Professionals” baseline<br />Retargeting pool climbs <br />Retargeting lines very successful – Drives 211/277 (76%) conversions <br />Very Successful saturation of target audiences (85% SOV of Marketers in U.S.)<br />National targeting emphasis<br />Time horizon & retargeting allows ad creative to do its job ($200 incentive)<br />
  59. 59. Display in Action: DMA2011 / Oct 1-6/ Boston <br />Incorporating 2 years of learnings in our approach<br /><ul><li>Creative A/B Splits
  60. 60. Micro/Macro Audience Segments
  61. 61. Offer Testing
  62. 62. Mapping creative message to audience, to Geo
  63. 63. Aggressive, advanced retargeting</li></li></ul><li>Initial campaigns – Nationally targeted Creative<br />Top of funnel offer geared to educate<br />
  64. 64. As the campaign progressed…<br />Continue to educate but introduce lower funnel promo offers geared to drive registration<br />
  65. 65. As summer ended, switched to Regional Targeting<br />As conference approaches, beginning to funnel impressions to high probability regional centers with a message that will resonate<br />
  66. 66. So…<br /><ul><li>Keep thinking outside the ‘inbox’
  67. 67. Leverage online display to ‘Always be Nurturing’
  68. 68. Target your audience to expand your reach
  69. 69. Retarget or your peers will laugh at you
  70. 70. Measure actions, not clicks</li></li></ul><li>Questions?<br />Bryan Burdick, Bizo<br /><br />508-298-8062<br /><br />
  71. 71. Conquering the New B2B Marketing Funnel<br />Bryan Burdick<br />Corporate Development Officer<br />