bizo emba council presentation

March 18, 2013

David Karel, VP of Marketing, Bizo

[email protected]

@dhkarel

Business Audience Marketing Instant access to business professionals,

wherever they travel online

mailto:[email protected]

© 2013 Bizo, Inc

The Elusive EMBA Candidate?

• What does your ideal EMBA candidate look like?

• How are you trying to reach them today?

• What’s working? What’s not?

© 2013 Bizo, Inc

The Shift from Offline to Online

THEN:

• Television, print,

radio advertising

ruled

• Reserved for big

companies and

agencies

© 2013 Bizo, Inc

Reaching EMBA Candidates Yesterday?

© 2013 Bizo, Inc

The Shift from Offline to Online

NOW: Small brands can compete with big brands

© 2013 Bizo, Inc

Yet, reaching targeted audiences still a top challenge

Question: What do you consider your greatest online marketing challenges for 2012? Check all that apply.

N=326

Source: BtoB magazine: Online Marketing: The Next Frontier, March 2012

Greatest Online Marketing Challenges for 2012

24%

28%

34%

39%

48%

61%

Customer retention/loyalty

Better incorporating targeting throughout our

marketing mix

Elevating our brand online

Accurately measuring and attributing online

conversions to the correct marketing

channels

Reaching more of our target audience

Generating more leads

© 2013 Bizo, Inc

EMBA Candidates Are EVERYWHERE Online

• Marketers must be

everywhere their

audience is

• Investing in just a few

channels (e.g. search,

email) only reaches a

small portion of your total

target audience

1 “What Americans Do Online: Social Media and Games

Dominate Online Activity,” NielsenWire, August 2, 2010.

© 2013 Bizo, Inc

The Current State of Marketing to Business Professionals

SEO, SEM:

My prospects are

looking for a solution

and can find my

company.

Email:

I know who my

prospect is and I’m

going to build a

relationship.

Display Advertising:

I’ll reach prospects

traveling to other sites

on the Web.

Social Media:

I’ll maintain a strong

presence to educate and

increase awareness.

Lion’s share of

marketing’s time

and $,

but narrowly

focused on

bottom of funnel

Expansive reach

but marketers still

seeking how to

make greatest

impact

© 2013 Bizo, Inc

Full Funnel Approach is Necessary

• Email limited by size of

house data base & finite

number of targeted

external lists

• Paid search is only

reaching around 8% of

the people that matter

Lower funnel programs

inherently constrained

• Reach more of your target

audiences at scale

• Educate and build trust

• Set up the rest of your mix for

greater success

Targeted display ads can

influence prospects at

every stage of the funnel

© 2013 Bizo, Inc

Bizo’s Marketing Mix – Every Program Plays Its Part

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© 2013 Bizo, Inc

Display Reaches Your Target Audience…

Source: BtoB Magazine, “Online Marketing: The Next Frontier of Email, Display, Search & Social,” March 2012

Online Display Advertising: Most Significant Benefits

© 2013 Bizo, Inc

Building out a High Impact Display Campaign

© 2013 Bizo, Inc

Pre-Launch Display Campaign Trail

STEP 5

Audience Targeting

& Display Strategies

STEP 3

Persona Definition

STEP 4

Creative

Development

STEP 2

Target Audience

Definition

STEP 1

Goals & Metrics

© 2013 Bizo, Inc

Step #1 – Pin Down Display Tactics Based on Goals

Your goals will dictate display tactics and success metrics.

WHAT ARE YOU AFTER?

SUCCESS METRICS

• Brand Recall

• Targeted Reach

• Share of Voice (%)

• Targeted Website

Traffic Lift

• Branded Search Lift (%)

• Content Engagement Lift (%)

• Time on Site Lift (%)

• Cost per New Visitor

• Cost per Page View

Lead Generation &

Sales Conversions

• Leads (#) & Cost per Lead

• Form Conversion Lift (%)

• Opportunity Contribution

• Revenue Contribution

Content Engagement &

Education

Brand Awareness

© 2013 Bizo, Inc

Tracking Performance – CTR?

Is your goal to get lots of clicks

…or an increased pool of high quality candidates?

© 2013 Bizo, Inc

Tracking CTR by Audience Segment?

Getting warmer…but still just clicks

© 2013 Bizo, Inc

Website Traffic Trending – Visits

Increased in targeted website traffic,

seems we’re on the right trail…

© 2013 Bizo, Inc

XLarge

955 Page

Views

Large

1,552 Page

Views Micro

1,090 Page

Views

*Page views from 8.16 – 8.30

Website Traffic Trending – Page Views

Increased in targeted audience engagement on

site, you’ve got my attention…

© 2013 Bizo, Inc

Tracking Conversions?

Now we’re talking! But, even conversions

require broad view given attribution realities

© 2013 Bizo, Inc

Step #2 - Define Your Target Audience

• Define your audience for your broader “reach” campaign

• Define your audience for your “retargeting” campaign (e.g. segment your visitors by where they go on your site)

Target Audience Co. Size Industry Functional

Area Seniority

Professional

Group

A - Healthcare Fortune 500 Healthcare Healthcare Executives Business Pros

B - Insurance Insurance Insurance Finance Executives Business Pros

C - Financial

Services Fortune 500 Fortune 500 Finance Executives Business Pros

Audience URL Goal

Marketing Landing Page Site.com/marketers Nurture

Resource Page Site.com/Resources Nurture

Shopping Cart Site.com/Checkout 20% Offer

© 2013 Bizo, Inc

*Visits from 8.14 – 8.30

Website Traffic, Getting at the “Who”

© 2013 Bizo, Inc

Step #3 – Persona Definition. Tell a story that resonates by

making it targeted People experience and react to brands differently—find out as much as you

can about who they are and address their challenges/concerns

Job Function: HR

Job Function: HR

Seniority: Executive

Job Function: HR

Seniority: Executive

Company Size: Fortune 500

GOOD BETTER BEST

Sample Ad Copy:

“Improve your payroll

processes with Solution

X.”

Sample Ad Copy:

“Payroll inefficiencies

impact the bottom line.

Try Solution X.”

Sample Ad Copy:

“Bank of America has saved

$5M with Solution X’s payroll

system. You can be next.”

© 2013 Bizo, Inc

Step 4: Creative Development

Campaign Objectives

(Branding vs. DR)

Why You Matter Target Audience

Persona

© 2013 Bizo, Inc

Step #5 – Pin Down Display Tactics Based on Goals

Your goals will dictate display tactics

CAMPAIGN STRATEGY

YOUR MARKETING FUNNEL

SUCCESS METRICS

• Company Size, Industry

• Video Targeting

• Company Targeting

• Brand Recall

• Targeted Reach

• Share of Voice (%)

• Targeted Website

Traffic Lift

• Job Function, Seniority

• Facebook Targeting

• LinkedIn Targeting

• Social Retargeting

• Branded Search Lift (%)

• Content Engagement Lift (%)

• Time on Site Lift (%)

• Cost per New Visitor

• Cost per Page View

• Keyword Targeting

• CRM Retargeting

• Website Retargeting Lead Generation &

Sales Conversions

• Leads (#) & Cost per Lead

• Form Conversion Lift (%)

• Opportunity Contribution

• Revenue Contribution

Content Engagement &

Education

Brand Awareness

© 2013 Bizo, Inc

Let’s Throw in a Step #6

– Continuously Measure & Optimize Example…

Ad Unit Size Creative Click-Through Rates Total Conversions

728 x 90

30-day Trial 0.2% 2

90-day Trial 0.7% 5

Success Story 0.5% 15

300 x 250

30-day Trial 0.8% 1

90-day Trial 0.1% 20


1000 x 90

30-day Trial 0.5% 6

90-day Trial 0.3% 14


© 2013 Bizo, Inc

Mapped Goals, Creative & Display Strategies

Goal: Increase Bizo’s brand recall and build

awareness for Bizo in our key targetable

audience.

Strategy: Target specific audiences who we

believe are the ultimately making decisions for

Bizo – marketers. Measure awareness impact

with a brand study.

Goal: Engage audiences with content to create

velocity through the marketing funnel.

Strategy: Target specific seniority and job titles

with customized creative and deliver impressions

cost effectively through Facebook and LinkedIn.

Goal: Drive leads and increase engagement

throughout all marketing programs.

Strategy: Serve direct response messaging to

audiences familiar with Bizo and in our retargeting

pool through website, social, email or blog traffic.

© 2013 Bizo, Inc

In-Market vs. Out-of-Market Highlights

The above graph shows the % lift across key metrics from August thru November, 2012.

Impact Across the Funnel

112%

77%

54% 49%

38%

55% 63%

Overall SiteTraffic

Marketers SiteTraffic

Overall PageViews

Marketers PageViews

Organic SearchTraffic

RetargetingImpressions

Contact Us'Forms

© 2013 Bizo, Inc

Campaign Results Summary

• Goal: Increase Bizo’s brand recall and building awareness

for Bizo in our key targetable audience.

• Results: By running branding specific banners within the

marketing audience display was able to brand lift and

increase site traffic trends throughout the campaign.

• Goal: Engage audience who are now familiar with Bizo with

content to help create velocity through the marketing funnel.

• Result: Facebook and LinkedIn delivered 147 leads. Page

views increased 49% within functional area marketers as users

explored more content.

• Goal: Drive leads and increase engagement throughout all

marketing programs.

• Result By serving direct response messaging to users within

Bizo’s retargeting pool display was able to generate 104 leads at a

$9 CPA. Bizo’s highest ranked conversion – “contact us” forms

increased 63% when display was in-market.

© 2013 Bizo, Inc

What Else Is Top of Mind?

• Marketing Automation

• Social Marketing

• Search (SEO, Paid)

• Email Marketing

• Content Marketing

• Program Attribution

• Website

• A/B Testing

• Campaign Integration

• Message Development

March 18, 2013

David Karel, VP of Marketing, Bizo

[email protected]

@dhkarel

Business Audience Marketing Instant access to business professionals,

wherever they travel online

mailto:[email protected]