bizo/iab: a new era for b2b online marketing: 5 proven techniques for audience targeting that drives...

A New Era for B2B Online Marketing Proven Techniques for Audience Targeting that Drives Conversions

Jim Sterne Founder, eMetrics Optimization Summit President, Target Marketing

Russell Glass Founder & CEO, Bizo

November 10, 2010

Bizo Webinar Series presented in collaboration with the IAB

Jim Sterne eMetrics Marketing Optimization Summit

Web Analytics Association

© 2010 Bizo, Inc.

Today’s Agenda

Making Online Advertising Work by the Numbers •  The Underlying Data •  The Possibilities •  Your Goals •  The Value of Knowing Your Target

Audience Targeting Unlocks the Promise

Getting at the Value

Q & A

Making it Real

Server Capacity

Kilo- Mega- Terra- Petabytes per second

Page Speed

Fast

Nice

OK Slow

Painful

Sucks Slow Gone

The IT / Advertising Conversation

What can you tell us? Log files

Server Logs Transaction Records for Recovery

Surfer

http log - “server log” What pages were served to which IP addresses & when?

Web Server

Server Logs Transaction Records for Recovery

Greatest Hits

Greatest Hits How Idiots Track Success

Katie D Paine

Server Logs Visits Sessions Pageviews Entry & exit pages Errors Hourly usage Browser & OS version Usage by country

Server Logs Visits Sessions Pageviews Entry & exit pages Errors Hourly usage Browser & OS version Usage by country

(sort of) (sort of) (sort of) (sort of)

(sort of) (sort of) (sort of)

Referrer data



What about campaign management?

Referrer Logs: Where Did They Come From?

Referer (sic) logs contain: Which link Which banner Which press release Which partner site Which search engine Which search terms



What about campaign management? Referrer logs

What about clickstreams, sessions, segments, conversions, etc.?

VCI of VSS

Stages of Member Understanding

Data, Data Everywhere

Application Servers Email Marketing Data Visitor Surveys Panel/ISP Research Usability Testing Eye Tracking Brand Impact Metrics Cross Channel Metrics

Performance Monitors Server Log Files URL Tagging Cookies Packet Sniffing Web Beacons Page Tagging Client Side Surveillance

We Can Measure Everything

Data, Data Everywhere

Application Servers Email Marketing Data Visitor Surveys Panel/ISP Research Usability Testing Eye Tracking Brand Impact Metrics Cross Channel Metrics

Performance Monitors Server Log Files URL Tagging Cookies Packet Sniffing Web Beacons Page Tagging Client Side Surveillance

Understand the underlying data Understand the possibilities Understand your goals Understand the value of

knowing your target

Making Online Advertising Work by the Numbers

The Possibilities

Optimize Reach Improve Targeting Raise Awareness Increase Response Ramp Up Engagement Maximize Financial Results

The Possibilities

Optimize Reach Improve Targeting Raise Awareness Increase Response Ramp Up Engagement Maximize Financial Results

Ad Landing Page Visit Contact Sale

Targeted Advertising

Contextual Targeting - like print (golfers) Day Part Targeting - like radio (lunch) Geo Targeting - like newspapers

+ mail Behavioral Targeting - like personal

shopper

People who came from this source get this offer

People who clicked on this and that get that offer

People who looked at that get this email People who downloaded this get that email People who did not register for webinar get

that

On-Site Behavioral Targeting Dynamic Promotions

People who went to this site get this ad People who left that site get that ad People who looked for these things get these

ads

In-Network Behavioral Targeting Dynamic Advertising

Targeted Advertising

Contextual Targeting - like print (golfers) Day Part Targeting - like radio (lunch) Geo Targeting - like newspapers

+ mail Behavioral Targeting - like personal

shopper


knowing your target


Raise Revenue Lower Costs

Increase Customer Satisfaction

Translating Web Intelligence into Business Value

Awareness Clickthroughs Subscriptions Registrations Surveys Blog Comments Qualified Leads Sales Lifetime Value

Optimizing Outcomes


knowing your target


Optimizing the Top of the Funnel

Only B2B Only companies with

specific attributes Only people with

specific titles

Ad Network

Contextual

Firmographics

Business Demographics

Behavioral A B C

© 2010 Bizo, Inc.

Today’s Agenda




Q & A

Making it Real

© 2010 Bizo, Inc.

About Bizo Bizo is the B2B marketer’s answer to precise business audience targeting

We have built the world’s leading B2B audience targeting platform which is enabling hundreds of companies, including 8 of the top 10 B2B advertisers to reach, engage, and convert their target business audiences online.

~ 80% Percent of U.S.

business population Bizo reaches

40%+ Percent of Top 100

B2B Brands Bizo Supports

600+ Top B2B Publishers

on Bizo Platform

© 2010 Bizo, Inc.

Taking the Guesswork Out of Marketing

© 2010 Bizo, Inc.

What is Audience Targeting? •  Contextual Targeting: Based on content

•  Behavioral Targeting: Based on recent online purchases, searches, etc.

•  Geo-Targeting: Based on location

Audience Targeting – the “Who” (Industry, Job Function, Seniority, and more)

Contextual Targeting (Content)

Behavioral Targeting

(Online Behaviors)

Geo- Targeting (Location)

Audience Targeting: Based on the precise business demographics or “bizographics” that impact revenue

© 2010 Bizo, Inc.

Real-World Audience Targeting – B2C Buying as a consumer involves few people and minimal risk

© 2010 Bizo, Inc.

Real-World Audience Targeting – B2B

Buying for your boss and co-workers on the other hand…

© 2010 Bizo, Inc.

B2B Marketing - The “Who” Matters Not all business demographics are influenced in the same way

Courtesy of Forrester Research

© 2010 Bizo, Inc.

Tip #1: Know your target audience

•  People experience and react differently—find out as much as you can about them

•  Don’t waste marketing dollars on the unknowns

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.”

Proven Audience Targeting Techniques

© 2010 Bizo, Inc.


Tip #2: Identify the business demographics that matter at every stage of the buying process

Seniority: Executive Function: C-Suite Concern: Profitability

Seniority: Mid-Management Function: IT Concern: Integration

Seniority: Non-management Function: Finance Concern: Compliance Seniority: Mid-management

Function: Operations Concern: Efficiency

Sales Funnel

© 2010 Bizo, Inc.


Tip #3: Determine if your marketing programs are driving the right prospects to your website

Measure if you’re driving the RIGHT people

© 2010 Bizo, Inc.


Tip #4: Create content personas for your target audience

Address their specific needs and interests with customized content

Seniority: Executive Function: C-Suite Concern: Profitability

Seniority: Mid-Management Function: IT Concern: Integration

“Executive Seminar – Reducing Cost” “Technical Whitepaper – Systems Integration”

LANDING PAGE LANDING PAGE

© 2010 Bizo, Inc.

Reaching the Right Audience Onsite and Off-site

Understand who is reaching your site

Target only the prospects that

matter

Deliver the right message to

increase conversions

Use remarketing to keep your

message top of mind

Who is on your website?

© 2010 Bizo, Inc.

• Understand the bizographics of visitors performing key site actions regardless of how they arrive to your site

• Then drive more of those visitors to your site by targeting them

© 2010 Bizo, Inc.

Metrics that Matter

•  Clicks – Easy to measure, but not always valid

•  Bizo study: Top 25 inventory sources based on CTR, only 6 fall into the top 25 for conversion rates

•  Online advertising industry = $10B optimizing to the click results in more than $1B loss

How to approach targeted display advertising

Source: EyeBlaster

Targeted display advertising:

• Is a great mechanism for getting your message in front of the right people early, and often

• Broadens and helps fill the top of the funnel, while creating lift across your other marketing activities

• Gets the right people back to your site through retargeting

• Drives conversions

Grow overall pool of leads entering top of the funnel

Your Target Market

8% Paid

Search

81% Reached by

Display

81% of the consumers who saw an ad received only a display ad, while a much lower 8% received only a search ad. “The Silent Click: Building Brands Online,”Online Publishers Association in conjunction with comScore, June 2009.

Effectiveness of Display Reach Vs. Paid Search

Awareness

Interest

Consideration

Intent to Purchase

Purchase

Getting at the Value of Targeted Display

QL = Qualifed Lead = the Right Audience C = % of Leads Converting at each Stage

NQL = Nonqualified Lead = Waste L = Lift factor across rest of marketing mix

N = Leads (#) Entering Top of Funnel P = Impact($) of non-display programs

V = Velocity of Lead Through Funnel

•  Get more of the right leads into your marketing funnel (↑ QL)

•  Reduce spend against wrong audience (↓ NQL)

•  Grow overall pool of leads entering top of the funnel (↑ N)

•  Increase velocity of leads through the funnel, compressing the time it takes to prepare a prospect for purchase (↑ V)

•  Convert more leads at every stage of funnel (↑ C)

•  Increase the effectiveness and impact of all other marketing programs (↑ P L)

The ROI of Display

Legend

N NQL QL

V C

Non-D

isplay Programs

P

L P

P

•  C-Suite •  Marketing •  Small Business

Your Target Market

Business Professionals

Internet General Audience

© 2010 Bizo, Inc.

Conclusion

•  Plethora of data available – let business goals be your guide

•  Conversions are key – can you tie your activities to an actual sale?

•  With display advertising, B2B companies can combine extensive reach with precise targeting

•  Fact: Business demographics impact B2B buying behavior

•  Know your target audience and target them with relevant content to increase conversions

•  Measure the impact of display advertising across all marketing channels

© 2010 Bizo, Inc.

Thank you!

You’re invited to download Bizo Analyze, a free, Web-based tool that gives you visibility into the business demographic makeup of your website visitors.

http://www.bizo.com/marketer/analyze

© 2010 Bizo, Inc.

Contact Us

Russell Glass, Bizo – [email protected] www.bizo.com

Jim Sterne – [email protected] www.targeting.com

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