drivingfacebookleadswithmarketofinal 140409152636-phpapp02
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Driving Facebook Leads With Marketo
Dennis YuChief Technology Officer
@DennisYu
Carra ManahanMarketing Programs Specialist
@CarraManahan
Travis KingDirector, B2B Lead Gen
@Travislk
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Page 2 © 2014 Marketo, Inc. #mktgnation14
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Page 3 © 2014 Marketo, Inc. #mktgnation14
Over The Past Year…
• 13,000+ Targets Acquired• Cost per target < $30• 450+ Campaigns• 2,000+ Ads
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Page 4 © 2014 Marketo, Inc. #mktgnation14
Marketing Has Fundamentally Shifted
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Page 5 © 2014 Marketo, Inc. #mktgnation14
“Don’t you see that the whole aim of Newspeak is to narrow the
range of thought? In the end we shall make thought-crime literally
impossible, because there will be no words in which to express it.
Every concept that can ever be needed, will be expressed by exactly
one word, with its meaning rigidly defined and all its subsidiary
meanings rubbed out and forgotten. … Every year fewer and fewer
words, and the range of consciousness always a little smaller.
- George Orwell, 1984
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Page 6 © 2014 Marketo, Inc. #mktgnation14
BREAK THROUGHEdge Rank Organically!
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Page 7 © 2014 Marketo, Inc. #mktgnation14
Facebook is an ADDICTION.
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Page 8 © 2014 Marketo, Inc. #mktgnation14
Marketers Have Unprecedented Capabilities in Targeting & Measurement
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Page 9 © 2014 Marketo, Inc. #mktgnation14
B2B Marketing is Facebook’s best kept secret!
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Page 10 © 2014 Marketo, Inc. #mktgnation14
The Engagement Funnel on Facebook
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Page 11 © 2014 Marketo, Inc. #mktgnation14
The Viral Cycle
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Page 12 © 2014 Marketo, Inc. #mktgnation14
Are you looking to drive revenue, conversions, email sign-ups, more traffic, or all of the above?
CPA – Cost Per Acquisition
CPC – Cost Per Click
CR – Conversion Rate
CTR – Click Through Rate
CPM – Cost Per 1,000
Impressions
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Page 13 © 2014 Marketo, Inc. #mktgnation14
STRATEGY
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Page 14 © 2014 Marketo, Inc. #mktgnation14
3 Part Amplification Tied to Your Goals
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Page 15 © 2014 Marketo, Inc. #mktgnation14
Drive Brand Awareness and Thought Leadership
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Page 16 © 2014 Marketo, Inc. #mktgnation14
Conversion Campaigns
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Page 17 © 2014 Marketo, Inc. #mktgnation14
Dark Posts in Power Editor
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Page 18 © 2014 Marketo, Inc. #mktgnation14
MAP your content
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Page 19 © 2014 Marketo, Inc. #mktgnation14
IMPLEMENT in to your ad targeting.
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Page 20 © 2014 Marketo, Inc. #mktgnation14
• Mid Stage
• Late Stage
• Early Stage
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Page 21 © 2014 Marketo, Inc. #mktgnation14
Lateral and Competitive Targeting
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Page 22 © 2014 Marketo, Inc. #mktgnation14
Job Title Targeting
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Page 23 © 2014 Marketo, Inc. #mktgnation14
Target People By Companies They Work For
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Page 24 © 2014 Marketo, Inc. #mktgnation14
Run Ads Based off a User’s Retail Behavior and Other Offline Information
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Page 25 © 2014 Marketo, Inc. #mktgnation14
Unsure of your targeting?
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Page 26 © 2014 Marketo, Inc. #mktgnation14
Remarketing bridges the gap…
from visitor to customer.
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Page 27 © 2014 Marketo, Inc. #mktgnation14
Facebook Retargeting
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Page 28 © 2014 Marketo, Inc. #mktgnation14
Use New Website Custom Audiences
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Page 29 © 2014 Marketo, Inc. #mktgnation14
Let the cat
OUT!
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Page 30 © 2014 Marketo, Inc. #mktgnation14
Upsell or boost client retention
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Page 31 © 2014 Marketo, Inc. #mktgnation14
Target Existing Leads, Opps, Buyers, etc.
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Page 32 © 2014 Marketo, Inc. #mktgnation14
Look-a-Like Audiences
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Page 33 © 2014 Marketo, Inc. #mktgnation14
Weed out uninterested parties and disqualified leads
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Page 34 © 2014 Marketo, Inc. #mktgnation14
HOW DO WE DO IT WITH MARKETO?
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Page 35 © 2014 Marketo, Inc. #mktgnation14
Facebook Tabs
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Page 36 © 2014 Marketo, Inc. #mktgnation14
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Page 37 © 2014 Marketo, Inc. #mktgnation14
bit.ly/fbooktabtemplate
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Page 38 © 2014 Marketo, Inc. #mktgnation14
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Page 39 © 2014 Marketo, Inc. #mktgnation14
Track Behavior with Conversion Pixels
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Page 40 © 2014 Marketo, Inc. #mktgnation14
URL Parameters
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Page 41 © 2014 Marketo, Inc. #mktgnation14
UTM Tags
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Page 42 © 2014 Marketo, Inc. #mktgnation14
Hidden Fields in Forms
Lead Source
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Page 43 © 2014 Marketo, Inc. #mktgnation14
CAMPAIGNSET-UP
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Page 44 © 2014 Marketo, Inc. #mktgnation14
2 Smart Campaigns for Each Program
1) New Names• Gives correct
program attribution
2) Filled Out Form• Makes sure each
lead is getting a success in your program
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Page 45 © 2014 Marketo, Inc. #mktgnation14
Facebook Tabs
Filled Out Form
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Page 46 © 2014 Marketo, Inc. #mktgnation14
New Names
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Page 47 © 2014 Marketo, Inc. #mktgnation14
URL ParametersFilled Out Form
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Page 48 © 2014 Marketo, Inc. #mktgnation14
New Names
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Page 49 © 2014 Marketo, Inc. #mktgnation14
METRICS
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Page 50 © 2014 Marketo, Inc. #mktgnation14
Optimize Against the Data
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Page 51 © 2014 Marketo, Inc. #mktgnation14
Facebook Insights
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Page 52 © 2014 Marketo, Inc. #mktgnation14
Analyze The Data
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Page 53 © 2014 Marketo, Inc. #mktgnation14
Take Many Shots on Goal
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Page 54 © 2014 Marketo, Inc. #mktgnation14
Attribution Modeling
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Page 55 © 2014 Marketo, Inc. #mktgnation14
Socially Shareable Takeaways
• Offsite pixel for conversion bidding.
• Custom audiences to nurture, upsell, and exclude.
• Partner Targeting to run ads based on user’s shopping behavior/demographic data.
• Target users by the companies they work for and by job title
• Website custom audiences to remarket on Facebook.
• URL parameters to track social ROI in Marketo.
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Thank You!
Dennis YuChief Technology Officer
Carra ManahanMarketing Programs Specialist
Travis KingDirector, B2B Lead Gen