ee13 - jeremy barlow - vocus - marketing automation manager
TRANSCRIPT
@barlowjeremy #EE13
Nurturing – The Next Generation: Reaching Known and Anonymous Prospects with Display and
Social Advertising
Jeremy Barlow Marketing Automation Manager
@barlowjeremy #EE13
About Me
• Jeremy Barlow
• Marketing Automation Manager
• @barlowjeremy
• Eloqua: 2 years
• Fun Fact: Played professional soccer
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About My Company (Vocus)
• Vocus Provides Cloud PR/Marketing Software that
enables businesses to attract, engage and retain
customers.
• Marketing team of 34
– Several sub divisions of marketing team
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Today’s Takeaways
• The evolution of display and social advertising
• How Vocus is targeting prospects in different buying
stages using display and social to:
– Build our database
– Further nurture our database
– Assist sales reps in converting leads
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State of Email Marketing
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How we improved email…
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Why go beyond email?
Avg. Email Open Rate:
30% *based on numbers I made up
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Challenges
• Poor Display/Social Advertising targeting
– Not by Persona
– Not by Funnel Stage
• Little Email and Display/Social Ad collaboration
• No way to market to Unknown Contacts in Eloqua/Contacts who
do not open emails in Eloqua
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Let’s Go Beyond the Inbox
• Goals
– Improve Display/Social Advertising Targeting
– Advertising Targeted by Funnel Stage
– Better Channel Collaboration and Sales Enablement
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AdFocus
• Allows marketers to use digital body language to
target and personalize display/social ads from the
Eloqua platform.
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AdFocus
Source: ComScore
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AdFocus
Source: Bizo
Bizo Ad Focus Typical B2B
Marketer Today
300%
Personalized retargeting delivers 300% ROI improvement over static Retargeting
Static
Retargeting
Personalized
Retargeting
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FOMO (Fear Of Missing Opportunities)
Site Visitors
Known Mrktg
Contacts
Known Sales
Contacts
• Low % will give email
• Missing 70% who do not
open your emails
• Keeping them engaged
with Sales
Funnel Stage Challenge
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FOMO (Fear Of Missing Opportunities)
Site Visitors
Known Mrktg
Contacts
Known Sales
Contacts
• Capture Visitors w/o email in EQ to
add to Ad Campaigns
• Serve ads based on Org. Type and
Revenue
• Serve ads based on funnel stage
and Org.Type
Funnel Stage Tactic
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FOMO (Fear Of Missing Opportunities)
Site Visitors
Known Mrktg
Contacts
Known Sales
Contacts
• Whitepaper
• Whitepapers/Demo Offers
• Case Studies
Funnel Stage Offer
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Creative Examples
Awareness Consideration Evaluation
Marketing Sales
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Moving Prospects down Funnel
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Creative Examples (Social)
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Creative Example Results
450% CTR
32.5% Close Rate
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Creative Examples (Demo)
Corporation Version Non-Profit Version PR/Mrktg Agency Version
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Creative Example Results
38.4% CTR
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Creative Examples (Case Study)
Corporation Version Non-Profit Version PR/Mrktg Agency Version
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How we used Case Studies
Case Study Email
Viewed Case
Study? Alert Sales!
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Sales Email
• How we triggered it.
– Segmented list
– Triggered update rule/update lead
– SFDC Workflow for email
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Creative Example Results
NEVER ABLE TO DO THIS BEFORE!
Those who viewed case study…
Converted - 6.56%
Closed - 6.67%
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Utopian Marketing Community
• Display Advertising
• Social Advertising
• Sales Reps
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How we did this
Step 1: Tag your web properties
Step 2: Create Bizo ID Feeder in Program Builder
Step 3: Add prospects to ad campaigns via Campaign Canvas or Program
Builder
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Campaign Examples
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Campaign Examples
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Bizo: Campaign Manager
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Bizo: Campaign Manager
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Demo Time
1. Tag Sites
2. Show Eloqua Bizo ID Feeder Program
3. Create Eloqua Ad Campaign
4. Map Eloqua Ad Campaign w/ Bizo platform
5. Create Bizo Ad Assets
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Current State of Nurture
@ EMAIL NURTURING
Email 1 = Intro
Email 2= Whitepaper
Email 3 = Case Study
CRM
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Future State of Nurture
@ EMAIL NURTURING
Email 1 = Intro
Email 2= Whitepaper
Email 3 = Case Study
CRM
DISPLAY NURTURING
Marketing! www.vocus.com
Marketing!
www.vocus.com
Marketing! www.vocus.com
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Going Forward…
• Continue to build out our targeting
– Prospect Lifecycle
– Become more granular by other known information
• Continue testing of different offers
– Different whitepapers
• Target completely unknown contacts with no visits
• Recruiting Campaigns
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Do This Next
• Figure out how many site visitors you have that do not
convert.
– Think of assets that could help convert these contacts into
known.
• Hint : Content like whitepapers or guides work great.
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Contact Info
• Twitter = @barlowjeremy
• Email = [email protected]
• Don’t forget Topliners and Linkedin!
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Topliners Version?
• We will be posting all presentations on our Topliners
community (http://topliners.eloqua.com)
• If you need to make a “sanitized” version of your slides,
please do so!
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