marketo adbridge overview

Ad Bridge OverviewMike StockerSr. Director, Product Solutions & InnovationSept. 2016 Tweet me @michaelstocker

Digital Advertising:Significant, But Inefficient Spend

24% of overall marketing budget

2% average conversion rate

Spend Effectiveness

Why Such Poor Performance?Lack of precise audience targeting

B U Y E R J O U R N E YDigital Advertising Marketing Automation

Today’s World

Relies on 3rd party data Wealth of 1st party data

The World with Marketo Ad BridgeMarketo 1st Party Data

Digital Advertising Marketing Automation

Ad Bridge connects Marketo’s unique audience datato your advertising platform, so you can run more targeted, personalized digital ad campaigns that

improve your marketing ROI.

Marketo Has Valuable Audience DataProfessionals Industry Revenue/size Target account Location

Consumers Product interest Referral URL Location

Persona Buying stage Lead score Products owned

Engagement Score Buying intent Purchase history Customer profile Offers accepted

AnonymousKnown

GE vision: Create cohesive and evolving cross-channel experiences

GE vision: Create cohesive and evolving cross-channel experiences

High-value known leads Segmented byproduct interest andstrategic accounts

Marketo Proprietary and Confidential | © Marketo, Inc. 9/13/2016

Ad Bridge CapabilitiesPersonalize retargeting ads for website visitors1Target known prospects with display ads for nurture/reactivation2Optimize ad campaign spend with offline conversion data3Ingest leads or data from paid media systems 4

(PPC)


Ad Bridge CapabilitiesPersonalize retargeting ads for website visitors1

Personalized RetargetingPull Website Visitors Back to Your SiteName: AnonymousLocation: Chicago, ILIndustry: HealthcareCompany Size: EnterpriseTarget Account: Top 100

Works with Facebook & Google

Your Website Another Website

Web visitor leaves and then sees your personalized ad

Personalized ad pulls visitor back to your site

1

2

Marketo Example – Personalized by Segment

Marketo Example – Personalized by Vertical

These Ads drove 2x more lead conversions117% increase yr./yr. in qualified leads

Full-Funnel Website Retargeting (Google)40% increase in top-of-funnel conversions13X increase in overall conversions

Sisense – Example AdsEarly Stage (Default) – BI Trends Report

Mid/Late Stage – Comparison Matrix

Vertical Banner(Government)

1. Firmographic data for anonymous website visitors2. Account-based marketing (ABM) support3. Known lead data via Marketo Marketing Automation4. “1-2 punch” of personalizing Web + retargeting ads

Marketo Retargeting Differentiators


Ad Bridge CapabilitiesPersonalize retargeting ads for website visitors1Target known prospects with display ads for nurture/reactivation2

Target Known Prospects with Display AdsNurture Active Ones; Reactivate Dormant Ones • Segment by buyer

stage, engagement level and more

• Expand audiences for improved acquisition

• Target email subscribes and non-responders with ads

Awareness

Interest

ResearchSelection

Decision

Name: CindyBuyer Stage: Research

Nurture Across ChannelsWeek 1 Week 2 Week 3 Week 4

Email

Digital Ads

Getting Started Expert Testimonials SpecialOfferTips & Tricks

Getting Started Tips & Tricks Expert Testimonials SpecialOffer

Undergraduate Program – Full Funnel Marketing (FB)40% higher click through rates10% increase in accepted students enrolling

Marketo Connects to 40+ Data Management & Demand Side Platforms

On boarding* Data Management & Demand Side Platforms*Not all solutions on the right require a

separate data on-boarding tool

Example Data Flow:Leverage Marketo 1st Party Data for Digital Display

Marketing Automation

Data On-Boarding DMP + DSP

Create lists of known leads or customers

Match emails to cookiesAnonymize audience

Execute targeted paid media campaigns


Ad Bridge CapabilitiesPersonalize retargeting ads for website visitors1Target known prospects with display ads for nurture/reactivation2Optimize ad campaign spend with offline conversion data3 (PPC)

Optimize Google PPC Ads

Searches for “Marketing Automation”Sees Marketo Ad On Google Clicks Ad Fills Out Form Receives Demo

Becomes Opportunity in CRMBecomes New Customer

Online Offline




Online Offline

Advertiser optimizes ads based on form fill




Online Offline

Advertiser optimizes ads based on opportunity creation

Facebook Offline Conversion TrackingTrack and optimize your efforts within the Marketo Revenue Model by uploading conversion data to Facebook

Reporting output in the Facebook ads reporting UI

Facebook’s Offline Conversion allows you to: • Optimize lead acquisition• Optimize nurture efforts within Facebook to people most likely to convert


Ad Bridge CapabilitiesPersonalize retargeting ads for website visitors1Target known prospects with display ads for nurture/reactivation2Optimize ad campaign spend with offline conversion data3Ingest leads or data from paid media systems 4

(PPC)

Facebook/Twitter Lead Ads Support

Top-of-Funnel – Lookalike Modeling + Lead Ads (FB)58% decrease in cost-per-lead

Measurement

Measure Revenue Impact/ROIAttribute revenue to ads for superior optimization• First- & multi-touch

attribution• Channel, group & ad

analysis• Cross-channel

comparisons

Revenue Attribution

Questions?

Thank you!Mike Stocker [email protected]. Director, Product Solutions & InnovationAug. 2016 Twitter: michaelstocker

APPENDIX

Every $1 invested in Facebook ads personalizedthrough Marketo results in $11.29 in Pipeline

Summer Programs – Lookalike Modeling (FB)250% increase in conversions10% increase in paid registrations

Graduate Music Therapy Program – Match & Lookalike (FB)12X higher conversion rates40% increase in applications