Conquering the New BtoB Marketing Funnel

Conquering the New B2B Marketing Funnel

Bryan BurdickCorporate Development Officer

© 2011 Bizo, Inc

Business Audience Experts

Reach & Engage Your Target Business AudiencesWherever They Travel Online…with precision AND at scale

• Reach 80% of US business audiences

• Enabling branding and direct response initiatives

• Fully integrated audience data, display advertising, social media and audience analytics platform

© 2011 Bizo, Inc

Punchline• The Challenge – The traditional marketing funnel has

fundamentally changed• Top of Funnel: Too expensive to cast a wide net• Middle of Funnel: eMarketing leaves too many opportunities

on the table• Lower Funnel: Need to reach beyond these programs to really

move the needle

• The Answer – Effective online display is a key part:• Audience targeted display ads enable marketers to nurture

leads ‘outside of the inbox’• Retargeted, personalized ads drive frequent and relevant

messaging to the right audience• Measuring audience actions – not clicks – floats all boats

© 2011 Bizo, Inc

B2B eMarketing – Current State

© 2011 Bizo, Inc

Does this sound like your company?

SEO, SEM:My prospects are looking

for a solution and can find my company

E-mail:I know who my prospect is

and I’m going to build a relationship

Website:As my programs drive

prospects to my site, I want to engage & convert them

Core online marketing programs…

…are mid to bottom funnel focused.

© 2011 Bizo, Inc

The portion or your target audience ready to engage

The rest of your target audience (the ones not actively searching – yet)

“The Silent Click: Building Brands Online,”OnlinePublishers Association in conjunction with comScore

Display reaches 81% of a target market;

Search only reaches 8%

Limited Reach of “Core Programs”

Too often, the lion’s share of marketing time and budget is narrowly focused on bottom of funnel…

© 2011 Bizo, Inc

Example: Traditional ‘lead nurturing’

• Primarily e-mail driven• Requires contact information

which is expensive to gather and maintain

• Communication is confined to the inbox

• Potential customers on email only 8.3% of the time—what about the other 91.7%?*

*“What Americans Do Online: Social Media and Games Dominate Online Activity,” NielsenWire, August 2, 2010

z

© 2011 Bizo, Inc

Bizo Philosophy: If you could affordably measure, reach and educate your entire target audience…

…that would significantly and positively affect your entire marketing program

© 2011 Bizo, Inc

…who you are?

…what you do?

Restated: If everyone in your target audience knew…

…why you matter?

© 2011 Bizo, Inc

...your critical metrics would improve across the board, wouldn’t they?

© 2011 Bizo, Inc

Dabbling with displayYou’re probably already ‘thinking outside the inbox’…

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.

…but perhaps you’ve been underwhelmed or are unsure where to start.

© 2011 Bizo, Inc

Social media on the riseBizo Survey: How important is Social Media marketing this year versus last year?

Strategic Marketing Priorities Survey, August 2011; N=521 responses comprised of 57% in-house marketers and 31% agencies

© 2011 Bizo, Inc

According to active online marketers,

84% of respondents said display is as important or more important to their

mix this year versus last year

Same story with display advertising


© 2011 Bizo, Inc

But…current investments are still unfocused…


…research shows that marketers don’t really understand the effects of their social media efforts

© 2011 Bizo, Inc

You need to fish where the fish are…

© 2011 Bizo, Inc

Doing Display RightChange your paradigm to…

…nurture prospects everywhere on the Web

© 2011 Bizo, Inc

N nurturing

© 2011 Bizo, Inc

An integrated display marketing program…

1

3

2

1TOP FUNNEL MARKETING:Understand and reach your target audience

MID FUNNEL MARKETING:Retarget your custom audience segments

LOWER FUNNEL MARKETING:Track and optimize to key site actions with the right metrics

…creates lift throughout the funnel.

Doing Display Right

© 2011 Bizo, Inc

Doing Display RightEstablish a baseline and know who you’re trying to nurture…

…who is already engaged and converting on your site.

© 2011 Bizo, Inc

The data is out thereIf you understand your target audience, you can find them on the Web…

Business Demographic (Bizographics)• Industry, Seniority, Job Function, Company Size, Location

Intent / Behavioral• Recent Search Terms Used, Recent Site Visits, Product Categories Viewed

Psycho / Demographic • Soccer Moms, Urban Elite, Affluent, Uptown Hip…

…and you can target them in multiple ways. And BTW – context still matters.

© 2011 Bizo, Inc

Job Function: HR Job Function: HRSeniority: Executive

Job Function: HRSeniority: ExecutiveIndustry: Finance

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.”

Don’t just target the audience…

Doing Display Right

…target the message!

© 2011 Bizo, Inc

Doing Display Right - Retargeting

© 2011 Bizo, Inc

Retargeting works…period

Courtesy of eMarketer

Retargeting will be your single MOST effective online display campaign…

…and will drive lift across the board!

© 2011 Bizo, Inc

Retarget based on audience segment

Target: SMB

Target: Fortune 500

© 2011 Bizo, Inc

Retarget based on funnel stage

© 2011 Bizo, Inc

Retarget based on web page visitsDeliver creative specific to products and services visited…

Brand Creative

Product 1 Creative

Product 2 Creative

…and use this information to determine funnel stage.

© 2011 Bizo, Inc

Test, Measure...and Optimize!

Test creative alternatives… Test landing page variants…

Test audience segments…

…and more!

Online display offers several optimization levers…

© 2011 Bizo, Inc

Choose your metrics wisely

• Clicks – Easy to measure, but not always valid

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

• Don’t make the $1 billion mistake

© 2011 Bizo, Inc

Measure to key site actions

• Optimize and measure campaigns to your key site actions – not the click

• Track WHO is performing key site Actions

1

2

3

And, track key actions by audience segment.

© 2011 Bizo, Inc

Source: March 2011 survey of In-house Marketers and advertising agencies. Findings based on 139 completed survey responses.

Display drives actions…and results

© 2011 Bizo, Inc

Brand Lift

Engagement

Conversion

Impact

• Drove 354 key actions

• Influenced 2302 key actions

• 355% increase in pages viewed per visitor

• 30%+ lift in form conversion rates

• 32% Brand Recall Lift

• 80% lift in Branded Search Terms

After measuring the site audience and optimizing, Salesforce.com ran two targeted display campaigns over a 6 week period in February-March and again May-June

Display in action – Salesforce.com

© 2011 Bizo, Inc

Audience Saturation

Engagement

Impact

Display in action – Hoover’sHoover’s targets ads to exactly the audience that their segmentation research had shown most receptive to their messages. 2+ years campaign experience, learnings, results has made display core to Hoover’s mix.

• ROI on ad spend almost 275%

• Hoovers saw CTR on targeted ads improve 3X

• Hoovers saturating its target audience with the RIGHT message

© 2011 Bizo, Inc

Display in Action - DMA

Educate(Branding)

• Drive up awareness of the event;

• Get our right conference messaging in front of tour audience early and often

• Make it easy for them to learn, educate themselves

Drive Registrations

(Direct Response)

• Drive registrations down the funnel with the right call to action to get them to register

• Retargeting to stay top of mind as the show approaches

• Create conversion lift across our mix

Key objectives for DMA…

© 2011 Bizo, Inc

A Look Back - DMA 2010

• Objective: Drive conversions = DMA2010 registrations

• Duration: 4 months (June 1 – Oct 1, 2010)

• 2nd year with Bizo

• Creative: 60x600, 300x250, 728x90, National/Local versions

• Audience Targeting:

- Marketing Professionals and Executives/C-Suite across the U.S.

- Marketing Professionals and Executives/C-Suite on the West Coast

© 2011 Bizo, Inc

The Road Traveled

Fed top of funnel by driving target audience to DMA site

National targeting emphasis

Established “All Biz Professionals” baseline

Very Successful saturation of target audiences (85% SOV of Marketers in U.S.)

Retargeting pool climbs

300 x 250 ads performing best

Local DMA emphasis

Local Ads converting best

Time horizon & retargeting allows ad creative to do its job ($200 incentive)

Retargeting lines very successful – Drives 211/277 (76%) conversions

June 1 Oct 1

© 2011 Bizo, Inc

Display in Action: DMA2011 / Oct 1-6 / Boston

• Creative A/B Splits

• Micro/Macro Audience Segments

• Offer Testing

• Mapping creative message to audience, to Geo

• Aggressive, advanced retargeting

Incorporating 2 years of learnings in our approach

© 2011 Bizo, Inc

As the campaign progressed…Continue to educate but introduce

lower funnel promo offers geared to drive registration

© 2011 Bizo, Inc

As summer ended, switched to Regional TargetingAs conference approaches, beginning to funnel impressions to high probability regional centers with a message that will resonate

© 2011 Bizo, Inc

So…

• Keep thinking outside the ‘inbox’

• Leverage online display to ‘Always be Nurturing’

• Target your audience to expand your reach

• Retarget or your peers will laugh at you

• Measure actions, not clicks

© 2011 Bizo, Inc

Questions?

Bryan Burdick, Bizo

[email protected]

508-298-8062

www.bizo.com

mailto:[email protected]

Conquering the New B2B Marketing Funnel

Bryan BurdickCorporate Development Officer

Conquering the New BtoB Marketing Funnel

Business

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