Kwanzoo Power Hour Webinar Maximize Marketing Automation and Multi-channel Demand Generation...
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Power Hour Webinar March 8, 2012 Maximize Marketing Automation: Top of Funnel & MidandLower Funnel Strategies
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Transcript of Kwanzoo Power Hour Webinar Maximize Marketing Automation and Multi-channel Demand Generation...
Power Hour WebinarMarch 8, 2012Maximize Marketing Automation: Top of Funnel & Mid-and-Lower Funnel Strategies
Today’s Agenda
Quick Overview of KwanzooKwanzoo Smart Marketing UnitsReady-to-Deploy Campaign Strategies – Top of Funnel Strategies
Opt-In Lead Forms for Multi-Channel Lead CaptureLive Unit Example – Opt-In Lead Form on DemandGen Blog
– Across-the-Funnel A/B TestingSmart Banners to Increase Landing Page Conversions
– Mid and Lower Funnel StrategiesPolls for Audience Segmentation and ProfilingTell-a-Friend for Word-of-Mouth & Referral Marketing
– Eloqua E10 Cloud Connector – Drag-and-Drop Kwanzoo Units– Overview of Other Strategies
Kwanzoo Relationship Targeting for EloquaResources, More Information
Q & A
Kwanzoo Overview
Kwanzoo is a SaaS-based marketing platform that provides a suite of interactive marketing units for multi-channel campaign execution, to optimize every stage of the demand generation funnel and drive significant marketing ROI.
• Integrates with Marketing Automation, CRM, Email, Social, Mobile• Scalable, rich media ad platform, certified on Google Display
Network (<200 millisecond response time)
Text Ads and Banner AdsDrive Prospects to Landing Pages
Landing PagesContent, Marketing Offer/AssetTied to a (Long) FormUnderstand Buyer Behavior
Offers and AssetsTypically One Offer or Asset
Banner Ad
Landing Page
Understand the Buyer – Today – On Landing Pages & Email
Text Ad
1. Smart Poll unit engages user
2. Offers personalized to user response
3. Leads collected within unit. No landing page
4. AssettoUser
PaidPlacement
Facebook Page
Understand the Buyer – A New Way with Kwanzoo
Gather real-time insightsIncreased conversion through small conversion forms
Who? What? Where? How?Target your Deliver the Across ALL Interactiveprospects w/ right message marketing marketing &relationship w/ A/B testing channels ad unitsdata
Top of Funnel
Engage & Convert at the Top of the Funnel
Mid & Lower Funnel
More InsightsEngage Inside Email,
on Websites, Social,Paid Media
Faster Sales Qualified LeadsProgressive Profiling,Integrate w/ Marketing
Automation, CRM
Gain More Insights at the Mid and Lower Funnel
Smart Poll Smart Survey
Smart Share (Tell-a-friend) Smart Opt-In (Lead Forms)
Understand the Buyer: More Ways to Engage & Convert
Smart Banners(A/B Split)
All Units in size 300x250. Smart Banners in sizes300x250, 728x90, 468x50 iPad, Android320x50 iPhone, Android
Multi-ChannelDemand GenerationCampaign Strategies
Top of Funnel: Smart Opt-In Lead Form
Capture 1 to 4 form fields of dataCapture double opt-in user choice (“Can we call you?”)Serve 1 marketing asset with a Thank You messageServe EverywhereROI metric: Increased conversions vs. landing pages
Top of Funnel: Smart Opt-In Lead Form + LeadConnect
All of Smart Opt-In Lead Form PLUSInstant lead capture into Marketing Automation or CRMTrigger instant email nurture campaign to new prospectROI metric: Increased lead captures, email clicks by new prospect , new lead scoring options
Live Unit Example: Opt-In Lead Form on DemandGen Blog
Create a newcontact record in Eloqua for new leadsAppend data forexisting Eloqua contact records4 form fields5 additional hidden fields totrigger work flowin Eloqua
1. Smart Poll unit engages user
2. Offers personalized to user response
3. User to Landing Page #1 to capture lead, deliver Asset #A
Top of Funnel: Smart Poll + 1 to 4 Offers
Show real-time poll resultsServe 1 to 4 marketing assetsROI metric: Increased clicks vs. banners
3. User to Landing Page #2 to capture lead, deliver Asset #B
Mid-and-Lower Funnel: In-Email Smart Poll: Gather buyer attributes & insights, drive webinar sign-ups
1. User clicks on in-email poll
2. Landing page shows real-time poll results and webcast sign-up form
ROI metric: Increased buyer attributes collected, increased clicks from inside e-mails to landing pages
Across-the-Funnel: Smart Banners – 2 or More Banners
Easy A/B Testing of Multiple Banner ConceptsReview Daily Reports on Banner Performance Enable / disable individual banners in active media campaigndirectly or with our assistanceSupports 4 different sizes:728x90,300x250,468x50, 320x50ROI metric: Increased CTR, landing page conversions
Mid-and-Lower Funnel: Tell-a-Friend + Social Sharing
Tell-a-Friend Flow with Event Discount or Marketing Content OfferTrigger Social Sharing on Linked,Twitter, Facebook, EmailROI metric: Increased EventRegistrations from Social Shares
1. User clicks on social share
2. Share the promotional offer socially to receive discount
3. Promo code shown after sharing with link to register
1. Smart Share in emails. Units can be any size.
2. Landing page
Offer incentives to drive social sharing. ROI metric: Increased conference registrations.
3. Share the promotional offer socially to receive discount
4. Promo code shown after sharing with link to register
Mid-and-Lower Funnel: In-Email Tell-a-Friend: Double your reach, increase email conversions
Social Sharing from email increased
from < 1% to 33%
Our NewestPlatformCapability
An Industry First
Kwanzoo Relationship Targeting for Eloqua
Kwanzoo and Eloqua – Relationship Targeting*
+Manage Target Accounts
Accounts moved between buying stages based on lead scoring rules
Trigger rules for creativeserving in Kwanzoo
Easy Kwanzoo unit placement in Landing Pages & Emails
Manage interactive marketing units, ad units & banner promotions
Dynamically serve relevant unit(s) based on visitor’s Named Account and Buying Stage
New marketing units available instantly inside Eloqua
IP address -> Named Account, Industry Mapping
RPM System (Eloqua) Engagement Marketing System
* An Industry First. See the Kwanzoo - Eloqua Webinar.
Eloqua E10 – Kwanzoo Cloud Component and Cloud Connector Setup
(Drag and Drop KwanzooUnits onto Eloqua Landing Pages)
Eloqua – Kwanzoo Cloud ConnectorSetup for Customers
1. E10 with Cloud Components Enabledfor Customer
2. Kwanzoo Cloud Component Enabledfor Customer Account
4. Drag and Drop Kwanzoo Units onto Eloqua landing pages.
5. Launch, PreviewLanding Page
3. Customer needs Eloqua Cloud Connector account. Link Customer’s Account to their Kwanzoo Account here with Kwanzoo API Key.
Resources,More Information
More Resources
20+ Multi-Channel Campaign Strategies with KwanzooSee the Kwanzoo Campaign Strategies PageHow Kwanzoo Extends Marketing AutomationSee the Kwanzoo Optimizes Marketing Automation PageKwanzoo Step-by-Step Guides and TutorialsSee the Kwanzoo Slideshare ChannelMore Questions?Email Us: [email protected]
Who? What? Where? How?Target your Deliver the Across ALL Interactiveprospects w/ right message marketing marketing &relationship w/ A/B testing channels ad unitsdata
Top of Funnel
Summary: Engage & Convert at the Top of the Funnel
Mid & Lower Funnel
More InsightsEngage Inside Email,
on Websites, Social,Paid Media
Faster Sales Qualified LeadsProgressive Profiling,Integrate w/ Marketing
Automation, CRM
Summary: Gain More Insights at the Mid and Lower Funnel
For more information, contact:
Phone: 408-216-7025Email: [email protected]: @kwanzooSlideshare: www.slideshare.com/kwanzooBlog: www.kwanzoo.com/blog
