Post on 09-May-2015
transcript
B2B Retargeting Best Practices: Accelerating Your Sales Funnel
Lauren Vaccarello- VP Marketing at AdRoll Alyson Paine- Online Marketing Manager at Salesforce
Ben Earle- Tech Vertical Lead at AdRoll
What We’ll Cover Today! 1. Introductions and intro to AdRoll 2. Understanding the B2B buyer 3. Tips for using retargeting to drive sales 4. How Pardot uses retargeting 5. Using retargeting post sale 6. Wrap up
7. Q&A
Alyson handles Salesforce’s and Pardot’s retargeting campaigns and is focused on the development of multi-channel online marketing strategies across verticals such as tech, B2B, entertainment/gaming, finance/banking, and retail.
Alyson Paine Online Marketing Manager, Salesforce
Throughout her 10 years in the online marketing industry, Lauren has advocated the integration of online and offline marketing methods to more effectively drive ROI. Lauren is the author of the B2B marketers must-have guide: “Complete B2B Online Marketing”. Lauren now heads AdRoll’s marketing team.
Lauren Vaccarello VP of Marketing, AdRoll
Ben is AdRoll's technology vertical team lead and responsible for driving strategy and growth in the technology industry. Ben has worked in the B2B tech industry for over five years where he specialized in building customer acquisition and lead nurturing campaigns for enterprise technology companies.
Ben Earle Tech Vertical Lead, AdRoll
AdRoll is the Global Leader in Retargeting 10,000+ Customers – Over 2,000 B2B Tech
#1 in Marketing & Advertising 2012
America’s Most Promising Companies
Fastest Growing Private Company
#3 in Marketing & Advertising 2013
What is Retargeting?
98% of visitors leave your site without converting. Retargeting lets you re-engage those visitors with your ads as they browse across the web. Over 85% increase in return conversions.
Reach Your Audience Across All Platforms
Focused placement and testing across 200+ networks to on the highest quality inventory to drive conversions.
B2B Retargeting Best Practices
What Makes B2B Special
Using B2B Nuances To Your Advantage ▶ Longer sales cycles ▶ Multiple decision makers ▶ Value of lead varies ▶ Opportunities throughout
the life cycle ▶ Brand awareness is key for
large purchases
Trust
Building Trust
1. Setting your goals
▶ Lead Generation ▶ Free Trials
▶ Freemium ▶ Lead Nurturing
▶ Brand Recognition/Air Coverage
Freeing Nitro from the freemium dilemma
▶ Online sales increased by 18% with AdRoll’s lead nurturing programs
▶ Localized campaigns in 11 languages and geo-targeted by region
▶ Delivered a below average benchmark CPC for tech industry
There are no other options when it comes to retargeting.
— Sean Zinsmeister, Sr. Marketing Manager
2. Segmentation Strategy
How To Build Custom Segments
Hey girl
Your ads are so personal, I convert every time
3. Killer Creative: Speak to your Stages
Keep Your Messaging Consistent
300x250 Static Ad
Facebook Right Hand Rail Ad
Facebook News Feed Ad Twitter Ads
Refresh Creative Every 2-3 Months
▶ Reach over 32% of online users
▶ 17% of online users can ONLY be reached on FBX
▶ Reach over 500 Million online users
► Sponsored Posts and Lead Gen Cards
4. Be Inventory Agnostic Facebook + Twitter
Paying Less for Leads
▶ Achieved 50% below maximum allowed CPA
▶ AdRoll performance ranks top 5 in terms of performance out of all New Relic marketing channels
▶ Increased investment every quarter since campaign start date
“Retargeting with AdRoll plays a key role in our overall marketing strategy. The results have been spectacular. We have increased our investment every quarter since we started.”
— Garrett Scott, Sr. Marketing Manager
Salesforce/ Pardot & AdRoll
Pardot, A Salesforce Company Connect, Market & Sell with B2B Marketing Automation
Subheader here
Follow up on the best leads faster Give reps their own automated marketer Engage Sales earlier into buying process
Integrate with CRM data
Quick Overview
1. What to do after someone is a customer
2. How Pardot Looks at Retargeting 3. Best practices for launching
cross-sell or upsell campaigns
“The probability of selling to an existing customer is 60-70%. The probability of selling to a prospect is 5-20%.”
- MarketingMetrics
How We Look at Retargeting
Create Custom Segments
Customer Visitor
Tailor Your Messaging to Each Segment
The SEO Handbook 8 Ways to unlock Salesforce with
Pardot
Lead-to-Revenue Management
Report
Your Guide to Sales and Marketing
Alignment
Segment to Drive Customer Awareness
Customer visits website Customer never visits product page
Build A Product Awareness Segment
Upper Funnel Best Practices
▶ Softer CTA’s ▶ Push content ▶ Introduce category
Awareness Targeted Messaging
Consideration Phase
Customer visits product content Put into Consideration segment
Customize Messaging To Drive Consideration
Driving Consideration ▶ Explain why your product is the
best option ▶ Test messages that overlap
products ▶ Harder offers ▶ Pitch content and guides
Segment High Intent Pages Like Pricing
Customer visits Pricing Page Put Customer in High Intent Segment
Help them convert ▶ Use harder offers ▶ Pitch demo and free trial
Messaging High Intent Buyers
Wrapping it All Up
▶ Build custom segments to target both customers and prospects
▶ Retargeting shouldn’t stop at the form fill
▶ Tailor your messaging to the target audience
▶ Be inventory agnostic
▶ Social works for B2B
Q&A
Ben Earle Tech Vertical Lead AdRoll
Alyson Paine Online Mktg Manager Salesforce
Lauren Vaccarello VP, Marketing AdRoll
Thank You! Ben Earle Tech Vertical Lead @AdRoll For additional questions or to set up an FBX campaign, contact: Delight@adroll.com or your account rep