1 Making Paid Digital Media Work How to 2x (or more) your Provable Returns! Bill Leake CEO ApogeeResults [email protected]@Marketing_Bill Who the heck is Bill? CEO of ApogeeResults.com B2B digital marketing agency Former Group VP, Global Marketing, Rimini Street Consulted for 100’s of private equity backed B2B startups, and dozens of F500 B2B giants Authored the Wiley book, “Complete B2B Online Marketing Former McKinsey & Co. consultant
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Making Paid Digital Media Work How to 2x (or more) your Provable Returns!
Who the heck is Bill? CEO of ApogeeResults.com B2B digital marketing agency Former Group VP, Global Marketing, Rimini Street Consulted for 100’s of private equity backed B2B startups, and dozens of F500 B2B giants Authored the Wiley book, “Complete B2B Online Marketing Former McKinsey & Co. consultant
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Beneficiaries of our Experience
Search is not usually the best …
Referral, viral
Good PR
Search
Social
the other 40+
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Business to Small Business – Digital as Lead Actor in Lead Gen Movie
Business to Business - Digital
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Business to Enterprise - Digital
Is This How MRI’s Are
Bought?
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Just Recently Switched
To Shopping
Getting Found by a WSJ Reporter …
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More Arrows are Typically Better
VS
Pardot
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New Adwords Optimization Metrics Needed
• Just as different keywords require different ad copy (because different keywords denote different “journey stages” visitation
• So different types of keywords require different destination content, as there is a whole new “close” that needs to take place to get from visitation to web inquiry …. And from web inquiry to SQL … and from SQL to Sale
1. First-touch No
2. Last-touch Better, but no
3. Straight-line Better, but ….
4. Most important:
HAVE THE
DISCUSSION
Track,
allocate & iterate
Argue about Attribution
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a. ABT (Always Be Testing)
- Ad copy
- Filters, Groups & Keywords
- Landing pages / conversion
b. ABM (Always Be Measuring)
- What matters?
- How are you measuring it?
c. ABA (Always Be Asking)
- What else can I learn from this?
- What else can this support?
Paid Digital Media Foundational …
Different Measurement needed? From, by platform, Brand, Category, Tactical Pain, and Competitors To, cross-platform, Awareness / Discovery, Interest, Consideration, Decision
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First, let’s get some low hanging digital fruit …
Second Largest Search Engine
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SEO-Optimized and Paid YouTube enhanced Video
Thousands of inquiries @ CPL under than $25
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Don’t you, forget about me …
Advanced Digital Media Strategies ……
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1. Think Procter & Gamble (Shelf Space)
2. Combine Paid & Earned Off-site Media (more shelf space)
3. Consider Event-driven Paid Advertising
4. Use paid digital traffic with web analytics for list building and
augmentation
5. Integrate paid digital data with other datasets, especially
CRM and your customer purchase history list
6. Implement fully integrated retargeting based on where
4. Use paid digital traffic with web analytics for list building and
augmentation
5. Integrate paid digital data with other datasets, especially CRM and your
customer purchase history list
6. Implement fully integrated retargeting based on where prospect is in
buyer’s journey
Advanced Digital Paid Media Strategies
What is trusted?
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Fighting the battles of the past?
Not Advised
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Today …
Where can content live?
•Social Media (FB, Twitter, YouTube, et. al) •Partner websites •Channel and resellers •Press and PR •Portals, Review Sites, User Groups •Divisional efforts (microsites) •???
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Be Green (reuse & recycle & repurpose)
Be Thrifty (when you can, it doesn’t have to be costly – think Blair Witch project)
Be Rich (media). If a picture is worth 1000 words, what’s a talking moving pic worth?
The Humble White Paper
Blog posts
Mp3 / Sound
Online Video
Conference
presentation
e-Newsletter
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Paid + Earned is better than either standing
alone
Integrate Paid Digital with
“earned media” or even with more “paid
media” for better results + shelf space
- Online favorable articles / analyst pieces
- Press release mentions
- Promote 3rd party blog post
PPC to Paid Sponsor- ship: CFO.com
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Earned Amplification
And Many Others …
1. Think Procter & Gamble (Shelf Space)
2. Combine Paid & Earned Off-site Media (more shelf space)
3. Consider Event-driven Paid
Advertising 4. Use paid digital traffic with web analytics for list building and
augmentation
5. Integrate paid digital data with other datasets, especially CRM and your
customer purchase history list
6. Implement fully integrated retargeting based on where prospect is in
buyer’s journey
Advanced Digital Paid Media Strategies
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PUT
YOUR
AD
HERE?
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OR
HERE?
(paid
event-
driven
social)
1. Think Procter & Gamble (Shelf Space)
2. Combine Paid & Earned Off-site Media (more shelf space)
3. Consider Event-driven Paid Advertising
4. Use paid digital traffic with web
analytics for list building +
augmentation 5. Integrate paid digital data with other datasets, especially CRM and your
customer purchase history list
6. Implement fully integrated retargeting based on where prospect is in buyer’s
journey
Advanced Digital Paid Media Strategies
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More Advanced (b2b) Search / Social
Use search & social traffic with web analytics +
your lead forms for list building & enhanced
outbound lead generation
- Data.com / Salesforce
- Hoovers
- Other list building
(also, ABM)
Web Acquisition: Search Traffic with Social Retargeting
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1. Think Procter & Gamble (Shelf Space)
2. Combine Paid & Earned Off-site Media (more shelf space)
3. Consider Event-driven Paid Advertising
4. Use paid digital traffic with web analytics for list building and
augmentation
5. Integrate paid digital data with other
datasets, especially CRM and your
customer purchase history list 6. Implement fully integrated retargeting based on where prospect is in
buyer’s journey
Advanced Digital Paid Media Strategies
• • One of our B2B clients was spending 110K per month, with well understood and optimized CPL metrics
• We started doing our Paid Media optimization using human scrubbed lead data (not web forms), ultimately moving 1st MQL then 2nd SAL
