The Essential Guide to Account Based Advertising ABM
|
|
- Elvin Garrison
- 5 years ago
- Views:
Transcription
1 The Essential Guide to Account Based Advertising ABM ABM
2 Summary Account based advertising campaigns transform traditional display advertising for B2B marketers. Account based advertising improves marketing metrics by targeting specific messaging and offers to target accounts. Metrics improve like: Impressions, traffic, and engagement for stakeholders in target accounts Sales pipeline velocity Conversion metrics such as lead generation and new sales opportunities DLT, a Markie Finalist for their ABM campaign, used account based advertising to increase sales quote requests by 40% when they advertised to specific contacts and buying centers in target accounts. When marketers reach their stakeholders in target accounts with specific messaging and ad campaigns, it s a piece of cake to achieve marketing objectives. Account Based Advertising Precise B2B Targeting Stakeholders Buying Centers Accounts
3 Table of Contents Account Based Advertising Introduction»» Audience»» Metrics»» Cake Studies Account Based Advertising Platform Essentials»» B2B Audience Criteria»» Campaign Functionality»» Ad Networks»» Metrics»» Technology Integration ABM Markie Finalist Campaign Example Conclusion Appendix»» Account Based Advertising Vendor Checklist pg pg pg. 19 pg. 23 pg. 23
4 Traditional Display Advertising Report Card Repetition enhances attitude and recall.* Many B2B marketers have and will continue to depend on display advertising to increase impressions. It s cost effective, even though ad dollars are spent on both target and non-target accounts. The alternative, mass advertising, like TV, print, radio, and billboards, is even less targeted and results in more wasted spend. However, most demand generation marketers limit their use of display advertising to increase lead conversions. Click-through rates average around 0.1%, making direct attribution from an ad campaign to a landing page conversion expensive relative to other channels. Demand generation marketers prefer to invest in search and channels rather than traditional display advertising to achieve their direct click-through attribution leads goal. But what if display advertising was only served to target accounts and target account segments to decrease waste? What if you could measure conversions of the ad traffic on the website in addition to the direct click-through from a landing page? You can with account based advertising. *Source: Journal of Advertising Traditional Display Advertising Report Card Impressions Traffic Conversions A B C 4
5 The most important part of account based advertising campaigns is the audience. B2B marketers use account based advertising vendors like Triblio to choose an audience using their actual B2B target accounts and account segments. Traditional Advertising: Targets for B2B and B2C Account Based Advertising: Targeted only for B2B Consumers Home Office Stakeholders Buying Centers Non-Target Accounts Students Accounts ABA is 3x more efficient than traditional advertising. Brendon O Donovan, VP Marketing, Aquicore
6 What is Account Based Advertising? Account based advertising is exclusively designed for B2B marketers in 3 essential ways. Account Based Advertising Essential Ingredients Benefits Audiences only use B2B criteria such as account, buying center, or stakeholder. Metrics track performance by account at all stages of the customer journey from impressions and engagement to leads and revenue. Audience definitions and metrics are directly synced with CRM, marketing automation, and web personalization. 1. Reduce waste because media is spent only on target accounts 2. Understand how advertising influences every stage of the marketing and sales funnel 3. Increase conversions by driving ad traffic to the website that will convert with personalization Includes: Metrics Impressions Leads Pipeline Revenuet Account Based Advertising Target Audiences Accounts Buying Center Stakeholders 6
7 Account Based Audiences B2B ad audiences are defined in 3 major ways: Account Target any person in target accounts by: Employee Size Revenue Industry Geography Named Account List Sales Territory Buying Center Target any person in key departments by: Funnel Stage Readiness Score Opportunity Stage Deal Type Department Stakeholders Target only specific stakeholders by: Contact Buying Center Title Persona Unknown Visitor Behavior Content Interest Campaign Response Vendor selection tip: The best software aggregates multiple sources of 1st party data, 3rd party data, and web visitor behavior data. Each source contains bits of account information that, when aggregated together, provide a rich account profile of known and unknown visitors in target accounts. 7
8 Essential Account Based Metrics Essential account based metrics for advertising are measured at each stage of the demand generation funnel. ABM The following pages detail specific use cases of account based advertising during these stages, and how best to leverage account based advertising to get your products to sell like hotcakes and achieve your marketing objectives. 8
9 Increase Stakeholder Impressions B2B marketers use account based advertising to assist sales outreach and influence demand and pipeline velocity. Account based advertising warms prospects when business development reps reach out to schedule an initial meeting. It also increases the awareness of all stakeholders during the proposal stage. Account Ads Improve ROI by 3x ABM Case Study: Aquicore, an energy management software solution, wanted to scale 1:1 account targeting. To remain top of mind within existing sales opportunities, Aquicore targeted only the stakeholders in those opportunities with account based advertising. They got 3x more impressions with the same budget vs. traditional advertising. 9
10 ABM Traffic and Engagement Account based advertising has proved to increase traffic and engagement in target accounts. CSC, a SiriusDecisions ABM ROI award winner, increased their website engagement in target accounts by 33% using account based advertising. Another company, WealthEngine, a Gartner Cool Data Vendor, saw similar results % Increase in Target Account Traffic Case Study: WealthEngine offers data services to two segments: nonprofit and commercial companies. They wanted to increase their traffic and engagement in the commercial segment. Using account based advertising, unique visitor traffic in target accounts increased by 36%, and total page views increased by 26%. 10
11 Increase Conversions and Sales Meetings Account based advertising increases web traffic from target audiences, and when paired with web personalization, will drive conversion results, delivering more leads and more sales meetings. How? ABM software platforms like Triblio create one campaign with the same audience to merge account based advertising and web personalization. When account based advertising traffic visits a website or landing page, web personalization will dynamically serve content or a relevant offer to the target audiences interests. Because they immediately see what they are looking for, conversions and sales meeting requests increase. Instead of bouncing, they convert. 40% Increase in Sales Requests Ads increase web traffic Website mirrors ad creative because of dynamic personalization 11
12 Account Based Advertising Results Branding and Awareness Traffic and Engagement Sales Requests 3x 33% 40% 12
13 Account Based Advertising + Web Personalization = Conversions Account based advertising increases conversions. Account based advertising concentrates ad spend on target accounts. More spend leads to more impressions which drives traffic to the website. When the ad traffic visits the website, conversions increase if the website is personalized and relevant to the target account. They must see on the web a similar message and CTA as they saw on the ad. Account Based Advertising Personalized Home Page Conversion No conversion Default Home Page 13
14 Account Based Advertising Vendor Essentials Can your ABM platform execute your ad campaigns like a piece of cake? ABM
15 Target Audiences for B2B B2B Audience Creation Criteria Audience creation is the critical difference between account based advertising and traditional advertising. Account based advertising software must allow audience selection by account, buying center, or contact. Audience Sources Account based marketing platforms depend on aggregating multiple data sources to populate an ad audience according to B2B criteria. Account based marketing platforms must incorporate 1st party data from CRM and marketing automation platforms with 3rd party sources that match visitors account profiles. They should be able to define and reclassify visitors to an audience based on visitor behavior such as web and landing page traffic and response to marketing campaigns. Account Matching No matter what vendors tell you about their audience criteria data sources, or methodology, insist on receiving actual data. Provide any vendor your target account set or stakeholders, and ask them how many accounts they can match as part of their account based advertising audience. Vendor Checklist* Account Matching Prior to Purchase Audience Criteria Accounts Employee Size, Revenue Industry, Geography, Named Account List, Sales Territory Buying Centers Funnel Stage, Readiness Score, Opportunity Score, Deal Type, Department Stakeholders Contact, Buying Center, Title, Persona, Unknown Visitor Behavior, Content Interest, Campaign Response Audience Sources 1st Party Data , Marketing Automation Lists CRM Fields Campaign ID, Visitor Behavior 3rd Party Data Intent Reverse IP Address Account Firmographics Device *For a complete checklist, refer to appendix. 15
16 Campaign Functionality Campaign Setup Account based advertising has similar campaign set up options as traditional display advertising. Ad Exchange and Network Access Account based advertising should have the same ad networks and ad exchanges as traditional display advertising. Account based advertising software may also access B2B special media publications that are relevant for your target accounts. Ad Buy Minimums Choose a vendor with the lowest ad buy minimums. B2B campaigns can have small audiences. For some campaigns, you may want to increase awareness and engagement in existing accounts or pipeline which may have a total ad audience size of a thousand or less. Vendor Checklist* Easy Media Buying Tool List of Ad Networks Mobile, Video, Social, Display Capable Minimum Ad $ Buy Ad Network Integration 16
17 Account Based Metrics and Reporting Metrics and Reporting Standard display ad metrics to evaluate campaigns are the baseline. Account based advertising vendors should provide more. Can you see closed loop reporting so you can tie ad impressions to web conversion metrics? Can you get view through and click through conversion metrics by account? What about influence and engagement by funnel stage, opportunity stage, pipeline, and revenue? Account based metrics depend on the quality of data provided by your account based advertising software vendor. Ask vendors you are evaluating for metrics reports related to your target accounts. Vendor Checklist* Account Based Reporting Impressions View-Through Conversions Click-Through Conversions Opportunity Creation Engagement Traffic Revenue Page Visits Service Capabilities 17
18 Integrations and Web Personalization Web Personalization When account based advertising drives traffic to the website, it is essential to personalize the web experience relevant to the ad and account. Engagement, conversion, and influence metrics all improve when the target audience sees the same messaging and calls to action in ad campaigns as when they visit the web and landing pages. Without account based web personalization, you ll only be able to measure impressions and traffic. Web Personalization Technical Integrations Marketing Automation Data Syncs and Reporting Salesforce Data Syncs and Reporting Google Analytics Account Reporting Google AdWords Audience Creation Martech Integration Your account based advertising platform needs to integrate seamlessly with the rest of your martech stack. At the very least, a viable account based advertising solution should include integrations with your marketing automation and Salesforce to sync audiences and provide integrated account reporting, Google Analytics for account reporting, and Google Adwords for audience creation. 18
19 Case Study: Account Based Advertising is a cakewalk for DLT...
20 DLT, a $900M IT solutions provider, leverages strategic partnerships with top IT companies to develop customized solutions for clients in the public sector. DLT s sales, integration, and support experts possess deep subject matter expertise and in-depth knowledge of government mandated requirements and initiatives in areas such as a cloud computing, cybersecurity, and compliance. DLT 2016 Markie Finalist Nurturing Beyond DLT wanted to personalize marketing campaigns to their target accounts in a similar way as their sales and consultant teams do. was one channel used for personalization, but increasingly, DLT s customers in federal, state, or local governments ignored . How do I nurture stakeholders if I don t have their ?
21 ABM Ads and Web Personalization DLT advertises only to target accounts. When the ads increase web traffic, their website dynamically personalizes by target account increasing quote requests. Account Based Advertising DLT has a 25 year history developing IT solutions for the public sector. With that experience they knew a number of the buying centers in their target organizations, but they didn t have information for many of the stakeholders in these buying centers. To reach stakeholders in target accounts, DLT uses account based advertising. Using an ABM platform like Triblio, they created advertising audiences by contact and account to nurture and engage known and unknown stakeholders. Web Personalization by Account When visiting DLT s website, stakeholders from target buying centers experienced personalization by topic interest and organization type. For example, on the home page, HERO banner images dynamically change according to a visitor s organization. Visitors from education institutions see the image of a classroom while the DoD saw an image of fighter jets. The CTAs are also different. Prospects are invited to learn more and request a quote, while customers could visit a support page or submit a quote request to their rep. Personalized HERO Banners
22 40% Quote Requests in Q3 2017, fiscal year end for government Our ABM success propelled us to a Markie finalist. Kristin Oelke, VP Marketing DLT
23 Conclusion Account Based Advertising is a Cakewalk Within a few years, every B2B marketer will switch to account based advertising from traditional display advertising. Every marketer will: ABM ABM 1. Want to buy ads only for target accounts. 2. Measure metrics across the entire funnel from impressions to engagement to conversions to opportunities to revenue. 3. Integrate with web personalization, marketing automation, and CRM to maximize campaign effectiveness. With the right account based advertising software, you can have your cake and eat it too. Includes: Metrics Impressions Leads Pipeline Revenuet Account Based Advertising Target Audiences Accounts Buying Center Stakeholders 23
24 Appendix
25 Account Based Advertising Essentials Checklist Audience Criteria and Sources Accounts Employee Size, Revenue Industry, Geography, Named Account List, Sales Territory Buying Center Funnel Stage, Readiness Score, Opportunity Stage, Deal Type, Employment Stakeholders Contact, Buying Center, Title, Persona, Unknown Visitor Behavior, Content Interest. Campaign Response 1st Party Data Lists, CRM Fields, Marketing Automation Lists, Campaign Responses. Visitor Behavior, Named Accounts 3rd Party Data Intent, Reverse IP Address, Account Firmographics, Device Campaign Functionality and Ad Networks Easy Media Buying Tool List of Ad Networks Mobile, Video, Social, Display Capable Service Capabilities Martech Integrations Marketing Automation Data Syncs and Reporting Salesforce Data Syncs and Reporting Google Analytics Account Reporting Google AdWords Audience Creation Account Based Web Personalization Account Matching Prior to Purchase Account Based Reporting Impressions View-Through Conversions Click-Through Conversions Opportunity Creation Engagement Traffic Revenue
Featuring Two 2017 ABM Markie Finalists! Proven ABM Success Stories
Featuring Two 2017 ABM Markie Finalists! Proven ABM Success Stories Summary Account based marketing (ABM) can revolutionize B2B marketing. Some of us are just getting started with ABM, while others have
More informationThe Essential Guide to the Account Funnel
The Essential Guide to the Account Funnel Table of Contents Introduction to the Account Funnel pg. 3-8 Five Stages of the Account Funnel pg. 9-14 Account Funnel in Action»» Case Study: Plex Systems pg.
More informationTHE B2B MARKETER S GUIDE TO ACCOUNT-BASED MEASUREMENT
THE B2B MARKETER S GUIDE TO ACCOUNT-BASED MEASUREMENT Introduction B2B measurement can be tricky. With all the data out there today, it can be difficult to measure and report on the right things. Especially
More informationAugust 2017 DATA-DRIVEN KEYS TO BETTER B2B
August 2017 5 DATA-DRIVEN KEYS TO BETTER B2B If you are a B2B marketer, you already know that your customer s purchase journey differs significantly from that of B2C buyers. The length of B2B sales cycles
More informationPredictive Marketing: Buyer s Guide
Predictive Marketing: Buyer s Guide Index Introduction 2 About This ebook 2 The Benefits of Using a Predictive Marketing Solution 2 Recommended Steps to Making an Informed Purchase 2 Step #1: How do you
More informationDigital Marketing Strategies for Law Firms
Digital Marketing Strategies for Law Firms Overview The purpose of digital marketing is to generate leads and raise brand awareness. Some strategies are more effective for a Law firms. This Ebook outlines
More informationCONTENT MARKETING: FROM HYPE TO HELPFUL
CONTENT MARKETING: FROM HYPE TO HELPFUL Presented to TechUK 12 th FEBRUARY 2015 Prepared by Faye Hawkins MD at First Base Communications @hitfirstbase PART 1: THE INESCAPABLE HYPE COMPANY CONFIDENTIAL
More informationMarketing Automation
Your Guide to Selling Marketing Automation This guide covers: What Is SharpSpring? Keys to Selling SharpSpring Benefits for Your Clients Common Objections and Questions Agency Partner Resources Grow your
More informationChoosing the Right Tools for an ABM Strategy...4 CRM...4 Marketing Automation...5 Data Analytics Software...6 Digital Advertising...
Contents What is Account-Based Marketing?...3 Choosing the Right Tools for an ABM Strategy...4 CRM...4 Marketing Automation...5 Data Analytics Software...6 Digital Advertising...6 Account-Based Marketing
More informationThe B2B Marketer s Guide to INTENT-DRIVEN MARKETING
The B2B Marketer s Guide to INTENT-DRIVEN MARKETING www.infusemedia.com We live in a time where brands are vying for the attention of customers from every digital and physical corner. As a result, many
More informationThe HubSpot Growth Platform
The HubSpot Growth Platform Hubspot offers a full stack of products for marketing, sales, and customer relationship management that are powerful alone, and even better when used together. Marketing Hub
More informationLattice Predictive Insights Platform
OVERVIEW Many B2B organizations have implemented marketing automation platforms (MAPs) to score their leads, but these typically tend to be based on subjective criteria. At the same time, marketers often
More informationEVERYTHING YOU NEED TO KNOW ABOUT ACCOUNT BASED MARKETING:
EVERYTHING YOU NEED TO KNOW ABOUT ACCOUNT BASED MARKETING: A B2B Marketer s Guide to Reaching High Value Targets EVERYTHING YOU NEED TO KNOW ABOUT ACCOUNT BASED MARKETING: A B2B MARKETER S GUIDE TO REACHING
More informationThe New Marketing Metrics for B2B. Measurements that really matter to the success of your business
The New Marketing Metrics for B2B Measurements that really matter to the success of your business Table of Contents Introduction Step 1: Analyze Your Customer s Buying Process Step 2: Identify Your Marketing
More informationTHE ESSENTIAL GUIDE TO ABM. Featuring Award-Winning Case Studies
THE ESSENTIAL GUIDE TO ABM Featuring Award-Winning Case Studies 1 Table of Contents Introduction The B2B Buyer Journey The ABM Guide for Revenue Generation Ready? Find Organizational Support Define Your
More informationMEASURING ROI & ATTRIBUTING SUCCESS TO DIGITAL MARKETING
MEASURING ROI & ATTRIBUTING SUCCESS TO DIGITAL MARKETING Marketers are under pressure to prove how online efforts contribute to their company s bottom line with cold hard analytics. IN THIS GUIDE, WE WILL
More informationYour Business. with. Inbound Marketing
Your Business with Inbound Marketing Table of contents So What is Inbound Marketing? Is it Just a Fad? Inbound marketing in a nutshell What inbound marketing can do for your business? But is inbound marketing
More informationARE YOU SPENDING YOUR PPC BUDGET WISELY? BEST PRACTICES AND CREATIVE TIPS FOR PPC BUDGET MANAGEMENT
ARE YOU SPENDING YOUR PPC BUDGET WISELY? BEST PRACTICES AND CREATIVE TIPS FOR PPC BUDGET MANAGEMENT In pay-per-click marketing, as with so many things in life, you have to spend money to make money. But
More informationMARKETING IN THE MODERN WORLD
MARKETING IN THE MODERN WORLD Traditional Marketing and Sales Marketing provides air cover Sales takes down deals But the Buyers Journey has Changed Buyers are doing more research before they call you
More informationThe Guide to Cracking the LinkedIn Ads Platform
The Guide to Cracking the LinkedIn Ads Platform Learn how to set up revenue tracking, improve your ads, and generate more high quality leads, pipeline, and ultimately, revenue Brought to you by Bizible,
More informationDriving Success with Personalization. for B2B Tech Marketers
Driving Success with Personalization for B2B Tech Marketers Driving Success with Personalization for B2B Tech Marketers In a business-to-business environment, the individual decision makers you are targeting
More informationBuilding Your Content Marketing Measurement Program From The Ground Up. Jon Wuebben CEO, Content Launch
Building Your Content Marketing Measurement Program From The Ground Up Jon Wuebben CEO, Content Launch Content Launch Who are We? We develop high quality, search engine optimized, sharable content that
More informationThe marketer s guide to personalization
The marketer s guide to personalization Improving customer engagement in a digital world 2013/2014 Table of contents 02 Introduction to personalization in a digital world 05 The buyer journey: converting
More informationINBOUND SALES & MARKETING
1 INBOUND SALES & MARKETING MIKE ROSE, CEO COMPANY NAME WWW.YOURDOMAIN.COM 2 Inbound marketing... "Inbound" refers to marketing activities thatbring visitors in, rather than marketers having to go out
More informationA Guide to ABM Success Metrics
A Guide to ABM Success Metrics ------- -.. -.., -:: I - I _,._ I - J'J/JI J We at Full Circle Insights wanted to provide a resource to help you create the foundations for measuring your ABM strategy effectiveness.
More informationSmall business Big ambitions
HIRE MARKET SELL LEARN Small business Big ambitions Marketing Playbook for SMBs SMBs have the advantage of flexibility. Your business may be small, but your ambitions are huge. LinkedIn can help get you
More informationPAIRING OMNICHANNEL ATTRIBUTION WITH LEAD SCORING TO IMPROVE MARKETING ROI
PAIRING OMNICHANNEL ATTRIBUTION WITH LEAD SCORING TO IMPROVE MARKETING ROI DNN Corp invested in the MarTech space in 2016 to build our marketing technology stack around predictive analytics and multi-touch
More informationperformance- based Measure Your Success
performance- based Measure Your Success How can you improve unless you know where you stand? In-depth data can give you an accurate measure of. performance. the right measurements Performance-based marketing
More informationAN INTRODUCTION TO HYPERLOCAL MOBILE DISPLAY ADVERTISING. How to Maximize the Chances of a Click on Mobile Display Ads. September 2013 Mediative.
AN INTRODUCTION TO HYPERLOCAL MOBILE DISPLAY ADVERTISING How to Maximize the Chances of a Click on Mobile Display Ads September 2013 Mediative.com 1 About Mediative Mediative is a digital marketing company
More informationA BUSINESS CASE FOR B2B MARKETING AUTOMATION
A BUSINESS CASE FOR B2B MARKETING AUTOMATION TURN MARKETING INTO A REVENUE DRIVER RATHER THAN A COST CENTER 1. Generate and Nurture Leads 2. Align Sales and Marketing 3. Measure Results and Optimize Investments
More informationABM PLAYBOOK TESTING WITH ABM ANALYTICS: 4 STEPS TO SEE FUNNEL PERFORMANCE FOR ANYTHING
ABM PLAYBOOK TESTING WITH ABM ANALYTICS: 4 STEPS TO SEE FUNNEL PERFORMANCE FOR ANYTHING ABM Analytics by Demandbase is a great tool for evaluating how your target account list is performing across the
More informationBRAnd AwAReness Amplify Your Reach
Brand Awareness Amplify Your Reach How do members of a target audience become legitimate prospects? In order to grow the right audience, marketing efforts must be. engaging and visible. turn up the volume
More informationLinkedIn for Leads A QUICK-START GUIDE FOR BUSY B2B PROFESSIONALS. Sagefrog Marketing Group
LinkedIn for Leads A QUICK-START GUIDE FOR BUSY B2B PROFESSIONALS Sagefrog Marketing Group 1? Does it surprise you that there are more than 530 million professionals on LinkedIn? If you re a B2B professional,
More information2018 DEMAND GENERATION BENCHMARK SURVEY REPORT. Tapping Multichannel Marketing & Data As Key Engines. For Growth SPONSORED BY SURVEY REPORT
2018 DEMAND GENERATION BENCHMARK SURVEY REPORT Tapping Multichannel Marketing & Data As Key Engines For Growth SPONSORED BY SURVEY REPORT 70% OF B2B MARKETERS SAID THEIR DEMAND GEN BUDGETS WILL GROW THIS
More informationA BEGINNER'S GUIDE TO INBOUND MARKETING
A BEGINNER'S GUIDE TO INBOUND MARKETING What is Inbound Marketing? Inbound marketing is a marketing methodology that moves away from interruptive methods and instead focuses on attracting customers through
More informationTHE STATE OF B2B MARKETING DATA MANAGEMENT 2016 BENCHMARK RESEARCH REPORT
THE STATE OF B2B MARKETING DATA MANAGEMENT 2016 BENCHMARK RESEARCH REPORT TABLE OF CONTENTS Executive Summary Most Important Strategic Goals Basing Decisions on Marketing Data Marketing Data Management
More informationPay Per Click Advertising
Pay Per Click Advertising What is Pay Per Click Advertising? Pay Per Click (PPC) is a model of advertising where you pay each time your ad is clicked, rather than earning clicks organically (like SEO).
More informationCreative Conversions: Filling your sales funnel with digital leads. Examples from the Nashville Area Chamber of Commerce
Creative Conversions: Filling your sales funnel with digital leads Examples from the Nashville Area Chamber of Commerce Carly Vaughn - Digital Content Strategist Goal: Create compelling content that 1.
More information10 REASONS. Why Companies Adopt Marketing Automation. Fill out the information below to download ÒThe Guide to Landing PagesÓ white paper.
10 REASONS Why Companies Adopt Marketing Automation Fill out the information below to download ÒThe Guide to Landing PagesÓ white paper. Lead Capture First Nam e Last Name Email Company Phone Submit It
More informationPlatform Overview. Market to who matters
Platform Overview Market to who matters 4 Market to who matters 9 Define your goal 11 Target the right people 14 Engage them with content LinkedIn Sponsored Content LinkedIn Sponsored InMail Table of
More informationMARKETING AUTOMATION BROUGHT TO YOU BY. SuccessFlow
MARKETING AUTOMATION A TA C T I C A L G U I D E T O S U C C E S S BROUGHT TO YOU BY SuccessFlow How do successful companies manage marketing automation? WHAT OUTCOMES YOU SHOULD EXPECT Beginning purely
More informationFULL FUNNEL MARKETING STRATEGIES
FULL FUNNEL MARKETING STRATEGIES INTRODUCTION The funnel is a well-understood marketing concept that is usually split into three stages each of which presents marketers with a unique set of challenges.
More informationINBOUND MARKETING 101: BRINGING CUSTOMERS TO YOUR BRAND
INBOUND MARKETING 101: BRINGING CUSTOMERS TO YOUR BRAND HOW YOU CAN USE INBOUND MARKETING TO ATTRACT CUSTOMERS AND INCREASE SALES WHEN IT COMES to growing your customer base, traditional advertising, as
More informationInbound Marketing: The Missing Link in ROI-Driven PR
Inbound Marketing: The Missing Link in ROI-Driven PR A PLAYBOOK FOR BRIDGING PR TO LEAD GENERATION AND SALES Since its founding 120 years ago, the PR industry has failed to meaningfully innovate. In fact,
More informationCompany Driver Campaign
TMSA Digital Sales and Marke ng Campaign Award Submission Company Driver Campaign CAMPAIGN SUMMARY Bison, like most companies, is in constant need of qualified workers so we can fulfill the promises made
More informationMystery Shopper What s in Your Franchise Development Website and Is It Working for You?
Mystery Shopper What s in Your Franchise Development Website and Is It Working for You? Location3 Industry Memberships & Associations The Franchising Lifecycle Franchise Development Grand Openings Local
More informationCombine attribution with data onboarding to bridge the digital marketing divide
Combine attribution with data onboarding to bridge the digital marketing divide Understand how online marketing impacts offline sales Google Inc. 360suite-info@google.com g.co/360suite 1 Digital marketing
More informationMarketing Automation and CRM Integration. How and Why Marketing Automation and CRM Integration is Necessary for Success
Marketing Automation and CRM Integration How and Why Marketing Automation and CRM Integration is Necessary for Success The single most important criteria for sales and marketing success is the alignment
More informationMarketing & Communications in the Digital Age
Marketing & Communications in the Digital Age Giving Circle Connector Gathering October 27, 2016 Adrienne Peres Today s Topics Agenda Marketing 101 Paid vs. Earned Owned Content & Social Media Marketing
More informationMARKETING DARK DATA: 5 DARK DATA SOURCES THAT LEAD TO BETTER MARKETING INSIGHTS WITH IBM WATSON ANALYTICS AND COGNOS ANALYTICS
MARKETING DARK DATA: 5 DARK DATA SOURCES THAT LEAD TO BETTER MARKETING INSIGHTS WITH IBM WATSON ANALYTICS AND COGNOS ANALYTICS There are greater opportunities and means to reach target audiences today
More information[24]7 Customer Acquisition Cloud Predict. Personalize. Profit.
[24]7 Customer Acquisition Cloud Predict. Personalize. Profit. Solution Brief The [24]7 Customer Acquisition Cloud is a suite of data-driven solutions designed to help you target your highest propensity
More informationContent Marketing: The Complete Guide For Beginners
Content Marketing: The Complete Guide For Beginners Content Marketing Definition: There are many definitions of content marketing across many content and digital marketing professionals. From my understanding
More informationTransformational Strategies for Marketing. Elizabeth Clor, Vice President of Demand Generation
Transformational Strategies for Marketing Elizabeth Clor, Vice President of Demand Generation Mission: Marketing Performance Intelligence Everywhere The Intelligent Enterprise empowers key stakeholders
More informationCreating Unique Data Assets to Drive Marketing Predictions and Actions. The Second-Party Data Advantage
Creating Unique Data Assets to Drive Marketing Predictions and Actions The Second-Party Data Advantage 1 Industry Trends The second-party data movement has quickly emerged as an innovative solution for
More informationThe Complete Guide to Inbound Marketing
The Complete Guide to Inbound Marketing Introduction Inbound marketing and marketing automation are the big current buzzwords in the industry. The nature of marketing has changed drastically over recent
More informationRemaining Relevant with Inbound Marketing
Remaining Relevant with Inbound Marketing Presented by Cam Mirisola-Bynum Communications Director, Grant Marketing Cartoon Recap The long game Know your customers Nurture brand loyalty Meet expectations
More informationOracle s Data Management Platform + Cross-Channel Marketing Solution
Oracle s Data Management Platform + Cross-Channel Marketing Solution Improve Customer Acquisition, Retention and Lifetime Value Copyright 2014 Oracle and/or its affiliates. All rights reserved. The Digital
More informationKey Strategies For A Revenue-Focused Approach To Measuring Engagement Across The Buying Journey
STATE OF B2B FULL-FUNNEL MEASUREMENT Key Strategies For A Revenue-Focused Approach To Measuring Engagement Across The Buying Journey SPONSORED BY SPECIAL REPORT Introduction B2B marketers are increasingly
More informationCUSTOMER DATA PLATFORM OR MARKETING AUTOMATION WHAT DO YOU REALLY NEED?
CUSTOMER DATA PLATFORM OR MARKETING AUTOMATION WHAT DO YOU REALLY NEED? DATA IS OUTPACING AUTOMATION In the mid-2000s, marketing automation evolved to help digital marketers automate repetitive tasks such
More informationSTATE OF B2B MARKETING AUTOMATION 2015
STATE OF B2B MARKETING AUTOMATION 2015 Research Report - April 2015 WHO WE SPOKE TO Given the increasing pressure that B2B marketers are facing in meeting sales revenue objectives, it is not surprising
More informationInbound Marketing For Home Builders & Remodelers. August 2018
Inbound Marketing For Home Builders & Remodelers August 2018 Outbound or Inbound? Traditional Outbound Marketing Broadcast & Print Advertising Direct Mail Trade Shows/Events Public Relations Networking/Referrals
More informationAbove the Funnel How to Measure (and Grow) Your Lead Pipeline Sales Readiness Series
Above the Funnel How to Measure (and Grow) Your Lead Pipeline Hosts Dan Hudson 3FORWARD President, Co-Founder Dan.Hudson@ Matt Smith 3FORWARD Exec VP, Co-Founder Matt.Smith@ 2 Lead Ready tm from 3FORWARD
More informationCRM FOR MEDIA & PUBLISHING
CRM FOR MEDIA & PUBLISHING The Media & Publishing industry is in a state of transformation, with new players continuously entering the market, leaving consumers spoilt for choice. The keys to driving subscriptions,
More informationOmniActivation TM powered by the Audience Engine
OmniActivation TM powered by the Audience Engine The Audience Management Platform for activating campaigns and audiences across channels 2016 Experian Information Solutions, Inc. All rights reserved. Experian
More informationBehavioural targeting Driving new visitors to your site & enticing non-converting visitors back Carola York, Managing Director, Jellyfish Publishing
Behavioural targeting Driving new visitors to your site & enticing non-converting visitors back Carola York, Managing Director, Jellyfish Publishing Jellyfish Publishing 2014 About Jellyfish & Jellyfish
More informationThe value of Social Media Campaigns
The value of Social Media Campaigns AGENDA 1. Introduction 2. Social Media at momondo 3. New focus for Social Media Campaigns 4. What to measure 1. Measuring the ROI 5. Attributing value to Social Campaigns
More informationHow to select the right advertising technology solution.
How to select the right advertising technology solution. With the broad fragmentation of advertising buying sources and the escalating need to better leverage customer data, more organizations are looking
More information10 Reasons to Consider Marketing Automation
10 Reasons to Consider Marketing Automation 1 As a marketer, you face daunting expectations and goals. You are probably expected to generate successful outcomes in less time, and in a digital age where
More informationWhat Is Lead Scoring? What Is Lead Scoring?
What Is Lead Scoring? What Is Lead Scoring? Table of Contents Context: Answering an Important Marketing Question.....................................................2 How Lead Scoring Works...3 How Does
More informationAn Introduction to Inbound Marketing
An Introduction to Inbound Marketing What It Is, How It Works and Why You Need to Consider It. One in a Series of Marketing Guides X With 80% of people looking online for health information and 49% looking
More informationJohn Biancamano Inbound Digital LLC InboundDigital.net
John Biancamano Inbound Digital LLC 609.865.7994 InboundDigital.net About Me Owner of Inbound Digital, LLC: Digital Marketing Consulting and Training Website Design Content Development SEO/PPC Social Media
More informationBetter Together: Combining Your CRM Software with Marketing Automation
Better Together: Combining Your CRM Software with Marketing Automation Marketing software and CRM systems are complementary tools that only reach their full potential when paired together. Not only can
More informationTHE MARKETERS GUIDE TO INTEGRATING VIDEO INTO HUBSPOT & IMPROVING DATA STEFFEN CHRISTENSEN
THE MARKETERS GUIDE TO INTEGRATING VIDEO INTO HUBSPOT & IMPROVING DATA STEFFEN CHRISTENSEN AGENDA 1. Where Marketers Are Missing on Video 2. Examples of successful video marketing strategies 3. How to
More informationMeasure Your Work, Get a Raise. PR Measurement: Google Analytics, Facebook, Twitter and Instagram
Measure Your Work, Get a Raise PR Measurement: Google Analytics, Facebook, Twitter and Instagram Everything You Need to Know About Google Analytics Making Data Work for You Determine your audience Determine
More informationDigital Sales and Marketing Basics
Digital Sales and Marketing Basics in partnership with Get Certified Get Ahead Digital Marketing Certified Associate About the Course More companies than ever are turning to digital marketing, so it s
More informationTHE BASICS OF PROGRAMMATIC
1 Media + Marketing for Technology Companies WHITE PAPER THE BASICS OF PROGRAMMATIC How Tech Marketers Can Use Automated Digital Advertising 2 Programmatic 101 for Tech Marketers It s Not a Question of
More informationCase study. Improving Your Sales & Marketing Strategy with Account Based Marketing
Case study Improving Your Sales & Marketing Strategy with Account Based Marketing ABM is nothing new Account Based Marketing, or ABM as we acronym loving marketers like to call it has been around as long
More informationADVANCED SOCIAL ANALYTICS STRATEGIES. PRESENTED BY: Isaac Pastrana & Michael Loban
ADVANCED SOCIAL ANALYTICS STRATEGIES PRESENTED BY: Isaac Pastrana & Michael Loban + PRESENTERS Michael Loban CMO infotrustllc.com @michael_loban Isaac Pastrana Director of Social Media wpromote.com @wpromote
More informationMARKETING METRICS THAT MATTER
MARKETING METRICS THAT MATTER Presented By - Tom Marx WHAT ARE MARKETING METRICS? Data and statistics that help determine the effectiveness of a marketing program 2 WHAT ARE WE MEASURING? Brand awareness
More informationImpartner Success Story
Case Study: Impartner Impartner Success Story PRM Solution Sees 10x Increase in Leads Using Consensus IMPARTNER SUCCESS STORY PRM Solution Sees 10x Increase in Leads Using Consensus THE COMPANY Impartner
More informationThe core four essential marketing technologies
The core four essential marketing technologies Three of them you know, and one you don t www.bynder.com Page 1 Digital asset management is moving to the center between upstream creative and downstream
More informationFacebook ads options. Or how to replace the loss in organic/free Facebook traffic. Ann Stanley Founder & MD of Anicca Digital Ltd February 2018
Facebook ads options Or how to replace the loss in organic/free Facebook traffic Ann Stanley Founder & MD of Anicca Digital Ltd February 2018 About Anicca Anicca was founded in 2007 by Ann Stanley, when
More informationSERVICE AREA(S): Business Development Strategies ANALYSIS ADDING VALUE TO DIRECT MAIL THROUGH IP TARGETING
SERVICE AREA(S): Business Development Strategies ANALYSIS ADDING VALUE TO DIRECT MAIL THROUGH IP TARGETING JULY 2017 contents Table of Contents Key Highlights... 2 Introduction... 2 What is IP Targeting?...
More informationThe Blindspots In Your Content Marketing Analytics and How to Fix Them
The Blindspots In Your Content Marketing Analytics and How to Fix Them Build a content-centric approach to analytics and marketing performance. Illustrations by Laura Beckman You can t manage (or monetize)
More informationTHREE ABM MISCONCEPTIONS
THREE ABM MISCONCEPTIONS (and why they matter to you) Andre Yee 1 OVERVIEW Misconceptions abound in conversations everyday. Most are harmless - take the Great Wall of China is the only man-made structure
More informationGoogle AdWords Remarketing
Google AdWords Remarketing AdWords remarketing is not only great for driving visitors back to your website to convert but is also great at improving your branding which in effect increases conversion and
More informationGoogle AdWords Remarketing
Google AdWords Remarketing AdWords remarketing is not only great for driving visitors back to your website to convert but is also great at improving your branding which in effect increases conversion and
More informationTen Tips for Accelerating Your Pipeline. Shorten the sales cycle and bring in more revenue no additional headcount required.
Ten Tips for Accelerating Your Pipeline Shorten the sales cycle and bring in more revenue no additional headcount required. INTRODUCTION Why choose marketing automation? The average sales cycle length
More informationTHE BENEFITS OF SOCIAL SELLING
THE BENEFITS OF SOCIAL SELLING DESIGN MGZ 6 1 TABLE OF CONTENTS The Benefits of Social Selling...3 Control Your Message...4 Build An Ecosystem...5 Grow Demand Generation...7 Better Prospect Info In Less
More informationACTIVATING AUDIENCES: BEST PRACTICES FOR ADVERTISERS Ashu Mathura
ACTIVATING AUDIENCES: BEST PRACTICES FOR ADVERTISERS Ashu Mathura WHAT IS A DMP? & WHY DO YOU NEED ONE? AUDIENCE BASE ENABLES BRANDS AND PUBLISHERS TO CAPTURE CONSUMER-SPECIFIC DATA IN ORDER TO CREATE
More informationADVANCED PROGRAMME IN DIGITAL MARKETING. Programa Superior
ADVANCED PROGRAMME IN DIGITAL MARKETING Programa Superior ADVANCED PROGRAMME IN DIGITAL MARKETING 1. Designing and Creating a Digital Marketing Plan History of Digital Marketing and Advertising Competitive
More information1 of 6 6/11/2010 1:28 PM
GMPRO - June 2010- Print Pages http://gmpro.texterity.com/gmpro/201006//print_submit.action?articletit... 1 of 6 6/11/2010 1:28 PM GMPRO - June 2010- Print Pages http://gmpro.texterity.com/gmpro/201006//print_submit.action?articletit...
More informationCloud Sales Strategy How to Master Cloud Sales in a New Era of Digital Transformation
Cloud Sales Strategy How to Master Cloud Sales in a New Era of Digital Transformation The Cloud opens a world of opportunities to help you scale quickly, enter new markets, and fill your pipeline. But
More informationwebinar for YMCAs Jump Start January
2 15 webinar for YMCAs Jump Start January website TV Radio Print Outdoor Using Google AdWords Remarketing Simply add a tag to your site or configure using Google Analytics Setup ALL VISITORS audience or
More informationHow to Maximize Lead Conversion Rates and Optimize your Pipeline
How to Maximize Lead Conversion Rates and Optimize your Pipeline Riley McNeilage October 2015 About Qlik Marketing Qlik provides a platform-based approach to visual analytics that brings insights and clarity
More informationB2B customers do 12 searches prior to visiting a specific brand's website. 71% of B2B customers start their research with a generic search
5 STEPS TO BUILDING A SUCCESSFUL DIGITAL MARKETING ROADMAP Dan Konstantinovsky, RH Blake AGENDA Today s Industrial Buying Journey and Impact on Precast Manufacturers 5 Key Steps to Building a Successful
More informationTREASURY & RISK GROUP 2017 MEDIA KIT
TREASURY & RISK GROUP 2017 MEDIA KIT 2 ALM MEDIA KIT INTRODUCTION Welcome to the new ALM media kit. You ll notice a few changes that we think will improve your experience, making it easier to engage with
More informationSocial Media For Brokers:
This webinar will begin at 2:30PM Social Media For Brokers: Advertising for Social Strategy Welcome Previous webinars Personas Goals Tactics Saving time Tips and tricks A statement from a broker We have
More informationDigital Marketing Made Simple
What You Don t Know Helps Your Competition. Digital Marketing Made Simple Sponsored by About Us. Dennis J. Sheely Director of Sales & Marketing NorCal Community Media 30+ years in the media business at
More informationDrive More Phone Calls. With Digital Display Advertising ` ForLawFirmsOnly Marketing, Inc.
Drive More Phone Calls With Digital Display Advertising ForLawFirmsOnly Marketing, Inc. 855-943-8736 marketing@forlawfirmsonly.com Traffic Strategies That Convert Clients We want to help you acquire more
More information