The statistics of both display advertising and retargeting leave a lot to be desired in terms of customer acquisition and branding. With personalized retargeting campaigns you can focus your retargeting efforts on key accounts and verticals, eliminating waste and optimizing your spend.
2. Optimize Your Ad Spend with
Real-time Targeting and Analytics
Mike Telem
VP of Business Development
& Co-founder
David Myers
Product Expert
3. Insightera
• Real-time targeting and personalization platform
• Leveraging big data and predictive analytics to interact
with prospects throughout the customer lifecycle
4. Webinar Overview
• B2B advertising trends
• Analyzing campaign performance
• Boosting content ROI & optimizing ad messaging
• Landing page optimization using adaptive CTAs
• Personalizing retargeting ads on organizations and
industries
5. B2B Display Spend
• 44% of B2B companies will increase display budgets
• 25% of the digital marketing budget is on display
• 66% to increase content budgets
6. Challenge for B2B Advertising
• 97% of prospects on first visit are unknown
• “Pay - Spray - Prey”
• Targeting the right audience
• Analyzing the content, the right messaging
• Improving conversion rates
• Measuring success
7. B2B Advertising
• New dimensions to B2B analytics
• Improving content ROI
• Optimizing landing pages for higher conversions
• Analyzing ad content and personalized retargeting
9. B2B Analytics
• Firmographic data
– Which companies or industries are visiting your site
– How do companies of specific size or revenue behave
– Which campaigns drove them in
• B2B perspective to analyze
– Inbound and outbound campaigns
• Focus on key revenue generating verticals
13. Content ROI
• Discover and map content
– Case studies, white papers, blog posts, videos, etc…
• Content Analytics - who is consuming your data
• Learn which content works best
• Auto-engage prospects with relevant content
assets based on machine-learning and predictive
analytics
14. Discover and Map Effective Content
“84% of marketing executives say they plan on
developing a process to map rich media content
assets to buyer journey stage.” (Aberdeen)
15. Execute Content Campaigns
• Execute Real-time personalized campaigns on best
performing content
• Amplify the successful content to outbound campaigns
17. Landing Page Optimization
• Landing Page
– Prime location for lead capture
– Multiple visitor sources from paid/social/
email campaigns
• Optimized Landing Page
– Expedite the process
– Lower cost per lead
18. Landing Page Optimization
• Optimize site content and
landing pages by A/B
testing different CTA’s per
targeted segment
• Auto-Tune to
automatically identify and
accelerate the most
effective CTA or content
19. Landing Page Optimization
• Firmographic Relevancy
• Selects the most converting Calls to Action
• Knowing the user's device (mobile, tablet)
• Real-time decision to display adaptive content
• Intuitive, learning algorithms that maximize ROI
23. Ad Analysis
• Analyze ad content performance
based on firmographics
• Analyze content effectiveness
from onsite personalization
performance
• Leverage top performing content
for paid media and social
• Enrich Analytics with firmographic
data + personalized retargeting
24. B2B Personalized Retargeting
“The average click-through rate for
display ads is 0.07 percent,
and the average click-through for
retargeted ads is about 0.7 percent.”
25. B2B Personalized Retargeting
• 1 in 5 marketers have dedicated budget for
retargeting
• 36% running retargeted ads, and 43% of those find
them effective
• Over 50% marketers to increase retargeting budgets
in 2014
Source: Marketingcharts.com, Chango Retargeting Barometer
27. Optimize Advertising
Focus your display ad spend on prospects according
to specific organizations and verticals:
•
Prospects from key ABM Groups
•
Organizations most likely to generate revenue
•
Prospects from target industries
•
Drive quality, interested prospects back to your site
•
Increase brand awareness
•
2nd chance at each prospect
•
Efficiently spend budget on the accounts that matter
*This isn't ad-serving
30. Summary
• B2B advertising trends
• Analyzing campaign performance
• Boosting content ROI
• Landing page optimization using
• Ad analysis and personalizing retargeting
31. Next Steps
• Optimize your Ad Spend in 2014
• Contact us for more details
www.insightera.com/requestdemo/
• Connect with us: @insightera, mike@insightera.com
• Questions?