Ad Targeting to Your Key Accounts
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Ad Targeting to Your Key Accounts
- 1. Page 1Marketo Proprietary and Confidential | © Marketo, Inc. 7/2/2015 Ad Targeting for your Key Accounts
- 2. Ad Targeting for your Key Accounts David Myers Product Manager, Marketo Mike Telem VP Product Marketing, Marketo Hit your Revenue Generating Accounts with Laser Accuracy
- 3. Page 3Marketo Proprietary and Confidential | © Marketo, Inc. 7/2/2015 Overview • Intro • Account-Based Marketing (ABM) • Targeted & Personalized Advertising • Key Challenges • 3 Steps to Target Ads to Key Accounts • How it Looks • How to Get Started
- 4. © 2014 Marketo, Inc. Marketo Proprietary and Confidential Online Advertising Trends • $133B spent on online advertising last year and will grow by 16% this year • 25% of digital marketing budget spent on online advertising and paid search • 2-5% of paid traffic on average will convert to lead
- 5. Page 5Marketo Proprietary and Confidential | © Marketo, Inc. 7/2/2015 Digital Marketing Budgets 5% 25% 44% 70% of B2B companies are “Fully Optimized” of B2B companies will increase display budgets of the digital marketing budget is on display YoY Remarketing growth because it delivers
- 6. © 2014 Marketo, Inc. Marketo Proprietary and Confidential Account-Based Marketing 97%say ABM had higher ROI than other marketing activities 84%Say ABM provided significant benefits to retaining and expanding customer relationships Source: Alterra Group 65%Say ABM provided significant benefits to attract new customers
- 7. © 2014 Marketo, Inc. Marketo Proprietary and Confidential What is ABM?
- 8. Page 8Marketo Proprietary and Confidential | © Marketo, Inc. 7/2/2015 Account-Based Marketing (ABM) “Focus on those accounts most likely to generate revenue.” Target prospects based on Industry, Revenue and Named Accounts.
- 9. Page 9Marketo Proprietary and Confidential | © Marketo, Inc. 7/2/2015 ABM = Focus = Better Resource Utilization = Results • Identifying high value, target accounts • Engaging them in every channel • Analyzing results and optimizing engagements Generating more qualified leads Driving attributed revenue Account-Based Marketing
- 10. © 2014 Marketo, Inc. Marketo Proprietary and Confidential What is Ad Targeting?
- 11. Display ads appear next to content on websites Remarketing ads appear across the Web after you visit a specific website Pay-per-click (PPC) ads appear next to search results 3 Types of Online Advertising
- 12. Page 12Marketo Proprietary and Confidential | © Marketo, Inc. 7/2/2015 Display Ad Targeting • Display ads: appear next to content on websites • Remarketing ads: appear across the web after you visit a specific website Prospect Your Site Prospect is Tracked Prospect Leaves Your Ad on Other Sites Prospect Returns to your site
- 13. © 2014 Marketo, Inc. Marketo Proprietary and Confidential Poll What percent of your marketing budget is spent on Ads? • Less than 10% • 10-20% • 20-50% • Above 50%
- 14. © 2014 Marketo, Inc. Marketo Proprietary and Confidential Challenges
- 15. Page 15Marketo Proprietary and Confidential | © Marketo, Inc. 7/2/2015 Challenges • Reaching out to key accounts • Getting them to engage and re-engage with you • Drive relevant, revenue generating prospects via ads • Optimize ad spend
- 16. Page 16Marketo Proprietary and Confidential | © Marketo, Inc. 7/2/2015 Ad Targeting + ABM = $$ Increase lead quality Optimize ad spend Acquire the right customers, faster
- 17. © 2014 Marketo, Inc. Marketo Proprietary and Confidential 3 Steps to Target Ads to Key Accounts
- 18. Page 18Marketo Proprietary and Confidential | © Marketo, Inc. 7/2/2015 3 Steps to Target Ads to Key Accounts 1. Identify high value accounts 2. Execute targeted campaigns on ad networks 3. Measure engagements and optimize
- 19. Page 19Marketo Proprietary and Confidential | © Marketo, Inc. 7/2/2015 Financial SAP Users High Schools Your Customized Named Account List • Mid-West Target Accounts • Top 50 Retail Accounts • Key Enterprise Accounts • Existing Customers • Prospects using Specific Technology Identify your High Value Accounts
- 20. © 2014 Marketo, Inc. Marketo Proprietary and Confidential Execute Campaigns
- 21. Page 21Marketo Proprietary and Confidential | © Marketo, Inc. 7/2/2015 Marketo (Ads)
- 22. Page 22Marketo Proprietary and Confidential | © Marketo, Inc. 7/2/2015 Marketo (Ads)
- 23. Page 23Marketo Proprietary and Confidential | © Marketo, Inc. 7/2/2015 Marketo (Ads) These Ads drove 2x more lead conversions 117% increase yr./yr. in qualified leads
- 24. Page 24Marketo Proprietary and Confidential | © Marketo, Inc. 7/2/2015 Marketo (Ads) Higher Ed B2B: Enterprise B2C: Consumer Marketing Competitor Customers Lead MGMT for Enterprise Generate New Customers. Step-by-Step Guide to Nurture Leads Marketo.com Marketing For High Ed Increase Enrollment & Engagement. Download Free Report to Learn More. Marketo.com/Higher-Education
- 25. Page 25Marketo Proprietary and Confidential | © Marketo, Inc. 7/2/2015 Personalized Remarketing (General)
- 26. Page 26Marketo Proprietary and Confidential | © Marketo, Inc. 7/2/2015 Personalized Remarketing (Higher Education)
- 27. © 2014 Marketo, Inc. Marketo Proprietary and Confidential Measure and Optimize
- 28. Page 28Marketo Proprietary and Confidential | © Marketo, Inc. 7/2/2015 Typical ABM Engagement Goals • Generate awareness with targeted accounts • Increase web engagement, educate • Convert more qualified leads, generate revenue • Optimize ad budget ROI TIP: Take snapshot of visitation, duration stats pre and post campaigns.
- 29. Page 29Marketo Proprietary and Confidential | © Marketo, Inc. 7/2/2015 Measure, Learn & Optimize
- 30. Page 30Marketo Proprietary and Confidential | © Marketo, Inc. 7/2/2015 Measure, Learn & Optimize
- 31. © 2014 Marketo, Inc. Marketo Proprietary and Confidential How does it work?
- 32. Page 32Marketo Proprietary and Confidential | © Marketo, Inc. 7/2/2015 How does it work 1. Create and upload target named account lists 2. Define target account segments 3. Connect to relevant ad networks 4. Set up ad campaigns
- 33. Page 33Marketo Proprietary and Confidential | © Marketo, Inc. 7/2/2015 Create your Key Named Account Lists
- 34. Page 34Marketo Proprietary and Confidential | © Marketo, Inc. 7/2/2015 Define Segmentations
- 35. Page 35Marketo Proprietary and Confidential | © Marketo, Inc. 7/2/2015 Connect to Ad Networks
- 36. Page 36Marketo Proprietary and Confidential | © Marketo, Inc. 7/2/2015 Connect to Ad Networks
- 37. Page 37Marketo Proprietary and Confidential | © Marketo, Inc. 7/2/2015 Set Up Campaigns in Ad Networks
- 38. Page 38Marketo Proprietary and Confidential | © Marketo, Inc. 7/2/2015 Key Takeaways • Identify and engage with the accounts that matter • Optimize Ad spend • Target high-yield accounts • Display personalized ads per account group • Drive quality, interested prospects back to your site • Increase lead quality and reduce cost per lead
- 39. Page 39Marketo Proprietary and Confidential | © Marketo, Inc. 7/2/2015 Getting Started Identify high value accounts Execute targeted campaigns on Ad Networks Measure and optimize
- 40. • ABM: Engaging Target Verticals & Key Accounts with Real- Time Personalization. Mike Telem, Marketo • Better Together: Integrating Google Analytics for Smarter Remarketing. Dan Stone, Google • Top 5 Use Cases for Personalization. David Myers, Marketo • Marketo RTP Meetup at Summit !!
- 41. Thank you Upcoming Ebook: Lean Account-Based Marketing Contact us: mtelem@marketo.com / dmyers@marketo.com For more info: www.marketo.com/personalization
Notas del editor
- Ninety-seven percent said ABM had a somewhat higher or much higher ROI than other marketing initiatives. Eighty-four percent said ABM provided significant benefits to retaining and expanding existing client relationships; thirty-six percent said the impact was major. Sixty-five percent said ABM provided significant benefits to attracting new clients; nineteen percent said the impact was major.
- Ninety-seven percent said ABM had a somewhat higher or much higher ROI than other marketing initiatives. Eighty-four percent said ABM provided significant benefits to retaining and expanding existing client relationships; thirty-six percent said the impact was major. Sixty-five percent said ABM provided significant benefits to attracting new clients; nineteen percent said the impact was major.
- What stage are you at with Account-Based Marketing? Just interested in the topic Looking to start Have a plan but not yet executing Up and running, looking for the next step.
- Focus on companies that are likely customers Personalize on site Retarget through display (google + FB) Targeted advertising (IP list targeting) (Kwanzoo) Track key account through the funnel + engagement levels Show analytics of key account / behavior / metric / segment CEO from microsoft
- What stage are you at with Account-Based Marketing? Just interested in the topic Looking to start Have a plan but not yet executing Up and running, looking for the next step.
- Before we explain why…. It’s important to clarify 3 types of online advertising we’re going to focus on PPC is often categorized separately as Search Marketing, though it’s still another form of advertising that takes place online.
- Focus on companies that are likely customers Personalize on site Retarget through display (google + FB) Targeted advertising (IP list targeting) (Kwanzoo) Track key account through the funnel + engagement levels Show analytics of key account / behavior / metric / segment CEO from microsoft
- What stage are you at with Account-Based Marketing? Just interested in the topic Looking to start Have a plan but not yet executing Up and running, looking for the next step.
- What stage are you at with Account-Based Marketing? Just interested in the topic Looking to start Have a plan but not yet executing Up and running, looking for the next step.
- What stage are you at with Account-Based Marketing? Just interested in the topic Looking to start Have a plan but not yet executing Up and running, looking for the next step.
- Show Segmentations Campaigns
- What stage are you at with Account-Based Marketing? Just interested in the topic Looking to start Have a plan but not yet executing Up and running, looking for the next step.
- What stage are you at with Account-Based Marketing? Just interested in the topic Looking to start Have a plan but not yet executing Up and running, looking for the next step.
- What stage are you at with Account-Based Marketing? Just interested in the topic Looking to start Have a plan but not yet executing Up and running, looking for the next step.