Bizo CEO Russ Glass' presentation from his Dreamforce '13 breakout session, "Cutting Edge Online Advertising."

1. Always-On Marketing Has Arrived
The Marriage of Marketing Automation and Online Display
& Social Ads
Russ Glass, Bizo, CEO
@glassruss

2. Safe harbor
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@glassruss @bizo

3. The Buyer’s Journey Has Changed
The business buyer is now in control over where information is
consumed
Buyer
90%
Sales Rep
10%
of the buyer’s journey is complete before a salesperson is contacted
Start
Finish
Buyer’s Journey
Source: Forrester
@glassruss @bizo

4. Prospects Are Spending Increasing Time Online…
Source: “What Americans Do Online: Social Media and Games Dominate Online Activity,” NielsenWire
@glassruss @bizo

5. …and So Must the Marketer’s Role Change
• The buyer is almost always connected… so always reachable!
• Digital marketers must be fluent…in everything
@glassruss @bizo

6. The Good News: Massive Digital Marketing Opportunities…
Personalize
message and content to a
specific persona & stage
of the buyer’s journey
Target
visitors with deep insight
to convert leads across
programs
Nurture & Educate
existing audiences more
powerfully than ever
before
Reach
new audiences more
precisely than ever before
…Imply an exciting new path to success
@glassruss @bizo

7. The New Path to Success: 4 Predictions
This time last year, I talked about…
• The Personalized Business Web
• Social Media for B2B is Here to Stay
• Multi-Channel Attribution Will Not Be Optional
• Always On Nurturing will become a reality
@glassruss @bizo

8. Your Marketing Mix Today
Your current marketing investments are geared to accomplish two
critical objectives
$
SEO, Paid Search,
Display, Social,
Events, etc.
Marketing
Automation
/Email Nurturing
@glassruss @bizo
Goal #1
Drive large volumes of the right
anonymous prospects to your
website & landing pages in
order to inform and convert
them.
Goal #2
Drive known contacts down
the funnel and prepare
them to buy

9. But there’s a problem…
The marketing funnel is leaking!
For every 1000 people that hit
your website…
$
SEO, Paid Search,
Display, Social,
Events, etc.
50 people
convert
Nurture Existing Known Contacts
Marketing
Automation
/Email Nurturing
@glassruss @bizo
100K existing contacts
Only 30K contacts reachable
95% Don’t
Convert
950 Anonymous
people leaking
out of the funnel
80% Don’t Open
Emails
70K Known Prospects
leaking out of the funnel

10. What If Marketers Could Recapture This Value?
Anonymous Prospects
Known Contacts
95% untapped
80% locked up
What if marketers could significantly increase their
anonymous visitor conversion rates?
What if marketers could unlock the potential
of all their known contacts?
@glassruss @bizo

11. Nurture Prospects Beyond Their Inbox
Fix the leaks!
Unlock the latent value of marketing investments by
making online display and social advertising a core part of
the “always on” nurturing effort
@glassruss @bizo

12. Sync Marketing Automation + Display & Social Ads
Anonymous Contact Nurturing
Synchronized Email & Display
Nurture and convert the anonymous
prospects that you’re already tracking in
your marketing automation system
Reach and drive down the funnel the 70%+
of prospects in your email nurture program
who never open their emails
@glassruss @bizo

13. Tie to CRM for True Multi-Channel Attribution
Ad interactions Known and Anonymous
All interactions tracked and stored in CRM,
so true multi channel attribution becomes
easy
@glassruss @bizo

14. Always-On Impact: Some Results…
Engage Prospects 5x-8x more often then email nurturing alone!
• More than 100% more leads resulting from anonymous prospect
targeting
• 64 percent increase in additional conversions from known contacts
• Projected revenue increase of more than 46 percent from key target
audiences
• 233 percent return on investment
@glassruss @bizo

15. Enter the “Always-On” Digital Marketer
• Silo campaigns are dead
• Programs will be always on + automated
• Messages will be audience targeted and
coordinated via all channels
• Marketers will measure true attribution back to
the individual prospects in the CRM database
• If its not integrated into the marketing stack
it’s not going to survive
@glassruss @bizo