2. Full Funnel Marketing

3. > OVERVIEW THE
> THE
PLATFORM
> THE
SOLUTIONS
SUCCESS
>
Agenda

4. It’s a Data-Driven
“ALWAYS-ON”
Multi-Channel World

5. B2B Marketing Leaders Face
5 UNSTOPPABLE TRENDS

6. There will be
WINNERS & LOSERS
You’ll thrive or become extinct

7. #1 UNSTOPPABLE TRENDS
Marketers are overfishing in the bottom of the funnel.
2 out of 3 marketers feel their program mix is not meeting the
demands of the sales pipeline.
Source: BtoB magazine: Online Marketing: The Next Frontier, March 2012

8. #2 UNSTOPPABLE TRENDS
Attribution is Everything.
Choose Your Metrics Wisely.
You wouldn't measure a lead-off hitter
the same way you'd measure a clean-up hitter.

9. #3 UNSTOPPABLE TRENDS
The Campaign Is Dead.
It’s an Always-On,
Multichannel World.

10. #4 UNSTOPPABLE TRENDS
Modern Marketers Cannot
Scale without an Integrated
Marketing Stack
Gartner projects that by 2017 the CMO
will spend more on IT than the CIO does.

11. #5 UNSTOPPABLE TRENDS
Data is King.
IBM says 2.5 quintillion bytes of data are
created daily. That means 90% of the
world's data has been generated in the
past two years.

12. Importance of Nurturing
10 PIECES
OF CONTENT ARE
CONSUMED BEFORE
A PURCHASING
DECISION
IS MADE
Google’s Zero Moment of Truth
ON AVERAGE
B2B PURCHASES
7MAKERS
INVOLVE
DECISION
Gartner Group
THE VALUE
OF PURCHASES ARE
47% HIGHER FROM NURTURE LEADS
Gartner Group

13. Agenda
> OVERVIEW THE
> THE
PLATFORM
> THE
SOLUTIONS
SUCCESS
>

14. The Bizo Background
2 of top 50 b2b brands /3
775500++ CClliieennttss
120M+
BBuussiinneessss pprrooffeessssiioonnaallss
ccooookkiieedd
FULL FUNNEL
SOLUTIONS
FULL FUNNEL
SOLUTIONS
B2B sites 222555000000+++
90%
of the
US Business Population
TARGET BY
Industry
Company Size
Job Function
Seniority
Geo
Bizo Marketing Platform
core product

15. *Gartner Group
**Google’s Zero Moment of Truth
START
FINISH
Brand awareness
Engagement
Conversion
Qualification
Work opportunity and
close the deal!
90% 10%
Sales
Marketing MUST fill the gap
Key Drivers of Bizo
BUYER’S JOURNEY
- An average of 7 people are involved in most buying
decisions at a firm of 100-500 employees*
- 10 pieces of content are consumed before a
purchasing decision is made**
Forrester Research

16. The Bizo platform and business audience data have
been audited and certified by BPA Worldwide
120+
MILLION
targetable
business
professionals

17. B2B Marketing Objectives
Goal #1
REACH
Reach the right target
audience, at scale
Goal #2
CONVERT
Nurture prospects to
convert
Goal #3
ACQUIRE
Increase velocity to
acquire customers
MEASURE
throughout
the funnel and
optimize

18. MEASURE
throughout
the funnel and
optimize
Goal #1
Hurdles to Scaled Success
COST-EFFICIENCY
REACH
Reach the right target
audience, at scale
HURDLE
LEAKY
FUNNEL
Goal #2
CONVERT
Nurture prospects to
convert
Goal #3
ACQUIRE
Increase velocity to
acquire customers
DRIVING
BLIND
LEAKY
FUNNEL
*Smart Insights, B2B Landing Page Bounce Rate, 2014
**B2B campaign conversion rates range from 1-5% according to Sirius Decisions Benchmark Survey.
***Eloqua Benchmark 2012

19. > THE
BIZO
OVERVIEW
> THE
PLATFORM
> THE
SOLUTIONS
SUCCESS
>
Agenda

20. Upper Funnel : Reach
BIZO
PROSPECTING
TARGET NEW AUDIENCES
• Bizographic Targeted Advertising for:
• Display
• Video
• Social
NURTURE EXISTING AUDIENCES
• Multi-Channel Nurturing
• Anonymous Nurturing
• Known Nurturing
Awareness = Precision + Scale >>
Create Custom
Audience Segments
Reach Them Wherever
They Travel Online >

21. Whereve
YOUR PROrSPECTS GO
BIZO IS THERE

22. Lower Funnel : Nurture
BIZO
PROSPECTING
TARGET NEW AUDIENCES
NURTURE EXISTING AUDIENCES
• Multi-Channel Nurturing
• Anonymous Nurturing
• Known Nurturing
> Stop the Leak - 95% Don’t Convert*
Marketing Automation for
Display >
- 80% Don’t Open Emails**
>More, Better, Faster
*B2B campaign conversion rates range from 1-5% according to Sirius Decisions Benchmark Survey.
**Eloqua Benchmark 2012
• Bizographic Targeted Advertising for:
• Display
• Video
• Social

23. Lower Funnel : Anonymous Nurturing
Serve Messages Based on WHO They Are & WHAT They’re > Doing on Your Site
SEGMENT SEQUENCE AUTOMATE
Create nurture streams and
customize & sequence
messaging
Always on &
constantly optimizing
Identify the audiences
that matter most
Home Page Only Visitors
Higher Level Message
Engaged Visitors – Product Page A
Use Case / Bene its Message
WEEK 1 MESSAGE
WEEK 2 MESSAGE
WEEK 3 MESSAGE
WEEK 1 MESSAGE
WEEK 2 MESSAGE
WEEK 3 MESSAGE

24. Full Funnel : Measure
Understand
Performance at Every
Stage of the Funnel
UPPER FUNNEL ANALYTICS
• Repeat Visits
• Engagement
• Pageviews per visit
• Visits per visitor
• Leads
• CPA/CPL
.
• Brand Recall
• Targeted Reach
• Targeted Website Traffic Lift
• Branded Search Lift
LOWER FUNNEL ANALYTICS
>
Measure the Right
Metrics at Each
Stage
>

25. Upper Funnel
Analytics

26. Lower Funnel
Analytics

27. Full Funnel
Analytics

28. Case Study
Bizo Multi-Channel Nurturing
Objectives Target Audience Results
Increase conversions of anonymous
to known leads, generate new sales
opportunities, and increase
revenue
Creative and media professionals 211 new Bizo-driven sales
opportunities from known and
anonymous prospects; 350% ROI

29. The most effective platform for marketers to reach audiences,
nurture prospects and acquire customers
Enhanced
performance driven
by better targeting,
relevance and
measurement
Sponsored Content
Share relevant content
with a quality audience
in a professional context
B2B Marketing
Get to the right people
with precision-focused
B2B multi-channel
marketing

30. Full Funnel Marketing
BIZO REACH
Reach precise audiences via business
demographic-targeted display, social and video
1
• Bizographic Targeted Advertising for:
• Display
• Video
• Social
2 BIZO NURTURE
Nurture anonymous & known prospects through
social & display advertising
• Multi-Channel Nurturing
• Anonymous Nurturing
• Known Nurturing
3 MEASURE THROUGHOUT
Measure the impact through full funnel
analytics
• Brand Recall
• Targeted Reach
• Targeted Website Traffic Lift
• Branded Search Lift
• Repeat Visits
• Engagement
• Leads

31. Thank You!