Ad Targeting to Your Key Accounts
•Als PPTX, PDF herunterladen•
0 gefällt mir•546 views
How to target ads to sp
Empfohlen
Empfohlen
Weitere ähnliche Inhalte
Was ist angesagt?
Was ist angesagt? (20)
Andere mochten auch
Andere mochten auch (20)
Ähnlich wie Ad Targeting to Your Key Accounts
Ähnlich wie Ad Targeting to Your Key Accounts (20)
Mehr von Mike Telem
Mehr von Mike Telem (7)
Kürzlich hochgeladen
Kürzlich hochgeladen (20)
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
Hinweis der Redaktion
- 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.