b2b advertising sales funnel attribution #zenith2016
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Creatively Scaling Campaigns: Multi-Channel Integration and Leveraging Sales Funnel Attribution
@JOHN_A_LEE #ZENITH2016 WWW.CLIXMARKETING.COM
Managing Partner – Clix Marketing
Digital Advertising Geek Emphasis on “Geek” Writer: Search Engine Watch, ClickZ, Clix
Marketing Blog, The SEM Post, Acquisio Blog, PPC Hero
Speaker: SMX, SMX Social, HeroConf, SES /
ClickZ Live, State of Search, Acquisio User Summit, Bing Ads Connect, Zenith
@JOHN_A_LEE #ZENITH2016 WWW.CLIXMARKETING.COM
There’s a Battle Raging For Your Time, Attention and BudgetYeah, I liked Batman vs. Superman. You can argue with me later!
@JOHN_A_LEE #ZENITH2016 WWW.CLIXMARKETING.COM
@JOHN_A_LEE #ZENITH2016 WWW.CLIXMARKETING.COM
HWHAP!…this is me every time I sit and ponder the state of B2B marketing.
@JOHN_A_LEE #ZENITH2016 WWW.CLIXMARKETING.COM
So. Many. Questions. Where do I? How do I ? Why god, why?
@JOHN_A_LEE #ZENITH2016 WWW.CLIXMARKETING.COM
Let’s Zoom In, Shall We? Ad Platforms Social Platforms Landing Pages CRM Email Marketing Analytics Call Tracking …and many more!
@JOHN_A_LEE #ZENITH2016 WWW.CLIXMARKETING.COM
Typical B2B Marketing To-Do List SEO Social Engagement Brand PPC Non-Brand PPC Content Marketing Display Ads Social Ads Retargeting Email Marketing Lead Nurture Campaigns
Which means you gotta be all like
when you start your work each day!
@JOHN_A_LEE #ZENITH2016 WWW.CLIXMARKETING.COM
That Pesky Attribution Problem…1ST CLICK VS. LAST CLICK Which channel introduced a consumer to your brand?
Which channel pushed said consumer into your funnel?
Many B2B marketers stop there.
Whoops!
ADVANCED CHANNEL ATTRIBUTION Linear weighting. The Oprah of attribution. “And you
get credit! And you get credit!” U-shape attribution. 1st and last click attribution get to
bask in the glory together. Various Platforms Allow for Customization
Google Analytics, ad management platforms, etc.
…Is Still a Problem! Focused on a single event and what channels, campaigns, keywords, ads contributed to said event.
What about ALL of the touch points in a typical B2B buyer’s journey? Paid, organic or otherwise?
What about the sale? Enter sales funnel attribution – THE HERO WE DESERVE!
@JOHN_A_LEE #ZENITH2016 WWW.CLIXMARKETING.COM
“So tell me, attribution –
do you bleed?
You will.”
@JOHN_A_LEE #ZENITH2016 WWW.CLIXMARKETING.COM
Sales Funnel Attribution: The Voice of Reason
@JOHN_A_LEE #ZENITH2016 WWW.CLIXMARKETING.COM
Sales Funnel AttributionWHY YOU SHOULD CARE Attribute cost and revenue metrics to a lead throughout the sales cycle.
Multiple channels. Multiple touch-points. Clear and actionable data.
FUTURE OF MARTECH
@JOHN_A_LEE #ZENITH2016 WWW.CLIXMARKETING.COM
How Do We Get to This Magical Nirvana of Sales Funnel Attribution? Add another service to your martech stack. (sorry!) Develop a strong case of OCD for data tracking. Prepare for the sweet taste of victory and a new-found sense of freedom in your B2B marketing endeavors.
@JOHN_A_LEE #ZENITH2016 WWW.CLIXMARKETING.COM
Tracking: Website Pixels Conversion-Only Tags Analytics Retargeting Dynamic Call Tracking Landing Page Testing Email Marketing Marketing Automation
Still Not Using a Tag Manager?
@JOHN_A_LEE #ZENITH2016 WWW.CLIXMARKETING.COM
Tracking: URLs & CallsURL TAGGING UTM tags Auto tags (gclid) Custom tags (call tracking, etc.)
Choose URL tag nomenclature that allows for granular, segmented data to pass into your advertising, analytics and marketing automation platforms.
CALLS Call Extensions & Call Only Ads
Click-to-call optimization for mobile
3rd party services for detailed call analysis
@JOHN_A_LEE #ZENITH2016 WWW.CLIXMARKETING.COM
Data Clarity Case Study 1: URL Tags
Ads across all paid channels were inconsistently or improperly tagged.
Cost-per-opportunity (buyer-ready lead status) stagnated at more than 2X the target of $400.
Simple fix to URL tags at the end of July allowed data to pass through CRM, provide actionable sales funnel data for the paid channels and fueled optimization to improve cost-per-opportunity.Jan
uary
Februa
ryMarc
hAp
ril May June
July
August
Septem
ber
Octobe
r
Novembe
r
Decembe
r$0.00
$200.00
$400.00
$600.00
$800.00
$1,000.00
$1,200.00
Cost-per-Opportunity
@JOHN_A_LEE #ZENITH2016 WWW.CLIXMARKETING.COM
Data Clarity Case Study 2: Leads Aren’t All Online
Call Extensions were in place for Google AdWords & Bing Ads. No other call tracking was installed. Client believed that $100+ cost-per-acquisition was too high.
3rd party call tracking installed in December that provided data on the number of calls from paid channels and passed campaign data for calls into CRM.
Overall cost-per-acquisition was shown to be significantly lower than believed, calls were properly attributed to paid channels and future optimizations could be made based on call data in the sales funnel. Sep-14 Oct-14 Nov-14 Dec-14 Jan-15 Feb-15
$-
$20.00
$40.00
$60.00
$80.00
$100.00
$120.00
$140.00
Cost-per-Acquisition: Online Leads + Phone Calls
@JOHN_A_LEE #ZENITH2016 WWW.CLIXMARKETING.COM
You Won the Battle… Now What?
Freedom!!!!!!
@JOHN_A_LEE #ZENITH2016 WWW.CLIXMARKETING.COM
Test New Ideas Outside Your Comfort Zone You could send visitors to your landing page. Why not just generate leads with your ad. And only your ad?
Tailor the ad message and call-to-action based on the lead status being targeted.
@JOHN_A_LEE #ZENITH2016 WWW.CLIXMARKETING.COM
Facebook Ads - Lead Ads
@JOHN_A_LEE #ZENITH2016 WWW.CLIXMARKETING.COM
Twitter Ads – Lead Generation Card
@JOHN_A_LEE #ZENITH2016 WWW.CLIXMARKETING.COM
Google AdWords – Gmail Ads
Because Data: Facebook Leads for Buyer-Ready Lead Generation Over a 30 day period, Lead Ads outpaced traditional Newsfeed Ads in regards to conversion rate and cost-per-lead.
The form fields within the ad and those on the landing page were identical: Name, Email, Phone Number, Company Name.
@JOHN_A_LEE #ZENITH2016 WWW.CLIXMARKETING.COM
Call-to-Action Ad Type ClicksCost Leads Cost-per-LeadConversion Rate
Demo Request Lead Ads
18579 $ 92,378.54 2543
$ 36.33 13.69%
Demo Request Newsfeed Ads
26596 $ 60,719.81 1064
$ 57.07 4.00%
@JOHN_A_LEE #ZENITH2016 WWW.CLIXMARKETING.COM
Get Creative With Ad Formats & Content VideoVideo as a channel. Video in ad units. Video is powerful and effective. Big, Bold ImagesSocial profiles, social ads, Gmail Sponsored Promotions and many display ad units are a big, visual opportunity to pre-qualify potential leads. Ads That EngageFacebook Canvas and Carousel Ads, Google Display Network Lightbox Ads and other ad types provide a format for telling a story and engaging with an individual before they click through to your landing pages.
@JOHN_A_LEE #ZENITH2016 WWW.CLIXMARKETING.COM
Thank You! Questions?
john@clixmarketing.com @john_a_lee
www.clixmarketing.com
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