B2B RetargetingBest Practices

Presented by: Mani Iyer | CEO @ Kwanzoo

@iyermani

#demandgen

OBJECTIVES

Webinar Objectives

• Educate marketers on new opportunities to accelerate demand creation and nurture programs through B2B Retargeting

• If you are new to Display and Retargeting, this webinar will point you to introductory resources, and from there we will focus on several B2B Retargeting Approaches

Kwanzoo’s Cloud Based Platform

New to Display and Retargeting?

These webinars may be helpful:

Display Advertising 101:

http://www.kwanzoo.com/lp/go/display-advertising-101/

The Complete Guide to Retargeting:

http://www.slideshare.net/kwanzoo/the-complete-guide-to-retargeting-webinar

AGENDA

1. What is retargeting and how is it useful for B2B?

2. Types of Retargeting Strategies

a. Site Retargeting

3. Retargeting Using Rich Media

4. Retargeting Best Practices, Case Studies, Execution / Costs

a. Email Retargetinga. CRM Retargeting

a. Search Retargeting

5. Reporting, Analytics and Advanced Strategies

APPENDIX / QUESTIONS?

What is Retargeting? New Prospecting vs. Retargeting

New Prospecting• Prospects NOT already in the advertiser’s database. Reach new

“watering holes” and place ads to attract new prospects, get them to opt-in into further conversation.

Re-targeting• Already a bit familiar with the brand. Visited your site and bounced.• Conversion rates for re-targeting = typically higher than for new

prospecting.

B2B Retargeting Strategies

Your Website Ad NetworkOrganicSearch

Email Social PPC &Display

Visitors get tracked for retargeting (cookie’d)

Tracking works beyond your website across the web

Retargeted Ads

Example:

• 10,000 website visitors

• 30 impressions / visitor / month

• Total of 300,000 retargeted impressions per 30 day period

What is Site Retargeting ?

Benefits of Site Retargeting

Reach unknown site visitors: Over 95% of users leave websites

without converting

Performance: Show the right ads to the right people. Boost Top-of-funnel Leads.

Reach and Brand Awareness: Use site-retargeted display ads to help

keep your brand top of mind with your customers

Site Retargeting: Minimum Website Visitor Requirements

Effective Retargeting Campaigns:

• Moderate B2B Websites – 5000+ monthly unique website visitors

• 150,000+ retargeted ad impressions available. Volume allows for positive retargeting ROI.

• High Traffic B2B Websites – 50,000+ monthly unique visitors

• 1,500,000+ retargeted ad impressions available. You can start smaller using “Retargeting Segments”.

• High Traffic B2C Websites – 500,000+ monthly unique visitors

• Selectively retarget visitors to specific sections of your website using “Retargeting Segments”.

What is Email Online Retargeting ?

Serve display ads to anybody who opens your emails.

What is Email Offline Retargeting ?

Email Retargeting Setup Retargeted Ads

Retargeted Ads

Ads are served to cookie’d prospects everywhere as they browse the web

Ads served 1 to 5 times/day duringa campaign window

Online Email Retargeting

Code snippet is placed in email; user cookie’d upon open.

Offline Email Retargeting

An email list (provided by you) is matched to offline 3rd party cookies

• List match rate determined when the submitted, usually 30-50% for B2B

Target and serve ads to prospects based on their email address:

Benefits of Email Retargeting

Cross-Channel Marketing: Complement your e-mail marketing

campaigns with display ads to reinforce your messages and re-engage

customers at multiple touchpoints

Precision Targeting: Serve rich media ads to specific individuals and

groups to prevent wasted impressions and optimize your return on

investment

Brand Awareness: The combination of e-mails and retargeted display

ads help keep your brand top of mind with your customers

Email Retargeting: List Requirements

How email retargeting lists work:

You provide Kwanzoo or your retargeting partner with a list of email addresses, for instance:

• The list of prospects who are not opening your emails, OR• Your full email list for a nurture campaign, where your goal is to

accelerate nurture through display.

Email List Match Rates

• We will tell you what % of your prospects (the “match rate”) we will be able to reach for you through 3rd party publisher websites.

• Match rates tend to be lower for B2B so larger email lists are recommended• Best are lists of 20k +

What is CRM Retargeting ?

Target ads to people using only their physical mailing address (not their email address)

What is Search Retargeting ?

Target ads to people based on the keywords they’re searching for

Retargeting using rich media

Boost retargeting conversions with rich media – Step 1

Boost retargeting conversions with rich media – Step 2

Boost retargeting conversions with rich media – Step 3

Boost retargeting conversions with In-banner Lead Forms

A/B testing showed over 30% higher lead conversions

BEFORE:

Top-of-Funnel: Boost Leads with Video Lead Form Ads

• Link in your marketing or training video from Youtube

• Capture leads in the retargeted ad, store directly into your MAP or CRM

1. Video 2. Overlay banner

3. Lead form

4. Thank you screen

(Optional) Front Screenwith title and webinar pitch

collect registrations in Signup Screen

Capture Registration Data directly into Citrix GoToWebinar,

MAP or CRM

Top-of-Funnel: Webinar sign-ups directly inside ads

Retargeting Best Practices

Full Integration and Reporting with your MAP/CRM

Top of Funnel Mid Funnel Lower Funnel

Campaign Strategies by Funnel Stage

Display Lead Generation

Mobile Lead Generation

Video & Content

Marketing

In-banner forms

Video lead forms

Webinar sign-up ads

Site Retargeting

Capture More

Leads

Email Retargeting

CRM Retargeting

Email Engagement

(rich media polls)

Improve Nurture Engagement

Persona-based Ads

Account-based Ads

Other Personalization

(Geo & Firmographic)

Accelerate Your Pipeline

1 2 3

NEW! Expand Top of Funnel with Third Party Email Lists

Retargeted Display Ads to Third Party Email Lists:

• Procure Email Lists with Permission to Serve Display Ads:

• Achieves best possible targeting – for B2B, this tactic works better than most direct buy campaigns, or real-time-bidding with third party data (IP, bizographic cookies)

• Different cost models – Email list owners may do deals on a CPA/CPL or CPM similar to other third party data providers. Test different email list providers to identify high quality external email lists for retargeted display ads.

• Test multiple third party data on boarding partners – increase your match rates. Get additive match rates across multiple providers – Liveramp, Neustar, Datalogix, Experian

NEW! Boost ROI w Viewable Impressions & A/B Testing

Effective B2B Retargeting Campaigns:

• You can boost campaign ROI several-fold with:

• Viewable impression tracking – make sure retargeted ads are “Above the Fold”, 60% of ad visible in a viewable area or in-focus page for at least 1 sec

• A/B testing – Serve multiple versions of rich media ad creative. Test different content / copy / messaging / offers. Add campaign creative in real-time as new assets become available.

• Impression & CPM Caps – Set per user impression caps at 20 to 30 impressions/user/month at $3 CPM. Set daily caps at 2 impressions/user. Lowers “ad fatigue” and ‘engagement decay”.

• Day Part, Geo Fence, Device – Set day parts (e.g. 7 AM to 7 PM). Set geo fence (e.g. NA only), device (Desktop users only).

A/B Testing Lead Form Ads

Multiple Front Screen Creatives

Front Screen 1 Front Screen 2 Front Screen 3

Front Screen 4

All creatives served on a rotating basis, leading to the same Sign-up Screen creative

Signup Screen

NEW! Optimized Lead Flow with Enrichment & Verification

• Ask prospect to fill out short forms (First Name, Last Name, Email, Company)

• Enrich your leads en-route to your MAP/CRM with additional data gathered using data append from Netprospex, Zoominfo, Neustar, or third party lead append & verification support

• Live Posting or Batch Posting (with Lead Verification)

• Additional data fields can include– Industry, job function, job title, phone number– Country, state/province, address1, city, zip– Lead scoring data (campaign IDs from your

MAP/CRM associated with specific ad creativeor delivered assets)

• Validated data can be batch posted 2X / week to your MAP/CRM in small (50+) lead batches

CASE STUDY - IN-BANNER LEAD FORMS

Retargeted ads with in-banner form

Test Results (4Q13-1Q14 for One Product Line)Impressions: 631724Leads: 30Spend: $1240 (media fees), $632 (Kwanzoo impression fees)

Retargeting Cost Per Lead: $62.40 (inclusive of Kwanzoo fees)SEM/PPC Cost Per Lead: $80.00 (baseline, per the customer) Summary: 48% lower CPL (based on media fees alone) 22% lower CPL (after paying for Kwanzoo)

Putting Together a Retargeting Campaign

1. Define the goal – demand creation? re-engagement? both?

2. Budget - finalize email lists of active and inactive prospects

3. Media Buying – Geo (NA / EU / LATAM / APAC / Global), “Above the Fold”, Day Parting

4. Creative - copy, design, messaging, content offers, brand guidelines,

5. Execute & Review - analytics, reporting, key metrics

6. Campaign Management –• Targeting – impressions/day served based on how it’s working• Bid Management – set bid prices to meet volume goals (daily/weekly)• Creative updates - changes in mid-flight based on engagement / lead

capture metrics

Options for Campaign Execution - Resources Needed

1. Retargeting Media Buying In-house – direct from Retargeting Provider Through your agency Through Kwanzoo (full service)

2. Rich Media Creative In-house – use Kwanzoo as tech provider Through your agency – use Kwanzoo as tech provider Through Kwanzoo (full service)

3. Retargeting Campaign Management In-house – directly use Retargeting + Kwanzoo platforms Through your agency – directly use Retargeting + Kwanzoo platforms Through Kwanzoo (full service)

Media Spend and Minimum Campaign Duration

Media costs will vary by strategy:

 1. Site Retargeting in units of 1000 (CPM) $1.50 to $3.00 CPM Add $1.00+ CPM for “Above the Fold” From no minimums to $500+ minimums based on the retargeting platform Duration: Most effective if least 6 months for cookie pool to build, then test & optimize content and offers

2. Email or CRM Retargeting Add $1.50+ CPM for Email Address or Physical Address Matches 10,000 Physical Address Minimum Only pay for impressions served to matched addresses From $1000 campaign minimum to CRM retargeting provider CRM list load costs separate ($100+ per list) Campaign management fees separate (15% of media costs) Duration: Can be short (30 to 90 day) campaigns to drive users to a live event, drive pipeline acceleration

Analytics, Reporting & Advanced Strategies

Analytics from Retargeting Platforms / Networks

1. Media Spend Impressions Served

Average CPMMedia Spend by Day / Week / Month

2. Visitor Data # Cookie'd Retargeted Website Visitors

# Cookie’d Visitors by Retargeting Segment # Impressions Served by Retargeting Segment

3. Conversions Completed conversion events Average Cost Per Lead (CPL / CPA)

Rich Media Ads – Detailed Analytics

View detail stats including:• impressions• engagement (first click)• viewable impressions• partial form fills • lead captures

• %engagement / impressions• %engagement / viewable

impressions• video play duration for each

engagement• %video play / total video duration

Site Retargeting: Details

Rule1

Rule2

Rule3

By 3rd Party IP-based data (named account)

By 1st Party MAP data (job title, lead score)

Default content with lead form

By Key – Value Parameters in the Referrer URL (e.g. text ad offer copy, geo for live event)

Rule4

Lower Funnel: Retargeted ads mapped to individual personas and named accounts

SUMMARY

1. B2B Retargeting: The Basics

2. Planning & Budgeting B2B Retargeting Campaigns

3. Running B2B Retargeting Campaigns

4. Analytics, Reporting & Advanced Strategies

5. Questions

Questions?

Questions?

Phone: 408-216-7025Email: info@kwanzoo.comTwitter: @kwanzoo @iyermani

Resources:

http://www.kwanzoo.com/cms/lp/go/site-retargeting-pilot-modeler/

http://www.kwanzoo.com/resources/faq/email-retargeting-planning-faq/

http://www.kwanzoo.com/solutions/display-retargeting/supported-networks-exchanges/

APPENDIX

1. Planning & Budgeting B2B Retargeting Campaigns

2. Running B2B Retargeting Campaigns

APPENDIXPlanning & Budgeting B2BRetargeting Campaigns

Planning & Budgeting Email Retargeting Campaigns

1. Retargeting Campaign Cost Components Media Buying, Creative, Campaign Strategy / Management

2. Recommended Minimum Campaign Duration

3. Media Spend by Strategy (Site versus Email)

4. Resources Needed: Your Options- In-house - Outsourced (As Needed)

- Outsourced (Full Service).

Putting Together a B2B Retargeting Campaign

1. Define the goal – demand creation? re-engagement? both?

2. Budget - finalize site retargeting segments finalize email lists of active and inactive prospects

3. Media Buying – Geo (NA / EU / LATAM / APAC / Global), “Above the Fold”, Day Parting

4. Creative - copy, design, messaging, content offers, brand guidelines,

5. Execute & Review - analytics, reporting, key metrics

6. Campaign Management –• Targeting – impressions/day served based on what works• Bid Management – set bid prices to meet volume goals (daily/weekly)• Creative updates - changes in mid-flight based on engagement / lead

capture metrics

Budgeting for Email Retargeting: ROI Modeler

Budgeting for Email Retargeting: ROI Modeler – Page 2

Media Spend and Minimum Campaign Duration

Media costs will vary by strategy:

Email or CRM Retargeting Baseline at $3 CPM Add $1.00+ CPM for Email Address or Physical Address Matches 10,000 Physical / Email Address Minimum Only pay for impressions served to matched addresses From $1000 campaign minimum to CRM retargeting provider Email or CRM list load costs separate ($100+ per list) Campaign management fees separate (15% of media costs) Duration: Can be short (30 to 90 day) campaigns to drive users to a live event, drive pipeline acceleration

Options for Campaign Execution - Resources Needed

1. Retargeting Media Buying In-house – direct from Retargeting Provider Through your agency Through Kwanzoo (full service)

2. Rich Media Creative In-house – use Kwanzoo as tech provider Through your agency – use Kwanzoo as tech provider Through Kwanzoo (full service)

3. Retargeting Campaign Management In-house – directly use Retargeting + Kwanzoo platforms Through your agency – directly use Retargeting + Kwanzoo platforms Through Kwanzoo (full service)

APPENDIXRunning Retargeting Campaigns

Running Retargeting Campaigns

1. Retargeting Pixels & Segments

2. Retargeting Creative – Banner Ads, Rich Media

3. Building Creative & Generating Retargeting Ad Tags

4. Burn Pixels

5. Campaign Activation

Email Retargeting Pixel

Sample Email Retargeting Pixel

Email Retargeting pixel: A way to uniquely identify visitorswho opened your email so they can be served ads later onacross the web.

Build Your Rich Media Ads in 3 Easy Steps!

1. Select ad unit

2. Customize

3. Run, Optimize

Rich Media Ads – Setup & Customization

Generate Retargeting Ad Tag & Deploy

Manage Retargeting Campaign Execution