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The Dynamics of B2B RetargetingHow retargeting can fill your sales pipeline and
nurture your existing leads
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©OBILITY CONSULTING
OBILITY
• Portland based• PPC & SEO services• Exclusively B2B clients• Manage campaigns to long
sales cycles• Track performance in MA &
CRM
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©OBILITY CONSULTING
EXPERIENCED IN B2B
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©OBILITY CONSULTING
“RETARGETING IS CREEPY”
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©OBILITY CONSULTING
RETARGETING IS CORE
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CURRENT STATE OF RETARGETING
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©OBILITY CONSULTING
SETUP
1. 2 audience segments: converters & non-converters
2. Separate marketing automation programs
3. Track audience segment, platform, region, ad id, & offer
4. If conversion tracking, track session-based
5. Limit impressions to 2-3 per day6. Rotate ads regularly; utilize drip
retargeting
TRACKING IS ESSENTIAL
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©OBILITY CONSULTING
SETUP
1. 2 audience segments: converters & non-converters
2. Separate marketing automation programs
3. Track audience segment, platform, region, ad id, & offer
4. If conversion tracking, track session-based
5. Limit impressions to 2-3 per day6. Rotate ads regularly; utilize drip
retargeting
TRACKING IS ESSENTIAL
Better yet: ignore conversions altogether
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©OBILITY CONSULTING
SIZE MATTERS
“fjskldjfklajdskfjak;ljafj” “The fool doth think he is wise, but the wise man knows himself to be a fool.”
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©OBILITY CONSULTING
NON-CONVERTERS = LEAD GEN
• Target visitors who have abandoned form submission
• Use top of funnel white papers• Treat as lead gen campaign: measure
new leads and opportunities
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©OBILITY CONSULTING
CONVERTERS = LEAD NURTURING
• Target visitors who have previously submitted a form
• Includes CRM retargeting• Test bottom of funnel offers (free trial,
demo, contact) & white papers• Treat as lead nurture campaign: measure
successes & time to Opp not new leads• Good for Events: user conferences, road
shows, webinars, etc.
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©OBILITY CONSULTING
OPTIMIZATION
1. Platform (Facebook, Twitter, Display)
2. Offer (guide, analyst report, tips, webinar, event)
3. Ad4. Cut poor performers5. Negatively target placements6. Utilize the AdRoll team
GET BETTER THROUGH TESTING
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WHERE RETARGETING IS HEADEDBECOMING COMFORTABLE WITH ANONYMITY
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©OBILITY CONSULTING
KNOWN LEADS ARE THE EXCEPTION
• Website conversion rate (form fill) for B2B is 7%*• 90+% of visitors don’t provide contact information• Live with it because it’s so darn measurable
MOST WEBSITE VISITS ARE ANONYMOUS
*2012 MarketingSherpa Benchmark Survey
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©OBILITY CONSULTING
MARKETING TO THE 100%Marketing to Gated Content
Online Ad
Gated Asset
Lead Nurturing
Non-Converters
Converters
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©OBILITY CONSULTING
Online Ad
Personalized Content
Retargeting
Personalized Content
MARKETING TO THE 100%Marketing to Non-Gated Personalized Content
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©OBILITY CONSULTING
LIVING WITH THE UNKNOWN
• Web analytics tracks anonymous visitor data & applies to contact once they become known
• Retargeting can act as lead nurturing when email unavailable
• Anonymous user data + retargeting = CRM + lead nurturing
FINDING COMFORT IN THE ABYSS
Image: Woopra Screenshot
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©OBILITY CONSULTING
TRACKING ANONYMOUS BEHAVIOR
Image: Woopra Screenshot
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©OBILITY CONSULTING
WEB PERSONALIZATIONYEP, EVEN FOR THE ANONYMOUS
Images Credit: Marketo Real Time Personalization Ebooks
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©OBILITY CONSULTING
SEGMENTATION W/ PERSONALIZATION
Non-Converters
Retargeting Segment
Pricing Page Visitors
Contact Page
Visitors
Video Viewers
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©OBILITY CONSULTING
SUMMARY
• Create segments based on audience size & behavior• Track performance in marketing automation & CRM• Optimize with negative placements• Test ads, offers, and networks• Retarget & track anonymous users• Provide personalized content even to the anonymous
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