#flipmyfunnel atlanta 2016 - travis wright - taking abm to the next level with content & account...
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@teedubya#FlipMyFunnel
Taking ABM to the Next Level with Content & Account Based AdvertisingStrategy. Social Business. Marketing. Content. Advertising. Sales. Strategy. Social Business. Marketing. Content. Advertising. Sales.
Travis WrightCMO/CTO, CCP.Digital@teedubya
@teedubya #FlipMyFunnel
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@teedubya#FlipMyFunnel
Who is this Travis Wright dude?• Radio Disc Jockey at Age 13.• Military Intelligence and Russian Linguist in the US Army.• Stand-up comedian since 1995.• Web developer since 1996. • Worked in Sales at Sprint while in College.• SEO & Creating Content since 1998.• Former Global Social Media Strategist – Norton / Symantec• Chief Marketing Technologist – CCP.Digital• Tech Journalist & Columnist MarketingLand, Inc., VentureBeat & others• Author of Book, Digital Sense, published by Wiley, Jan 2017• @teedubya on Twitter & on LinkedIn
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@teedubya#FlipMyFunnel#DMS2015 @teedubya#FlipMyFunnel
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@teedubya#FlipMyFunnel
Who is this Travis Wright dude NOT?
@teedubya#FlipMyFunnel
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@teedubya#FlipMyFunnel
this is a social event
#FlipMyFunnel
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@teedubya#FlipMyFunnel @teedubya@teedubya#FlipMyFunnel
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@teedubya#FlipMyFunnel @teedubya#FlipMyFunnel
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@teedubya#FlipMyFunnel @teedubya@teedubya#FlipMyFunnel
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@teedubya#FlipMyFunnel
MARTECHWOMEN
@teedubya#FlipMyFunnel
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@teedubya#FlipMyFunnel
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@teedubya#FlipMyFunnel @teedubya#FlipMyFunnel
@teedubya’s Tools – ccp.digital/fmf
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@teedubya#FlipMyFunnel
#FlipMyFunnel AGENDA
① Account Based Content Marketing② Organic Content Amplification Tactics③ Account Based Advertising④ Marketing Technologies⑤ ???⑥ Profit!!
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@teedubya#FlipMyFunnel
1 Account-Based Content Marketing
@teedubya#FlipMyFunnel
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@teedubya#FlipMyFunnel
Account Based Marketing
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@teedubya#FlipMyFunnel
Account Based Marketing
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@teedubya#FlipMyFunnel @teedubya#FlipMyFunnel
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@teedubya#FlipMyFunnel
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@teedubya#FlipMyFunnel @teedubya#FlipMyFunnel
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@teedubya#FlipMyFunnel
Personas
@teedubya • #CMWorld@teedubya • #CMWorld
PERSONAS
MakeMyPersona.com
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@teedubya#FlipMyFunnel
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@teedubya#FlipMyFunnel
Content
@teedubya#FlipMyFunnel
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@teedubya#FlipMyFunnel @teedubya@teedubya#FlipMyFunnel
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@teedubya#FlipMyFunnel @teedubya@teedubya#FlipMyFunnel
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@teedubya#FlipMyFunnelccpglobal.com/cmworld @teedubya@teedubya#FlipMyFunnel
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@teedubya#FlipMyFunnel
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@teedubya#FlipMyFunnel @teedubya#FlipMyFunnel
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@teedubya#FlipMyFunnel @teedubya#FlipMyFunnel
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@teedubya#FlipMyFunnel
2 Organic Content Amplification Tactics
@teedubya#FlipMyFunnel
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@teedubya#FlipMyFunnel
Ways to Promote Organically• Email Marketing• Found via Search / SEO• Traditional Social Sharing• Word of Mouth• Facebook/Linkedin Groups• Hashtags via Twitter• Foster Employee Advocacy• Newsjack Events via Social• Repurpose Content• Influencer Outreach• Guest Blogging• Sales Reposting of Content• Pinterest
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@teedubya#FlipMyFunnel
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@teedubya#FlipMyFunnel
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@teedubya#FlipMyFunnel
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@teedubya#FlipMyFunnel @teedubya • #CMWorld
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@teedubya#FlipMyFunnel @teedubya#FlipMyFunnel
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@teedubya#FlipMyFunnel @ChrisPulleyccpdigital.com/emfl @teedubya@teedubya#FlipMyFunnel
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@teedubya#FlipMyFunnel
Linkedin Groups
@teedubya#FlipMyFunnel
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@teedubya#FlipMyFunnelFacebook Groups
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@teedubya#FlipMyFunnel
Google+ Communities
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@teedubya#FlipMyFunnelccpglobal.com/cmworld @teedubyaccpdigital.com/emfl @teedubya@teedubya#FlipMyFunnel
Employee Advocacy
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@teedubya#FlipMyFunnelccpglobal.com/cmworld @teedubyaccpdigital.com/emfl @teedubya@teedubya#FlipMyFunnel @teedubya#FlipMyFunnel
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@teedubya#FlipMyFunnel @teedubya#FlipMyFunnel
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@teedubya#FlipMyFunnel
3 Account Based Advertising
@teedubya#FlipMyFunnel
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@teedubya#FlipMyFunnel
Wal-MartSelling has Changed
Up to 17 people influence enterprise purchases
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@teedubya#FlipMyFunnel
Wal-MartSelling has Changed
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@teedubya#FlipMyFunnel
Paid Promotion • Micro-targeting Ideal Customers• Facebook Ad Targeting• PPC – Google Adwords or Bing• LinkedIn Sponsored Updates• Promoted Tweets• YouTube Paid Ads• Pinterest Ads• Native Advertising• Paid Content Discovery • Retargeting• Curation Apps• Syndicated Content
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@teedubya#FlipMyFunnel
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@teedubya#FlipMyFunnel @teedubya#FlipMyFunnel
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@teedubya#FlipMyFunnel
Better Ad Predictions with Data ScienceYesterday’s data
5 – 8 data points Every possible data point about a clickvs
Premature relationship of page views to purchase
probability
15
10
5
-20 -10 10 20 30 40 50 60
In depth seasonality and other insights
15
10
5
-20 -10 10 20 30 40 50 60
PUBLISHER PERFORMANCE EXTERNAL DRIVERSKeyword Impressions Nasdaq Airport statusMatch-type Clicks NYSE Sports calendar (US,
UK)Ads Minimum bid Fed interest rate FootballPlacement Current bid Weather.com SoccerPosition Location Temperature BaseballSlot Quality score Rain BasketballClick-type Competition Humidity Holiday calendar
Landing page Zip code – demographic Events calendarTime of day Tax Starbucks indexDay of week Education level Concerts (Live Nation)Device Household income Competitive search
Marital status SEM RushPresence of children Keyword spyAge SpyFuGender Google
ADVERTISER SEASONALITYSCALING FACTORS USER
Conversions Time Search engine Search queryRevenue Day of week Campaigns DeviceLTV Month Keywords Geo/locationRevenue parameters Year Ad copyCustom parameters HolidaysBusiness constraintsOther business metricsPromotions
Today’s data
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@teedubya#FlipMyFunnel
Quantic Mind @quanticmind http://quanticmind.com
Week 3 4 5 6
31%
63% 70%
105%
Not QuanticMind QuanticMind
Gross Margin% Lift
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@teedubya#FlipMyFunnel
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@teedubya#FlipMyFunnel @teedubya@teedubya#FlipMyFunnel
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@teedubya#FlipMyFunnel
Keywords Yes No
Likes No Yes
Demographics Limited Extensive
Psychographics No Yes
Geography Yes Yes
Internal URL No Yes
External URL Yes Yes
Purchase Intent Learn, Research None
Sales Cycle Short Long
@teedubya#FlipMyFunnel
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@teedubya#FlipMyFunnel
Interest Graph Actions on Content
@teedubya#FlipMyFunnel
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@teedubya#FlipMyFunnel
Advanced Targeting
ccpdigital.com/emfl @teedubya@teedubya@teedubya#FlipMyFunnel
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@teedubya#FlipMyFunnel @teedubya
Facebook Graph Search opens up many different opportunities.
@teedubya#FlipMyFunnel
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@teedubya#FlipMyFunnel @teedubya#FlipMyFunnel
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@teedubya#FlipMyFunnel
$240 billion
ccpdigital.com/emfl @teedubya#FlipMyFunnel
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@teedubya#FlipMyFunnel
Impact of Targeted Social AdvertisingBy targeting specific groups with paid ads, companies can dramatically increase their Facebook audience.
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@teedubya#FlipMyFunnel @teedubya@teedubya#FlipMyFunnel
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@teedubya#FlipMyFunnel @teedubya#FlipMyFunnel
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@teedubya#FlipMyFunnel
Advanced Targeting
@teedubya • #CMWorld@teedubya • #CMWorld
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@teedubya#FlipMyFunnel
Third-Party Databases
Combine Facebook data and interest targeting
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@teedubya#FlipMyFunnel
Workforce Targeting
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@teedubya#FlipMyFunnel @teedubya#FlipMyFunnel
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@teedubya#FlipMyFunnel
Wal-Mart
@teedubya#FlipMyFunnel
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@teedubya#FlipMyFunnel
7,125 Wal-Mart HQ execs and employees. Results: 1,108 clicks. 15.5% CTR!!
Wal-Mart Inception
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@teedubya#FlipMyFunnel @teedubya
Snip.ly @sniply http://snip.ly
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@teedubya#FlipMyFunnel
2,563 Starbucks HQ execs and employees. Results: 556 clicks. 21.6% CTR!!
Starbucks Inception
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@teedubya#FlipMyFunnel @teedubya#FlipMyFunnel
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@teedubya#FlipMyFunnel @teedubya#FlipMyFunnel
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@teedubya#FlipMyFunnelccpdigital.com/emfl @teedubya@teedubya#FlipMyFunnel
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Instagram Ads
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Twitter Advertising
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Geo
Target users based on
geographic location
Narrow in on key markets
Search
Target users who are searching
on relevant keywords
Ensure relevancy
Followers
Target your Followers
Leverage brand advocates
Interest
Target users based on their
interests
Resonate with users
Mobile
Target users on the go
Reach at point-of-purchase
Look-a-likes
Target users who are similar to your followers
Increase potential reach
Gender
Target users based on gender
Ensure Interest
relevancy
Twitter Targeting Tools
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Promoted Tweets are ordinary Tweets purchased by advertisers who want to reach a wider group of users or to spark engagement from their existing followers.
A Promoted Tweet will appear in a user’s timeline only if the Tweet is likely to be interesting and relevant to that user.
AMPLIFY CONVERSATIONS | LEVERAGE REAL-TIME INTENT | DRIVE ENGAGEMENT
Promoted Tweets
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YouTube Ads
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@teedubya#FlipMyFunnelccpglobal.com/cmworldPinterest Advertising
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Native Adverti$$$ng
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Outbrain @Outbrain http://outbrain.com@teedubya#FlipMyFunnel
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Taboola @Taboola http://taboola.com@teedubya#FlipMyFunnel
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Zemanta @Zemanta http://zemanta.com@teedubya#FlipMyFunnel
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@teedubya#FlipMyFunnel
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Pixels Pixels Pixels
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Con
fusi
ng?
@teedubya#FlipMyFunnel
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4 Marketing Technologies
@teedubya#FlipMyFunnel
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Dun & Bradstreet – dnb.com/sales-marketing @DnBUS
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Dun & Bradstreet – dnb.com/sales-marketing @DnBUS
Target Accounts + B2B Contacts
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Dun & Bradstreet – dnb.com/sales-marketing @DnBUS
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rFactr Social Port – rfactr.com @rfactr
@teedubya#FlipMyFunnel
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AGENDA
@teedubya#FlipMyFunnel
TrackMaven @trackmaven http://trackmaven.com
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AGENDA
@teedubya#FlipMyFunnel
Get Little Bird @getlittlebird http://www.getlittlebird.com
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AGENDA
@teedubya#FlipMyFunnel
Socedo @socedoapp http://socedo.com
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@teedubya#FlipMyFunnel
Nearly 6000 Marketing Technologies
Over 350+ CategoriesAnd Growing….
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@teedubya’s Tools – ccp.digital/fmf
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@teedubya#FlipMyFunnel
17 Killer Content Templates: bit.ly/17templatesTwitter Chat Master List: http://bit.ly/TwitterChatMasterFeature your Brand on Tumblr: http://brands.tumblr.comComplete Guide to Twitter Cards: dev.twitter.com/docs/cardsThe Advanced Guide to Content Marketing: bit.ly/advcontentAJ Kohn’s Author Rank Resource: http://bit.ly/rel-author-resourceThree Very Handy Content Marketing Tools: http://www.siegemedia.com/toolsThe Advanced Guide to SEO http://www.quicksprout.com/the-advanced-guide-to-seo/Neil Patel & Bronson Taylor’s Definitive Guide to Growth Hacking: http://goo.gl/4yqEOjThe Definitive Guide to Microsoft Excel for SEOs: http://www.distilled.net/excel-for-seo/The Complete List of Link Building Tactics http://pointblankseo.com/link-building-strategiesThe Beginner’s Guide to Conversion Rate Optimization: https://qualaroo.com/beginners-guide-to-croThe Ultimate Guide to the Google AdWords Keyword Planner: http://bit.ly/Adwords-Keyword-PlannerDana Lookadoo’s Structured Social Sharing Formula & Worksheet: http://yseo.us/sssf | http://yseo.us/sssfwHubspot's Guide to Creating Buyer Personas: http://offers.hubspot.com/free-template-creating-buyer-personasAnnie Cushing’s Hundreds of Tools for Marketers: http://www.annielytics.com/hundreds-of-tools-for-marketersPaddy Moogan’s Big Ass List of Link Building Resources: http://www.linkbuildingbook.com/link-building-resources.html
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@teedubya’s MKTG Tools – ccp.digital/fmf@teedubya#FlipMyFunnel
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@teedubya#FlipMyFunnel
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@teedubya#FlipMyFunnel
Connect on LinkedIn: http://linkedin.com/in/teedubya