funnel vision: leveraging display advertising & retargeting to improve your digital marketing...
TRANSCRIPT
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Funnel Vision: Leveraging Display Advertising & Retargeting to Improve Your Digital Marketing Efforts
Éadaoin Murphy Head of Partner Marketing & Events HubSpot@eadaoin_murphy
Alan FitzgeraldHead of Solutions & Platform SalesAdRoll EMEA@AdRoll
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1 The World of Inbound2 The World of Display3 Bringing It All Together 4 Key Takeaways and Q&A
AGENDA
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THE WORLD OF INBOUND 1
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Over the past decade, there’s been a fundamental shift in the way companies reach their audience.
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THEN Brands were in control. Buyers were constantly bombarded with billboards, commercials, and cold calls trying to sell them a product.
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NOW The customer is in control. Buyers are tuning out loud, interruptive advertising and consuming information online.
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86% skip
TV ads
91% unsubscribefrom email
200Mon the
Do Not Call list
44% of direct mail is never opened
BROKEN.The Old Playbook is
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Cold Calling Cold Emails (SPAM)
Interruptive Ads
Marketer - Centric
SEOBloggingAttraction
Customer - Centric
INBOUNDOUTBOUND
vs.
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The Inbound Marketing Methodology
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HubSpot is an All-in-One Marketing and Sales Platform Built for the Modern Buyer Journey
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HubSpot is an All-in-One Marketing and Sales Platform Built for the Modern Buyer Journey
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THE WORLD OF DISPLAY2
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Solving for marketers 3 core objectives
ATTRACTReach new prospects
CONVERTTurn prospects into customers
GROWMaximize customer lifetime value
PRO
SPECTIN
GR
ETAR
GETIN
G
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Data is the new currency
Customer information AdRoll helps you act on
⠂ Buyer intent⠂ Partner integration data
⠂ Cross-device data
Customer data most marketers act on
⠂ Demographic⠂ Geographic⠂ Household income
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Convert more prospects into customers
ATTRACTReach new prospects
CONVERTTurn prospects into customers
GROWMaximise customer lifetime value
RetargetingTarget high-intent audiences
(e.g. shopping cart abandoners) with relevant ads
Dynamic CreativeIncrease ad performance by using
customised dynamic creative
CRM RetargetingRe-engage existing
customers using CRM data
AdRoll EmailSend triggered emails tailored
to an individual’s behavior when browsing your website
ProspectingDrive new potential customers to your
website
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Display Ads
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Prospecting
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Retargeting
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AdRoll CRM
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BRINGING IT ALL TOGETHER 3
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The Inbound Marketing Methodology
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Solving for marketers 3 core objectives
ATTRACTReach new prospects
CONVERTTurn prospects into customers
GROWMaximize customer lifetime value
PRO
SPECTIN
GR
ETAR
GETIN
G
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Strangers
Visitors
Leads
Customers
Promoters
Attract
Convert
Close
Delight & Grow
SEO, Social, Blog, Website, Mobile Optimisation
Landing Pages, CTAs, Forms
Email, Workflows, CRM, Sales Alerts
Surveys,Smart Content, Social Monitoring
Prospecting, CRM
Retargeting, Dynamic Creative, CRM, SendRoll
Retargeting, Dynamic Creative, CRM, SendRoll, Bounce
Prevention
Retargeting, CRMSendRoll
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1. ATTRACT
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Step 1
AttractInbound Tactics✓ Pick keywords you want to be found for✓ Create content for conversion opportunities (blogs, ebooks, etc.)
Ads Tactics✓ Leverage prospecting to drive new visitors
Attract
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Prospecting
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2. CONVERT
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Step 2
Convert
Inbound Tactics✓ Well optimised landing pages
✓ Sales-relevant form fields
✓ Continued communication with sales
Ads Tactics✓ Determining correct ad positioning / language✓ Retargeting high-intent leads through display and email
Convert
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Retargeting
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3. CLOSE
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Step 3
CloseInbound Tactics✓ Sales and marketing alignment✓ Information flow between marketing software and CRM
Ads Tactics✓ Further down the funnel retargeting of high-intent opportunities
Close
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Attract new site visitors
Matching message to the Lifecycle stage
Awareness Awareness - Known Interest Activation Grow
Re-engage Demonstrated interest
Re-engage with user to help launch first
campaign.Cross & Upsell
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4. DELIGHT & GROW
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Step 4
Delight & Grow
Inbound Tactics✓ Customer education
✓ Ongoing support and ‘delight’ moments✓ Recognise and leverage advocates
Ads Tactics✓ Retargeting to customers to upgrade, cross-sell, provide more value
Delight & Grow
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Best Practice and Q&A4
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1. Your prospects, leads and customers are not just isolated to your website!
1. Retargeting and display ad tactics can be used reach these individuals
1. Think with an inbound marketing mindset when integrating retargeting strategies
1. Experiment → Analyse → Improve
Best Practice
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Attract, Convert and Close
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Attract, Convert and Close
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HubSpot + AdRoll
“Integrating our HubSpot data with AdRoll decreased our cost per click by 66% and improved our click-through rate by 400%.” —Niek Dekker, Marketing Manager, Rezdy Online Booking Software
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QUESTIONS?
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