marketo adbridge overview
TRANSCRIPT
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Ad Bridge OverviewMike StockerSr. Director, Product Solutions & InnovationSept. 2016 Tweet me @michaelstocker
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Digital Advertising:Significant, But Inefficient Spend
24% of overall marketing budget
2% average conversion rate
Spend Effectiveness
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Why Such Poor Performance?Lack of precise audience targeting
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B U Y E R J O U R N E YDigital Advertising Marketing Automation
Today’s World
Relies on 3rd party data Wealth of 1st party data
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The World with Marketo Ad BridgeMarketo 1st Party Data
Digital Advertising Marketing Automation
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Ad Bridge connects Marketo’s unique audience datato your advertising platform, so you can run more targeted, personalized digital ad campaigns that
improve your marketing ROI.
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Marketo Has Valuable Audience DataProfessionals Industry Revenue/size Target account Location
Consumers Product interest Referral URL Location
Persona Buying stage Lead score Products owned
Engagement Score Buying intent Purchase history Customer profile Offers accepted
AnonymousKnown
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GE vision: Create cohesive and evolving cross-channel experiences
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GE vision: Create cohesive and evolving cross-channel experiences
High-value known leads Segmented byproduct interest andstrategic accounts
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Page 10Marketo Proprietary and Confidential | © Marketo, Inc. 9/13/2016
Ad Bridge CapabilitiesPersonalize retargeting ads for website visitors1Target known prospects with display ads for nurture/reactivation2Optimize ad campaign spend with offline conversion data3Ingest leads or data from paid media systems 4
(PPC)
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Page 11Marketo Proprietary and Confidential | © Marketo, Inc. 9/13/2016
Ad Bridge CapabilitiesPersonalize retargeting ads for website visitors1
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Personalized RetargetingPull Website Visitors Back to Your SiteName: AnonymousLocation: Chicago, ILIndustry: HealthcareCompany Size: EnterpriseTarget Account: Top 100
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Works with Facebook & Google
Your Website Another Website
Web visitor leaves and then sees your personalized ad
Personalized ad pulls visitor back to your site
1
2
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Marketo Example – Personalized by Segment
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Marketo Example – Personalized by Vertical
These Ads drove 2x more lead conversions117% increase yr./yr. in qualified leads
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Full-Funnel Website Retargeting (Google)40% increase in top-of-funnel conversions13X increase in overall conversions
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Sisense – Example AdsEarly Stage (Default) – BI Trends Report
Mid/Late Stage – Comparison Matrix
Vertical Banner(Government)
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1. Firmographic data for anonymous website visitors2. Account-based marketing (ABM) support3. Known lead data via Marketo Marketing Automation4. “1-2 punch” of personalizing Web + retargeting ads
Marketo Retargeting Differentiators
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Page 19Marketo Proprietary and Confidential | © Marketo, Inc. 9/13/2016
Ad Bridge CapabilitiesPersonalize retargeting ads for website visitors1Target known prospects with display ads for nurture/reactivation2
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Target Known Prospects with Display AdsNurture Active Ones; Reactivate Dormant Ones • Segment by buyer
stage, engagement level and more
• Expand audiences for improved acquisition
• Target email subscribes and non-responders with ads
Awareness
Interest
ResearchSelection
Decision
Name: CindyBuyer Stage: Research
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Nurture Across ChannelsWeek 1 Week 2 Week 3 Week 4
Digital Ads
Getting Started Expert Testimonials SpecialOfferTips & Tricks
Getting Started Tips & Tricks Expert Testimonials SpecialOffer
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Undergraduate Program – Full Funnel Marketing (FB)40% higher click through rates10% increase in accepted students enrolling
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Marketo Connects to 40+ Data Management & Demand Side Platforms
On boarding* Data Management & Demand Side Platforms*Not all solutions on the right require a
separate data on-boarding tool
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Example Data Flow:Leverage Marketo 1st Party Data for Digital Display
Marketing Automation
Data On-Boarding DMP + DSP
Create lists of known leads or customers
Match emails to cookiesAnonymize audience
Execute targeted paid media campaigns
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Page 25Marketo Proprietary and Confidential | © Marketo, Inc. 9/13/2016
Ad Bridge CapabilitiesPersonalize retargeting ads for website visitors1Target known prospects with display ads for nurture/reactivation2Optimize ad campaign spend with offline conversion data3 (PPC)
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Optimize Google PPC Ads
Searches for “Marketing Automation”Sees Marketo Ad On Google Clicks Ad Fills Out Form Receives Demo
Becomes Opportunity in CRMBecomes New Customer
Online Offline
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Optimize Google PPC Ads
Searches for “Marketing Automation”Sees Marketo Ad On Google Clicks Ad Fills Out Form Receives Demo
Becomes Opportunity in CRMBecomes New Customer
Online Offline
Advertiser optimizes ads based on form fill
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Optimize Google PPC Ads
Searches for “Marketing Automation”Sees Marketo Ad On Google Clicks Ad Fills Out Form Receives Demo
Becomes Opportunity in CRMBecomes New Customer
Online Offline
Advertiser optimizes ads based on opportunity creation
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Facebook Offline Conversion TrackingTrack and optimize your efforts within the Marketo Revenue Model by uploading conversion data to Facebook
Reporting output in the Facebook ads reporting UI
Facebook’s Offline Conversion allows you to: • Optimize lead acquisition• Optimize nurture efforts within Facebook to people most likely to convert
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Page 33Marketo Proprietary and Confidential | © Marketo, Inc. 9/13/2016
Ad Bridge CapabilitiesPersonalize retargeting ads for website visitors1Target known prospects with display ads for nurture/reactivation2Optimize ad campaign spend with offline conversion data3Ingest leads or data from paid media systems 4
(PPC)
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Facebook/Twitter Lead Ads Support
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Top-of-Funnel – Lookalike Modeling + Lead Ads (FB)58% decrease in cost-per-lead
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Measurement
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Measure Revenue Impact/ROIAttribute revenue to ads for superior optimization• First- & multi-touch
attribution• Channel, group & ad
analysis• Cross-channel
comparisons
Revenue Attribution
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Questions?
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Thank you!Mike Stocker [email protected]. Director, Product Solutions & InnovationAug. 2016 Twitter: michaelstocker
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APPENDIX
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Every $1 invested in Facebook ads personalizedthrough Marketo results in $11.29 in Pipeline
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Summer Programs – Lookalike Modeling (FB)250% increase in conversions10% increase in paid registrations
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Graduate Music Therapy Program – Match & Lookalike (FB)12X higher conversion rates40% increase in applications