nurturing funnelmentals - bryan burdick
DESCRIPTION
Originally presented during EducationConnect 2014 on 10/28/14 in NYC, Bryan Burdick, Head of B2B Sales for LinkedIn, shares five unstoppable trends in a multi-channel, always-on marketing world.TRANSCRIPT
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Nurturing Funnelmentals
Bryan Burdick Head of B2B Sales LinkedIn
#inEDU14 EducationConnect 2014
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It’s a Data-Driven
“ALWAYS-ON” Multi-Channel World
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5 UNSTOPPABLE TRENDS Marketing Leaders Face
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There will be
WINNERS & LOSERS You’ll thrive or become extinct
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UNSTOPPABLE TRENDS #1 Marketers are overfishing in the bottom of the funnel.
2 out of 3 marketers feel their program mix is not meeting the demands of the sales pipeline. Source: BtoB magazine: Online Marketing: The Next Frontier, March 2012
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UNSTOPPABLE TRENDS #2 Attribution is Everything. Choose Your Metrics Wisely.
You wouldn't measure a lead-off hitter the same way you'd measure a clean-up hitter.
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UNSTOPPABLE TRENDS #3 The Campaign Is Dead. It’s an Always-On, Multichannel World.
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UNSTOPPABLE TRENDS #4 Modern Marketers Cannot Scale without an Integrated Marketing Stack
Gartner projects that by 2017 the CMO will spend more on IT than the CIO does.
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UNSTOPPABLE TRENDS #5 Data is King. IBM says 2.5 quintillion bytes of data are created daily. That means 90% of the world's data has been generated in the past two years.
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Google’s Zero Moment of Truth
10 PIECES OF CONTENT ARE CONSUMED BEFORE A PURCHASING DECISION IS MADE
Importance of Nurturing
THE VALUE
OF PURCHASES ARE 47% HIGHER FROM
NURTURE LEADS
Gartner Group
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EDU Marketing Objectives
REACH Reach the right target audience, at scale
Goal #1
CONVERT Nurture prospects to convert
Goal #2
ACQUIRE Increase velocity to acquire customers
Goal #3
MEASURE throughout the
funnel and optimize
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MEASURE throughout the
funnel and optimize
REACH Reach the right target audience, at scale
Goal #1
ACQUIRE Increase velocity to acquire customers
Goal #3
COST-EFFICIENCY HURDLE
DRIVING BLIND LITTLE TO NO
VISIBILITY INTO HOW TO OPTIMIZE �
LEAKY FUNNEL
80% DON’T OPEN EMAILS � ***!
LEAKY FUNNEL
*! **!98% OF B2B LANDING PAGE VISITORS NEVER COME BACK�
95% OF WEBSITE VISITORS DON’T CONVERT�
*Smart Insights, B2B Landing Page Bounce Rate, 2014
**B2B campaign conversion rates range from 1-5% according to Sirius Decisions Benchmark Survey.
***Eloqua Benchmark 2012
Hurdles to Scaled Success
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Upper Funnel: Reach
• Bizographic Targeted Advertising for: • Display • Social
TARGET NEW AUDIENCES
Awareness = Precision + Scale > > Create Custom Audience
Segments
BIZO REACH �
BIZO NURTURING �
Reach Them Wherever They Travel Online >
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Wherever YOUR PROSPECTS GO
We Go
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Lower Funnel: Nurture
BIZO PROSPECTING
• Multi-Channel Nurturing • Anonymous Nurturing • Known Nurturing
NURTURE EXISTING AUDIENCES BIZO NURTURING �
BIZO REACH �
Stop the Leak > - 95% Don’t Convert*
Marketing Automation for Display
> - 80% Don’t Open Emails**
More, Better, Faster >
*B2B campaign conversion rates range from 1-5% according to Sirius Decisions Benchmark Survey.
**Eloqua Benchmark 2012
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• Demographics • Onsite Behavior • Specific Actions
Lower Funnel: Anonymous Nurturing
SEGMENT SEQUENCE AUTOMATE Create nurture streams and
customize & sequence messaging
Always on & constantly optimizing
Identify the audiences that matter most
Serve Messages Based on WHO They Are & WHAT They’re Doing on Your Site >
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Full Funnel: Measure
Understand Performance at Every Stage of the Funnel
• Repeat Visits • Engagement
• Pageviews per visit • Visits per visitor
• Leads • CPA/CPL
UPPER FUNNEL ANALYTICS
.
• Brand Recall • Targeted Reach • Targeted Website Traffic Lift • Branded Search Lift
LOWER FUNNEL ANALYTICS
> Measure the Right Metrics at Each Stage >
BIZO REACH �
BIZO NURTURING �
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Upper Funnel Analytics
AUDIENCE TRENDS
AUDIENCE INSIGHTS
NEW VISITORS REPORT
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Lower Funnel Analytics
BY SEGMENT & CREATIVE
NURTURE STREAM PERFORMANCE
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Full Funnel Analytics FULL FUNNEL IMPACT
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Full Funnel Marketing
Reach precise audiences via business demographic-targeted display, social and video
1
• Bizographic Targeted Advertising for: • Display • Video • Social
BIZO REACH
Nurture anonymous & known prospects through social & display advertising
2 BIZO NURTURE
• Multi-Channel Nurturing • Anonymous Nurturing • Known Nurturing
Measure the impact through full funnel analytics
3 MEASURE THROUGHOUT
• Brand Recall • Targeted Reach • Targeted Website Traffic Lift • Branded Search Lift • Repeat Visits • Engagement • Leads
BIZO REACH �
BIZO NURTURING �
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Reach more of the right people
Nurture audiences
across channels to accelerate the funnel
Sponsored Content + Display + inMail
Accurate targeting Quality audience
Professional context
Multi-Channel Nurturing + Media Solutions
Always-on nurture Analytics Off-LinkedIn reach
Combining LinkedIn + Bizo assets to deliver a more robust Full Funnel Marketing Solution
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