Discover how marketers for Executive MBA programs use targeted display advertising to reach precise business audiences anywhere online.

1. March 18, 2013
David Karel, VP of Marketing, Bizo
david@bizo.com
@dhkarel
Business Audience Marketing
Instant access to business professionals,
wherever they travel online

2. © 2013 Bizo, Inc
The Elusive EMBA Candidate?
• What does your ideal EMBA candidate look like?
• How are you trying to reach them today?
• What’s working? What’s not?

3. © 2013 Bizo, Inc
The Shift from Offline to Online
THEN:
• Television, print,
radio advertising
ruled
• Reserved for big
companies and
agencies

4. © 2013 Bizo, Inc
Reaching EMBA Candidates Yesterday?

5. © 2013 Bizo, Inc
The Shift from Offline to Online
NOW: Small brands can compete with big brands

6. © 2013 Bizo, Inc
Yet, reaching targeted audiences still a top challenge
Question: What do you consider your greatest online marketing challenges for 2012? Check all that apply.
N=326
Source: BtoB magazine: Online Marketing: The Next Frontier, March 2012
Greatest Online Marketing Challenges for 2012
24%
28%
34%
39%
48%
61%
Customer retention/loyalty
Better incorporating targeting throughout our
marketing mix
Elevating our brand online
Accurately measuring and attributing online
conversions to the correct marketing
channels
Reaching more of our target audience
Generating more leads

7. © 2013 Bizo, Inc
EMBA Candidates Are EVERYWHERE Online
• Marketers must be
everywhere their
audience is
• Investing in just a few
channels (e.g. search,
email) only reaches a
small portion of your total
target audience
1 “What Americans Do Online: Social Media and Games
Dominate Online Activity,” NielsenWire, August 2, 2010.

8. © 2013 Bizo, Inc
The Current State of Marketing to Business Professionals
SEO, SEM:
My prospects are
looking for a solution
and can find my
company.
Email:
I know who my
prospect is and I’m
going to build a
relationship.
Display Advertising:
I’ll reach prospects
traveling to other sites
on the Web.
Social Media:
I’ll maintain a strong
presence to educate and
increase awareness.
Lion’s share of
marketing’s time
and $,
but narrowly
focused on
bottom of funnel
Expansive reach
but marketers still
seeking how to
make greatest
impact

9. © 2013 Bizo, Inc
Full Funnel Approach is Necessary
• Email limited by size of
house data base & finite
number of targeted
external lists
• Paid search is only
reaching around 8% of
the people that matter
Lower funnel programs
inherently constrained
• Reach more of your target
audiences at scale
• Educate and build trust
• Set up the rest of your mix for
greater success
Targeted display ads can
influence prospects at
every stage of the funnel

10. © 2013 Bizo, Inc
Bizo’s Marketing Mix – Every Program Plays Its Part
Display
PublicRelations
AnalystRelations
BizoBuzz
TwitterAdvertising
Twitter,LinkedIn,Facebook
VirtualShows
BizoRoadShow
PaidSearch
SEO
IndustryConferences
BillBoards
BillBoards
Bizo.com
Webinars–DemoDays
Webinars–ThoughtLeadership
EmailNurturing(HouseDB)
3rdPartyEmail
BizoBlog
TheRemix

11. © 2013 Bizo, Inc
Display Reaches Your Target Audience…
Source: BtoB Magazine, “Online Marketing: The Next Frontier of Email, Display, Search & Social,” March 2012
Online Display Advertising: Most Significant Benefits

12. © 2013 Bizo, Inc
Building out a High Impact Display Campaign

13. © 2013 Bizo, Inc
Pre-Launch Display Campaign Trail
STEP 5
Audience Targeting
& Display Strategies
STEP 3
Persona Definition
STEP 4
Creative
Development
STEP 2
Target Audience
Definition
STEP 1
Goals & Metrics

14. © 2013 Bizo, Inc
Step #1 – Pin Down Display Tactics Based on Goals
Your goals will dictate display tactics and success metrics.
WHAT ARE YOU
AFTER?
SUCCESS
METRICS
• Brand Recall
• Targeted Reach
• Share of Voice (%)
• Targeted Website
Traffic Lift
• Branded Search Lift (%)
• Content Engagement Lift (%)
• Time on Site Lift (%)
• Cost per New Visitor
• Cost per Page View
Lead Generation &
Sales Conversions
• Leads (#) & Cost per Lead
• Form Conversion Lift (%)
• Opportunity Contribution
• Revenue Contribution
Content Engagement &
Education
Brand Awareness

15. © 2013 Bizo, Inc
Tracking Performance – CTR?
Is your goal to get lots of clicks
…or an increased pool of high quality candidates?

16. © 2013 Bizo, Inc
Tracking CTR by Audience Segment?
Getting warmer…but still just clicks

17. © 2013 Bizo, Inc
Website Traffic Trending – Visits
Increased in targeted website traffic,
seems we’re on the right trail…

18. © 2013 Bizo, Inc
XLarge
955 Page
Views
Large
1,552 Page
Views
Micro
1,090 Page
Views
*Page views from 8.16 – 8.30
Website Traffic Trending – Page Views
Increased in targeted audience engagement on
site, you’ve got my attention…

19. © 2013 Bizo, Inc
Tracking Conversions?
Now we’re talking! But, even conversions
require broad view given attribution realities

20. © 2013 Bizo, Inc
Step #2 - Define Your Target Audience
• Define your audience for your broader “reach” campaign
• Define your audience for your “retargeting” campaign
(e.g. segment your visitors by where they go on your site)
Target Audience Co. Size Industry
Functional
Area
Seniority
Professional
Group
A - Healthcare Fortune 500 Healthcare Healthcare Executives Business Pros
B - Insurance Insurance Insurance Finance Executives Business Pros
C - Financial
Services
Fortune 500 Fortune 500 Finance Executives Business Pros
Audience URL Goal
Marketing Landing Page Site.com/marketers Nurture
Resource Page Site.com/Resources Nurture
Shopping Cart Site.com/Checkout 20% Offer

21. © 2013 Bizo, Inc
*Visits from 8.14 – 8.30
Website Traffic, Getting at the “Who”

22. © 2013 Bizo, Inc
Step #3 – Persona Definition. Tell a story that resonates by
making it targeted
People experience and react to brands differently—find out as much as you
can about who they are and address their challenges/concerns
Job Function: HR Job Function: HR
Seniority: Executive
Job Function: HR
Seniority: Executive
Company Size: Fortune 500
GOOD BETTER BEST
Sample Ad Copy:
“Improve your payroll
processes with Solution
X.”
Sample Ad Copy:
“Payroll inefficiencies
impact the bottom line.
Try Solution X.”
Sample Ad Copy:
“Bank of America has saved
$5M with Solution X’s payroll
system. You can be next.”

23. © 2013 Bizo, Inc
Step 4: Creative Development
Campaign Objectives
(Branding vs. DR)
Why You Matter
Target Audience
Persona

24. © 2013 Bizo, Inc

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31. © 2013 Bizo, Inc
Step #5 – Pin Down Display Tactics Based on Goals
Your goals will dictate display tactics
CAMPAIGN
STRATEGY
YOUR MARKETING
FUNNEL
SUCCESS
METRICS
• Company Size, Industry
• Video Targeting
• Company Targeting
• Brand Recall
• Targeted Reach
• Share of Voice (%)
• Targeted Website
Traffic Lift
• Job Function, Seniority
• Facebook Targeting
• LinkedIn Targeting
• Social Retargeting
• Branded Search Lift (%)
• Content Engagement Lift (%)
• Time on Site Lift (%)
• Cost per New Visitor
• Cost per Page View
• Keyword Targeting
• CRM Retargeting
• Website Retargeting
Lead Generation &
Sales Conversions
• Leads (#) & Cost per Lead
• Form Conversion Lift (%)
• Opportunity Contribution
• Revenue Contribution
Content Engagement &
Education
Brand Awareness

32. © 2013 Bizo, Inc
Let’s Throw in a Step #6
– Continuously Measure & Optimize
Example…
Ad Unit Size Creative Click-Through Rates Total Conversions
728 x 90
30-day Trial 0.2% 2
90-day Trial 0.7% 5
Success Story 0.5% 15
300 x 250
30-day Trial 0.8% 1
90-day Trial 0.1% 20
Success Story 1.0% 12
1000 x 90
30-day Trial 0.5% 6
90-day Trial 0.3% 14
Success Story 0.1% 1

33. © 2013 Bizo, Inc
Let’s Make it Real

34. © 2013 Bizo, Inc
Bizo’s Fall 2012 Campaign

35. © 2013 Bizo, Inc
Mapped Goals, Creative & Display Strategies
Goal: Increase Bizo’s brand recall and build
awareness for Bizo in our key targetable
audience.
Strategy: Target specific audiences who we
believe are the ultimately making decisions for
Bizo – marketers. Measure awareness impact
with a brand study.
Goal: Engage audiences with content to create
velocity through the marketing funnel.
Strategy: Target specific seniority and job titles
with customized creative and deliver impressions
cost effectively through Facebook and LinkedIn.
Goal: Drive leads and increase engagement
throughout all marketing programs.
Strategy: Serve direct response messaging to
audiences familiar with Bizo and in our retargeting
pool through website, social, email or blog traffic.

36. © 2013 Bizo, Inc
Connecting the Banner to Landing Page & Offer

37. © 2013 Bizo, Inc
Connecting Display to Everything Else

38. © 2013 Bizo, Inc
Clear Brand Awareness Boost
43% lift of users who responded
affirmatively that Bizo was in market

39. © 2013 Bizo, Inc
Lift in Marketer Traffic to Bizo.com

40. © 2013 Bizo, Inc
In-Market vs. Out-of-Market Highlights
The above graph shows the % lift across key metrics from August thru November, 2012.
Impact Across the Funnel
112%
77%
54%
49%
38%
55%
63%
Overall Site
Traffic
Marketers Site
Traffic
Overall Page
Views
Marketers Page
Views
Organic Search
Traffic
Retargeting
Impressions
Contact Us'
Forms

41. © 2013 Bizo, Inc
Campaign Results Summary
• Goal: Increase Bizo’s brand recall and building awareness
for Bizo in our key targetable audience.
• Results: By running branding specific banners within the
marketing audience display was able to brand lift and
increase site traffic trends throughout the campaign.
• Goal: Engage audience who are now familiar with Bizo with
content to help create velocity through the marketing funnel.
• Result: Facebook and LinkedIn delivered 147 leads. Page
views increased 49% within functional area marketers as users
explored more content.
• Goal: Drive leads and increase engagement throughout all
marketing programs.
• Result By serving direct response messaging to users within
Bizo’s retargeting pool display was able to generate 104 leads at a
$9 CPA. Bizo’s highest ranked conversion – “contact us” forms
increased 63% when display was in-market.

42. © 2013 Bizo, Inc
What Else Is Top of Mind?
• Marketing Automation
• Social Marketing
• Search (SEO, Paid)
• Email Marketing
• Content Marketing
• Program Attribution
• Website
• A/B Testing
• Campaign Integration
• Message Development

43. March 18, 2013
David Karel, VP of Marketing, Bizo
david@bizo.com
@dhkarel
Business Audience Marketing
Instant access to business professionals,
wherever they travel online