Demand Gen Report's Lead LifeCycle Series presented by Bizo #LLCSeries

1. Session sponsored by!
#LLCseries
Lead Nurturing
Beyond the
Inbox !

2. #LLCseries
Questions / ON24 Logistics !
•
Download
this
white
paper.
•
View
our
podcast.
•
Take
our
assessment
•
…

3. #LLCseries
Follow
this
webinar
on
Twi>er
#LLCseries
Demand
Gen
Report:
@DG_Report
Bizo:
@Bizo
Amanda
Halle:
@ahalle

4. #LLCseries
About Demand Gen Report!
@DG_Report
http://linkd.in/DG_Specialists
• Launched
in
2007
to
track
best
pracIces
in
lead
generaIon
• Newsle>er
has
grown
to
more
than
28,000
readers
• We
also
offer
a
menu
of
research
and
best
pracIces
reports
• New
audio/video
podcasts
at
DemandGenReport.com

5. #LLCseries
Panelists!
Moderator
Amanda
Halle,
Sr.
Manager,
Online
MarkeIng
Programs
Bizo
Kim
Zimmermann,
Managing
Editor,
Demand
Gen
Report

6. Lead Nurturing Beyond the Inbox
Amanda
Halle
Senior
Marketing
Manager,
Online
Programs,
Bizo
@ahalle

7. Let’s Talk About…
• The State of B2B Lead Nurturing Survey
• Why Do Marketers Love Lead Nurturing?
• How Display Advertising Helps Marketers Reach Prospects
Beyond the Inbox
• The Powerful Combination of Display Advertising and
Marketing Automation

8. The State of B2B Lead Nurturing
• Survey conducted by Bizo in
association with Oracle
Marketing Cloud in May 2014
• Over 500 Marketing Executives
were surveyed on their lead
nurturing challenges and
strategies
• Get the full report at
www.bizo.com/resources

9. Question #1
How important is lead nurturing to your marketing efforts?
• Very important – we couldn’t live without it
• Somewhat important – we have a few campaigns running
• Not important at all – we focus primarily on new lead
generation

10. Survey Says…
How important is lead nurturing to your marketing efforts?

11. Why Do Marketers Love
LEAD NURTURING?

12. Why Nurture Leads?
• 57% of B2B organizations identify 'converting qualified leads into
paying customers' as a top funnel priority. (Source:
MarketingSherpa)

13. Why Nurture Leads?
• Generating net new leads is expensive
• These leads have already expressed an interest in your
product or service
• Nurturing and relationship building is key in the B2B world of
longer sales cycles

14. Why Nurture Leads?
• A survey conducted by Bizo in association with Oracle
Eloqua in May 2014 found that more than 60% of Marketers
reporting contributing more at least 20% of B2B company
revenues.

15. more than 50%
of
marketers
feel
their
marketing
mix
is
not
meeting
the
demands
of
the
sales
pipeline
Source: BtoB magazine: The Evolving B2B Purchase Process, April 2013
Unsure/unable to measure how well marketing
is meeting the demands of sales
Not meeting sales pipeline demands
Meeting sales pipeline demands
Exceeding sales pipeline demands
23%
37%
36%
4%
But there’s a bottleneck,

16. SEO
Email
PPC
MEET
TODAY’S
MARKETER:

17. overfishing.
most
marketers
are
SEO
Email
PPC

18. BIGGER POND.
More rods in the same
small pond won’t clear
the bottleneck.
Display
Social
Source: BtoB Magazine: Online Marketing: The Next Frontier, March 2012
SEO
Email
PPC
Top Two B2B Marketing Challenges:
• Not enough leads to support
pipeline demands
• Reaching target audience at scale
Marketers must start fishing in a

19. Why Display Advertising for
NURTURING?

20. Question #2
On average, what percentage of contacts in your database do
you estimate ultimately convert into marketing qualified leads?
• Less than 1 percent
• 1-4 percent
• 5-9 percent
• 10 or more percent
• Not Sure

21. Survey Says…

22. NURTURE PROSPECTS
regardless of
where they
are online.
3.5%
8.3%
22.7%
65.5%
search
email
social
networks
other
sites
Source: “What Americans Do Online: Social Media and Games Dominate Online Activity,” NielsenWire
Reason #1: Display is everywhere your
prospects are.

23. Firmly In Control
*Forrester Research
Up
to
90%
of
the
buying
process
is
done
by
the
time
they
contact
a
salesperson*
The
B2B
Buyer
is
START
FINISH
Brand awareness
Engagement
Conversion
Qualification
Work opportunity and
close the deal!
90%10%
Sales
Marketing MUST
fill the gap

24. TOP FUNNEL
IMPACT
MID
FUNNEL IMPACT
BOTTOM
FUNNEL IMPACT
(Brand Awareness)
(Education & Content
Engagement)
(Lead Generation &
Sales Conversions)
MARKETING
FUNNEL
IMPACT
Strategies, tactics, and
metrics will differ
depending on which
area of the funnel
you’re hoping to
impact
Reason #2: Display lets you reach and
nurture prospects at every stage of the
funnel.

25. Reason #3: Display lets you nurture
prospects beyond the inbox.
Combining display advertising with marketing automation lets you
nurture:
• Anonymous website visitors: Personalized nurturing through website
retargeting
• Known contacts: Sync email nurturing with display and social ads

26. Question #3
On average, what percentage of anonymous visitors to your
website do you estimate ultimately convert by supplying their
email address?
• 1-5 percent
• 6-10 percent
• 10 percent or more
• Not Sure

27. Survey Says…
On average, what percentage of anonymous visitors to your
website do you estimate ultimately convert by supplying their
email address?

28. Intelligent Nurturing is Everything in B2B
B2B MARKETING
SUCCESS

29. Your Marketing Mix Today
Your
marketing
investments
aim
to
accomplish
three
key
objectives…
Goal #2
Convert your anonymous
audiences
Goal #3
Accelerate known prospects
through the funnel
Goal #1
Reach the right
audiences, at scale

30. * B2B campaign conversion rates range from 1-5%
according to Sirius Decisions Benchmark Survey.
** Eloqua Benchmark 2012
95%
DON’T
CONVERT*
80%
DON’T OPEN
EMAILS**
But there’s a problem…

31. Bizo Multi-Channel Nurturing
CONVERT ANONYMOUS
VISITORS
Nurture and convert the 95% of
visitors that leave your website
ENGAGE YOUR KNOWN
PROSPECTS
Engage the 80%+ prospects
who never open your email
The
Next
Wave
of
Marketing
Automation

32. Your next steps
Purpose-­‐built
for
the
B2B
marketer,
Bizo
enables
best
practice
nurturing
beyond
the
inbox
1. Created Targeted
Nurture Paths
2. Sequence & Optimize
Ad Creative
4. Measure Impact with
Full-Funnel Reporting
3. Nurture Your
Audiences Everywhere
Nurturing Done Right!

33. Step 1: Define Your High Value Segments
Multi-­‐Channel
Nurturing
Strategy
• Which business demographic
segments are most desirable?
• Which onsite behaviors indicate high
engagement or provide insight
specific interests?
• Which audiences have already taken
specific actions on your site? Which
have converted?
PRODUCT “A”
PRODUCT “B”
PRODUCT “C”

34. WEEK 1 MESSAGE
WEEK 2 MESSAGE
WEEK 3 MESSAGE
Home Page Only Visitors
Higher
Level
Message
Engaged Visitors – Product Page A
Use
Case
/
BeneUits
Message
Steps 2: Create Multiple Nurture Paths
Multi-­‐Channel
Nurturing
Strategy
• Target relevant messaging and offers by audience
• Sequence relevant ad creative and content
• Transfer prospects to most relevant nurture paths as they engage or convert
• Bid aggressively for most engaged, valuable anonymous segments
WEEK 1 MESSAGE
WEEK 2 MESSAGE
WEEK 3 MESSAGE

35. Step 3: Reach Targeted Audiences Everywhere
Multi-­‐Channel
Nurturing
Strategy
• Intelligently engage
anonymous and known
prospects beyond the
inbox
• Reach target
audiences across the
Business Web and on
Facebook
• Synchronize nurture
paths across online
display and social
advertising channels

36. Step 4: Measure the Impact
Multi-­‐Channel
Nurturing
Strategy
• Track metrics including lift in visits, engagement, conversions by nurture path & more
• Leverage platform supported A/B testing to continually optimize programs

38. BIZO MULTI-CHANNEL NURTURING
FOR ELOQUA
Extend Your Prospect Nurturing Effort Beyond Email
with Online Display & Social Ads
|

39. DMA Case Study
B2B Branding Guide
SYNCHRONIZED EMAIL & DISPLAY
Reach the 80% of prospects who do not open email by synching
online display and social ads with your Email Nurture Programs
Email Nurturing Display Nurturing
5 Minute Display Primer
News Feed Nurturing
5 Minute Display Primer
Display made easy
http://www.bizo.com
Download now!
B2B Branding Guide
Increase Awareness
http://www.bizo.com
Download now!
DMA Case Study
Success Metrics!
http://www.bizo.com
Download now!
5 Minute Display Primer
B2B Branding Guide
DMA Case Study

40. Case Study: Bizo Email/Display

41. Case Study: Bizo Email/Display

42. Case Study: Bizo Email/Display

43. Case Study: Anonymous Nurture
Homepage
&
Other
Engaged
Anonymous
Self
Service
Page
Bizo
for
MarkeIng
AutomaIon
Social
AdverIsing
Week
1
-­‐
3
Week
4
-­‐
6
Week
7
-­‐
9

44. • 13% conversion rate from anonymous prospects
• 211 new leads generated and delivered to sales
• 350% ROI
RESULTS IN FIRST THREE MONTHS:
TARGET AUDIENCE: Creative & media professionals
CUSTOMERSANONYMOUS KNOWN PROSPECTSANONYMOUS - ENGAGED
RESULTS:

45. Bizo Recycle Program
RESULTS
Bizo Nurture Program
Program ran for 12 weeks
157 additional leads generated
and delivered to sales from
nurturing program
Over 64% increase in leads
converted when display was
added
Running for about 4 months
Generated 92 additional
leads 31% increase in
downloads from nurtured
leads
Nurturing through Display
and Facebook News Feed

46. THANK
YOU!
Q&A

47. #LLCseries
Q&A // Panelists!
Moderator
Amanda
Halle,
Sr.
Manager,
Online
MarkeIng
Programs
Bizo
Kim
Zimmermann,
Managing
Editor,
Demand
Gen
Report

48. #LLCseries
Lead LifeCycle Series Prize Box!
Register,
a>end
and
tweet
the
Lead
LifeCycle
Series
sessions
using
the
#LLCseries
hashtag
to
be
entered
into
the
Prize
Box
giveaway!
The
more
sessions
you
a>end
and
tweet,
the
higher
the
chance
at
winning
one
of
these
awesome
prizes!
See
the
full
contest
details
and
rules
at:
h>p://www3.demandgenreport.com/lls14/contest-­‐rules.html

49. #LLCseries
Thanks for attending this session!!
Make
sure
to
a>end
the
next
session
in
the
Lead
LifeCycle
Series:
h>p://dg-­‐r.co/lls14