EE13 - Jeremy Barlow - Vocus - Marketing Automation Manager
1. @barlowjeremy #EE13
Nurturing – The Next Generation:
Reaching Known and Anonymous Prospects with Display and
Social Advertising
Jeremy Barlow
Marketing Automation Manager
2. @barlowjeremy #EE13
About Me
• Jeremy Barlow
• Marketing Automation Manager
• @barlowjeremy
• jbarlow@vocus.com
• Eloqua: 2 years
• Fun Fact: Played professional soccer
3. @barlowjeremy #EE13
About My Company (Vocus)
• Vocus Provides Cloud PR/Marketing Software that
enables businesses to attract, engage and retain
customers.
• Marketing team of 34
– Several sub divisions of marketing team
4. @barlowjeremy #EE13
Today’s Takeaways
• The evolution of display and social advertising
• How Vocus is targeting prospects in different buying
stages using display and social to:
– Build our database
– Further nurture our database
– Assist sales reps in converting leads
8. @barlowjeremy #EE13
Challenges
• Poor Display/Social Advertising targeting
– Not by Persona
– Not by Funnel Stage
• Little Email and Display/Social Ad collaboration
• No way to market to Unknown Contacts in Eloqua/Contacts who
do not open emails in Eloqua
9. @barlowjeremy #EE13
Let’s Go Beyond the Inbox
• Goals
– Improve Display/Social Advertising Targeting
– Advertising Targeted by Funnel Stage
– Better Channel Collaboration and Sales Enablement
10. @barlowjeremy #EE13
AdFocus
• Allows marketers to use digital body language to
target and personalize display/social ads from the
Eloqua platform.
12. @barlowjeremy #EE13
AdFocus
Source: Bizo
Bizo Ad Focus
Typical B2B
Marketer Today
300%
Personalized retargeting delivers 300% ROI improvement over static Retargeting
Static
Retargeting
Personalized
Retargeting
13. @barlowjeremy #EE13
FOMO (Fear Of Missing Opportunities)
Site Visitors
Known Mrktg
Contacts
Known Sales
Contacts
• Low % will give email
• Missing 70% who do not
open your emails
• Keeping them engaged
with Sales
Funnel Stage Challenge
14. @barlowjeremy #EE13
FOMO (Fear Of Missing Opportunities)
Site Visitors
Known Mrktg
Contacts
Known Sales
Contacts
• Capture Visitors w/o email in EQ to
add to Ad Campaigns
• Serve ads based on Org. Type and
Revenue
• Serve ads based on funnel stage
and Org.Type
Funnel Stage Tactic
15. @barlowjeremy #EE13
FOMO (Fear Of Missing Opportunities)
Site Visitors
Known Mrktg
Contacts
Known Sales
Contacts
• Whitepaper
• Whitepapers/Demo Offers
• Case Studies
Funnel Stage Offer
27. @barlowjeremy #EE13
How we did this
Step 1: Tag your web properties
Step 2: Create Bizo ID Feeder in Program Builder
Step 3: Add prospects to ad campaigns via Campaign Canvas or Program
Builder
32. @barlowjeremy #EE13
Demo Time
1. Tag Sites
2. Show Eloqua Bizo ID Feeder Program
3. Create Eloqua Ad Campaign
4. Map Eloqua Ad Campaign w/ Bizo platform
5. Create Bizo Ad Assets
34. @barlowjeremy #EE13
Future State of Nurture
@EMAIL NURTURING
Email 1 = Intro
Email 2= Whitepaper
Email 3 = Case Study
CRM
DISPLAY NURTURING
Marketing!
www.vocus.com
Marketing!
www.vocus.com
Marketing!
www.vocus.com
35. @barlowjeremy #EE13
Going Forward…
• Continue to build out our targeting
– Prospect Lifecycle
– Become more granular by other known information
• Continue testing of different offers
– Different whitepapers
• Target completely unknown contacts with no visits
• Recruiting Campaigns
36. @barlowjeremy #EE13
Do This Next
• Figure out how many site visitors you have that do not
convert.
– Think of assets that could help convert these contacts into
known.
• Hint : Content like whitepapers or guides work great.
38. @barlowjeremy #EE13
Topliners Version?
• We will be posting all presentations on our Topliners
community (http://topliners.eloqua.com)
• If you need to make a “sanitized” version of your slides,
please do so!
• (Delete this slide)
