Drivingfacebookleadswithmarketofinal 140409152636-phpapp02
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Drivingfacebookleadswithmarketofinal 140409152636-phpapp02
- 1. Driving Facebook Leads With Marketo Dennis Yu Chief Technology Officer @DennisYu Carra Manahan Marketing Programs Specialist @CarraManahan Travis King Director, B2B Lead Gen @Travislk
- 2. Page 2 #mktgnation14 © 2014 Marketo, Inc.
- 3. Over The Past Year… • 13,000+ Targets Acquired • Cost per target < $30 • 450+ Campaigns • 2,000+ Ads Page 3 #mktgnation14 © 2014 Marketo, Inc.
- 4. Marketing Has Fundamentally Shifted Page 4 #mktgnation14 © 2014 Marketo, Inc.
- 5. “Don’t you see that the whole aim of Newspeak is to narrow the range of thought? In the end we shall make thought-crime literally impossible, because there will be no words in which to express it. Every concept that can ever be needed, will be expressed by exactly one word, with its meaning rigidly defined and all its subsidiary meanings rubbed out and forgotten. … Every year fewer and fewer words, and the range of consciousness always a little smaller. - George Orwell, 1984 Page 5 #mktgnation14 © 2014 Marketo, Inc.
- 6. BREAK THROUGH Edge Rank Organically! Page 6 #mktgnation14 © 2014 Marketo, Inc.
- 7. Facebook is an ADDICTION. Page 7 #mktgnation14 © 2014 Marketo, Inc.
- 8. Marketers Have Unprecedented Capabilities in Targeting & Measurement Page 8 #mktgnation14 © 2014 Marketo, Inc.
- 9. B2B Marketing is Facebook’s best kept secret! Page 9 #mktgnation14 © 2014 Marketo, Inc.
- 10. The Engagement Funnel on Facebook Page 10 #mktgnation14 © 2014 Marketo, Inc.
- 11. The Viral Cycle Page 11 #mktgnation14 © 2014 Marketo, Inc.
- 12. Are you looking to drive revenue, conversions, email sign-ups, more traffic, or all of the above? CPA – Cost Per Acquisition CPC – Cost Per Click CR – Conversion Rate CTR – Click Through Rate CPM – Cost Per 1,000 Impressions Page 12 #mktgnation14 © 2014 Marketo, Inc.
- 13. STRATEGY Page 13 #mktgnation14 © 2014 Marketo, Inc.
- 14. 3 Part Amplification Tied to Your Goals Page 14 #mktgnation14 © 2014 Marketo, Inc.
- 15. Drive Brand Awareness and Thought Leadership Page 15 #mktgnation14 © 2014 Marketo, Inc.
- 16. Conversion Campaigns Page 16 #mktgnation14 © 2014 Marketo, Inc.
- 17. Dark Posts in Power Editor Page 17 #mktgnation14 © 2014 Marketo, Inc.
- 18. MAP your content Page 18 #mktgnation14 © 2014 Marketo, Inc.
- 19. IMPLEMENT in to your ad targeting. Page 19 #mktgnation14 © 2014 Marketo, Inc.
- 20. • Early Stage • Mid Stage • Late Stage Page 20 #mktgnation14 © 2014 Marketo, Inc.
- 21. Lateral and Competitive Targeting Page 21 #mktgnation14 © 2014 Marketo, Inc.
- 22. Job Title Targeting Page 22 #mktgnation14 © 2014 Marketo, Inc.
- 23. Target People By Companies They Work For Page 23 #mktgnation14 © 2014 Marketo, Inc.
- 24. Run Ads Based off a User’s Retail Behavior and Other Offline Information Page 24 #mktgnation14 © 2014 Marketo, Inc.
- 25. Unsure of your targeting? Page 25 #mktgnation14 © 2014 Marketo, Inc.
- 26. Remarketing bridges the gap… from visitor to customer. Page 26 #mktgnation14 © 2014 Marketo, Inc.
- 27. Facebook Retargeting Page 27 #mktgnation14 © 2014 Marketo, Inc.
- 28. Use New Website Custom Audiences Page 28 #mktgnation14 © 2014 Marketo, Inc.
- 29. Let the cat OUT! Page 29 #mktgnation14 © 2014 Marketo, Inc.
- 30. Upsell or boost client retention Page 30 #mktgnation14 © 2014 Marketo, Inc.
- 31. Target Existing Leads, Opps, Buyers, etc. Page 31 #mktgnation14 © 2014 Marketo, Inc.
- 32. Look-a-Like Audiences Page 32 #mktgnation14 © 2014 Marketo, Inc.
- 33. Weed out uninterested parties and disqualified leads Page 33 #mktgnation14 © 2014 Marketo, Inc.
- 34. HOW DO WE DO IT WITH MARKETO? Page 34 #mktgnation14 © 2014 Marketo, Inc.
- 35. Facebook Tabs Page 35 #mktgnation14 © 2014 Marketo, Inc.
- 36. Page 36 #mktgnation14 © 2014 Marketo, Inc.
- 37. bit.ly/fbooktabtemplate Page 37 #mktgnation14 © 2014 Marketo, Inc.
- 38. Page 38 #mktgnation14 © 2014 Marketo, Inc.
- 39. Track Behavior with Conversion Pixels Page 39 #mktgnation14 © 2014 Marketo, Inc.
- 40. URL Parameters Page 40 #mktgnation14 © 2014 Marketo, Inc.
- 41. UTM Tags Page 41 #mktgnation14 © 2014 Marketo, Inc.
- 42. Hidden Fields in Forms Lead Source Page 42 #mktgnation14 © 2014 Marketo, Inc.
- 43. CAMPAIGN SET-UP Page 43 #mktgnation14 © 2014 Marketo, Inc.
- 44. 2 Smart Campaigns for Each Program 1) New Names • Gives correct program attribution 2) Filled Out Form • Makes sure each lead is getting a success in your program Page 44 #mktgnation14 © 2014 Marketo, Inc.
- 45. Facebook Tabs Filled Out Form Page 45 #mktgnation14 © 2014 Marketo, Inc.
- 46. New Names Page 46 #mktgnation14 © 2014 Marketo, Inc.
- 47. URL Parameters Filled Out Form Page 47 #mktgnation14 © 2014 Marketo, Inc.
- 48. New Names Page 48 #mktgnation14 © 2014 Marketo, Inc.
- 49. METRICS Page 49 #mktgnation14 © 2014 Marketo, Inc.
- 50. Optimize Against the Data Page 50 #mktgnation14 © 2014 Marketo, Inc.
- 51. Facebook Insights Page 51 #mktgnation14 © 2014 Marketo, Inc.
- 52. Analyze The Data Page 52 #mktgnation14 © 2014 Marketo, Inc.
- 53. Take Many Shots on Goal Page 53 #mktgnation14 © 2014 Marketo, Inc.
- 54. Attribution Modeling Page 54 #mktgnation14 © 2014 Marketo, Inc.
- 55. Socially Shareable Takeaways • Offsite pixel for conversion bidding. • Custom audiences to nurture, upsell, and exclude. • Partner Targeting to run ads based on user’s shopping behavior/demographic data. • Target users by the companies they work for and by job title • Website custom audiences to remarket on Facebook. • URL parameters to track social ROI in Marketo. Page 55 #mktgnation14 © 2014 Marketo, Inc.
- 56. Thank You! Dennis Yu Chief Technology Officer dennis@blitzmetrics.com Carra Manahan Marketing Programs Specialist cmanahan@marketo.com Travis King Director, B2B Lead Gen travis@blitzmetrics.com
Notes de l'éditeur
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- YOU DON’T WANT TO JUST JUMP IN TO FACEBOOK ADS. Facebook is all about amplifying your content. Targeting may be important, but if you don’t have the content, you are throwing your money away.
- Three types of amplification: Fan growth, fan engagement, conversion. They all feed into each other. Fan Growth – Facebook may be throttling organic reach, but fan growth is important for FOF targeting. May be important in some cases for people to take you seriously. I personally don’t agree with this. One of my clients is a media company. Some advertisers don’t take them seriously because
- Falls under the engagement category. Important metrics are shares, likes, link clicks, and comments. The purpose of engagement ads is to prep people for the conversion. Don’t jump the gun. You don’t want to accelerate the relationship before people are ready.
- Key is to drive traffic to a landing page with page post links and collect an email. Don’t go straight for the sale, because that rarely works. Let your email campaigns do the heavy lifting. One exception is remarketing, which I’ll go into later.
- 93% of marketers use social media for business. http://dianehughes.info/2013/06/26/social-media-a-great-video-with-some-surprising-stats/ 1 billion users on Facebook
- EARLY STAGE- blog, ebooks, research, funny videos, curated lists, infographics, webinars Thought leadership and enjoyable content to build brand, awareness, and desire MIDDLE STAGE – Buying guides, RFP templates, ROI calculators, definitive guides, analyst reports Tools that help buyers find you when they are looking for solutions. LATE STAGE – Pricing, demos, services information, 3rd party reviews, customer case studies Company-specific information to help evaluate and reaffirm selection.
- Namecheap for liking GoDaddy Who is your target? Marketing Directors? Marketing profs, pubcon, adobe summit, etc. Jack Daniel’s fans like metal music.
- Carra first half LinkedIn – Larger reach and more job titles, but can be up to 6x more expensive, so Facebook in the end is more effective.
- Most of you probably know that you can target by workplace Do you have a list of targeted accounts? Run optimized content towards these people. Do you have new product launching and want some press? Just open a restaurant in LA, Target the LA times. CPG company that wants their dog food sold at whole foods. Target whole foods pushing your product.
- Datalogix, Epsilon, Acxiom - Tons of 3rd party data in Facebook now. This is by profession. Combo your targeting to target people who are managerial and like Salesforce, or Medical professionals and list their job title as CEO. Tons of other data out there. Took out a loan, CC debt, make over $500k per year, buy high end retail goods. You can use it for market research.
- Sample company
- Who here uses adroll or perfect audience? People who have visited your website have shown an interest in your product/brand. HIGH conversion rate, they know you. One case where if you are a B2C brand to push to your shopping cart.
- WCA are a new alternative to perfect audience and adroll. Create custom lists based on URL. Third party tools restrict types of the ad, WCA opens up every type of ad unit. Exclusion lists as well. Customize duration people stay in your list for up to 180 days
- Cross-sell Slide target towards customers + retail example (iphone)
- CARRA
- Facebook has the ability to create separate custom audiences based on your existing list. It takes demographic, interest, activity, etc. data and creates a new list excluding those on your old list. You can match this persona with existing criteria to further boost the performance of your ads. Note: You have the option for reach and similarity.
- Running ads, you’re bound to make people angry. You don’t want them spamming your page or responding negatively, so after the first complaint, take their user ID and add it to your disqualified leads. Be careful, this is considered grey hat. Product focused ads, exclude your customers. People become a lead, don’t target with your bottom of the funnel customers. People signed up for your webinar. Add these people to an exclusion list so that they don’t continue to see your ads.
- Across website and on all Facebook tabs. Facebook introduced oCPM in 2012. They optimize to specific objectives. Lots of different objectives: checkout, leads, key page views, etc. You still have your targets in place, but Facebook serves ads to people who are more likely convert for you. Over the last year, oCPM has been getting smarter.
- Importance for tracking, huge componenet- associate sales to social campaigns
- You can set up tracking on the post level as well to track different targets/creatives. Just add the UTM paramters in the Optinal URL Tags box on Facebook.
- Best practice global folder for all marketing forms Modify hidden fields we use lead source comments and lead source for our social data. -we create separate forms for Facebook Tabs so that we can see which asset was downloaded but totally up to your team.
- -Post level data, helps you optimize your content. Take best performing content (virality is a good indicator). -Negative feedback shows if you’re alienating your audience. -Test your content organically first. What generates the most shares/enagement?
- -Earlier, mentioned the importance of goals. These are the metrics as well as anything related that you need to look at. -The story. Why does Salesforce perform well as a target. Why do certain assets have a high click to conversion rate. -What is the action you take based on this? Try new creatives? Change the targeting.
- Constantly tweaking, 455 campaigns 2,479 ads
- Get your attribution modeling in check. The majority of Facebook conversions are going to be your first touch, with the exception of complicated retargeting. Facebook won’t generally convert to a sale, but it starts pushing leads through the funnel.