Digital ads are an essential component to any good marketing campaign. Watch Paulo Martins, Head of Digital Marketing at Marketo, and Scott Minor, Marketing Program Manager at Marketo, for their webinar, A Winning Digital Ad Strategy: How to Optimize at Every Stage of the Funnel. They dive into the digital campaigns they run at each stage of the funnel, as well as the KPIs they look at to ensure their focus is in the right place.
A Winning Digital Ad Strategy: How to Optimize at Every Stage of the Funnel
1.
2. AWinning DigitalAd Strategy:
How to Optimize at Every Stage of
the Funnel
Paulo Martins, Head of Digital Marketing
Scott Minor, Digital Marketing Program Manager
3. Meet the Speakers
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Paulo Martins
Head of Digital Marketing, Demand
Generation
ScottMinor
Digital MarketingProgram Manager,Demand
Generation
4. Housekeeping
• This webinar is being recorded! Slides and recording will be sent to
you once the webinar concludes
• Have a question? Use the chat box and we’ll answer your questions
after the webinar
• Posting to social media? Use our hashtag #mktgnation
6. The Stages of the Funnel
From the Digital Marketing perspective
TOFU
MOFU
BOFU
TOFU | The main goals:
Capture the data.
Generate new leads
7. The Stages of the Funnel
From the Digital Marketing perspective
MOFU | The main goals:
Engage the audience
Start the qualification
Push the leads through
8. The Stages of the Funnel
From the Digital Marketing perspective
BOFU | The main goals:
Close the deals
Generate ROI
9. Across the entire funnel
Digital Marketing
DIGITAL
The Funnel
The real scenario
12. Lead Generation
Getting names & contact info from
new prospects
Very early qualification(e.g. not
retired or student for B2B
companies)
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DIGITAL
14. Paid Social
Targeting
Facebook example
Location(s), age, gender(s)
Consider whoNOT to target:
currentcustomers, disqualified
leads
Lookalike audiences
Recent conversions
Current customers
Highly qualified leads
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15. Paid Social
Targeting
LinkedIn example
Same basic targeting, then much
more B2B
Consider whoNOT to target:
currentcustomers, competitors,
your company
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16. Other Targeting
ABM,Retargeting,Intent Data
Account-Based Marketing
Specific list ofcompanies orindustries, plus job function orjob title
LinkedIn & Display Networks like Demand Base
Retargeting
Who has alreadyvisited your site, but notconverted
Pixels from most all channels; Google Tag Manager
Intent Data
Audience of anonymous employees at companies whoare searching/browsing
topics you select
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18. KPIs
Metrics
On-channelmetrics
CTR, conversion rate, cost perconversion
Help determine if changes to offer and/or targeting are needed
CRM/Marketing Automation metrics
Cost pernew name
Lead quality/conversion to next stage in customer journey
FT attribution to revenue/closed deals should drive whether a particular channel
orcampaign deserves moreinvestment, or if time to cut back
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23. Reactivation, Reengagement
“WakeUp” SleepyLeads
No interaction in more than one year? Other reason you can’t email?
Seeifthey’ll respond to a new offer, orread a recentblog
Smart List -> Ad Network Interface
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