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Marketo Ad Bridge:
The Future of Ad Retargeting is Here
David Myers
Product Manager
Marketo
Brian Glover
Sr. Product Marketing Manager
Marketo
“The future is already here, it’s just not very
evenly distributed.”
~William Gibson
Page 2Marketo Proprietary and Confidential | © Marketo, Inc. 5/21/2015
Overview
• Retargeting – the what and why
• Personalized ad retargeting is the future
• Successful use cases and measuring ROI
• How it works
• How to get started
© 2014 Marketo, Inc. Marketo Proprietary and Confidential
Retargeting – The What & Why
© 2014 Marketo, Inc. Marketo Proprietary and Confidential
Online Advertising: Big Spend, Little Payoff
• $133B spent on online advertising last year and will
grow by 16% this year
• 25% of digital marketing budget spent on online
advertising and paid search
• 2% of paid traffic on average will convert to lead
Challenge #1: Chasing the Wrong People
You have to cast a wide net to find the people who
might be interested in you.
Page 6Marketo Proprietary and Confidential | © Marketo, Inc. 5/21/2015
Your Website Attracts Crowds Of People
Already Interested In You
Page 7Marketo Proprietary and Confidential | © Marketo, Inc. 5/21/2015
Challenge #2: Only A Small Percent Of
Website Visitors Convert
Retargeting Brings Visitors Back to Your Site
Retargeting ads appear across the web
after you visit a specific website
Prospect Your Site Prospect is
Tracked
Prospect
Leaves
Your Ad on
Other Sites
Prospect Returns to your site
Challenge #3: Even With Retargeting, Much
Is Unknown
© 2014 Marketo, Inc. Marketo Proprietary and Confidential
Personalized Ad Retargeting
Marketo Tracks Behaviors & Profiles
 Industry
 Organization
 Target account
 Revenue/size
 Region
 Persona
 Buying stage
 Products owned
 More…
Professionals
 Geo-location
 Price sensitivity
 Purchase history
 Buying intent
 Engagement
 Customer profile
 Offers accepted
 More…
Consumers
Marketo Ad Bridge: The Future of Ad Retargeting is Here
Ad Bridge: What Can It Do?
Personalized Retargeting Ads
Targeted Display Ads
Optimized Pay-Per-Click Ads
Page 14Marketo Proprietary and Confidential | © Marketo, Inc. 5/21/2015
Personalized Retargeting Ads
Facebook
Site Visit
Leaves Site
Industry: Healthcare
Revenue: Enterprise
Location: Canton, Ohio
Interest: Lead Gen.
Marketo
Real-Time
Personalization
Visitor
Display Network
Sites
Returns to site
Page 15Marketo Proprietary and Confidential | © Marketo, Inc. 5/21/2015
A Typical Conversion Funnel
5,000,000 people
see your ads
0.1% click it
(5000 people)
2% of them convert
(100 Leads)
10% purchase
(10 customers)
Page 16Marketo Proprietary and Confidential | © Marketo, Inc. 5/21/2015
Even Small Improvements Lead to Big Results
5,000,000 ad view
Per Month
0.1% click it
(5000 people)
2% of them convert
(100 Leads)
10% purchase
(10 customers)
5,000,000 ad view
Per Month
0.2% click it
(10,000 people)
4% of them convert
(400 Leads)
10% purchase
(40 customers)
Page 17Marketo Proprietary and Confidential | © Marketo, Inc. 5/21/2015
What Are The Benefits?
Increase lead
quality
Optimize ad spend Acquire customers
faster
© 2014 Marketo, Inc. Marketo Proprietary and Confidential
Successful Use Cases & ROI
Page 19Marketo Proprietary and Confidential | © Marketo, Inc. 5/21/2015
Marketo (Ads)
Page 20Marketo Proprietary and Confidential | © Marketo, Inc. 5/21/2015
Marketo (Ads)
Page 21Marketo Proprietary and Confidential | © Marketo, Inc. 5/21/2015
Marketo (Ads)
Page 22Marketo Proprietary and Confidential | © Marketo, Inc. 5/21/2015
Marketo (Ads)
Page 23Marketo Proprietary and Confidential | © Marketo, Inc. 5/21/2015
Marketo (Ads)
These Ads drove 2x more lead conversions
117% increase yr./yr. in qualified leads
Page 24Marketo Proprietary and Confidential | © Marketo, Inc. 5/21/2015
Marketo (Ads)
Higher
Ed
B2B:
Enterprise
B2C:
Consumer
Marketing
Competitor
Customers
Lead MGMT for Enterprise
Generate New Customers.
Step-by-Step Guide to Nurture Leads
Marketo.com
Marketing For High Ed
Increase Enrollment & Engagement.
Download Free Report to Learn More.
Marketo.com/Higher-Education
Page 25Marketo Proprietary and Confidential | © Marketo, Inc. 5/21/2015
Personalized Retargeting (General)
Page 26Marketo Proprietary and Confidential | © Marketo, Inc. 5/21/2015
Personalized Retargeting (Higher Education)
Page 27Marketo Proprietary and Confidential | © Marketo, Inc. 5/21/2015
Personalized Retargeting (Advertising)
Higher Education Healthcare Enterprises
© 2014 Marketo, Inc. Marketo Proprietary and Confidential
Measure and Optimize
Page 29Marketo Proprietary and Confidential | © Marketo, Inc. 5/21/2015
Typical Engagement Goals
• Generate awareness with targeted accounts
• Increase web engagement, educate
• Convert more qualified leads, generate revenue
• Optimize ad budget ROI
TIP: Take snapshot of visitation, duration stats pre and post campaigns.
Page 30Marketo Proprietary and Confidential | © Marketo, Inc. 5/21/2015
Measure, Learn & Optimize
Page 31Marketo Proprietary and Confidential | © Marketo, Inc. 5/21/2015
Measure, Learn & Optimize
© 2014 Marketo, Inc. Marketo Proprietary and Confidential
How Does It Work?
Page 33Marketo Proprietary and Confidential | © Marketo, Inc. 5/21/2015
How does it work
1. Connect to relevant ad networks
2. Define Customized Audience
3. Set up ad campaigns
Page 34Marketo Proprietary and Confidential | © Marketo, Inc. 5/21/2015
Connect to Ad Networks
Page 35Marketo Proprietary and Confidential | © Marketo, Inc. 5/21/2015
Define Customized Audience
Page 36Marketo Proprietary and Confidential | © Marketo, Inc. 5/21/2015
Set Up Campaigns in Ad Networks
Page 37Marketo Proprietary and Confidential | © Marketo, Inc. 5/21/2015
Key Takeaways
• Target only the right people, across ad channels & web
• Personalize their ad and online experience
• Optimize your efforts based on what's really working
for your target audiences
Page 38Marketo Proprietary and Confidential | © Marketo, Inc. 5/21/2015
Getting Started
Define Target Audience
Execute targeted campaigns on Ad Networks
Measure and optimize
Thank you
For more info: www.marketo.com/ad-bridge/
Brian Glover David Myers
bglover@marketo.com dmyers@marketo.com
Marketo Ad Bridge:
The Future of Ad Retargeting is Here

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Marketo Ad Bridge: The Future of Ad Retargeting is Here

  • 1. Marketo Ad Bridge: The Future of Ad Retargeting is Here David Myers Product Manager Marketo Brian Glover Sr. Product Marketing Manager Marketo “The future is already here, it’s just not very evenly distributed.” ~William Gibson
  • 2. Page 2Marketo Proprietary and Confidential | © Marketo, Inc. 5/21/2015 Overview • Retargeting – the what and why • Personalized ad retargeting is the future • Successful use cases and measuring ROI • How it works • How to get started
  • 3. © 2014 Marketo, Inc. Marketo Proprietary and Confidential Retargeting – The What & Why
  • 4. © 2014 Marketo, Inc. Marketo Proprietary and Confidential Online Advertising: Big Spend, Little Payoff • $133B spent on online advertising last year and will grow by 16% this year • 25% of digital marketing budget spent on online advertising and paid search • 2% of paid traffic on average will convert to lead
  • 5. Challenge #1: Chasing the Wrong People You have to cast a wide net to find the people who might be interested in you.
  • 6. Page 6Marketo Proprietary and Confidential | © Marketo, Inc. 5/21/2015 Your Website Attracts Crowds Of People Already Interested In You
  • 7. Page 7Marketo Proprietary and Confidential | © Marketo, Inc. 5/21/2015 Challenge #2: Only A Small Percent Of Website Visitors Convert
  • 8. Retargeting Brings Visitors Back to Your Site Retargeting ads appear across the web after you visit a specific website Prospect Your Site Prospect is Tracked Prospect Leaves Your Ad on Other Sites Prospect Returns to your site
  • 9. Challenge #3: Even With Retargeting, Much Is Unknown
  • 10. © 2014 Marketo, Inc. Marketo Proprietary and Confidential Personalized Ad Retargeting
  • 11. Marketo Tracks Behaviors & Profiles  Industry  Organization  Target account  Revenue/size  Region  Persona  Buying stage  Products owned  More… Professionals  Geo-location  Price sensitivity  Purchase history  Buying intent  Engagement  Customer profile  Offers accepted  More… Consumers
  • 13. Ad Bridge: What Can It Do? Personalized Retargeting Ads Targeted Display Ads Optimized Pay-Per-Click Ads
  • 14. Page 14Marketo Proprietary and Confidential | © Marketo, Inc. 5/21/2015 Personalized Retargeting Ads Facebook Site Visit Leaves Site Industry: Healthcare Revenue: Enterprise Location: Canton, Ohio Interest: Lead Gen. Marketo Real-Time Personalization Visitor Display Network Sites Returns to site
  • 15. Page 15Marketo Proprietary and Confidential | © Marketo, Inc. 5/21/2015 A Typical Conversion Funnel 5,000,000 people see your ads 0.1% click it (5000 people) 2% of them convert (100 Leads) 10% purchase (10 customers)
  • 16. Page 16Marketo Proprietary and Confidential | © Marketo, Inc. 5/21/2015 Even Small Improvements Lead to Big Results 5,000,000 ad view Per Month 0.1% click it (5000 people) 2% of them convert (100 Leads) 10% purchase (10 customers) 5,000,000 ad view Per Month 0.2% click it (10,000 people) 4% of them convert (400 Leads) 10% purchase (40 customers)
  • 17. Page 17Marketo Proprietary and Confidential | © Marketo, Inc. 5/21/2015 What Are The Benefits? Increase lead quality Optimize ad spend Acquire customers faster
  • 18. © 2014 Marketo, Inc. Marketo Proprietary and Confidential Successful Use Cases & ROI
  • 19. Page 19Marketo Proprietary and Confidential | © Marketo, Inc. 5/21/2015 Marketo (Ads)
  • 20. Page 20Marketo Proprietary and Confidential | © Marketo, Inc. 5/21/2015 Marketo (Ads)
  • 21. Page 21Marketo Proprietary and Confidential | © Marketo, Inc. 5/21/2015 Marketo (Ads)
  • 22. Page 22Marketo Proprietary and Confidential | © Marketo, Inc. 5/21/2015 Marketo (Ads)
  • 23. Page 23Marketo Proprietary and Confidential | © Marketo, Inc. 5/21/2015 Marketo (Ads) These Ads drove 2x more lead conversions 117% increase yr./yr. in qualified leads
  • 24. Page 24Marketo Proprietary and Confidential | © Marketo, Inc. 5/21/2015 Marketo (Ads) Higher Ed B2B: Enterprise B2C: Consumer Marketing Competitor Customers Lead MGMT for Enterprise Generate New Customers. Step-by-Step Guide to Nurture Leads Marketo.com Marketing For High Ed Increase Enrollment & Engagement. Download Free Report to Learn More. Marketo.com/Higher-Education
  • 25. Page 25Marketo Proprietary and Confidential | © Marketo, Inc. 5/21/2015 Personalized Retargeting (General)
  • 26. Page 26Marketo Proprietary and Confidential | © Marketo, Inc. 5/21/2015 Personalized Retargeting (Higher Education)
  • 27. Page 27Marketo Proprietary and Confidential | © Marketo, Inc. 5/21/2015 Personalized Retargeting (Advertising) Higher Education Healthcare Enterprises
  • 28. © 2014 Marketo, Inc. Marketo Proprietary and Confidential Measure and Optimize
  • 29. Page 29Marketo Proprietary and Confidential | © Marketo, Inc. 5/21/2015 Typical Engagement Goals • Generate awareness with targeted accounts • Increase web engagement, educate • Convert more qualified leads, generate revenue • Optimize ad budget ROI TIP: Take snapshot of visitation, duration stats pre and post campaigns.
  • 30. Page 30Marketo Proprietary and Confidential | © Marketo, Inc. 5/21/2015 Measure, Learn & Optimize
  • 31. Page 31Marketo Proprietary and Confidential | © Marketo, Inc. 5/21/2015 Measure, Learn & Optimize
  • 32. © 2014 Marketo, Inc. Marketo Proprietary and Confidential How Does It Work?
  • 33. Page 33Marketo Proprietary and Confidential | © Marketo, Inc. 5/21/2015 How does it work 1. Connect to relevant ad networks 2. Define Customized Audience 3. Set up ad campaigns
  • 34. Page 34Marketo Proprietary and Confidential | © Marketo, Inc. 5/21/2015 Connect to Ad Networks
  • 35. Page 35Marketo Proprietary and Confidential | © Marketo, Inc. 5/21/2015 Define Customized Audience
  • 36. Page 36Marketo Proprietary and Confidential | © Marketo, Inc. 5/21/2015 Set Up Campaigns in Ad Networks
  • 37. Page 37Marketo Proprietary and Confidential | © Marketo, Inc. 5/21/2015 Key Takeaways • Target only the right people, across ad channels & web • Personalize their ad and online experience • Optimize your efforts based on what's really working for your target audiences
  • 38. Page 38Marketo Proprietary and Confidential | © Marketo, Inc. 5/21/2015 Getting Started Define Target Audience Execute targeted campaigns on Ad Networks Measure and optimize
  • 39. Thank you For more info: www.marketo.com/ad-bridge/ Brian Glover David Myers bglover@marketo.com dmyers@marketo.com Marketo Ad Bridge: The Future of Ad Retargeting is Here

Notes de l'éditeur

  1. What stage are you at with Account-Based Marketing? Just interested in the topic Looking to start Have a plan but not yet executing Up and running, looking for the next step.
  2. Targeting people based on their demographics and firmographics w/o really knowing much about them Turns out many aren’t interested So how do you find people who are interested in you?
  3. That’s because 96% aren’t ready to provide their information or buy a product. Think about the thousands or even millions of people coming to your site every month who leave without converting How do you get them to come back to your site?
  4. Have I bought products before? Have I responded to messages and offers received through other channels? Where am I in the buyer journey? How engaged am I overall?
  5. What stage are you at with Account-Based Marketing? Just interested in the topic Looking to start Have a plan but not yet executing Up and running, looking for the next step.
  6. Marketo builds customer profiles from demographic data, firmographic data and past behaviors across channels Our engagement marketing platform knows what you’ve purchased before, what you’re interested in now and where you are in your buyer journey We give marketers the ability to segment on this data to build highly targeted, relevant campaigns Even if you’re an anonymous website visitor, we know your industry, organization, whether you’re on a target account list, size, region and geo-location
  7. Personalized retargeting ads – integrate Marketo to Facebook and create custom audiences with your retargeting segmentand Google Targeted display ads – push lists of contacts to Facebook, LinkedIn Lead Accelerator or to a data management platform, like Turn, Media Math or Rocketfuel Optimized pay-per-click ads – for Google AdWords, Ad Bridge sends offline conversation data for each stage in the buyer journey, allowing you to optimize your keyword bidding around the search terms that bring you paying customers. Today, we’re going to focus on Personalized Ad Retargeting
  8. You run some search engne ads or banner ads and can easily reach millions of impressions per month, anyone who’s used google, facebook, linkedin or any other ad network knows this. But then, very few of them interact with these ads and even fewer ever convert. Even if your nurturing processes are excellent (and if you’re a mkto customer they probably are) and your sales people are born killers – you still end up with just a few customers So, we start with this (stadium) and end up with this (fans in stands)
  9. What stage are you at with Account-Based Marketing? Just interested in the topic Looking to start Have a plan but not yet executing Up and running, looking for the next step.
  10. What stage are you at with Account-Based Marketing? Just interested in the topic Looking to start Have a plan but not yet executing Up and running, looking for the next step.
  11. What stage are you at with Account-Based Marketing? Just interested in the topic Looking to start Have a plan but not yet executing Up and running, looking for the next step.