#FlipMyFunnel Atlanta 2016 - Travis Wright - Taking ABM to the Next Level with Content & Account Based Advertising
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Travis Wright presented "Taking ABM to the Next Level with Content & Account Based Advertising" at the #FlipMyFunnel Atlanta 2016 conference
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Similaire à #FlipMyFunnel Atlanta 2016 - Travis Wright - Taking ABM to the Next Level with Content & Account Based Advertising
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#FlipMyFunnel Atlanta 2016 - Travis Wright - Taking ABM to the Next Level with Content & Account Based Advertising
- 1. @teedubya#FlipMyFunnel Taking ABM to the Next Level with Content & Account Based Advertising Strategy. Social Business. Marketing. Content. Advertising. Sales.Strategy. Social Business. Marketing. Content. Advertising. Sales. Travis Wright CMO/CTO, CCP.Digital @teedubya @teedubya #FlipMyFunnel
- 2. @teedubya#FlipMyFunnel Who is this Travis Wright dude? • Radio Disc Jockey at Age 13. • Military Intelligence and Russian Linguist in the US Army. • Stand-up comedian since 1995. • Web developer since 1996. • Worked in Sales at Sprint while in College. • SEO & Creating Content since 1998. • Former Global Social Media Strategist – Norton / Symantec • Chief Marketing Technologist – CCP.Digital • Tech Journalist & Columnist MarketingLand, Inc., VentureBeat & others • Author of Book, Digital Sense, published by Wiley, Jan 2017 • @teedubya on Twitter & on LinkedIn
- 4. @teedubya#FlipMyFunnel Who is this Travis Wright dude NOT? @teedubya#FlipMyFunnel
- 5. @teedubya#FlipMyFunnel this is a social event #FlipMyFunnel
- 11. @teedubya#FlipMyFunnel @teedubya#FlipMyFunnel @teedubya’s Tools – ccp.digital/fmf
- 12. @teedubya#FlipMyFunnel #FlipMyFunnel AGENDA ①Account Based Content Marketing ②Organic Content Amplification Tactics ③Account Based Advertising ④Marketing Technologies ⑤??? ⑥Profit!!
- 19. @teedubya#FlipMyFunnel Personas @teedubya • #CMWorld@teedubya • #CMWorld PERSONAS MakeMyPersona.com
- 28. @teedubya#FlipMyFunnel 2 Organic Content Amplification Tactics @teedubya#FlipMyFunnel
- 29. @teedubya#FlipMyFunnel Ways to Promote Organically • Email Marketing • Found via Search / SEO • Traditional Social Sharing • Word of Mouth • Facebook/Linkedin Groups • Hashtags via Twitter • Foster Employee Advocacy • Newsjack Events via Social • Repurpose Content • Influencer Outreach • Guest Blogging • Sales Reposting of Content • Pinterest
- 33. @teedubya#FlipMyFunnel @teedubya • #CMWorld
- 42. @teedubya#FlipMyFunnel 3 Account Based Advertising @teedubya#FlipMyFunnel
- 43. @teedubya#FlipMyFunnel Wal-Mart Selling has Changed Up to 17 people influence enterprise purchases
- 45. @teedubya#FlipMyFunnel Paid Promotion • Micro-targeting Ideal Customers • Facebook Ad Targeting • PPC – Google Adwords or Bing • LinkedIn Sponsored Updates • Promoted Tweets • YouTube Paid Ads • Pinterest Ads • Native Advertising • Paid Content Discovery • Retargeting • Curation Apps • Syndicated Content
- 48. @teedubya#FlipMyFunnel Better Ad Predictions with Data Science Yesterday’s data 5 – 8 data points Every possible data point about a clickvs Premature relationship of page views to purchase probability 15 10 5 -20 -10 10 20 30 40 50 60 In depth seasonality and other insights 15 10 5 -20 -10 10 20 30 40 50 60 PUBLISHER PERFORMANCE EXTERNAL DRIVERS Keyword Impressions Nasdaq Airport status Match-type Clicks NYSE Sports calendar (US, UK) Ads Minimum bid Fed interest rate Football Placement Current bid Weather.com Soccer Position Location Temperature Baseball Slot Quality score Rain Basketball Click-type Competition Humidity Holiday calendar Landing page Zip code – demographic Events calendar Time of day Tax Starbucks index Day of week Education level Concerts (Live Nation) Device Household income Competitive search Marital status SEM Rush Presence of children Keyword spy Age SpyFu Gender Google ADVERTISER SEASONALITY SCALING FACTORS USER Conversions Time Search engine Search query Revenue Day of week Campaigns Device LTV Month Keywords Geo/location Revenue parameters Year Ad copy Custom parameters Holidays Business constraints Other business metrics Promotions Today’s data
- 49. @teedubya#FlipMyFunnel Quantic Mind @quanticmind http://quanticmind.com 31% 63% 70% 105% Week 3 4 5 6 Not QuanticMind QuanticMind Gross Margin % Lift
- 52. @teedubya#FlipMyFunnel Keywords Yes No Likes No Yes Demographics Limited Extensive Psychographics No Yes Geography Yes Yes Internal URL No Yes External URL Yes Yes Purchase Intent Learn, Research None Sales Cycle Short Long @teedubya#FlipMyFunnel
- 53. @teedubya#FlipMyFunnel Interest Graph Actions on Content @teedubya#FlipMyFunnel
- 55. @teedubya#FlipMyFunnel @teedubya Facebook Graph Search opens up many different opportunities. @teedubya#FlipMyFunnel
- 58. @teedubya#FlipMyFunnel Impact of Targeted Social Advertising By targeting specific groups with paid ads, companies can dramatically increase their Facebook audience.
- 61. @teedubya#FlipMyFunnel Advanced Targeting @teedubya • #CMWorld@teedubya • #CMWorld
- 62. @teedubya#FlipMyFunnel Third-Party Databases Combine Facebook data and interest targeting
- 66. @teedubya#FlipMyFunnel 7,125 Wal-Mart HQ execs and employees. Results: 1,108 clicks. 15.5% CTR!! Wal-Mart Inception
- 67. @teedubya#FlipMyFunnel @teedubya Snip.ly @sniply http://snip.ly
- 68. @teedubya#FlipMyFunnel 2,563 Starbucks HQ execs and employees. Results: 556 clicks. 21.6% CTR!! Starbucks Inception
- 74. @teedubya#FlipMyFunnel Geo Target users based on geographic location Narrow in on key markets Search Target users who are searching on relevant keywords Ensure relevancy Followers Target your Followers Leverage brand advocates Interest Target users based on their interests Resonate with users Mobile Target users on the go Reach at point-of- purchase Look-a-likes Target users who are similar to your followers Increase potential reach Gender Target users based on gender Ensure Interest relevancy Twitter Targeting Tools
- 75. @teedubya#FlipMyFunnel Promoted Tweets are ordinary Tweets purchased by advertisers who want to reach a wider group of users or to spark engagement from their existing followers. A Promoted Tweet will appear in a user’s timeline only if the Tweet is likely to be interesting and relevant to that user. AMPLIFY CONVERSATIONS | LEVERAGE REAL-TIME INTENT | DRIVE ENGAGEMENT Promoted Tweets @teedubya@teedubya#FlipMyFunnel
- 92. @teedubya#FlipMyFunnel Dun & Bradstreet – dnb.com/sales-marketing @DnBUS
- 93. @teedubya#FlipMyFunnel Dun & Bradstreet – dnb.com/sales-marketing @DnBUS Target Accounts + B2B Contacts
- 94. @teedubya#FlipMyFunnel Dun & Bradstreet – dnb.com/sales-marketing @DnBUS
- 95. @teedubya#FlipMyFunnel rFactr Social Port – rfactr.com @rfactr @teedubya#FlipMyFunnel
- 97. AGENDA @teedubya#FlipMyFunnel Get Little Bird @getlittlebird http://www.getlittlebird.com
- 99. @teedubya#FlipMyFunnel Nearly 6000 Marketing Technologies Over 350+ Categories And Growing….
- 100. @teedubya#FlipMyFunnel @teedubya#FlipMyFunnel @teedubya’s Tools – ccp.digital/fmf
- 101. @teedubya#FlipMyFunnel 17 Killer Content Templates: bit.ly/17templates Twitter Chat Master List: http://bit.ly/TwitterChatMaster Feature your Brand on Tumblr: http://brands.tumblr.com Complete Guide to Twitter Cards: dev.twitter.com/docs/cards The Advanced Guide to Content Marketing: bit.ly/advcontent AJ Kohn’s Author Rank Resource: http://bit.ly/rel-author-resource Three Very Handy Content Marketing Tools: http://www.siegemedia.com/tools The Advanced Guide to SEO http://www.quicksprout.com/the-advanced-guide-to-seo/ Neil Patel & Bronson Taylor’s Definitive Guide to Growth Hacking: http://goo.gl/4yqEOj The Definitive Guide to Microsoft Excel for SEOs: http://www.distilled.net/excel-for-seo/ The Complete List of Link Building Tactics http://pointblankseo.com/link-building-strategies The Beginner’s Guide to Conversion Rate Optimization: https://qualaroo.com/beginners-guide-to-cro The Ultimate Guide to the Google AdWords Keyword Planner: http://bit.ly/Adwords-Keyword-Planner Dana Lookadoo’s Structured Social Sharing Formula & Worksheet: http://yseo.us/sssf | http://yseo.us/sssfw Hubspot's Guide to Creating Buyer Personas: http://offers.hubspot.com/free-template-creating-buyer-personas Annie Cushing’s Hundreds of Tools for Marketers: http://www.annielytics.com/hundreds-of-tools-for-marketers Paddy Moogan’s Big Ass List of Link Building Resources: http://www.linkbuildingbook.com/link-building- resources.html
- 102. @teedubya#FlipMyFunnel @teedubya’s MKTG Tools – ccp.digital/fmf @teedubya#FlipMyFunnel
Notes de l'éditeur
- Data Layer
- Identify your keywords. Created with SimplyMeasured, TagCrowd, Wordle and Photoshop.
- Gather offsite audience data as first party to you. Unify online data into individual user profiles for effective privacy management and data activation. Keep the data yours even when switching marketing vendors. Build your own first party cookie pool to analyze and activate at any time.
- Gather offsite audience data as first party to you. Unify online data into individual user profiles for effective privacy management and data activation. Keep the data yours even when switching marketing vendors. Build your own first party cookie pool to analyze and activate at any time.
- Gather offsite audience data as first party to you. Unify online data into individual user profiles for effective privacy management and data activation. Keep the data yours even when switching marketing vendors. Build your own first party cookie pool to analyze and activate at any time.
- Gather offsite audience data as first party to you. Unify online data into individual user profiles for effective privacy management and data activation. Keep the data yours even when switching marketing vendors. Build your own first party cookie pool to analyze and activate at any time.
- Gather offsite audience data as first party to you. Unify online data into individual user profiles for effective privacy management and data activation. Keep the data yours even when switching marketing vendors. Build your own first party cookie pool to analyze and activate at any time.
- Gather offsite audience data as first party to you. Unify online data into individual user profiles for effective privacy management and data activation. Keep the data yours even when switching marketing vendors. Build your own first party cookie pool to analyze and activate at any time.
- Gather offsite audience data as first party to you. Unify online data into individual user profiles for effective privacy management and data activation. Keep the data yours even when switching marketing vendors. Build your own first party cookie pool to analyze and activate at any time.
- Gather offsite audience data as first party to you. Unify online data into individual user profiles for effective privacy management and data activation. Keep the data yours even when switching marketing vendors. Build your own first party cookie pool to analyze and activate at any time.
- Identify your keywords. Created with SimplyMeasured, TagCrowd, Wordle and Photoshop.
- Identify your keywords. Created with SimplyMeasured, TagCrowd, Wordle and Photoshop.