Six Ways to Boost Top-of-Funnel Demand

Using Display

Presented by: Mani Iyer | CEO @ Kwanzoo

@iyermani

#demandgen

OBJECTIVES

Webinar Objectives

• Educate marketers on new opportunities to accelerate demand creation and nurture programs through rich media display campaigns

• For those relatively new to display & retargeting, we will point you to some introductory resources you will find useful.

• After pointing you to resources to help you get started, we will focus on 6 key display techniques for boosting top-of-funnel demand generation.

New to Display and Retargeting Campaigns?

These webinars may be helpful resources:

Display Advertising 101:

http://www.kwanzoo.com/lp/go/display-advertising-101/

The Complete Guide to Retargeting:

http://www.slideshare.net/kwanzoo/the-complete-guide-to-retargeting-webinar

Kwanzoo’s Cloud Based Platform

Integrate Retargeting and Display with Marketing Automation/CRM- Boost Top-of-Funnel Leads - Improve Nurture Programs using Display - Personalize Display-based Experiences

Unique Top of Funnel Capability: In-banner form ads

BEFORE:

Increase conversions from display-based lead gen campaigns by 30% or more

AGENDA

1. Keys to Top of Funnel Demand Gen Success in 2014

2. Your “Low Hanging Fruit” - Retargeting

3. The 6 Tactics to Boost Top of Funnel Demand with Display: i. Bizographic Cookie Segmentsii. IP-Based Segmentsiii. Intent- and Topic-Based Segmentsiv. Company Targeted Advertisingv. 3rd-Party Email Lists & E-mail Retargetingvi. Integrating Predictive Modeling into Display (NEW!)

4. Personalizing Campaigns w/ Kwanzoo (for any tactic)

5. Summary, Wrap-Up, and Q & A

Keys to Top of Funnel Demand Gen Success in 2014

Two Keys to Successful Demand Gen Campaigns

What You Need: High quality audience targeting data

Two keys to a successful demand gen campaign:

1. Efficiently Buy Media through DSPs using real-time bidding. Better data = lower media costs!

2. [Easily] Personalize the Offer delivered w/ each ad impression. Personalization = increased engagement, more conversions and an accelerated pipeline.

Every Display Campaign Tactic Has A Data Element To It!

Brief Intro to Retargeting – the “Low Hanging Fruit”

Site Retargeting with Rich Media Ads

Your Website Ad NetworkOrganicSearch

Email Social PPC &Display

Visitors get tracked for retargeting (cookie’d)

Tracking works beyond your website across the web

Retargeted Ads

Example:

•10,000 website visitors

•30 impressions / visitor / month

•Total of 300,000 retargeted impressions per 30 day period

Email Retargeting

Email Retargeting Setup Rich Media Ads

Ads to Your Email List

Ads are served to cookie’d prospects everywhere as they browse the web

Ads served 1 to 5 times/day duringa campaign window

Active Email Users

Code snippet is placed in email; user cookie’d upon open.

Inactive/Unsubscribed Email Users

An email list (provided by you) is matched to offline cookies

- List match rate determined when the list is submitted, usually 30-50%

Target and serve ads to prospects based on email address:

CRM Retargeting (Cookie-based, IP-based)

CRM Retargeting Setup Retargeted Ads

Rich Media Display Ads

•Lists for CRM retargeting have 3rd party cookie match rate of 50+% and device IP match rate of 90+%

Ads are served to cookie’d or device IP-matched prospects everywhere across the web

Target a list of prospects based on physical mailing address. The user’s physical mailing address is matched using cookies on their browsers OR via the user’s device IP addresses

•Submit your list of prospects with their physical mailing addresses [Last Name, Address Line 1, City, and Zip Code – Currently U.S. Only]

Display Retargeting Methods Overview

Retargeting Method How it Works Benefits of Method

Site Retargeting - Visitors to site cookie’d. - Cookie is used to display your ads across the web.

1. Reach unknown site visitors2. Boost Top-of-Funnel Leads3. Reach and Brand

Awareness

E-mail Retargeting ACTIVE: Serve ads to anyone on email list who opens emails.

INACTIVE: Serve ads to members of email list who are inactive/unsubscribed.

1. Cross-Channel Marketing2. Precision Targeting3. Brand Awareness

CRM Retargeting Serve ads to people using only their physical mailing address.

1. Provides new option for use of mailing lists.

2. Cross-Channel Marketing

Six Tactics to Boost Demand Generation with Display

6 Tactics to Boost Demand Gen

During this webinar, we will examine the following tactics:

1. Bizographic Cookie Segments

2. IP-Based Segments

3. Intent- and Topic-Based Segments

4. Company Targeted Advertising

5. Third-Party Email Lists & Email Retargeting

6. Integrating Predictive Modeling into Display (NEW!!!)

TACTIC 1: Bizographic Cookie Segments

How the tactic works: Bizographic cookies

across network of publisher sites, enables targeting by: Specific job function (e.g.

IT, sales) Company size Industry (and more)

Typically available for direct buy (not DSP) at $8+ CPM with $10K+ monthly commits

1. Bizographic cookie data

2. Audience targeting

3. Targeted display ad

TACTIC 1: Bizographic Cookie Segments

Benefits of the tactic: Can deliver better ROI for B2B Display ads delivered to key decision

makers/influencers in companies

BEWARE OF: Cost!

Why? : High CPM rates can keep you from reaching conversion goals [even after accounting for view through conversions.]

Questionable data quality through DSPs makes the DSP option non-viable for many campaigns

TACTIC 2: IP-Based Segments

How the tactic works: One IP provider can

target specific IP addresses using NAICS and SICS codes

These IP segments allow you to serve display campaigns by: Industry Company Size Company Revenue

Another provider can setup IP segments off physical address lists

Adds $2+ CPM for Data

TACTIC 2: IP-Based Segments

Benefits of the tactic: IP-based targeting lowers media

costs Display ads delivered to specific

verticals & companies of interest ORdelivered to specific individuals (with physical address -> device IP mapping)BEWARE OF: Lack of Reach, or Lack

of Transparency

Why? : Low volume of ads served can limit campaign reach. Also, some IP providers are not transparent . Make sure you have detailed reporting on reach, and actual ads delivered to your target list.

TACTIC 3: Intent- and Topic-Based Segments

How the tactic works: Targets pre-determined

intent-based and topic-based segments for display campaigns.

Where do segments come from? Specific media publishers

What are they based on? Prior prospect engagement w/ content pages on publisher’s sites

Primarily Direct Buy, $8+ CPM

1. 3rd Party Media Publishers provide segments

2. Targeted intent-based and topic-based lists are provided

TACTIC 3: Intent- and Topic-Based Segments

Benefits of the tactic: Can deliver higher ROI from targeting Display ads delivered to visitors with

specific intent-level or interest-level in topic being advertised

BEWARE OF: Cost!

Why? : Publishers that own such data often want CPMs that don’t align with your conversion goals.

TACTIC 4: Company Targeted Advertising

How the tactic works: Serve display ads only

to companies on your target account list.

Ads are served to specific IP address blocks owned by the companies (and to no one else).

TACTIC 4: Company Targeted Advertising

Benefits of the tactic: Efficient media buy based on IP

blocks. Display ads delivered ONLY to

companies on your target list

BEWARE OF: Lack of IP block availability and COST!

Why? : IP address block may not be available for the companies on your target list—especially if they are outside North America. Also, CPM costs can be really high with specific IP providers, to impact your ROI.

TACTIC 5: Third-Party Email Lists & Email Retargeting

How the tactic works: Uses email lists to

serve ads to individuals matching your audience specs.

What kind of specs? For example – campaign run to reach:

IT decision makers Director-level or higher Company w/ 5000+

employees

Costs $2+ CPM for 3rd party email list data

TACTIC 5: Third-Party Email Lists & Email Retargeting

Benefits of the tactic: Allows use of 3rd-Party and House

email lists for highly targeted display campaigns to specific audience.

List Options: - 3rd Party Email Lists [Top-of-Funnel Demand Gen]- House Lists [Mid-Funnel Lead Nurture]

BEWARE OF: Poor Segmentation!

Why? : Poorly segmented emails lists make it so that you can easily serve ads beyond your target audience. This increases CPL and negatively impacts your budget.

TACTIC 6: Integrating Predictive Modeling w/ Display

This is a NEW tactic!

How the tactic works: Uses target contact

lists identified using predictive modeling to target best prospects in your total available market (TAM)

Go beyond your existing marketing database

TACTIC 6: Integrating Predictive Modeling w/ Display

Benefits of the tactic: Allows you to target your best

prospects (both known and unknown) in order to boost your top-of-funnel lead generation w/ display

BEWARE OF: New Tactic!

Why? : This tactic is at the beginning stages of development. Several recently funded start-ups blazing the trail here.

The next slide provides a more in-depth look…

Predictive Analytics & Top-of-Funnel Demand Gen

Predictive analytics can be used to generate B2B target account/contact lists that will boost demand gen by doing the following: 1. Analysis of CRM database for “Account DNA” of closed/won deals that meet

or exceed customer LTV goals. 2. Extrapolate out into the total available market (TAM) to find signals across

CRM and marketing automation (MAP) that can help model out ideal target account & contact lists.

3. Using model lists, Kwanzoo can help set up and serve ads across web for display-based top-of-funnel demand gen (as well as mid-funnel lead nurture) to the lists that were prepared with predictive modeling.

Easy Personalization of Display Campaigns

Personalization w/ Kwanzoo

Regardless of tactic, the Kwanzoo platform allows you to easily personalize your display ads.

We call this the Kwanzoo Rules Engine.

Rule1

Rule2

Rule3

By 3rd Party IP-based data (named account)

By 1st Party MAP data (job title, lead score)

Default content with lead form

By Key – Value Parameters in the Referrer URL (e.g. text ad offer copy, geo for live event)

Rule4

Personalization w/ Kwanzoo: Kwanzoo Rules Engine

Summary, Wrap-Up & Questions?

SUMMARY

During this webinar we covered: 1. 2 Keys to Top of Funnel Demand Gen Success –

Efficient Media Buying, Offer Personalization

2. Retargeting as “Low Hanging Fruit”

3. 6 Tactics to Boost Demand Gen: i. Bizographic Cookie Segmentsii. IP-Based Segmentsiii. Intent- and Topic-Based Segmentsiv. Company Targeted Advertisingv. 3rd-Party Email Lists & E-mail Retargetingvi. Integrating Predictive Modeling into Display (NEW!)

4. Personalizing Ads w/ Kwanzoo (for any tactic)

4. Costs and ROI factors by display tactic

Questions?

Phone: 408-216-7025Email: info@kwanzoo.comTwitter: @kwanzoo @iyermani

Resources:

http://www.kwanzoo.com/content/Kwanzoo_Retargeting_Factsheet.pdf

http://www.kwanzoo.com/content/Kwanzoo_Complete_Guide_to_Retargeting.pdf

http://www.kwanzoo.com/blog/predictive-modeling-for-top-of-funnel-b2b-demand-generation.shtml

https://www.linkedin.com/today/post/article/20140612235435-12387-six-ways-to-boost-top-of-funnel-demand-using-displayKwanzoo Campaign ROI and Budget Modeler (ASK US!)