Nurturing Funnelmentals

Bryan Burdick Head of B2B Sales LinkedIn

#inEDU14 EducationConnect 2014

It’s a Data-Driven

“ALWAYS-ON” Multi-Channel World

5 UNSTOPPABLE TRENDS Marketing Leaders Face

There will be

WINNERS & LOSERS You’ll thrive or become extinct

UNSTOPPABLE TRENDS #1 Marketers are overfishing in the bottom of the funnel.

2 out of 3 marketers feel their program mix is not meeting the demands of the sales pipeline. Source: BtoB magazine: Online Marketing: The Next Frontier, March 2012

UNSTOPPABLE TRENDS #2 Attribution is Everything. Choose Your Metrics Wisely.

You wouldn't measure a lead-off hitter the same way you'd measure a clean-up hitter.

UNSTOPPABLE TRENDS #3 The Campaign Is Dead. It’s an Always-On, Multichannel World.

UNSTOPPABLE TRENDS #4 Modern Marketers Cannot Scale without an Integrated Marketing Stack

Gartner projects that by 2017 the CMO will spend more on IT than the CIO does.

UNSTOPPABLE TRENDS #5 Data is King. IBM says 2.5 quintillion bytes of data are created daily. That means 90% of the world's data has been generated in the past two years.

Google’s Zero Moment of Truth

10 PIECES OF CONTENT ARE CONSUMED BEFORE A PURCHASING DECISION IS MADE

Importance of Nurturing

THE VALUE

OF PURCHASES ARE 47% HIGHER FROM

NURTURE LEADS

Gartner Group

EDU Marketing Objectives

REACH Reach the right target audience, at scale

Goal #1

CONVERT Nurture prospects to convert

Goal #2

ACQUIRE Increase velocity to acquire customers

Goal #3

MEASURE throughout the

funnel and optimize

MEASURE throughout the

funnel and optimize

REACH Reach the right target audience, at scale

Goal #1

ACQUIRE Increase velocity to acquire customers

Goal #3

COST-EFFICIENCY HURDLE

DRIVING BLIND LITTLE TO NO

VISIBILITY INTO HOW TO OPTIMIZE �

LEAKY FUNNEL

80% DON’T OPEN EMAILS � ***!

LEAKY FUNNEL

*! **!98% OF B2B LANDING PAGE VISITORS NEVER COME BACK�

95% OF WEBSITE VISITORS DON’T CONVERT�

*Smart Insights, B2B Landing Page Bounce Rate, 2014

**B2B campaign conversion rates range from 1-5% according to Sirius Decisions Benchmark Survey.

***Eloqua Benchmark 2012

Hurdles to Scaled Success

Upper Funnel: Reach

•  Bizographic Targeted Advertising for: •  Display •  Social

TARGET NEW AUDIENCES

Awareness = Precision + Scale > > Create Custom Audience

Segments

BIZO REACH �

BIZO NURTURING �

Reach Them Wherever They Travel Online >

Wherever YOUR PROSPECTS GO

We Go

Lower Funnel: Nurture

BIZO PROSPECTING

•  Multi-Channel Nurturing •  Anonymous Nurturing •  Known Nurturing

NURTURE EXISTING AUDIENCES BIZO NURTURING �

BIZO REACH �

Stop the Leak > - 95% Don’t Convert*

Marketing Automation for Display

> - 80% Don’t Open Emails**

More, Better, Faster >

*B2B campaign conversion rates range from 1-5% according to Sirius Decisions Benchmark Survey.

**Eloqua Benchmark 2012

•  Demographics •  Onsite Behavior •  Specific Actions

Lower Funnel: Anonymous Nurturing

SEGMENT SEQUENCE AUTOMATE Create nurture streams and

customize & sequence messaging

Always on & constantly optimizing

Identify the audiences that matter most

Serve Messages Based on WHO They Are & WHAT They’re Doing on Your Site >

Full Funnel: Measure

Understand Performance at Every Stage of the Funnel

•  Repeat Visits •  Engagement

•  Pageviews per visit •  Visits per visitor

•  Leads •  CPA/CPL

UPPER FUNNEL ANALYTICS

.

•  Brand Recall •  Targeted Reach •  Targeted Website Traffic Lift •  Branded Search Lift

LOWER FUNNEL ANALYTICS

> Measure the Right Metrics at Each Stage >

BIZO REACH �

BIZO NURTURING �

Upper Funnel Analytics

AUDIENCE TRENDS

AUDIENCE INSIGHTS

NEW VISITORS REPORT

Lower Funnel Analytics

BY SEGMENT & CREATIVE

NURTURE STREAM PERFORMANCE

Full Funnel Analytics FULL FUNNEL IMPACT

Full Funnel Marketing

Reach precise audiences via business demographic-targeted display, social and video

1

•  Bizographic Targeted Advertising for: •  Display •  Video •  Social

BIZO REACH

Nurture anonymous & known prospects through social & display advertising

2 BIZO NURTURE

•  Multi-Channel Nurturing •  Anonymous Nurturing •  Known Nurturing

Measure the impact through full funnel analytics

3 MEASURE THROUGHOUT

•  Brand Recall •  Targeted Reach •  Targeted Website Traffic Lift •  Branded Search Lift •  Repeat Visits •  Engagement •  Leads

BIZO REACH �

BIZO NURTURING �

Reach more of the right people

Nurture audiences

across channels to accelerate the funnel

Sponsored Content + Display + inMail

Accurate targeting Quality audience

Professional context

Multi-Channel Nurturing + Media Solutions

Always-on nurture Analytics Off-LinkedIn reach

Combining LinkedIn + Bizo assets to deliver a more robust Full Funnel Marketing Solution