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Accelerating Conversion and Adoption Through Retargeting Lauren Vaccarello VP Marketing @Box

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Who am I?

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Agenda •  Introduction to retargeting •  5 Strategies to drive conversions and

adoption

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What is retargeting

98% of visitors leave your site without converting. Retargeting lets you re-engage those visitors with your ads as they browse other websites.

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Retargeting Has Changed A LOT

Behavior

Marketing objective

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5 Strategies

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1 Build Your Brand and Increase Awareness

CRM Retargeting

Low Intent Targeting

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How to Do This •  Compile list of email

addresses you’d like to target

•  Upload to your retargeting vendor or FB custom audiences

•  Serve ads

•  Repeat

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2 Capture and Convert Your Abandoners

Form Abandoners

Cart Abandoners

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3 Turning Freemium Users Into Paid

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Building Your Freemium Targeting Segment

•  Integrate your retargeting platform with marketing automation

•  Build custom segment

•  Trigger upsell ad based on product usage and email drip

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4 Introduce and Cross Sell New Products

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Lots of Ways to Cross Sell

•  Site retargeting with cookied customers

•  Email retargeting

•  CRM retargeting

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5 Drive Product Adoption and Repeat Purchase

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How To Set This Up

•  Integrate retargeting with your product on boarding series

•  Use mobile retargeting to drive people to your app

•  Sell more products through email segment integration

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Wrapping this up

•  Maximize every site visitor through retargeting

•  Integrate your display and your email programs for a robust lead nurturing solution

•  The job of marketing isn’t done at form complete or first purchase

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Thank you!