Always On Account Based Marketing€¦ · Account-based marketing (ABM) Online media (display,...
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Always On Account Based Marketing Launching and Optimizing the ABM Customer Journey Harry J. Gold CEO/Managing Partner
Transcript of Always On Account Based Marketing€¦ · Account-based marketing (ABM) Online media (display,...
Always On Account Based MarketingLaunching and Optimizing the ABM Customer Journey
Harry J. GoldCEO/Managing Partner
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About Overdrive Interactive
Overdrive helps companies compete and win in today’s hyper-competitive digitized marketplace by integrating:
Digital-first strategy and planning
Persuasion oriented creative
Search marketing (SEO/SEM)
Account-based marketing (ABM)
Online media (display, social, video)
Content development
Website and application development
Social media marketing
MITX Interactive Agency of the Year
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Tech/B2B Demand Gen Leaders
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The Lines Are Blurring
Search Engine Optimization
Paid Search Management
Online Media
Social MediaCreative, Website
Development
Email, Marketing Automation
Analytics
IntegratedDigital
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Marketing Technology Stack ExpertiseMarketing Technology Stack Expertise
Customer Journey Tracking Infrastructure
Site Optimization
Paid Media
Awareness / Engagement
Conversion Optimization
Nurture Data Analytics
Social Media
SEO
Content MGMT
Chat
Remarketing
CRM Page Tagging
Analytics
Data Enhancement
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Always Encourage Desired Behavior
Sell the action and the product!
Fill out a form (lead gen)
Opt-in (email, Facebook fan, Twitter follower)
Engage (high value brand interaction)
Share (email, social, etc.)
Join (register, signup)
Connect (call, chat)
Download (materials, coupon)
Try (free trial, sample)
Go to retail (store locator, coupon)
Buy (ecommerce)
Look at your asset or ad unit and ask:
“What do I want people
to do right now?”
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Purpose Driven Creative
Go with the groove
Meaningful messaging that seems familiar
Leverage what people need
Leverage what people already know
Encourage action
Don’t just look good
Facilitate the user’s online objectives
Encourage the marketer’s desired outcomes
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OptimizeTrack, Report and Respond
Brand
Search Engine Marketing
Organic (SEO)
Paid (SEM)
Online Media
Programmatic / Display
DOOH
Demand Gen / ABM
Content Syndication
Social Media
Organic (SMM)
Paid Social
Blogging
Drive
Call Centers
Webinars/Trade Shows
Site NetworkMain and Mini Sites
Landing PagesData Capture
Applications and Incentives
Capture
SalesMaterials
Database/CRMRetargeting/Nurture
CRM/LeadDatabase
Telemarketing
Email/Nurture
Social/Viral
Retargeting
SalesTeam
Convert
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Marketing Professionals
Marketing Engineers
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The trick is to always be asking…
What is the next step in escalating a prospect through the sales process?
“And Then What?”
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And Then What?
User sees a digital ad with a content offer and clicks
Users arrives on a targeted landing page with form and offer
System sets required tracking and retargeting cookies
Google Analytics, Dart, Google Network Retargeting, Marketo (or other marketing automation platform)
User fills out data capture form and becomes a lead
System kicks out personalized auto-reply email with additional offer
User also present with more engagement options on confirmation page
Engaging video, relevant links, more materials, additional offers, etc.
User is encouraged to share the content via Facebook, Twitter, email or other means
Consumer data is sent into Marketo and Salesforce for lead scoring and future marketing automation
Leads are tracked and reported for ROI and campaign optimization
Future promotions and offers are sent to prospect via marketing automation platform and nurture program
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Crafting and Optimizing the Customer Journey
Chronologically arranging the components of the customer and data journey reveals how they all work together and where glitches and high impact points of optimization live
$
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Cross Platform and Channel Optimization
• Are we reaching the right people at the right time? (ABM + Intent)
• Are we covering the right content and keywords? (Search)
• Are we paying the right price? (Budget)
• Are we targeting the right devices? (Download/trial vs. contact vs. engagement)
Media
• Is our tracking working? (Benchmarking)
• Is everything else actually working? (Glitches that might damage our brand, reputation or media investment?)
• Is our MarCom stack integrated? (Marketing automation and triggered events, tags installed, APIs connected, data fields aligned,etc.?)
Technical
• Are we connecting prospects to the right places? (Landing pages and destinations)
• Are we making it valuable, productive and pleasurable for prospects to engage with us? (CX/customer experience and content)
• Are we selling the conversation? (Encouraging sales escalation)
• Where are the high impact opportunities for conversion rate optimization? (Conversion rate optimization)
• Are we building the brand? (Branding and demand gen)
Persuasion
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Sample Dashboard Design: Data Studio and SiSence
Integrated view of all initiatives and programs
SEO, SEM, Social, Display Media ,etc.
Select from various visualization and views
Date, campaign, channel, geography, keyword and more
Rolls up all marketing activities into a blended ROI
Formats: Excel, Data Studio, SiSence
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Account Based Marketing (ABM)
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https://www.ovrdrv.com/knowledge/account-based-marketing-roadmap/
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ABM/Flip My Funnel Dilemma
Tiny group of companies and people at the narrowest end of the sales funnel
It’s their “flipped funnel” or “the companies we are working on right now”
ABM According to Sales ABM According to Marketing
All the companies and people you want to do business with now and in the future
The total universe of companies and prospects who could actually buy your products
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Put the “Marketing” in ABM Create a scalable universe of decision makers and their buying tribes.
Companies
Decision Makers
Influencers
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ABM List Development (combined with house file) States: CT, MA, NH, RI
Company Revenue: $50 Million+
Industries: B2B Technology
Titles: Marketing
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Reverse IP Lookup/ID Intenders
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$ $$$
ABM/Demand Gen Media Landscape
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ABM/Media Targeting
Company IP
IP + Intent
Custom Audience
ABM Cookie
Named Lead Marketing
Automation Cookies
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What tactics and capabilities are threatened by the end of third-party cookies?
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Network of 1,600+ publishers
Track 4,200,000,000 interactions from 400,000,000B2B professionals at 2,000,000 enterprises across 2,600+ intent topics and 15+ verticals
Intent / Interest Tracking for ABM (Sample Programmatic Vendor)
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DATA CENTER & VIRTUALIZATIONCLOUD
TOPICMONTHLY
INTERACTIONS
Cloud Strategy 41,334,526
Cloud Applications 16,024,028
Cloud Computing 10,008,773
Cloud as a Service 8,819,156
Cloud Management 5,189,229
TOPICMONTHLY
INTERACTIONS
Data Center 10,200,556
Virtualization 2,249,374
Virtual Servers 1,488,684
Virtual Data Center 1,453,710
Virtual Machines 1,003,617
TOPIC MONTHLY INTERACTIONS
Mobile Device Management 81,274,107
Wireless Security 39,170,283
Wireless Messaging 26,657,837
Mobile Workers 12,877,843
Wireless Networking 9,771,634
TOPIC MONTHLY INTERACTIONS
Security Management 106,800,228
Application Security 57,424,302
Data Security 51,875,402
Endpoint Security 38,644,038
Security Solutions 38,126,091
over 50 cloud topicsover 45 data center/virtualization topics
over 30 mobility & wireless topics
over 75 security topicsover 260 human resources topics
TOPIC MONTHLY INTERACTIONS
Data Management Technology 11,191,735
Data Analytics 6,312,254
Big Data 5,315,897
Visual Analytics 4,034,302
Reporting Software 2,868,921
over 30 big data topics
ANALYTICS & REPORTINGMOBILITY & WIRELESS
SECURITYHUMAN RESOURCESTOPIC MONTHLY INTERACTIONS
Recruiting Technology 43,223,813
HR Technology 12,500,850
Remote Administration 6,329,399
Telecommuting 6,049,363
Computer-based Training 4,240,534
Over 2600 Intent Topics (Samples Below)
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Allen DuanCTO at Nestle
Madison Logic sees that Allen’s content consumptions has spiked to 10 assets per month.
Allen normally downloads/reads 2-3 assets related to Global Website performance per month.
Madison Logic willserve targeted content
syndication (CPL) & digital branding (CPM) to Allen’s team combining targeting
and intent timing.
Allen researches retail tech, global website performance, enterprise apps, and internet of things.
Related content consumption among Allen’s colleagues at
Nestle has also spiked on global
website performance.
Intent Based ABM Targeting Data and
Cookie Pool
Global Website Performance
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What will we still be able to do? (As far as we can tell.)
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Call Ad
BETA- Native Form
Google Ads Overview Overview:
Google Search Network and Google Ads (formerly AdWords) advertisers pay to display brief advertisements, service offerings, product listings, video content and generate mobile application installs within the Google Search Engine Results Pages
Google accounts for nearly 88% of the entire search market share
Targeting ability: Remarketing Custom Intent Target Account Geo Targeting Custom Match Lists Custom Affinity Interest Targeting Demographic Targeting Employer size
Nurture Opportunity: Custom remarketing audience Lookalike model Email match from database, retarget users from all other channels
Justification: Reach users actively searching for the product or service you’re
offering Advertise on the top of the SERP without organic optimization Pricing is done on a CPC basis and CPM can be used for the display
network options
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Initial Appearance Swipe 1 Swipe 2 Swipe 3 Swipe 4 Swipe 5
Tapped on Image Scroll down 1 Scroll down 2
Advanced Google Ads (i.e. Gallery Ads)
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Google Display Network and Retargeting
Display
Text
Video
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Create ABM Audience Pools in GA and AdWords
Ecomm RetailBrand
General
ABMMobileEcomm
Omni-Channel
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Create ABM Cookie Pool via Google Analytics Add ABM labeled Google Analytics UTM code to all ABM email and ads
Segment out ABM cookie pool in GA and target aggressively with display
Build a powerful segmented ABM cookie pool
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Add ABM Tag to All ABM Links (Email and Media)
ABM TAG
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Retargeting and the Brand Embrace
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Reach+
Frequency
Retargeting and the Brand Embrace
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Display Nurture with Retargeting
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Reverse IP Lookup/ID Intenders
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Inferred or Intent Data Capture and Reporting
DATE RANGE: 02/2014 –10/2014
IMPRESSIONS:
21,367,613
COMPANIES VISITING AKAMAI VIA PAID SEARCH
SAMPLE TERMS:
• mobile site performance
• media delivery
• CDN
• application acceleration
• web performance
• web security
Companies identified through reverse IP lookup
CLICKS:240,426
ACTIONS: 3,221
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Staying in front of the right people
Driving targeted site visits
Driving qualified leads
Encouraging content consumption
Lead score and sales escalation
Contact and dialogue
Increases sales
ABM/Nurture is Not Just About New Leads, It’s About Increasing Targeted Engagement
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Thank You.Any Questions?
Harry J. Gold
CEO/Managing Partner
Direct 617-254-5000 x 1100
Get this deck and the bonus slides:
30 Ways to Optimize the Customer JourneyThe common mistakes Overdrive finds in our cross-platform customer and data journey audits – it’s all the stuff that’s typically broken!
Get this deck and bonus slides at:
overdriveinteractive.com/abm2
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Bonus Slides Index: 30 Ways to Optimize the Customer Journey
Media
1. Tons of keyword waste
2. Low/Incomplete Impression Share for High Performing Terms
3. No geo targeting and location management
4. No demographic or firmographic targeting
5. No or under utilized ad extension and no click to call
6. No advanced Google Ads
7. No call tracking
8. No 24 hour click to call with 9-5 call center
9. Little to no retargeting
10. No segmented retargeting and audience pool
11. No display nurture and retargeting
12. Misaligned device targeting
Website
13. Super slow site
14. No conversion oriented landing pages
Lead Management and Nurture
15. No auto- reply/triggered email
16. No triggered nurture campaign
17. Bad email
18. Low engagement thank you pages and slow response lead time
19. Slow lead response time
MarTech and Analytics
20. Google analytics and Google ads account not linked
21. Poorly configured and maintained Google Analytics
22. Substandard tag management
23. Broken API connections.
24. Misaligned data fields
25. No first click lead attribution labeling
26. Overwriting first click attribution with last click attribution
27. No lead attribution labeling
28. No inferred or intent data capture reporting
29. Sub- standard reporting
30. No weekly, monthly and quarterly reporting summits
Bonus Slides:
30 Ways to Optimize the Customer JourneyThe common mistakes Overdrive finds in our cross-platform customer and data journey audits – it’s all the stuff that’s typically broken!
Get this deck and bonus slides at:
overdriveinteractive.com/abm2
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Tons of Keyword Waste
Dump your losers!
Example scenario:
In last 36 months client spend $564,987 on 500 terms that have never converted
Meanwhile impression share for performing terms is under 50%
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Low/Incomplete Impression Share for High Performing Terms
Observation: 30% Impression share means ads are not being shown most of the time
Recommendation: Close the gap on the 70% of missed opportunities
70%
30%
Google Ads Account-Level Impression Share
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No Goal Based Auto-Bidding Strategy
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No Geo Targeting and Location Management
Target media, messaging, and offers to key audience segments based on their physical proximity
Where you are
Who you are
Where you’ve been
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No Geo Targeting and Location Management (Cont.)
1.6M active Open Source Developers in past 30 days
74%% Male , 26% Female, heavily skewing 60% between 25-44 years old
Audience: Open Source Developers
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No Demographic and Firmographic Targeting
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No or Under Utilized Ad Extensions and No Click to Call Ad extensions present offer, link and contact options to Google advertisers
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No Advanced Google Ads (i.e. Gallery Ads)Initial Appearance Swipe 1 Swipe 2 Swipe 3 Swipe 4 Swipe 5
Tapped on Image Scroll down 1 Scroll down 2
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No Call Tracking
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24 Hour Click to Call with 9-5 Call Center
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Little to No Retargeting (Bad for Demand Gen and Branding)
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Little to No Retargeting (Bad for Demand Gen and Branding)
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No Segmented Retargeting and Audience Pools
Ecomm ApparelBrand
General
ABMMobileEcomm
Omni-Channel
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No Display Nurture with Retargeting
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Misaligned Device Targeting
Observation: Spending 36% of the budget to garner only 11% of mobile device conversions (Desktop CVR = 6.46% / Mobile CVR = 2%)
Recommendation: Pause spend on mobile and reallocate funds towards improving impression share on desktop and other paid initiatives
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Super Slow Site
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No Conversion Oriented Landing Pages
14 Above the Fold Items to Click On!
What do you want people to do right now?
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Battle is Won on The Landing Page
Old Environment New Environment
Old Environment New Environment % Change
Conversion Rate 1.07% 14.46% 1,251%
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Landing Page Anatomy
Copy strikes an immediate emotional chord w/ the target by addressing pain point and benefits
Humanized image to create connection and communicate confidence while providing contextual relevance
Copy and imagery are focused on selling the action and driving conversion
Action arrow guides user’s eye to desired action on the page
Short form with action oriented button.
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Landing Page Optimization via VWO
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Lead Quality
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?No-Auto Reply/Triggered Email
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No Triggered Nurture Campaign
Prospect fills our form and becomes a lead
The system pushes out auto-reply email to the new lead from sales rep
A nurture campaign is triggered to send relevant content and engagement offer emails
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Bad Emails
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Bad Email
No message in the preview pane
Still no message once the email has been opened
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Low Engagement Thank You Pages and Slow Response Lead Time
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Slow Lead Response Time
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Google Analytics and Google Ads Account Not Linked
Linking Google Analytics and Google Ads is good for
Getting additional user data
Getting additional re-marketing metrics
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Google Analytics AuditFix problems that impair your data
Gain confidence in your data
Make sense of your data
Take action against your data
Poorly Configured and Maintained Google Analytics
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Substandard Tag Management
Row Labels Count of URL
GTM-K97M6S 75427
(blank) 1001
UA-23698964-1, UA-23698964-16 74426
GTM-MXLN78N 71
(blank) 71
GTM-WQ6L88S 1027
UA-23698964-1, 594
UA-23698964-23 2
UA-23698964-23,UA-23698964-1, 428
(blank) 3
Grand Total 76525
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Broken API Connections
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Misaligned Data Fields
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No First Click Lead Attribution Labeling
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Overwriting First Click Attribution with Last Click Attribution
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No Inferred or Intent Data Capture and Reporting
Search Marketing Intent Reporting
DATE RANGE: 02/2014 –10/2014
IMPRESSIONS:
21,367,613
COMPANIES VISITING AKAMAI VIA PAID SEARCH
SAMPLE TERMS:
• mobile site performance
• media delivery
• CDN
• application acceleration
• web performance
• web security
Companies identified through reverse IP lookup
CLICKS:240,426
ACTIONS: 3,221
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Reverse IP Lookup/ID Intenders
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No Weekly, Monthly and Quarterly Reporting Summits
SEM
SEO
Display/Social
Offline Advertising
DOOH/DM
Data Escalation and Enterprise Wide Optimization - have a tracking summit!
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Thank You.Any Questions?
Harry J. Gold
CEO & Founder
Direct 617-254-5000 x 1100
Get this deck and the bonus slides:
30 Ways to Optimize the Customer JourneyThe common mistakes Overdrive finds in our cross-platform customer and data journey audits – it’s all the stuff that’s typically broken!
Get this deck and bonus slides at:
overdriveinteractive.com/abm2
