B2B Retargeting Best Practices: Accelerating Your Sales Funnel

Lauren Vaccarello- VP Marketing at AdRoll Alyson Paine- Online Marketing Manager at Salesforce

Ben Earle- Tech Vertical Lead at AdRoll

What We’ll Cover Today! 1.  Introductions and intro to AdRoll 2.  Understanding the B2B buyer 3.  Tips for using retargeting to drive sales 4.  How Pardot uses retargeting 5.  Using retargeting post sale 6.  Wrap up

7.  Q&A

Alyson handles Salesforce’s and Pardot’s retargeting campaigns and is focused on the development of multi-channel online marketing strategies across verticals such as tech, B2B, entertainment/gaming, finance/banking, and retail.

Alyson Paine Online Marketing Manager, Salesforce

Throughout her 10 years in the online marketing industry, Lauren has advocated the integration of online and offline marketing methods to more effectively drive ROI. Lauren is the author of the B2B marketers must-have guide: “Complete B2B Online Marketing”. Lauren now heads AdRoll’s marketing team.

Lauren Vaccarello VP of Marketing, AdRoll

Ben is AdRoll's technology vertical team lead and responsible for driving strategy and growth in the technology industry. Ben has worked in the B2B tech industry for over five years where he specialized in building customer acquisition and lead nurturing campaigns for enterprise technology companies.

Ben Earle Tech Vertical Lead, AdRoll

AdRoll is the Global Leader in Retargeting 10,000+ Customers – Over 2,000 B2B Tech

#1 in Marketing & Advertising 2012

America’s Most Promising Companies

Fastest Growing Private Company

#3 in Marketing & Advertising 2013

What is Retargeting?

98% of visitors leave your site without converting. Retargeting lets you re-engage those visitors with your ads as they browse across the web. Over 85% increase in return conversions.

Reach Your Audience Across All Platforms

Focused placement and testing across 200+ networks to on the highest quality inventory to drive conversions.

B2B Retargeting Best Practices

What Makes B2B Special

Using B2B Nuances To Your Advantage ▶  Longer sales cycles ▶  Multiple decision makers ▶  Value of lead varies ▶  Opportunities throughout

the life cycle ▶  Brand awareness is key for

large purchases

Trust

Building Trust

1. Setting your goals

▶  Lead Generation ▶ Free Trials

▶  Freemium ▶ Lead Nurturing

▶  Brand Recognition/Air Coverage

Freeing Nitro from the freemium dilemma

▶  Online sales increased by 18% with AdRoll’s lead nurturing programs

▶  Localized campaigns in 11 languages and geo-targeted by region

▶  Delivered a below average benchmark CPC for tech industry

There are no other options when it comes to retargeting.  

— Sean Zinsmeister, Sr. Marketing Manager

2. Segmentation Strategy

How To Build Custom Segments

Hey girl

Your ads are so personal, I convert every time

3. Killer Creative: Speak to your Stages

Keep Your Messaging Consistent

300x250 Static Ad

Facebook Right Hand Rail Ad

Facebook News Feed Ad Twitter Ads

Refresh Creative Every 2-3 Months

▶  Reach over 32% of online users

▶  17% of online users can ONLY be reached on FBX

▶  Reach over 500 Million online users

►  Sponsored Posts and Lead Gen Cards

4. Be Inventory Agnostic Facebook + Twitter

Paying Less for Leads

▶  Achieved 50% below maximum allowed CPA

▶  AdRoll performance ranks top 5 in terms of performance out of all New Relic marketing channels

▶  Increased investment every quarter since campaign start date

“Retargeting with AdRoll plays a key role in our overall marketing strategy. The results have been spectacular. We have increased our investment every quarter since we started.”

— Garrett Scott, Sr. Marketing Manager

Salesforce/ Pardot & AdRoll

Pardot, A Salesforce Company Connect, Market & Sell with B2B Marketing Automation

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Follow up on the best leads faster Give reps their own automated marketer Engage Sales earlier into buying process

Integrate with CRM data

Quick Overview

1.  What to do after someone is a customer

2. How Pardot Looks at Retargeting 3. Best practices for launching

cross-sell or upsell campaigns

“The probability of selling to an existing customer is 60-70%. The probability of selling to a prospect is 5-20%.”

- MarketingMetrics

How We Look at Retargeting

Create Custom Segments

Customer Visitor

Tailor Your Messaging to Each Segment

The SEO Handbook 8 Ways to unlock Salesforce with

Pardot

Lead-to-Revenue Management

Report

Your Guide to Sales and Marketing

Alignment

Segment to Drive Customer Awareness

Customer visits website Customer never visits product page

Build A Product Awareness Segment

Upper Funnel Best Practices

▶  Softer CTA’s ▶  Push content ▶  Introduce category

Awareness Targeted Messaging

Consideration Phase

Customer visits product content Put into Consideration segment

Customize Messaging To Drive Consideration

Driving Consideration ▶  Explain why your product is the

best option ▶  Test messages that overlap

products ▶  Harder offers ▶  Pitch content and guides

Segment High Intent Pages Like Pricing

Customer visits Pricing Page Put Customer in High Intent Segment

Help them convert ▶  Use harder offers ▶  Pitch demo and free trial

Messaging High Intent Buyers

Wrapping it All Up

▶  Build custom segments to target both customers and prospects

▶  Retargeting shouldn’t stop at the form fill

▶  Tailor your messaging to the target audience

▶  Be inventory agnostic

▶  Social works for B2B

Q&A

Ben Earle Tech Vertical Lead AdRoll

Alyson Paine Online Mktg Manager Salesforce

Lauren Vaccarello VP, Marketing AdRoll

Thank You! Ben Earle Tech Vertical Lead @AdRoll For additional questions or to set up an FBX campaign, contact: Delight@adroll.com or your account rep