Optimize Your Ad Spend with Real-time Targeting and Analytics
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Transcript of Optimize Your Ad Spend with Real-time Targeting and Analytics
Optimize Your Ad Spend with Real-time Targeting and Analytics
Optimize Your Ad Spend with Real-time Targeting and Analytics
David Myers Product Expert
Mike Telem VP of Business Development & Co-founder
Insightera
• Real-time targeting and personalization platform
• Leveraging big data and predictive analytics to interact
with prospects throughout the customer lifecycle
Webinar Overview
• B2B advertising trends
• Analyzing campaign performance
• Boosting content ROI & optimizing ad messaging
• Landing page optimization using adaptive CTAs
• Personalizing retargeting ads on organizations and
industries
B2B Display Spend
• 44% of B2B companies will increase display budgets
• 25% of the digital marketing budget is on display
• 66% to increase content budgets
Challenge for B2B Advertising
• 97% of prospects on first visit are unknown
• “Pay - Spray - Prey”
• Targeting the right audience
• Analyzing the content, the right messaging
• Improving conversion rates
• Measuring success
B2B Advertising
• New dimensions to B2B analytics
• Improving content ROI
• Optimizing landing pages for higher conversions
• Analyzing ad content and personalized retargeting
B2B Analytics
B2B Analytics
• Firmographic data
– Which companies or industries are visiting your site
– How do companies of specific size or revenue behave
– Which campaigns drove them in
• B2B perspective to analyze
– Inbound and outbound campaigns
• Focus on key revenue generating verticals
B2B Analytics
B2B Analytics
• Measure inbound campaigns
• Best performing verticals according to
– Paid, Search, Social
• Learn for next outbound campaigns
Content ROI
• Discover and map content
– Case studies, white papers, blog posts, videos, etc…
• Content Analytics - who is consuming your data
• Learn which content works best
• Auto-engage prospects with relevant content assets based on machine-learning and predictive analytics
Content ROI
Discover and Map Effective Content
“84% of marketing executives say they plan on developing a process to map rich media content
assets to buyer journey stage.” (Aberdeen)
Execute Content Campaigns
• Execute Real-time personalized campaigns on best performing content
• Amplify the successful content to outbound campaigns
Landing Page Optimization
Landing Page Optimization
• Landing Page
– Prime location for lead capture
– Multiple visitor sources from paid/social/email campaigns
• Optimized Landing Page
– Expedite the process
– Lower cost per lead
Landing Page Optimization
• Optimize site content and landing pages by A/B testing different CTA’s per targeted segment
• Auto-Tune to automatically identify and accelerate the most effective CTA or content
Landing Page Optimization
• Firmographic Relevancy
• Selects the most converting Calls to Action
• Knowing the user's device (mobile, tablet)
• Real-time decision to display adaptive content
• Intuitive, learning algorithms that maximize ROI
A prospect from a Governmental Institute
Header Change Reduce
Fields
CTA Change
ContentChange
Landing Page Optimization
Knowing the prospect’s device from the Governmental Industry
Landing Page Optimization
Optimize Advertising
• Analyze ad content performance based on firmographics
• Analyze content effectiveness from onsite personalization performance
• Leverage top performing content for paid media and social
• Enrich Analytics with firmographic data + personalized retargeting
Ad Analysis
B2B Personalized Retargeting
“The average click-through rate for
display ads is 0.07 percent,
and the average click-through for
retargeted ads is about 0.7 percent.”
• 1 in 5 marketers have dedicated budget for retargeting
• 36% running retargeted ads, and 43% of those find them effective
• Over 50% marketers to increase retargeting budgets in 2014
B2B Personalized Retargeting
Source: Marketingcharts.com, Chango Retargeting Barometer
B2B Personalized Retargeting
Focus your display ad spend on prospects according to specific organizations and verticals:
• Prospects from key ABM Groups
• Organizations most likely to generate revenue
• Prospects from target industries
• Drive quality, interested prospects back to your site
• Increase brand awareness
• 2nd chance at each prospect
• Efficiently spend budget on the accounts that matter *This isn't ad-serving
Optimize Advertising
• Create Remarketing Adwords Campaign for Healthcare Sector
Optimize Advertising
Top Telehealth Solutions
Optimize Advertising
Summary
• B2B advertising trends
• Analyzing campaign performance
• Boosting content ROI
• Landing page optimization using
• Ad analysis and personalizing retargeting
Next Steps
• Optimize your Ad Spend in 2014
• Contact us for more detailswww.insightera.com/requestdemo/
• Connect with us: @insightera, [email protected]
• Questions?