Planning Your 2016 ABM & Retargeting Programs

Presented by: Mani Iyer, Kwanzoo CEO and Rachel Rocker, Kwanzoo

Customer Success

September 30th, 2015

Kwanzoo’s Cloud Based Platform Automate All Your Outbound Marketing Programs

Boost top-of-funnel leads

Improve nurture programs using display

Accelerate the pipeline

Webinar Objective & Agenda Primary Objective: Introduce and explore a goal-driven approach to finding & planning the right outbound marketing programs for your company.Agenda for today’s webinar:

I. Industry Trends in B2B Marketing II. The Marketer Challenge: Tech Hopping FatigueIII. What Marketers Need: A Goal-Driven ApproachIV. Matching Programs to Key Data Assets V. Choosing & Planning Outbound Marketing Programs: A Goal Driven ApproachVI. 5 Key Outbound Programs for Modern MarketersVII. 3 Sample Planning Scenarios: Private Co. / B2B, Public Co. / SMB, Public Co. / EnterpriseVIII. A Quarter-by-Quarter Approach to 12-month+ Outbound Marketing Planning IX. Budgeting & Measuring ROI X. Summary/Thank You/Q & A

Industry Trends in B2B Marketing

Marketing Programs:From Contact-based to

Contact and Account-based

(#NetsAndSpears)

Data: From Static to Behavioral &

Predictive

The Marketer Challenge: Tech Hopping Fatigue

The market is full of…• Point Solutions• Lack of Integration • Limited Metrics / Reporting / Analytics

Jumping from solution to solution to solution is COSTLY & EXHAUSTING!

What Marketers Need: A Goal-Driven Approach & Outcome-based PlanningStart with your goals & assets

first. 1. Understand your audience and your

products/solutions. 2. Understand your buyer behavior and whether

purchase decisions are individual or team-based.

3. Take inventory of all your key data assets.4. Prioritize specific programs based on the

goals/outcomes that you seek.5. Plan out the programs to deploy next year to

achieve clearly defined marketing goals.

Matching Outbound Programs to Key Data Assets

Key Data Asset Question to Ask Your Marketing TeamOutbound Marketing

Program Match

Website Visitors What’s our site traffic? (20k+ monthly uniques best) Site Retargeting

Email Lists (1st & 3rd Party) How big is our email list?(40k+ across in-house + 3rd party lists ideal) Email Retargeting

CRM Lists Do we have physical (direct mail) addresses? (40k+ list size ideal) CRM Retargeting

Target Account ListsWhat accounts are targets by segment (mid-

market, enterprise) and geo (USA, EMEA, APAC, LATAM)?

Account-Based (ABM) Advertising

1st or 3rd Party Cookie Data

What’s estimated volume of active MAP and DMP cookies? (3% to 7% of MAP database

possible)Personalized Ads

Predictive Data Do we have 100+ closed deals in CRM and few hundred MQLs in MAP?

Predictive Retargeting

A Goal-Driven Approach: Choosing & Planning Outbound Marketing Programs

An introduction to goal-driven outbound marketing program selection & outcome-focused program planning

I. Choosing the Right Outbound ProgramA goal-based approach to choosing the right outbound marketing

program(s)

Choosing the Right Outbound Marketing Program

The program comparison matrix makes it simple to select the right outbound program(s)- the program(s) that are aligned to your company goals.

Primary Benefit Secondary Benefit

N/A

Outbound Marketing

Programs & Benefits

Engagement

(Nurture)

In-BannerForm

Conversion

IncreaseSite Visits

OnsiteForm

Conversio

n

Reach Target

Accounts

Site Retargeting

Email Retargeting

Email List-BasedAds

CRM Retargeting Personalized

Display Account-

Based (ABM) Advertising

IP-Based Ads

Display Prospecting

If your primary company goal is to “Reach Target Accounts” the outbound programs best suited to your needs are: • Email Retargeting

using account & job title-specific lists (NA)

• Account-Based (ABM) Advertising to specific companies with IP targeted ads (Global)The ultimate choice will now be

determined by i) budget & ii) personal/company preference.

Outbound Marketing

Programs & Benefits

Engagement

(Nurture)

In-BannerForm

Conversion

IncreaseSite Visits

OnsiteForm

Conversio

n

Reach Target

Accounts

Site Retargeting

Email Retargeting

Email List-Based Ads

CRM Retargeting Personalized

Display Account-

Based (ABM) Advertising

IP-Based Ads

Display Prospecting

Choosing the Right Outbound Marketing Program

5 Key Outbound Programs for Modern Marketers

Outbound Program What Is It? Key

Asset(s)Primary Benefits

Additional Details

Site Retargeting

Serving ads to website visitors across the web.

20k+ monthly unique site visitors

Form & On-site conversions

Use in-banner lead forms, personalize

retargeted ads

Email & CRM Retargeting

Serving ads to prospects on email or direct mail lists across

the web.

40k+ email or direct mail list users

Nurture users, Boost site visits

Track accounts & contacts not just clicks

Account-Based (ABM)

Advertising

Serving ads to users at target accounts using

IP-based & email-based targeting.

A well-defined list of key target accounts

Reach & nurture users at target

accounts, Boost site visits

Take site traffic baselines to enhance

planning

Personalized Ads

Personalizing ads using MAP,

IP & 3rd party cookie data.

1st party MAP or 3rd party DMP data

Nurture users, Boost site visits,

Form conversions

Serve multiple versions of an ad based on data

available

Display Prospecting

Targeting and serving ads specifically to net

new prospects.

Desire & budget to reach net new

prospectsForm conversions,

Boost site visits

Use direct buy on publisher sites &

programmatic display w/ list suppression

II. Planning Your 2016 Outbound Programs

3 Sample Planning Scenarios – Private B2B Company, Public B2B Company (SMB),

Public B2B Company (Enterprise)

Scenario I: Private Company – B2B – Software

Vertical

Name

Inquiry

MQL

Sales

Ready

Opportunity with

Budget

Lead Flow Process:

Target Details: • Target Accounts: 1000• Target Geo: North America • Target Contacts: CFOs, CROs,

and Heads of Finance • Annual Contract Value:

$75,000

Current Status: • Number of Reps: 15• Active Deals/Rep/Quarter: 20 • Accounts Engaged by Sales:

300 • Accounts for Account-Based

(ABM) Advertising: 700

Key Program Goals: 1. Increase Awareness 2. Boost Conversions

3. Add to Pipeline

Strategy: Account-Based (ABM) Advertising with Job Title Targeting

Key Metrics: 1. New inquiries from target accounts directly

through ads 2. Newly engaged accounts (on website) that

match the target list of 700 accounts3. 90 to 120 day pipeline impact

Lead Flow Process:

Scenario II: Public Company – B2B – SMB & Independents

Inquiry

Telesale

s

Closed Won/Lost

Target Details: • Database Size: 450,000• Target Geo: North America • Target Contacts: SMB

Businesses & Independent Professionals

• Annual Contract Value: $10,000

Current Status: • Number of Reps: 200• Active Deals/Rep/Quarter:

100s • Accounts Engaged by Sales:

1000s

Key Program Goals: Bring prospects in active buying cycle into pipeline

Strategy: Email Retargeting (MAP-based)

Key Metrics: 1. New inquiries from target contacts directly

through ads 2. Newly engaged anonymous visitors from ads

and on website 3. 90 to 120 day pipeline impact

Scenario III: Public Company – B2B – Mid-Market & Enterprise

Name

Inquiry

MQL

Sales

Ready

Opportunity with

Budget

Lead Flow Process:

Target Details: • Number of Accounts:

100,000• Target Geo: North America• Target Accounts: Mid-market

and Large Enterprise Companies

• Annual Contract Value: $50,000+

Key Program Goals: Identify accounts in active buying cycle

Strategy: Account-Based (ABM) Advertising with Job Title Targeting

Key Metrics: 1. Net new accounts reached from serving ads 2. Engagement from Target Accounts 3. 90 to 120 day pipeline impact

Outcome-Focused Outbound Program Planning

So you know which program(s) you want to run in… but how do you plan for an entire year of outbound marketing?

Key Things to Consider: 1. Company Goals – What are your company’s marketing

goals for 2016?2. Data Assets Available – Do you have the data needed to

run the outbound program(s) of your choice? 3. Budget Available – How much budget have you set aside

for outbound marketing? How do you plan to divvy this up across each quarter?

Outcome-Focused Outbound Program Planning

Outbound marketing planning is an iterative

process.

Each stage in the funnel has different requirements based

on a common end goal – acquisition & conversion of

quality leads.

Outbound Program PlanningClient AType: Late Stage, PrivateTarget Audience: CROs, Heads of DigitalProgram Goal(s): New Accounts, Engaged Contacts, Leads, Oppys Created, Closed/Won Deals

ABM Advertising w/

IP-Based Targeting

Global 1000 Accounts

Q4 Programs + ABM

Advertising w/ Job Title

Targeting North

American Accounts+ Site

Retargeting

Q1 Programs + Email

Retargeting (House List)

Q2 Programs + Personalized

Ads (Industry

Personalization)

Q3 Programs + Personalized

Ads (Account-Size /

Account-Revenue

Personalization)

Outbound Program Planning

Site Retargeting

100K Website Visitors

Q4 Programs + Email

Retargeting 100K B2C

Emails

Q1 Programs + Email

Retargeting to Full House List 500K B2C

Emails

Q2 Programs + Personalized

Ads (Job Role &

Industry Personalization)

Q3 Programs + Personalized

Ads (Account-Size /

Account-Revenue

Personalization)

Client BType: Public Target Audience – Division 1: Consumers (Considered Purchase B2C) Division 2: Business (B2B – Mid-Market and Enterprise) Program Goal(s): New leads, (re) engaged contacts, pipeline acceleration (converted customers)

Division 2 (B2B)ABM Advertising

w/ Job Title Targeting 2500

National Accounts +

Email Retargeting 50K B2B

Emails

+ Division 2 (B2B)

ABM Advertising w/ Job Title

Targeting 500 National Accounts Full-Cycle Reporting into Eloqua (Accounts & Known Contacts)

Are Your Outbound Programs Working?A glimpse at key analytics you should be tracking

Finding New Accounts, Contacts & Leads

Retargeting programs should report more than

just clicks by providing data on accounts,

contacts, leads, & nurture touches.

Reach & Engage Target Accounts

Gather real-time data on your

ABM campaigns – both at the

aggregate level and drilled down

by account.

Prioritize Accounts & Contacts for Sales

Prioritize accounts &

contacts with ad activity drill-

down data.

Budgeting & ROIPlanning your outbound marketing program budget

Planning Your Outbound Marketing Budget Calculate budget &

estimated ROI for a single program or multiple programs

Retargeting: - Site Retargeting- Email Retargeting- CRM (Direct Mail) Retargeting

Account-Based (ABM) Advertising Personalized Display Persona-Based Ads

Download Modeler at: http://www.kwanzoo.com/cms/lp/go/roi-budget-modeler/

CASE STUDY – Choose Your Campaign Type

In the first tab of the ROI and Budget Modeler, select campaign solution types. Campaign type(s) that will be run:

Email Retargeting

CASE STUDY – Email Retargeting Campaign

Enter the Email Retargeting List Specifics: - 60,000 users on in-house email lists- 40,000 users on 3rd party email lists- Serve 30 ads/user/month- Initial campaign run for 3 months

The Modeler Shows: 1) Total Email Retargeting Budget for Campaign: $24,487 [$8,162/month]Scrolling down in the modeler…

CASE STUDY – Email Retargeting Campaign

From an ROI perspective, the modeler shows: 1) Projected Retargeted Ad

Impressions Served: 2.25 M 2) Estimated Nurture Touches:

(low) 540 to (high) 1350 3) Estimated Site Visits: (low)

67,500 to (high) 112,500 4) Estimated Leads: (low) 56 to

(high) 225

CASE STUDY – Campaign Budget Summary The “Budget Summary” tab provides a high-level breakdown of ALL program costs and across all programs being run.

For our case study, this shows the budget for an email retargeting campaign inclusive of creative and consulting services.

The total program budget inclusive of these services is $28,237 ($9,412 per month).

How Much Does My Ideal Outbound Marketing Program Cost?Outbound Marketing Program

Example Budget (3 months)

Example Budget (12 months) Budget Parameters

Site Retargeting $14,000 $56,00020k monthly unique site visitors,

30 ads/user/month

Email Retargeting $18,000 $72,000 40k users on in-house email list, 30 ads/user/month

CRM Retargeting $18,000 $72,00040k users on in-house direct

mail list, 30 ads/user/month

Personalized Display $17,000 $68,000 Minimum available monthly

media budget $5KAccount-Based

(ABM) Advertising

$23,000 $92,00015k users at target accounts

reached, 15 ads/user/month

Display Prospecting $45,000 $180,000

Impressions and CPM depends on data costs for audience targeting and specific test

scenarios

Summary, Wrap-Up, & Questions?Review of what we’ve covered, Q & A, and where to find helpful

resources

Summary During this webinar we covered: I. A brief overview of current industry trends in B2B marketing & challenges we

face as marketers todayII. An introduction to what marketers truly need today – a goal-driven approach to

selecting and planning outbound marketing campaigns III. A discussion of how to match outbound marketing programs to the key assets

that you already have & 5 key outbound programs that will allow you to remain competitive in today’s market

IV. A practical goal-driven approach to choosing and planning the right outbound marketing program(s) for your company

V. A walk through of 3 different 12-month program scaling / roll-out scenarios VI. A quarter-by-quarter overview of 12-month+ outbound marketing planningVII. A look at which analytics you should be tracking to measure program success VIII.How you can quickly plan your budget & estimate program ROI

ResourcesGuides • The Complete Guide to Retargeting [2015 Edition]: http://www.kwanzoo.com/cms/lp/go/complete-guide-to-retargeting-download-a/• The Business Case for Retargeting: http://www.kwanzoo.com/cms/lp/go/business-case-for-retargeting/

One Sheeters and Solution Sheets • Kwanzoo One Sheeter: http://kwanzoo.com/content/Kwanzoo_One_Sheeter.pdf• Email Retargeting Solution Sheet: http://www.kwanzoo.com/content/Kwanzoo_Email_Retargeting_Solution_Sheet.pdf• Account-Based Marketing Solution Sheet: http://www.kwanzoo.com/content/Kwanzoo_Account_Based_Marketing_Solution_Sheet.pdf

Questions?For more information, please contact us: • Phone: +1.408.216.7025• Email: info@kwanzoo.com• Website: www.kwanzoo.com • Find us on Social Media:

Follow us on Twitter - @kwanzoo and @iyermani Connect with us on LinkedIn

• https://www.linkedin.com/in/iyermani [Mani Iyer, CEO]• https://www.linkedin.com/in/rlrocker [Rachel Rocker, Customer Success]

Access more resources (including past webinars) on SlideShare http://www.slideshare.net/kwanzoo

Visit Our Website

Thank you for your time!