Multi-Channel Lead NurturingHow to Marry Marketing Automation with Social Advertising for B2B

Sahil Jain, @sahilioCEO and Co-Founder, AdStage

Problem

Solution

Agenda

1. Acquiring Your Strategic Company List

2. Using Social Ads to Influence Prospects

3. Lead Nurturing with Dynamic Retargeting

4. Serving Social Ads at Specific Lead Stages

We All Know the Power of Marketing Automation

ATTRACT

CONVERT

CLOSE

DELIGHT

BlogKeywords

Social Publishing

FormsCalls-to-ActionLanding Pages

CRMEmail

Workflows

SurveysSmart Content

Social Monitoring

Strangers

PromotersVisitors Leads Custome

rs

But, This Only Covers Email...

TotalPopulation

InternetUsers

Active SocialMedia Users

Unique MobileUsers

Active MobileSocial Users

1.968Billion

3.790

Billion

2.307Billion

3.419Billion

7.395Billion

% of total pop.54%

% of total pop.46%

% of total pop.31%

% of total pop.51%

% of total pop.27%

Total Users By Social Media Network

100MUsers

320M

Users

400MUsers

450MUsers

1.7BUsers

100MUsers

Only 2% of coldcalls generatebooked appointmentsSource: LeapJob

Companies of 150-500 employees have 6-7 decision makersSource: Cirrus

Acquiring Your Strategic Company List

2 Types of Strategic Company Lists

Sales TopProspect List

Website Visitor

Company List

Top Prospect Lists: Hubspot

Top Prospect Lists: Salesforce

Top Prospect Lists: Intercom

Top Prospect Lists in CRM

Using Reverse IP Lookup

Promote Top of Funnel Content on Linkedin

Top of Funnel

Bottom of Funnel

Precise Targeting with Linkedin Ads

Skills Targeting

Job Targeting

Company Targeting

Linkedin Ads: Industry + Title Targeting

Using Social Ads to Influence Prospects

Exporting Lists From Your CRM / MA

● Open● Contacte

d● Qualifie

d● Proposal

Funnel Stages

Exporting Lead Lists From Your ARM / MA

Upload Lists Into Facebook + Twitter

Manage Facebook + Twitter Audiences

Ads for Every Stage of the Funnel

Lead Nurturing with Dynamic Retargeting

Lead Nurture Email Drip Example

Content Examples

Amplify with Dynamic Retargeting on Social

Cold Leads

Warmer Leads

Using Conversion Tracking

Facebook Pixel

Twitter Website LinkedIn Insight

Add Exclusion Targeting

Exclusion Targeting Logic

TargetAudience

Target Audience Excluded Audience

BlogSubscribers

Whitepaper Downloads

Case Study Downloads

BlogSubscribersWhitepaper Downloads

Case Study Downloads

Webinar Registrants

Ad Examples: Facebook Desktop Feed

Re-Targeting Ad ExampleVisited Hired Website

Re-Targeting Ad ExampleAbandoned Cart

Ad Example: Facebook Mobile Feed

Ad Example: InstagramMobile Feed

Ad Example: Twitter Desktop Feed

Ad Example: Twitter Mobile Feed

Ad Example: LinkedIn Desktop Feed

Ad Example: LinkedInMobile Feed

Serving Social Ads at Specific Lead Stages

End User Journey Example

Adding Social Ads to Different Lead Stages

ATTRACT

CONVERT

CLOSE

DELIGHT

BlogKeywords

Social Publishing

FormsCalls-to-ActionLanding Pages

CRMEmail

Workflows

SurveysSmart Content

Social Monitoring

Strangers

PromotersVisitors Leads Custome

rs

Key Takeaways for Your Social Ads

1. Use your marketing automation tool to export your 2 strategic company listsTop Sales ProspectsWebsite Visitors

2. Nudge pre-qualified users further down the sales funnel. Upload your 2 strategic company lists into Facebook & Twitter and

deliver

3. LinkedIn is an essential ad network for every B2B marketer to reach top prospects and promote top of funnel content.

4. Amplify existing acquisition efforts by combining marketing automation with social ads to deliver the right message, to the right audience, at the right time.

Thank You!

Sahil Jain, @sahilioCEO and Co-Founder, AdStagewww.adstage.io