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The statistics of both display advertising and retargeting leave a lot to be desired in terms of customer acquisition and branding. With personalized retargeting campaigns you can focus your retargeting efforts on key accounts and verticals, eliminating waste and optimizing your spend.
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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?