Published on March 24, 2014
B2B Audience Targeting: Best Practices Presented by: Mani Iyer | CEO @ Kwanzoo @iyermani #demandgen
OBJECTIVES Webinar Objectives • Educate B2B marketers on new opportunities to accelerate demand through Audience Targeting • If you are new to Audience Targeting and Personalization, this webinar will take you through it all, from the Basics to Strategies & Best Practices • If you are new to Demand Generation please review our webinars: Display Advertising 101 & The Complete Guide to Retargeting
AGENDA 1. B2B Audience Targeting: The Basics 2. Planning Out Your B2B Audience Targeting Strategy > IT Audience (Large Enterprise, Mid-to-Large Enterprise with Geo-Targeting for Live Events) > Tech Marketer Audience > SMB Audience (Broad, Niche) 3. Running Display and Website Campaigns with B2B Audience Targeting – A Checklist 4. Analytics, Reporting & Advanced Strategies 5. Questions
Kwanzoo’s Cloud Based Platform
B2B Audience Targeting: The Basics
B2B Audience Targeting: The Basics 1. What is B2B Audience Targeting? 2. Audience Targeting On Your Website > IP Address-based Data – Segment Level > 1st Party (Cookie-based) Data – Individual Profiles 3. Audience Targeting for Display Campaigns 4. NEW! Extend 1st Party Data-based Targeting to Display Ads 5. Audience Targeting and Personalization > How are they different? > Can I do both together? 6. Technology Components – Who Does What?
Display with Audience Targeting vs. Retargeting Display with Audience Targeting • Prospects NOT already in your database. Reach new “watering holes” and place ads to attract new prospects, get them to opt-in into further conversation. Re-targeting • Already a bit familiar with the brand. Visited your site and bounced. • Conversion rates for re-targeting = typically higher than for new prospecting through display.
What is B2B Audience Targeting? On Your Website On an Ad Network Industry Geo Location Account / Company Company Size / Revenue Visitors get identified by: > Reverse IP Lookup: IP-address based Data > Marketing Automation (MAP) Cookie: 1st Party Data (Job Title, Lead Score) Display Ads • 3rd Party Data (Job Function, Industry, Revenue, Size) • IP-address based Data (Industry, Revenue, Size) • Intent or Search (Keywords) • Contextual (Keywords) • Site Lists, Domain Lists
IP-Address Based Data • Information off the IP address • Organization – company e.g. Ford • Industry of Organization – NAICS Code • Company Attributes – Number of Employees, Annual Revenue • IP Domain – company domain e.g. Ford.com • City – e.g. Detroit • State – e.g. Michigan • State Code – e.g. MI • Zip Code – e.g. 55555 • Country – United States • Country Code – e.g. US • Continent – North America
1st Party (Marketing Automation Cookie-based) Data • Information off the Marketing Automation Profile • Job Function, e.g. Supply Chain, Manufacturing, IT, Finance • Job Title, e.g. VP, Director, Manager, Developer • Type – Prospect, Customer, Competitor, Partner • Company e.g. Ford • Industry – e.g. High Technology, Healthcare • Lead Score – e.g. 100 • Predictive Lead Score (Infer, Lattice Engines) • Company Attributes – Number of Employees, Annual Revenue • Location – City, State, State Code – e.g. MI, WI • Zip Code – e.g. 55555 • Country – United States • Social Profile – LinkedIn, Twitter
Audience Targeting for Display Campaigns • Display Campaign Options: Real-time Bidding (RTB) Platforms (e.g. AppNexus) Ad Exchange (e.g. Google AdEx) Ad Network (e.g. AOL Advertising, Yahoo) Direct Buy (LinkedIn) • 3rd Party Data to Increase Media Buying Efficiency IP-based: Semcasting Cookie-based: Bizo Data adds to the cost of media ($0.25 to $2.00 CPM) • Contextual Targeting: based on content keywords • Search Targeting: based on recent user searches • Intent-based Targeting: based on recent user actions • Geo-based Targeting: based on user’s physical location • Site Lists: based on “watering holes” user might visit • Domain Lists: based on IP domains user may come from • Publisher Data Certain publishers provide / use their own data for targeting
NEW! Combine B2B Audience Targeting with Personalization of Creative using 1st & 3rd Party Data Rule 1 Rule 2 Rule 3 By 3rd Party IP-based data (named account) By 1st Party MAP data (job title, lead score) Default content with lead form By Key – Value Parameters in the Referrer URL (e.g. text ad offer copy, geo for live event) Rule 4
Technology Components – Who Does What? Email Website B2B Marketer • Store Lead Data • Send Triggered Email after Lead Capture • Host Landing Pages with Content Assets Agency / Kwanzoo (RTB / Publisher Direct Buy) B2B Marketer / Agency / Kwanzoo (on the Kwanzoo Platform) • Media Buying • 3rd Party Data (IP, Cookie) • Day Parting • Frequency Capping • Retargeting Pixels • Conversion Pixels • Rich Media Ad Serving • New Ad Formats - In-banner Forms - Video Lead Forms - Dynamic Banners • Personalization & A/B Testing of Ads • Retargeting / Display Campaign Mgmt • Integrate with MAP/CRM and RTB / Publisher
Planning Out Your Audience Targeting Strategy
B2B Audience Example #1: IT (Large Enterprise) • Companies with 5000+ Employees / $1B+ Revenues • Titles: CIOs, Direct Reports to CIOs (IT Directors) • Function within IT: Operations, Finance • Geo: NA, Europe • Industry: All Targeting Strategies: • Real-time Bidding (RTB) 3rd Party Data Buy: IP-based: Semcasting – filter by Enterprise Size, Revenue Cookie-based: Bizo – IT Large Enterprise Segment Overlay: News, Tech and Finance Sites (Site List) • Separate Campaign Tactic: Competitor Domains as Referrer URLs (Domain List) • Direct Buy: Specific “watering holes” for this audience Contextually relevant sections of IT community sites • Day-Parting: 7 AM to 7 PM Weekdays local time • Frequency Capping: 2 to 4 impressions/user/day
B2B Audience Example #2: IT (Mid-to-Large Enterprise with Live Events) • Companies with 250+ Employees • Titles: IT titles (Network, Systems, Security, etc) • Geo: NA, Europe • Industry: Healthcare, Finance, etc • Goal: Registrations for Live Events, 100+ world-wide locations Targeting Strategies: • Real-time Bidding (RTB) 3rd Party Data Buy: IP-based: Semcasting – filter by Company Size, NAICS code Cookie-based: Bizo – filter by Size, Industry Overlay: Geo-based Media Buy Overlay: News, Tech and Finance Sites (Site List) Creative tactic: use geo as parameter in referrer-URL from RTB to offer registration to local event • Direct Buy: Specific “watering holes” for this audience Contextually relevant sections of IT community sites Creative tactic: Reverse-IP lookup to geo of user Serve specific creative offering registration to local event
B2B Audience Example #3: SMB (Small Enterprise in a Single Industry) • Companies with 1 to 20 Employees • Geo: NA • Industry: One Type of Professional • Goal: Free Trial Offer for Cloud-based Software Targeting Strategies: • Real-time Bidding (RTB) 3rd Party Data Buy: IP-based: Semcasting – filter by Company Size, NAICS code Two IP-based segments: Business Segment (Business IP Addresses) BOAH Segment (Business Owners at Home) • Overlay: News, Tech and Finance Sites (Site List) Creative tactic: In-banner Form Ads with Free Trial Offer • Day Parting: 7 AM to 7 PM Weekdays to Business Segment • Day Parting: 7 PM to 11 PM to BOAH Segment • Day Parting: Weekends to BOAH Segment • Direct Buy: Specific “watering holes” for this audience Creative tactic: In-banner Form Ads with Free Trial Offer
Running Display Campaigns with B2B Audience Targeting OR Retargeting Campaigns with Personalization: A Checklist
Display / Retargeting Checklist • Target Cost-per-Lead (CPL) (e.g. $80) • Campaign Budget (e.g. $XXX for YY Months to generate ZZ leads) • Campaign Launch: Week of MONTH DD • Prior Campaigns with Best Results: Ad Network Placement #XX, CTR or Engagement, CPL Direct Buy Placement #YY, CTR or Engagement, CPL • Best Performing Assets or Offers on Website: E-Book White Paper Recorded Webinar • Landing Page URLs (for reference) • Initial Ad Concepts for In-banner Form Ads / Video Lead Form Ads Concept #1 – Free Trial Concept #2 - E-Book • PPC / SEM Text Ad Copy & Keywords by Performance • Domain Lists (Competitors, Complementary Products)
Analytics, Reporting & Advanced Strategies
Analytics, Reporting and Optimization 1. Analytics from RTB Platforms / Ad Networks 2. Kwanzoo’s Rich Media Analytics 3. Viewable Impressions, Conversions & Partial Form Fills Advanced Strategies: Personalization with Display Ads Personalization with Retargeted Ads
Analytics from RTB Platforms / Ad Networks 1. Media Spend Impressions Served By Site By Ad Network / Ad Exchange Average CPM Media Spend by Day / Week / Month Engagement & Spend by Search Keyword Engagement & Conversion by Site 2. Visitor Data for Retargeted Ads # Cookie'd Retargeted Website Visitors # Cookie’d Visitors by Retargeting Segment # Impressions Served by Retargeting Segment 3. Conversions Completed conversion events (First Click, Form Completion) Average Cost Per Lead (CPL / CPA)
Kwanzoo’s Rich Media Ads: Capture Leads without Landing Pages with In-Banner Lead Forms
In-Banner Lead Form – User Experience – Step 2
In-Banner Lead Form – User Experience – Step 3
Boost top-of-funnel leads with in-banner lead forms A/B testing showed over 30% higher lead conversions BEFORE: Multi-step engagement & conversion – all inside a display ad. No Landing Page Needed.
Top-of-Funnel: Boost Leads with Video Lead Form Ads • Link in your marketing or training video from Youtube • Capture leads in the retargeted ad, store directly into your MAP or CRM 1. Video 2. Overlay banner 3. Lead form 4. Thank you screen
(Optional) Front Screen with title and webinar pitch collect registrations in Signup Screen Capture Registration Data directly into Citrix GoToWebinar, MAP or CRM Top-of-Funnel: Webinar sign-ups directly inside ads
A/B Testing Lead Form Ads Multiple Front Screen Creatives Front Screen 1 Front Screen 2 Front Screen 3 Front Screen 4 All creatives served on a rotating basis, leading to the same Sign-up Screen creative Signup Screen
A/B Testing Lead Form Ads Single Sign-up Screen Only Creative 1 Creative 2 Creative 3
Rich Media Ads – Key Metrics Beyond CTRs Basic metrics include: • Impressions – # times the video lead form ad is served • Engagement – the First Click on the lead form ad • Lead Captures – complete form fills on Lead Form screen • Clicks – the click on the call-to-action on the Thank You screen that is presented after the Lead Form screen
Lead Form Ads – Deeper Insights View detail stats including: • impressions • viewable impressions • partial form fills • lead captures • %engagement / impressions • %engagement / viewable impressions • video play duration for each engagement (video lead form ads) • %video play / total video duration
Advanced: Combine B2B Audience Targeting with Personalization of Creative using 1st & 3rd Party Data Rule 1 Rule 2 Rule 3 By 3rd Party IP-based data (named account) By 1st Party MAP data (job title, lead score) Default content with lead form By Key – Value Parameters in the Referrer URL (e.g. text ad offer copy, geo for live event) Rule 4
Questions? Phone: 408-216-7025 Email: firstname.lastname@example.org Twitter: @kwanzoo @iyermani Resources: http://www.kwanzoo.com/resources/display-retargeting/ http://www.kwanzoo.com/solutions/display-retargeting/supported- networks-exchanges/
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