#flipmyfunnel atlanta 2016 - travis wright - taking abm to the next level with content & account...

Download #FlipMyFunnel Atlanta 2016 - Travis Wright - Taking ABM to the Next Level with Content & Account Based Advertising

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Taking ABM to the Next Level with Content & Account Based AdvertisingStrategy. Social Business. Marketing. Content. Advertising. Sales. Strategy. Social Business. Marketing. Content. Advertising. Sales. Travis WrightCMO/CTO, CCP.Digital@teedubya

@teedubya #FlipMyFunnel

@teedubya#FlipMyFunnel

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@teedubya#FlipMyFunnel

Who is this Travis Wright dude?Radio Disc Jockey at Age 13.Military Intelligence and Russian Linguist in the US Army.Stand-up comedian since 1995.Web developer since 1996. Worked in Sales at Sprint while in College.SEO & Creating Content since 1998.Former Global Social Media Strategist Norton / SymantecChief Marketing Technologist CCP.DigitalTech Journalist & Columnist MarketingLand, Inc., VentureBeat & othersAuthor of Book, Digital Sense, published by Wiley, Jan 2017@teedubya on Twitter & on LinkedIn

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#DMS2015

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Who is this Travis Wright dude NOT?

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this is a social event#FlipMyFunnel

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@teedubya#FlipMyFunnelData Layer5

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MARTECHWOMEN

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#FlipMyFunnel@teedubyas Tools ccp.digital/fmf

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@teedubya#FlipMyFunnel#FlipMyFunnel AGENDAAccount Based Content MarketingOrganic Content Amplification TacticsAccount Based AdvertisingMarketing Technologies???Profit!!

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1Account-Based Content Marketing

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Account Based Marketing

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Account Based Marketing

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@teedubya#FlipMyFunnelIdentify your keywords. Created with SimplyMeasured, TagCrowd, Wordle and Photoshop.18

Personas

@teedubya #CMWorld

@teedubya #CMWorld

PERSONASMakeMyPersona.com

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@teedubya#FlipMyFunnelContent

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@teedubya#FlipMyFunnel@teedubya

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@teedubya#FlipMyFunnel@teedubya

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ccpglobal.com/cmworld@teedubya

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2Organic Content Amplification Tactics

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@teedubya#FlipMyFunnelWays to Promote OrganicallyEmail MarketingFound via Search / SEOTraditional Social SharingWord of MouthFacebook/Linkedin GroupsHashtags via TwitterFoster Employee AdvocacyNewsjack Events via SocialRepurpose ContentInfluencer OutreachGuest BloggingSales Reposting of ContentPinterest

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@teedubya #CMWorld

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@teedubya#FlipMyFunnelGather offsite audience data as first party to you. Unify online data into individual user profiles for effective privacy management and data activation. Keep the data yours even when switching marketing vendors. Build your own first party cookie pool to analyze and activate at any time. 33

@teedubya

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@teedubya#FlipMyFunnel@ChrisPulley

ccpdigital.com/emfl@teedubya

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Linkedin Groups

@teedubya

#FlipMyFunnel

@teedubya#FlipMyFunnel

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@teedubya#FlipMyFunnelGather offsite audience data as first party to you. Unify online data into individual user profiles for effective privacy management and data activation. Keep the data yours even when switching marketing vendors. Build your own first party cookie pool to analyze and activate at any time. 36

Facebook Groups

@teedubya#FlipMyFunnel

AGENDA

@teedubya#FlipMyFunnelGather offsite audience data as first party to you. Unify online data into individual user profiles for effective privacy management and data activation. Keep the data yours even when switching marketing vendors. Build your own first party cookie pool to analyze and activate at any time. 37

Google+ Communities

@teedubya#FlipMyFunnel

AGENDA

@teedubya#FlipMyFunnelGather offsite audience data as first party to you. Unify online data into individual user profiles for effective privacy management and data activation. Keep the data yours even when switching marketing vendors. Build your own first party cookie pool to analyze and activate at any time. 38

ccpglobal.com/cmworld@teedubya

ccpdigital.com/emfl@teedubya

@teedubya

#FlipMyFunnel

Employee Advocacy

@teedubya#FlipMyFunnel

AGENDA

@teedubya#FlipMyFunnelGather offsite audience data as first party to you. Unify online data into individual user profiles for effective privacy management and data activation. Keep the data yours even when switching marketing vendors. Build your own first party cookie pool to analyze and activate at any time. 39

ccpglobal.com/cmworld@teedubya

ccpdigital.com/emfl@teedubya

@teedubya

#FlipMyFunnel

@teedubya

#FlipMyFunnel

@teedubya#FlipMyFunnel

AGENDA

@teedubya#FlipMyFunnelGather offsite audience data as first party to you. Unify online data into individual user profiles for effective privacy management and data activation. Keep the data yours even when switching marketing vendors. Build your own first party cookie pool to analyze and activate at any time. 40

@teedubya

#FlipMyFunnel

@teedubya#FlipMyFunnel

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@teedubya#FlipMyFunnel

3Account Based Advertising

@teedubya

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@teedubya#FlipMyFunnelWal-MartSelling has Changed

Up to 17 people influence enterprise purchases

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@teedubya#FlipMyFunnelWal-MartSelling has Changed

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Paid Promotion

Micro-targeting Ideal CustomersFacebook Ad TargetingPPC Google Adwords or BingLinkedIn Sponsored UpdatesPromoted TweetsYouTube Paid AdsPinterest AdsNative AdvertisingPaid Content Discovery RetargetingCuration AppsSyndicated Content

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Better Ad Predictions with Data ScienceYesterdays data 5 8 data pointsEvery possible data point about a clickvsPremature relationship of page views to purchase probability15105-20-10102030405060

In depth seasonality and other insights15105-20-10102030405060

PUBLISHERPERFORMANCEEXTERNAL DRIVERSKeywordImpressionsNasdaqAirport statusMatch-typeClicksNYSESports calendar (US, UK)AdsMinimum bidFed interest rateFootballPlacementCurrent bidWeather.comSoccerPositionLocationTemperatureBaseballSlotQuality scoreRainBasketballClick-typeCompetitionHumidityHoliday calendarLanding pageZip code demographicEvents calendarTime of dayTaxStarbucks indexDay of weekEducation levelConcerts (Live Nation)DeviceHousehold incomeCompetitive searchMarital statusSEM RushPresence of childrenKeyword spyAgeSpyFuGenderGoogle

ADVERTISERSEASONALITYSCALING FACTORSUSERConversionsTimeSearch engineSearch queryRevenueDay of w

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