multi-channel nurturing: go beyond the inbox to reach prospects anywhere online_7/17
DESCRIPTION
Bizo Multi-Channel Nurturing for Eloqua is helping Oracle Marketing Cloud customers take their nurturing beyond the inbox. Discover how the savviest marketers are using display and social ads to convert more anonymous website visitors, engage their known prospects far more often—and ultimately increase lead velocity and sales pipeline contribution. Attendees will learn how to: - Systematically engage anonymous and known prospect audiences with relevant ads across premium business websites, ad exchanges, and Facebook - Create multiple nurture waves that sequence targeted ad creative and content based on both the business demographic profile and onsite behavior of web visitors - Optimize lead quality and program ROI by nurturing only those prospects belonging to the most highly desired anonymous and known prospect audience segmentsTRANSCRIPT
© 2014 Bizo, Inc.
Multi-Channel Nurturing: Go Beyond the Inbox to Reach Prospects Anywhere Online Vivek VenugopalMarketing Automation [email protected]
© 2014 Bizo, Inc.
QUIZ TIME
A person that can see the future:
The opposite of Ancient:
The opposite of a salesperson: MARKETER
MODERN
ORACLE1
2
3
© 2014 Bizo, Inc.
AGENDA
What’s a Bizo? Bizo for Eloqua Results Get StartedYour World in a Funnel
© 2014 Bizo, Inc.
AGENDANURTURE
PATH
_____________
What’s a Bizo? Bizo for Eloqua Results Get StartedYour World in a Funnel
© 2014 Bizo, Inc.
++monthly page views
11BB
WHO IS BIZO?
of top 50 b2b brands2/332
750+ Clients750+ Clients
Business professionalsBusiness professionals
120M+
cookiedcookied
120M+
FULL FUNNEL SOLUTIONSFULL FUNNEL SOLUTIONSFULL FUNNEL SOLUTIONS
B2B sites4800+ 4800+ 4800+
of the US Business Population
90% 90% 33rd
party certified
TARGET BYIndustry
Company SizeJob Function
SeniorityGeo
89M+89M+
monthly uniques
Bizo Marketing Platformcore product
© 2014 Bizo, Inc.
BizoSupporting over 750 leading global brands
© 2014 Bizo, Inc.
90%
With proprietary data on
to help marketers reach target prospects throughprecise multi-channel B2B marketing.
OF THE U.S. BUSINESS POPULATION
© 2014 Bizo, Inc.
Bizo Data Solutions Bizo Advertising Solutions
Bizo Audience Data
(Business Data Management Platform) (B2B Targeting Platform)
(120 million business professionals)
PURPOSE-BUILT FOR B2B
Reach over 90% of the US Business PopulationBizoMarketing Platform
•Audience Management and Identification•Multi-Channel Integration, Sync and Targeting•Analytics and Attribution Analysis
Supercharging the B2B Marketing Technology Stack
© 2014 Bizo, Inc.
WhereverYOUR PROSPECTS GO
BIZO IS THERE
© 2014 Bizo, Inc.
AGENDANURTURE
PATH
_____________
What’s a Bizo? Bizo for Eloqua Results Get StartedYour World in a Funnel
© 2014 Bizo, Inc.
Marketing investments aim to accomplish three key objectives…
Goal #2Convert anonymous audiences
Goal #3Accelerate known prospects through the funnel
Goal #1Reach the right audiences, at scale
Nurturing
Prospecting
The Marketing Mix Today
© 2014 Bizo, Inc.
Nurturing
Prospecting
Hurdles to Scaled Success
* B2B campaign conversion rates range from 1-5% according to Sirius Decisions Benchmark Survey.
** Eloqua Benchmark 2012
95% DON’T
CONVERT*
COST-EFFICIENCY
HURDLE
80% DON’T OPEN
EMAILS**
© 2014 Bizo, Inc.
Bizo Enables Precision Multi-Channel Nurturing
CONVERT ANONYMOUS VISITORSNurture and convert the 95% of visitors that leave your website
ENGAGE YOUR KNOWN PROSPECTSEngage the 80%+ prospects who never open your email
GET TO THE RIGHT PEOPLEReach with precision Bizo’s audience of 120M business professionals
© 2014 Bizo, Inc.
AGENDANURTURE
PATH
_____________
What’s a Bizo? Bizo for Eloqua Results Get StartedYour World in a Funnel
© 2014 Bizo, Inc.
Red Hat Prospect
• One of Jeff’s colleagues tells himabout Red Hat’s Certified Cloud Provider ProgramThis is Jeff.
Jeff is a Director at
CenturyLink.
Monday 8:45am
• Jeff browses the site for a couple of minutes, but doesn’t make it past the home page before heading to his 9 am meeting
Monday 8:55am
• Jeff sends a couple of emails
• Remembers to check out Redhat.com
Monday 9:03am
© 2014 Bizo, Inc.
Back at Redhat.com
• Eloqua identifies an anonymous prospect who has one page view on the home page
Anonymous VisitorVisited Redhat.com Homepage
© 2014 Bizo, Inc.
Multi-Channel Nurture Sync
• Eloqua syncs with Bizo real-time and Bizo sees that this person is a qualified IT professional at CenturyLink and a key influencer in the Cloud Business Solutions at a distinguished telecommunications company.
Home Page Only IT Visitors
Week 1 Message
Week 2 Message
Week 3 Message
Higher Level Message
Engaged IT Visitors
Week 1 Message
Week 2 Message
Week 3 Message
Use Case / Benefits Message
Eloqua Bizo Sync
1
2
© 2014 Bizo, Inc.
Later that Day…
Jeff sees a Red Hat ad on the webpage he is reading – he doesn’t click
That evening Jeff sees a Red Hat ad on Facebook• Clicks the ad• Doesn’t submit the form • Navigates to the Cloud Services pages
1 2
© 2014 Bizo, Inc.
Back at Redhat.com
• Jeff is still an anonymous prospect because he has not submitted a lead form
• Eloqua sees that Jeff visited a product page and now moves him to a new segment and nurture flow to target product offerings which updates Bizo. Bizo knows that he is an IT user and has seen two ads.
Visited Cloud Services Page Anonymous Visitor
© 2014 Bizo, Inc.
The next week…
• Jeff sees a new Red Hat ad while he is browsing the web, the offer intrigues him and he gives his email address
© 2014 Bizo, Inc.
Back at Redhat.com
• Jeff is now considered a “known” contact in the Eloqua system and he is now flowing through Red Hat’s regular email nurture program
• He is also receiving social and display ads that complement his emails so he is always being nurtured regardless of email open
Red Hat Cloud Email Complimentary Display Ad
Contact RecordName: Jeff Katzen
Job Title: CenturyLink Director – Cloud Business Solutions
Twitter: @jeffkatzen
© 2014 Bizo, Inc.
Jeff Prospect
Customer
• Jeff gets hundreds of emails a day and does not often open Red Hat’s emails but can still move towards REVENUE
99
© 2014 Bizo, Inc.
Targeted
GenericRE
LEVA
NCE
REACH
MarketingAutomation
DigitalAdvertising
Known Unknown
Improved Customer
Relevance and Reach
© 2014 Bizo, Inc.
AGENDANURTURE
PATH
_____________
What’s a Bizo? Bizo for Eloqua Results Get StartedYour World in a Funnel
© 2014 Bizo, Inc.
CURRENT CUSTOMERSANONYMOUS KNOWN PROSPECTSANONYMOUS - ENGAGED
CASE STUDYBizo Multi-Channel Nurturing for Eloqua
© 2014 Bizo, Inc.
CASE STUDYBizo Multi-Channel Nurturing for Eloqua
Financial AdvisorsVisitors that were nurtured viewed 27%
more pagesNearly 2x increase in total conversions
Increase conversions of anonymous to known leads, Increase user engagement
© 2014 Bizo, Inc.
AGENDANURTURE
PATH
_____________
What’s a Bizo? Bizo for Eloqua Results Get StartedYour World in a Funnel
© 2014 Bizo, Inc.
Getting Started with Bizo LaunchPad
REVIEW:Review & confirm data, refine campaigns
LAUNCH:Campaign strategy & planning, launch your first campaign (in one day!)
KICKOFF:Review prerequisites, agenda & best practices
InsightLearn how to best leverage always on nurturing via online display to drive your full-funnel marketing program.
Expertise
Action
Leverage best practices for campaign planning, creative messaging and optimizing ROI across all segments.
Turn insights and expertise into successful campaigns that will drive conversions and increase funnel velocity.
3
2
1
© 2014 Bizo, Inc.
Come by and say “hello!”
Visit Bizo at Booth 23
© 2014 Bizo, Inc.
Multi-Channel Nurturing: Go Beyond the Inbox to Reach Prospects Anywhere Online Vivek VenugopalMarketing Automation [email protected]