Retargeting for

Demand Marketers

Presented by: Mani Iyer | CEO @ Kwanzoo

Hafez Adel | Head of Marketing @ ReTargeter

@iyermani

@hafez_adel

OBJECTIVES

Webinar Objectives

• Educate Demand Marketers on new opportunities to accelerate Demand Generation through Retargeting.

• If you are new to Retargeting, this webinar will show you why Retargeting matters.

AGENDA

1. What is Retargeting?

2. Retargeting and the Lead Management Process

3. Retargeting at the Top-of-the-Funnel

4. Retargeting in the Mid and Lower-Funnel

5. Securing a Retargeting Budget - Projecting Increased Lead Conversions, Sales and ROI

6. How to Plan and Run a Retargeting Campaign

What is Retargeting?

Focus your ads on people who have visited your site, but left without converting

How Does Retargeting Work?

Why Use Retargeting?

Reach & Brand Awareness

Brings Users Back

Performance

Show the right ads to the right people. Boost Top-of-funnel Leads.

Over 95% of users leave websites without converting, and over 72% of users abandon their shopping carts.

Repeated impressions look bigger online

Demand Marketers & Retargeting: What’s missing today?

• Marketing Automation (MAP) offers: • Deep tracking on your own website

and email• ZERO tracking of retargeted ad

placements

Key Issue: MAP and Retargeting technologies today are disconnected

• This leads to:• Lost lead nurturing opportunities• Lack of end-to-end tracking of a lead

across prospect interactions on your website, inside emails and in your retargeting campaigns

Closed-Loop Reportingintegrated with MAP/CRM

Measure Impact Increased lead conversions Pipeline acceleration Increased closed/won deals

Top of Funnel:

Retarget website visitors w/ in-banner lead forms and video lead forms

Search Retargeting

Mid Funnel:

Increase retargeted ad engagement with rich media polls

CRM Retargeting

Dynamic, Persona-based & Account-based Ads

Lower Funnel:

Upsell/Cross-sell with CRM Retargeting

Dynamic, Persona-based & Account-based Ads

Suspect InquiryMarketing

QualificationSales

QualificationCustomerMarketing

Marketing Automation (MAP) / CRM

Accelerate Your Lead Management Process using Retargeting + Rich Media Ads

Top-of-Funnel: Search Retargeting

Target ads to people based on the keywords they’re searching for

Benefits of Search Retargeting

1. Increased Performance– Search queries signal high purchase intent– Show people display ads while they’re comparison shopping

(in-market consumers)

2. High Precision Targeting– More precise than targeting based on

geographic/demographic/contextual variables– Can tie specific ads to certain keywords for maximum relevance

3. Superior Reach– Only 4% of people’s time is spend within search engines– Enhanced brand awareness through display + retargeting

4. Capture Competition Traffic– Target your ads to competitive keywords

5. Complement Search Engine Marketing – Bridge the gap between search and display campaigns

Top-of-Funnel: CRM Retargeting

Target ads to people with only their email or mailing address

Benefits of CRM Retargeting

1. Show Users Ads with Nothing More Than an Email or Mailing

Address

– You can retarget users without getting them to your website or

opening an email.

2. Revitalize Your Mailing List

– Reconnect with uses who have not

– Can tie specific ads to certain keywords for maximum relevance

3. Reach Customers Across Channels

– Take your marketing to a new platform: display

– Enhanced brand awareness through retargeting to new users

4. Complement Existing email or Direct Mail Marketing

– Market across email web and direct mail to create more

opportunities for conversion.

Top-of-Funnel: Capture Leads without Landing Pages with In-Banner Lead Form Ads

In-Banner Lead Form Ad – User Experience – Step 2

In-Banner Lead Form Ad – User Experience – Step 3

Top-of-funnel: Boost Leads with In-banner Lead Form Ads

A/B testing showed over 30% higher lead conversions

BEFORE:

Increase media efficiency of your retargeting campaigns

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

Mid-Funnel: Email Retargeting

Serve display ads to anybody who opens your emails.

You send an email blast containing a cookie we provide

you

When recipients open your email,

they will be tagged with your cookie

Once tagged, your email recipients will

see your ads throughout the web

Benefits of Email Retargeting

Cross-Channel Marketing: Complement your e-mail marketing

campaigns with display ads to reinforce your messages and re-engage

customers at multiple touchpoints

Precision Targeting: Serve ads to specific individuals and groups to

prevent wasted impressions and optimize your return on investment

Brand Awareness: The combination of e-mails and retargeted display

ads help keep your brand top of mind with your customers

Mid- Funnel: Extend Nurture Programs Across Online Channels with MAP-Integrated Retargeted Ads

• Capture data & insights from prospects

• Personalize follow-on interactions

Insights collectedin MAP / CRM

Lower Funnel: Dynamic Retargeting

Show people ads for the specific products they’re interested in

Install simple code on your

website

We create custom ads for all of the products in your catalog

and leverage user data to match them to the right

customers

Your shoppers will see relevant ads

for products they’re likely to buy all over the web

Shoppers return to your

site and complete their

purchase

Lower Funnel: Deliver highly relevant retargeted ads to individual personas and named accounts

Rule1

Rule2

Rule3

Prospect from named account of interest

By contact data (job title, lead score, etc.)

Default content with lead form

Securing a Budget for Retargeting: An ROI Modeler

Monthly Re-targeted Ad ImpressionsMonthly unique visitors to your website(s) in 1000s 18

Retargeted ad impressions per visitor per month 20Available re-targeted ad impressions per month 360,000 Cost of re-targeted ad impressions (CPM) $3 Re-targeted Ad Serving Fees (Estimated) $1,080

Paid to Retargeting ProviderMonthly Kwanzoo Technology Fees

Kwanzoo Silver Plan or Higher $499 Technology Fees Per Month (Paid to Kwanzoo)

Kwanzoo Impression FeesRe-targeted Kwanzoo In-banner Forms Cost Per 50,000 Impressions $50 Kwanzoo delivers conversion rates Number of Impressions Needed 400,000 30% or more higher than typical banner ads Impression Fees Per Month (Paid to Kwanzoo) $400

Monthly Re-targeting Budget $1,979.00

Estimated Cost Per LeadEstimated Impressions Per Lead Conversion Low (in 1000s) 6000(via Kwanzoo In-Banner Lead Forms & High (in 1000s) 8000 Kwanzoo Video Lead Forms) Lead Captures - Low 45

Lead Captures - High 60 Estimated Cost Per Lead (Low) $33 Estimated Cost Per Lead (High) $44

Build Your Retargeted Ad in 3 Easy Steps!

1. Select rich media unit

2. Customize

3. Run, Optimize

• ONE creative for EACH retargeting segment

Generate Ad Tag, Deploy for Retargeting

Set Retargeting Burn Pixel for Conversions

Integrate MAP / CRM with Retargeting – Key Benefits

MAP/CRM integration with Retargeting can accelerate different stages of your Demand Funnel:

InquiryMarketing

QualificationSales

QualificationCustomerMarketingSuspect

• Top of FunnelAccelerate lead capture with in-banner forms and video lead forms to make re-targeted ads highly effective.

• Mid FunnelAccelerate nurture programs with rich media polls & MAP-enabled retargeted ads. Capture all prospect interactions in MAP.

• Lower FunnelPersonalize retargeted ad content & offers based on prior prospect interaction history in MAP.

Questions? Kwanzoo

Phone: 408-216-7025Email: info@kwanzoo.comTwitter: @kwanzoo @iyermaniResources: http://www.kwanzoo.com/solutions/display-retargeting/

ReTargeter

Phone: 415-738-0573Email: info@retargeterTwitter: @ReTargeter @hafez_adelResources:

http://retargeter.com/blog