Optimize Your Ad Spend with Real-time Targeting and Analytics

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, mike@insightera.com

•  Questions?