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Multi-Channel Integration and Leveraging Sales Funnel Attribution

B2B Advertising Sales Funnel Attribution #Zenith2016

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Page 1: B2B Advertising Sales Funnel Attribution #Zenith2016

Creatively Scaling Campaigns: Multi-Channel Integration and Leveraging Sales Funnel Attribution

Page 2: B2B Advertising Sales Funnel Attribution #Zenith2016

@JOHN_A_LEE #ZENITH2016 WWW.CLIXMARKETING.COM

Managing Partner – Clix Marketing

Digital Advertising Geek Emphasis on “Geek” Writer: Search Engine Watch, ClickZ, Clix

Marketing Blog, The SEM Post, Acquisio Blog, PPC Hero

Speaker: SMX, SMX Social, HeroConf, SES /

ClickZ Live, State of Search, Acquisio User Summit, Bing Ads Connect, Zenith

Page 3: B2B Advertising Sales Funnel Attribution #Zenith2016

@JOHN_A_LEE #ZENITH2016 WWW.CLIXMARKETING.COM

There’s a Battle Raging For Your Time, Attention and BudgetYeah, I liked Batman vs. Superman. You can argue with me later!

Page 4: B2B Advertising Sales Funnel Attribution #Zenith2016

@JOHN_A_LEE #ZENITH2016 WWW.CLIXMARKETING.COM

Page 5: B2B Advertising Sales Funnel Attribution #Zenith2016

@JOHN_A_LEE #ZENITH2016 WWW.CLIXMARKETING.COM

HWHAP!…this is me every time I sit and ponder the state of B2B marketing.

Page 6: B2B Advertising Sales Funnel Attribution #Zenith2016

@JOHN_A_LEE #ZENITH2016 WWW.CLIXMARKETING.COM

So. Many. Questions. Where do I? How do I ? Why god, why?

Page 7: B2B Advertising Sales Funnel Attribution #Zenith2016

@JOHN_A_LEE #ZENITH2016 WWW.CLIXMARKETING.COM

Let’s Zoom In, Shall We? Ad Platforms Social Platforms Landing Pages CRM Email Marketing Analytics Call Tracking …and many more!

Page 8: B2B Advertising Sales Funnel Attribution #Zenith2016

@JOHN_A_LEE #ZENITH2016 WWW.CLIXMARKETING.COM

Typical B2B Marketing To-Do List SEO Social Engagement Brand PPC Non-Brand PPC Content Marketing Display Ads Social Ads Retargeting Email Marketing Lead Nurture Campaigns

Which means you gotta be all like

when you start your work each day!

Page 9: B2B Advertising Sales Funnel Attribution #Zenith2016

@JOHN_A_LEE #ZENITH2016 WWW.CLIXMARKETING.COM

That Pesky Attribution Problem…1ST CLICK VS. LAST CLICK Which channel introduced a consumer to your brand?

Which channel pushed said consumer into your funnel?

Many B2B marketers stop there.

Whoops!

ADVANCED CHANNEL ATTRIBUTION Linear weighting. The Oprah of attribution. “And you

get credit! And you get credit!” U-shape attribution. 1st and last click attribution get to

bask in the glory together. Various Platforms Allow for Customization

Google Analytics, ad management platforms, etc.

Page 10: B2B Advertising Sales Funnel Attribution #Zenith2016

…Is Still a Problem! Focused on a single event and what channels, campaigns, keywords, ads contributed to said event.

What about ALL of the touch points in a typical B2B buyer’s journey? Paid, organic or otherwise?

What about the sale? Enter sales funnel attribution – THE HERO WE DESERVE!

@JOHN_A_LEE #ZENITH2016 WWW.CLIXMARKETING.COM

“So tell me, attribution –

do you bleed?

You will.”

Page 11: B2B Advertising Sales Funnel Attribution #Zenith2016

@JOHN_A_LEE #ZENITH2016 WWW.CLIXMARKETING.COM

Sales Funnel Attribution: The Voice of Reason

Page 12: B2B Advertising Sales Funnel Attribution #Zenith2016

@JOHN_A_LEE #ZENITH2016 WWW.CLIXMARKETING.COM

Sales Funnel AttributionWHY YOU SHOULD CARE Attribute cost and revenue metrics to a lead throughout the sales cycle.

Multiple channels. Multiple touch-points. Clear and actionable data.

FUTURE OF MARTECH

Page 13: B2B Advertising Sales Funnel Attribution #Zenith2016

@JOHN_A_LEE #ZENITH2016 WWW.CLIXMARKETING.COM

How Do We Get to This Magical Nirvana of Sales Funnel Attribution? Add another service to your martech stack. (sorry!) Develop a strong case of OCD for data tracking. Prepare for the sweet taste of victory and a new-found sense of freedom in your B2B marketing endeavors.

Page 14: B2B Advertising Sales Funnel Attribution #Zenith2016

@JOHN_A_LEE #ZENITH2016 WWW.CLIXMARKETING.COM

Tracking: Website Pixels Conversion-Only Tags Analytics Retargeting Dynamic Call Tracking Landing Page Testing Email Marketing Marketing Automation

Still Not Using a Tag Manager?

Page 15: B2B Advertising Sales Funnel Attribution #Zenith2016

@JOHN_A_LEE #ZENITH2016 WWW.CLIXMARKETING.COM

Tracking: URLs & CallsURL TAGGING UTM tags Auto tags (gclid) Custom tags (call tracking, etc.)

Choose URL tag nomenclature that allows for granular, segmented data to pass into your advertising, analytics and marketing automation platforms.

CALLS Call Extensions & Call Only Ads

Click-to-call optimization for mobile

3rd party services for detailed call analysis

Page 16: B2B Advertising Sales Funnel Attribution #Zenith2016

@JOHN_A_LEE #ZENITH2016 WWW.CLIXMARKETING.COM

Data Clarity Case Study 1: URL Tags

Ads across all paid channels were inconsistently or improperly tagged.

Cost-per-opportunity (buyer-ready lead status) stagnated at more than 2X the target of $400.

Simple fix to URL tags at the end of July allowed data to pass through CRM, provide actionable sales funnel data for the paid channels and fueled optimization to improve cost-per-opportunity.Jan

uary

Februa

ryMarc

hAp

ril May June

July

August

Septem

ber

Octobe

r

Novembe

r

Decembe

r$0.00

$200.00

$400.00

$600.00

$800.00

$1,000.00

$1,200.00

Cost-per-Opportunity

Page 17: B2B Advertising Sales Funnel Attribution #Zenith2016

@JOHN_A_LEE #ZENITH2016 WWW.CLIXMARKETING.COM

Data Clarity Case Study 2: Leads Aren’t All Online

Call Extensions were in place for Google AdWords & Bing Ads. No other call tracking was installed. Client believed that $100+ cost-per-acquisition was too high.

3rd party call tracking installed in December that provided data on the number of calls from paid channels and passed campaign data for calls into CRM.

Overall cost-per-acquisition was shown to be significantly lower than believed, calls were properly attributed to paid channels and future optimizations could be made based on call data in the sales funnel. Sep-14 Oct-14 Nov-14 Dec-14 Jan-15 Feb-15

$-

$20.00

$40.00

$60.00

$80.00

$100.00

$120.00

$140.00

Cost-per-Acquisition: Online Leads + Phone Calls

Page 18: B2B Advertising Sales Funnel Attribution #Zenith2016

@JOHN_A_LEE #ZENITH2016 WWW.CLIXMARKETING.COM

You Won the Battle… Now What?

Freedom!!!!!!

Page 19: B2B Advertising Sales Funnel Attribution #Zenith2016

@JOHN_A_LEE #ZENITH2016 WWW.CLIXMARKETING.COM

Test New Ideas Outside Your Comfort Zone You could send visitors to your landing page. Why not just generate leads with your ad. And only your ad?

Tailor the ad message and call-to-action based on the lead status being targeted.

Page 20: B2B Advertising Sales Funnel Attribution #Zenith2016

@JOHN_A_LEE #ZENITH2016 WWW.CLIXMARKETING.COM

Facebook Ads - Lead Ads

Page 21: B2B Advertising Sales Funnel Attribution #Zenith2016

@JOHN_A_LEE #ZENITH2016 WWW.CLIXMARKETING.COM

Twitter Ads – Lead Generation Card

Page 22: B2B Advertising Sales Funnel Attribution #Zenith2016

@JOHN_A_LEE #ZENITH2016 WWW.CLIXMARKETING.COM

Google AdWords – Gmail Ads

Page 23: B2B Advertising Sales Funnel Attribution #Zenith2016

Because Data: Facebook Leads for Buyer-Ready Lead Generation Over a 30 day period, Lead Ads outpaced traditional Newsfeed Ads in regards to conversion rate and cost-per-lead.

The form fields within the ad and those on the landing page were identical: Name, Email, Phone Number, Company Name.

@JOHN_A_LEE #ZENITH2016 WWW.CLIXMARKETING.COM

Call-to-Action Ad Type ClicksCost Leads Cost-per-LeadConversion Rate

Demo Request Lead Ads

18579 $ 92,378.54 2543

$ 36.33 13.69%

Demo Request Newsfeed Ads

26596 $ 60,719.81 1064

$ 57.07 4.00%

Page 24: B2B Advertising Sales Funnel Attribution #Zenith2016

@JOHN_A_LEE #ZENITH2016 WWW.CLIXMARKETING.COM

Get Creative With Ad Formats & Content VideoVideo as a channel. Video in ad units. Video is powerful and effective. Big, Bold ImagesSocial profiles, social ads, Gmail Sponsored Promotions and many display ad units are a big, visual opportunity to pre-qualify potential leads. Ads That EngageFacebook Canvas and Carousel Ads, Google Display Network Lightbox Ads and other ad types provide a format for telling a story and engaging with an individual before they click through to your landing pages.

Page 25: B2B Advertising Sales Funnel Attribution #Zenith2016

@JOHN_A_LEE #ZENITH2016 WWW.CLIXMARKETING.COM

Thank You! Questions?

[email protected] @john_a_lee

www.clixmarketing.com