Retargeting with EloquaFrom the Basics

to Personalized Campaigns

Presented by: Mani Iyer | CEO @ Kwanzoo

@iyermani

#demandgen

OBJECTIVES

Webinar Objectives

• Primary Objective: Introduce and explore best practices for retargeting with Eloqua

• Introduce & review basic retargeting concepts

• Explore how to improve nurture using by efficient & effective use of data & display

• Discover the simplicity of personalizing display at the individual level using Eloqua contact data

BANNER ADS- A simple banner is

displayed- If clicked, a separate

landing page is opened

- If landing page form is filled and submitted, conversion occurs

- For today’s “typical” retargeted banner ad:- all conversions happen

on a landing page.- user engagement w/

ads is lost (not captured in MAP)

Retargeting Today is All About…

Kwanzoo’s Cloud Based Platform

Automate All Your Outbound Marketing Campaigns- Boost Top-of-Funnel Leads - Improve Nurture Programs using Display- Personalize Display-based Experiences

Full Integration and Reporting with your MAP/CRM

Top of Funnel Mid Funnel Lower Funnel

Kwanzoo Solutions

Site Retargeting

Display Lead Generation

Content & Video Marketing

In-banner Form Ads

Guaranteed Lead/CPL

Program Management

Capture More

Leads

Email Retargeting

CRM Retargeting

Third Party Email Lists

Improve Nurture Engagement

Persona-based Ads

Account-based Ads

Other Personalization

(based on Geo & Other

1st and 3rd Party Data)

Accelerate Your Pipeline

1 2 3

New to Retargeting & Display?

These guides and webinars are helpful resources to get you started:

Guides- The Complete Guide to Retargeting:

http://www.kwanzoo.com/cms/lp/go/complete-guide-to-retargeting-download-a/

- The Power Guide to In-Banner Lead Forms: http://www.kwanzoo.com/content/Power-Guide-to-In-Banner-Lead-Forms-for-MAP-and-CRM.pdf

- Kwanzoo Retargeting Factsheet: http://www.kwanzoo.com/content/Kwanzoo_Retargeting_Factsheet.pdf

Webinars- Display Advertising 101: http://www.kwanzoo.com/lp/go/display-advertising-101/

- The Complete Guide to Retargeting [Webinar]: http://www.slideshare.net/kwanzoo/the-complete-guide-to-retargeting-webinar

- Email Retargeting Explained: From A to Z: http://www.kwanzoo.com/lp/go/the-a-to-zs-of-email-retargeting-video/

AGENDA

1. What Is Retargeting? Why Does It Matter?2. Going Beyond the Basics (of Retargeting) 3. Retargeting Best Practices with Eloqua4. More Than Just Form Fills 5. Redefining Nurture6. Budgeting and Modeling Campaign ROI 7. Summary and Questions

What is Retargeting? Why Does It Matter? [The Basics of Retargeting]

Retargeting is…- Serving ads to site

visitors & email users* across the web

- A solution to connect to prospects and leads outside of owned media (email, website, etc.)

- An effective and efficient way to nourish prospects at all stages of the funnel

[*And possibly others with other types of retargeting (CRM, etc.) ]

What Is Retargeting?

Over 95%

of your website visitors are not converting…

Over 80%

of your email list users are not opening your emails…

You are

missing out on a lot of

potential

leads!

Why Does It Matter?

Site Retargeting

Your Website Ad NetworkOrganicSearch

Email Social PPC &Display

Visitors get tracked for retargeting (cookie’d)

Tracking works beyond your website across the web

Retargeted Ads

Example:

•10,000 website visitors

•30 impressions / visitor / month

•Total of 300,000 retargeted impressions per 30 day period

Email Retargeting

Email Retargeting Setup Rich Media Ads

Ads to Your Email List

Ads are served to cookie’d prospects everywhere as they browse the web

Ads served 1 to 5 times/day duringa campaign window

Active Email Users

Code snippet is placed in email; user cookie’d upon open.

Inactive/Unsubscribed Email Users

An email list (provided by you) is matched to offline cookies

- List match rate determined when the list is submitted, usually 30-50%

Target and serve ads to prospects based on email address:

CRM Retargeting

CRM Retargeting Setup Retargeted Network Ads

Rich Media Display Ads

•Lists for CRM retargeting have a match rate determined when the list is submitted, usually around 50%

Ads are served to cookie’d prospects everywhere across the web

Target a list of prospects based on physical mailing address. The user’s physical mailing address is matched using cookies on their browsers by 3rd party data providers. 

•Submit your list of prospects with their physical mailing addresses [Items Needed: Last Name, Address Line 1, City, and Zip Code – Currently U.S. Only]

The Benefits of Display Retargeting

Retargeting Method Benefits of Method

Site Retargeting • Reach unknown site visitors• Boost Top-of-Funnel Leads• Increase Reach and Brand Awareness

E-mail Retargeting • Cross-Channel Marketing• Precision Targeting• Increase Brand Awareness • Capture more data into Eloqua using ad

activity data from known prospects

CRM Retargeting • Provides new option for use of mailing lists. • Cross-Channel Marketing

HINT: Already using SEM/PPC for display? Retargeting is a great solution for filling any gaps missing in your current display strategy. Read our recent LinkedIn Post: “Beyond PPC: The Simple Math for Site and Email Retargeting” <buff.ly/1vNq96K >

What Are Some Key Benefits of Retargeting?

1) Lead capture beyond own website(s)2) Lead and customer nurture beyond own websites

& email at ALL levels of the funnel 3) Access to inactive members of email and mailing

lists – providing new opportunities to reengage customers who have “churned”

Going Beyond the Basics: Retargeting with Kwanzoo Rich Media Ads

Rich Media Ads w/ In-Banner Lead Flow into Eloqua

Rich Media Ads w/ In-Banner Lead Flow into Eloqua

Rich Media Ads w/ In-Banner Lead Flow into Eloqua

Rich Media Ads w/ In-Banner Lead Flow into Eloqua

BEFORE:

With Kwanzoo retargeting, plan for 30% increase in lead conversions for

your pilot lead gen campaigns

A/B testing showed over 30% higher lead conversions

• Store up to 7 fields directly into Eloqua.

• Fields can be text, date, or drop-down lists

• Formatting

controls and data field validation available

In-Banner Lead Flow into Eloqua: Easy Configuration

Retargeting Best Practices with Eloqua: Lead Attribution, Enrichment, and Staging for a Holistic Approach to Nurture

3 Keys to Successful Lead Management

Kwanzoo’s lead attribution, lead enrichment, and lead staging capabilities allow you to ensure that all valid leads are tracked and stored properly into your Eloqua campaigns:

1. Lead Attribution: capture up to 10 additional hidden fields mapped to your current Eloqua fields, including Lead Source, Lead Source Detail, IP address and more.

2. Lead Enrichment: Up to 15 fields of data are retrieved by the Kwanzoo platform via API call-outs to 3rd party data sources [e.g. Netprospex, ZoomInfo, or Neustar]

3. Lead Staging: Eliminate junk and test leads by staging your leads before they are posted into Eloqua.

Lead Attribution [w/ Additional Fields]

Up to 10 additional data fields can be mapped to existing Eloqua fields to track your leads in Eloqua.

Common fields include:--Lead Source Set to ‘Kwanzoo’ or contains ‘Kwanzoo’--Lead Source Detail Ex. KZ_Site_Retargeting--Asset Type ie. Ebook, White Paper, etc.--Eloqua Campaign Name

Lead EnrichmentAppend data fields fromNeustar, Netprospex, andZoominfo including:

Organization and Geo Data:--User Organization--User Domain--User City--User State--User Zip--User Country, and more

Company Data Append--Title --Job Role --Company--Company Size - -Industry --Revenue--First Name --Last Name --Website--Fax --Zip Code and more

Lead Staging, Enrichment & Verification – Detail View

Mark test or junk leads, and post valid leads into Eloqua.

More Than Just Form Fills: Improve Your Display & Personalization with Ad Activity Capture Directly Into Eloqua

Eloqua Ad Activity: Activity Details

Kwanzoo supports storing ad engagement activity (front screen clicks) inside Eloqua custom data objects [cdos] or contact records, through our Activity Details, Ad Placement Details, and Additional Details screens.

Benefits:• Did you cookie the

user before? - If yes, capture

engagement data into existing Eloqua record.

• Engagement data has downstream uses for:

- Lead scoring- Lead routing- Provide prospect

engagement data to sales team

Ad Activity Details: How It Works - 1

Example:• You serve an e-Book offer in an email retargeting

campaign with three screens: – a front screen– signup screen– and a thank you screen.

• For each prospect who is known in your Eloqua system, you will be able to record their interaction with your ad in an Eloqua custom data object [cdo].

• What does it mean to be “known”? In order for a prospect to be known, means that we can identify them in Eloqua due to a prior form fill.

Ad Activity Details: How It Works - 2

Example Continued:• Recall the three-screen e-Book offer that you served in an email

retargeting campaign• Which (if any) of the screens a prospect clicks on can tell us a lot

about their engagement and interest in the display ad/offer itself.

Front Screen Signup Screen Thank You Screen

What does a click tell us? 1) Expressed interest in e-Book

2) Considered downloading e-Book 3) Downloaded e-Book

Ad Activity Details: How It Works - 3

Example Continued:• If the prospect viewing our ad is known in our Eloqua database (as

previously mentioned), we can record any engagement that he/she has with the ad into the Eloqua contact record

• This happens by using Eloqua custom data objects [cdos] which are defined during campaign set-up.

Front Screen Definition of Ad Engagement Activity from Kwanzoo Platform into Eloqua Database

**CLICK** Expressed interest in e-Book

Eloqua Ad Activity: Ad Placement DetailsStore data into Eloqua Custom Objects and Contact Record fields on items such as: - User IP Address- Publisher Domain- Referrer URL

Note: This data is stored strictly on the first click on the ad.

Eloqua Ad Activity: Additional Details

• Store up to 5 additional fields per creative into your Eloqua cdos or contact records.

Some example fields include: - Lead Source- Lead Source Detail - Asset Type- Etc.

• NOTE: This data is stored for each initial ad engagement by a prospect (1st time only).

Why Does Collecting Ad Activity Matter?

Collection of ad activity data in today’s increasingly data-driven world is important because it allows us to:

- Better understand prospects and customers - Assess display campaigns by prospect

engagement- Improve segmentation and targeting of marketing

& advertising programs in an iterative and effective manner

- Provide a highly personalized, nurturing experience to prospects

Redefining Nurture: Personalizing Retargeting Campaigns using Eloqua Data

Personalization w/ Kwanzoo

The Kwanzoo platform has a feature built out that allows you to easily personalize your display ads based on existing Eloqua data.

We call this the Kwanzoo Rules Engine.

Rule1

Rule2

Rule3

By 3rd Party IP-based data (named account)

By 1st Party MAP data (job title, lead score)

Default content with lead form

By Key – Value Parameters in the Referrer URL (e.g. text ad offer copy, geo for live event)

Rule4

Personalization with Kwanzoo Rules Engine

Why Should You Personalize?

Personalizing ads boosts the relationship between your brand and the prospect. - If you take the time to set up rules for

personalized ads, copy that is interesting to its audiences will be delivered.

- Boost your brand’s image and raise brand awareness by becoming a brand that really “gets” your clients

- Setting up personalization from your Eloqua account using the Kwanzoo Rules Engine is simple and seamless

Budgeting and Modeling Campaign ROI: Planning For Success with Retargeting

Campaign Budget & ROI Modeling: A Case Study

Kwanzoo has built out a very useful ROI and Budget Modeler tool that we use to help our clients plan retargeting campaigns.

The modeler is downloadable here: http://www.kwanzoo.com/cms/lp/go/roi-budget-modeler/

To show how the modeler works, let us look at a quick case study.

A prospective client comes to us with the following scenario:- A business that is primarily B2B- 25,000 unique monthly website visitors - 100,000 users on the in-house email list - Wants to run a 3 month pilot of site and email retargeting to see

how it goes and extend if “seeing results” (quality leads incoming)- Kwanzoo will be responsible for buying the media

In the first tab of the ROI and Budget Modeler, we need to select the following: 1. Campaign type(s)

that will be run: - Site and email

retargeting

2. Who will buy the media:- Kwanzoo

The prospective client will need the Kwanzoo “Gold Plan” ($999/month) to run both Site and Email retargeting. *You can also select if additional creative & consulting services will be needed on this tab.

CASE STUDY – Choose Your Campaign Type

Prospective Client Site Retargeting Specs: - 25,000 monthly unique

visitors- Serve 30 ad

impressions/visitor/month- Run a pilot for 3 monthsThe Modeler Shows: 1) Total Site Retargeting Budget for Campaign: $10,497 2) Projected Retargeted Ad Impressions Served: 2.25 M 3) Estimated CPL: (low) $40 to (high) $160 4) Estimated Leads: (low) 131 to (high) 375

CASE STUDY – Site Retargeting Campaign

Prospective Client Email Retargeting Specs: - 100,000 users on in-

house email list- Wants to serve 30 ad

impressions/visitor/month- Run a pilot for 3 months

These values are input in the Email Retargeting tab of the Modeler as shown on the left.

*Number of email list segments should also be entered if available

CASE STUDY – Email Retargeting Campaign – Part 1

Based on the Prospective Client Email Retargeting Specs: - 100,000 users on in-

house email list- Wants to serve 30 ad

impressions/visitor/month- Run a pilot for 3 monthsThe Modeler Shows (input fields not shown) : 1) Total Email Retargeting Budget for Campaign: $17,3972) Projected Retargeted Ad Impressions Served: 3.15 M 3) Estimated CPL: (low) $40 to (high) $804) Estimated Leads: (low) 158 to (high) 315

CASE STUDY – Email Retargeting Campaign – Part 2

The “Budget Summary” tab provides a high-level breakdown of display campaign costs across all campaign types being run.

For our case study, this shows the combined budget for the 3 month site and email retargeting pilots.

CASE STUDY – Campaign Budget Summary

The “ROI Summary” tab provides a customizable breakdown of display campaign ROI across all campaign types being run. Customize with your own: - Lead to MQL conversion rate - Estimated value per

MQL

CASE STUDY – ROI Summary

Summary, Wrap-Up & Questions?

Retargeting is…- Serving ads to site

visitors & email users* across the web

- A solution to connect to prospects and leads outside of owned media (email, website, etc.)

- An effective and efficient way to nourish prospects at all stages of the funnel

Review: What Is Retargeting?

Over 95%

of your website visitors are not converting…

Over 80%

of your email list users are not opening your emails…

You are

missing out on a lot of

potential

leads!

Why Does It Matter?

SUMMARY

During this webinar we covered: 1. What Is Retargeting? Why Does It Matter? [The Basics

of Retargeting]2. Going Beyond the Basics [Retargeting with Kwanzoo

Rich Media Ads]3. Retargeting Best Practices with Eloqua: Lead

Attribution, Enrichment, and Staging for a Holistic Approach to Nurture

4. More Than Just Form Fills: Improve Your Display & Personalization with Ad Activity Capture Directly Into Eloqua

5. Redefining Nurture: Personalizing Retargeting Campaigns using Eloqua Data

6. Budgeting and Modeling Campaign ROI: Planning for Success with Retargeting

Questions?

Phone: 408-216-7025Email: info@kwanzoo.comTwitter: @kwanzoo @iyermani

More Resources:

http://www.kwanzoo.com/content/Kwanzoo_Retargeting_Factsheet.pdf

http://www.kwanzoo.com/content/Kwanzoo_Complete_Guide_to_Retargeting.pdf

http://www.kwanzoo.com/blog/predictive-modeling-for-top-of-funnel-b2b-demand-generation.shtml#more-6575

Thank you for your time!

Retargeting with Kwanzoo Vs. Other Retargeting Networks