Post on 23-Dec-2014
description
Driving Facebook Leads With Marketo
Dennis YuChief Technology Officer
@DennisYu
Carra ManahanMarketing Programs Specialist
@CarraManahan
Travis KingDirector, B2B Lead Gen
@Travislk
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Over The Past Year…
• 13,000+ Targets Acquired• Cost per target < $30• 450+ Campaigns• 2,000+ Ads
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Marketing Has Fundamentally Shifted
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“Don’t you see that the whole aim of Newspeak is to narrow the
range of thought? In the end we shall make thought-crime literally
impossible, because there will be no words in which to express it.
Every concept that can ever be needed, will be expressed by exactly
one word, with its meaning rigidly defined and all its subsidiary
meanings rubbed out and forgotten. … Every year fewer and fewer
words, and the range of consciousness always a little smaller.
- George Orwell, 1984
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BREAK THROUGHEdge Rank Organically!
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Facebook is an ADDICTION.
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Marketers Have Unprecedented Capabilities in Targeting & Measurement
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B2B Marketing is Facebook’s best kept secret!
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The Engagement Funnel on Facebook
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The Viral Cycle
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Are you looking to drive revenue, conversions, email sign-ups, more traffic, or all of the above?
CPA – Cost Per Acquisition
CPC – Cost Per Click
CR – Conversion Rate
CTR – Click Through Rate
CPM – Cost Per 1,000
Impressions
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STRATEGY
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3 Part Amplification Tied to Your Goals
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Drive Brand Awareness and Thought Leadership
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Conversion Campaigns
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Dark Posts in Power Editor
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MAP your content
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IMPLEMENT in to your ad targeting.
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• Mid Stage
• Late Stage
• Early Stage
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Lateral and Competitive Targeting
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Job Title Targeting
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Target People By Companies They Work For
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Run Ads Based off a User’s Retail Behavior and Other Offline Information
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Unsure of your targeting?
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Remarketing bridges the gap…
from visitor to customer.
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Facebook Retargeting
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Use New Website Custom Audiences
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Let the cat
OUT!
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Upsell or boost client retention
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Target Existing Leads, Opps, Buyers, etc.
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Look-a-Like Audiences
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Weed out uninterested parties and disqualified leads
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HOW DO WE DO IT WITH MARKETO?
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Facebook Tabs
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bit.ly/fbooktabtemplate
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Track Behavior with Conversion Pixels
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URL Parameters
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UTM Tags
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Hidden Fields in Forms
Lead Source
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CAMPAIGNSET-UP
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2 Smart Campaigns for Each Program
1) New Names• Gives correct
program attribution
2) Filled Out Form• Makes sure each
lead is getting a success in your program
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Facebook Tabs
Filled Out Form
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New Names
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URL ParametersFilled Out Form
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New Names
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METRICS
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Optimize Against the Data
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Facebook Insights
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Analyze The Data
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Take Many Shots on Goal
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Attribution Modeling
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Socially Shareable Takeaways
• Offsite pixel for conversion bidding.
• Custom audiences to nurture, upsell, and exclude.
• Partner Targeting to run ads based on user’s shopping behavior/demographic data.
• Target users by the companies they work for and by job title
• Website custom audiences to remarket on Facebook.
• URL parameters to track social ROI in Marketo.
Thank You!
Dennis YuChief Technology Officer
dennis@blitzmetrics.com
Carra ManahanMarketing Programs Specialist
cmanahan@marketo.com
Travis KingDirector, B2B Lead Gen
travis@blitzmetrics.com