Drivingfacebookleadswithmarketofinal 140409152636-phpapp02

Driving Facebook Leads With Marketo

Dennis YuChief Technology Officer

@DennisYu

Carra ManahanMarketing Programs Specialist

@CarraManahan

Travis KingDirector, B2B Lead Gen

@Travislk


Over The Past Year…

• 13,000+ Targets Acquired• Cost per target < $30• 450+ Campaigns• 2,000+ Ads


Marketing Has Fundamentally Shifted


“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


BREAK THROUGHEdge Rank Organically!


Facebook is an ADDICTION.


Marketers Have Unprecedented Capabilities in Targeting & Measurement


B2B Marketing is Facebook’s best kept secret!


The Engagement Funnel on Facebook


The Viral Cycle


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


STRATEGY


3 Part Amplification Tied to Your Goals


Drive Brand Awareness and Thought Leadership


Conversion Campaigns


Dark Posts in Power Editor


MAP your content


IMPLEMENT in to your ad targeting.


• Mid Stage

• Late Stage

• Early Stage


Lateral and Competitive Targeting


Job Title Targeting


Target People By Companies They Work For


Run Ads Based off a User’s Retail Behavior and Other Offline Information


Unsure of your targeting?


Remarketing bridges the gap…

from visitor to customer.


Facebook Retargeting


Use New Website Custom Audiences


Let the cat

OUT!


Upsell or boost client retention


Target Existing Leads, Opps, Buyers, etc.


Look-a-Like Audiences


Weed out uninterested parties and disqualified leads


HOW DO WE DO IT WITH MARKETO?


Facebook Tabs


bit.ly/fbooktabtemplate


Track Behavior with Conversion Pixels


URL Parameters


UTM Tags


Hidden Fields in Forms

Lead Source


CAMPAIGNSET-UP


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


Facebook Tabs

Filled Out Form


New Names


URL ParametersFilled Out Form


New Names


METRICS


Optimize Against the Data


Facebook Insights


Analyze The Data


Take Many Shots on Goal


Attribution Modeling


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

[email protected]

Carra ManahanMarketing Programs Specialist

[email protected]

Travis KingDirector, B2B Lead Gen

[email protected]

Drivingfacebookleadswithmarketofinal 140409152636-phpapp02

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