#flipmyfunnel atlanta 2016 - travis wright - taking abm to the next level with content & account...

@teedubya#FlipMyFunnel

Taking ABM to the Next Level with Content & Account Based AdvertisingStrategy. Social Business. Marketing. Content. Advertising. Sales. Strategy. Social Business. Marketing. Content. Advertising. Sales.

Travis WrightCMO/CTO, CCP.Digital@teedubya

@teedubya #FlipMyFunnel

Who is this Travis Wright dude?• Radio Disc Jockey at Age 13.• Military Intelligence and Russian Linguist in the US Army.• Stand-up comedian since 1995.• Web developer since 1996. • Worked in Sales at Sprint while in College.• SEO & Creating Content since 1998.• Former Global Social Media Strategist – Norton / Symantec• Chief Marketing Technologist – CCP.Digital• Tech Journalist & Columnist MarketingLand, Inc., VentureBeat & others• Author of Book, Digital Sense, published by Wiley, Jan 2017• @teedubya on Twitter & on LinkedIn

@teedubya#FlipMyFunnel#DMS2015 @teedubya#FlipMyFunnel

Who is this Travis Wright dude NOT?

this is a social event

#FlipMyFunnel

@teedubya#FlipMyFunnel @teedubya@teedubya#FlipMyFunnel

@teedubya#FlipMyFunnel @teedubya#FlipMyFunnel

MARTECHWOMEN

@teedubya’s Tools – ccp.digital/fmf

#FlipMyFunnel AGENDA

① Account Based Content Marketing② Organic Content Amplification Tactics③ Account Based Advertising④ Marketing Technologies⑤ ???⑥ Profit!!

1 Account-Based Content Marketing

Account Based Marketing

Personas

@teedubya • #CMWorld@teedubya • #CMWorld

PERSONAS

MakeMyPersona.com

Content

@teedubya#FlipMyFunnelccpglobal.com/cmworld @teedubya@teedubya#FlipMyFunnel

2 Organic Content Amplification Tactics

Ways to Promote Organically• Email Marketing• Found via Search / SEO• Traditional Social Sharing• Word of Mouth• Facebook/Linkedin Groups• Hashtags via Twitter• Foster Employee Advocacy• Newsjack Events via Social• Repurpose Content• Influencer Outreach• Guest Blogging• Sales Reposting of Content• Pinterest

@teedubya#FlipMyFunnel @teedubya • #CMWorld

@teedubya#FlipMyFunnel @ChrisPulleyccpdigital.com/emfl @teedubya@teedubya#FlipMyFunnel

Linkedin Groups

@teedubya#FlipMyFunnelFacebook Groups

Google+ Communities

@teedubya#FlipMyFunnelccpglobal.com/cmworld @teedubyaccpdigital.com/emfl @teedubya@teedubya#FlipMyFunnel

Employee Advocacy

@teedubya#FlipMyFunnelccpglobal.com/cmworld @teedubyaccpdigital.com/emfl @teedubya@teedubya#FlipMyFunnel @teedubya#FlipMyFunnel

3 Account Based Advertising

Wal-MartSelling has Changed

Up to 17 people influence enterprise purchases

Wal-MartSelling has Changed

Paid Promotion • Micro-targeting Ideal Customers• Facebook Ad Targeting• PPC – Google Adwords or Bing• LinkedIn Sponsored Updates• Promoted Tweets• YouTube Paid Ads• Pinterest Ads• Native Advertising• Paid Content Discovery • Retargeting• Curation Apps• Syndicated Content

Better Ad Predictions with Data ScienceYesterday’s data

5 – 8 data points Every possible data point about a clickvs

Premature relationship of page views to purchase

probability

-20 -10 10 20 30 40 50 60

In depth seasonality and other insights

-20 -10 10 20 30 40 50 60

PUBLISHER PERFORMANCE EXTERNAL DRIVERSKeyword Impressions Nasdaq Airport statusMatch-type Clicks NYSE Sports calendar (US,

UK)Ads Minimum bid Fed interest rate FootballPlacement Current bid Weather.com SoccerPosition Location Temperature BaseballSlot Quality score Rain BasketballClick-type Competition Humidity Holiday calendar

Landing page Zip code – demographic Events calendarTime of day Tax Starbucks indexDay of week Education level Concerts (Live Nation)Device Household income Competitive search

Marital status SEM RushPresence of children Keyword spyAge SpyFuGender Google

ADVERTISER SEASONALITYSCALING FACTORS USER

Conversions Time Search engine Search queryRevenue Day of week Campaigns DeviceLTV Month Keywords Geo/locationRevenue parameters Year Ad copyCustom parameters HolidaysBusiness constraintsOther business metricsPromotions

Today’s data

Quantic Mind @quanticmind http://quanticmind.com

Week 3 4 5 6

63% 70%

Not QuanticMind QuanticMind

Gross Margin% Lift

Keywords Yes No

Likes No Yes

Demographics Limited Extensive

Psychographics No Yes

Geography Yes Yes

Internal URL No Yes

External URL Yes Yes

Purchase Intent Learn, Research None

Sales Cycle Short Long

Interest Graph Actions on Content

Advanced Targeting

ccpdigital.com/emfl @teedubya@teedubya@teedubya#FlipMyFunnel

@teedubya#FlipMyFunnel @teedubya

Facebook Graph Search opens up many different opportunities.

$240 billion

ccpdigital.com/emfl @teedubya#FlipMyFunnel

Impact of Targeted Social AdvertisingBy targeting specific groups with paid ads, companies can dramatically increase their Facebook audience.

Advanced Targeting

@teedubya • #CMWorld@teedubya • #CMWorld

Third-Party Databases

Combine Facebook data and interest targeting

Workforce Targeting

Wal-Mart

7,125 Wal-Mart HQ execs and employees. Results: 1,108 clicks. 15.5% CTR!!

Wal-Mart Inception

@teedubya#FlipMyFunnel @teedubya

Snip.ly @sniply http://snip.ly

2,563 Starbucks HQ execs and employees. Results: 556 clicks. 21.6% CTR!!

Starbucks Inception

@teedubya#FlipMyFunnelccpdigital.com/emfl @teedubya@teedubya#FlipMyFunnel

Instagram Ads

Twitter Advertising

Target users based on

geographic location

Narrow in on key markets

Search

Target users who are searching

on relevant keywords

Ensure relevancy

Followers

Target your Followers

Leverage brand advocates

Interest

Target users based on their

interests

Resonate with users

Mobile

Target users on the go

Reach at point-of-purchase

Look-a-likes

Target users who are similar to your followers

Increase potential reach

Gender

Target users based on gender

Ensure Interest

relevancy

Twitter Targeting Tools

Promoted Tweets are ordinary Tweets purchased by advertisers who want to reach a wider group of users or to spark engagement from their existing followers.

A Promoted Tweet will appear in a user’s timeline only if the Tweet is likely to be interesting and relevant to that user.

AMPLIFY CONVERSATIONS | LEVERAGE REAL-TIME INTENT | DRIVE ENGAGEMENT

Promoted Tweets

@teedubya@teedubya#FlipMyFunnel

YouTube Ads

@teedubya#FlipMyFunnelccpglobal.com/cmworldPinterest Advertising

Native Adverti$$$ng

Outbrain @Outbrain http://outbrain.com@teedubya#FlipMyFunnel

Taboola @Taboola http://taboola.com@teedubya#FlipMyFunnel

Zemanta @Zemanta http://zemanta.com@teedubya#FlipMyFunnel

Pixels Pixels Pixels

4 Marketing Technologies

Dun & Bradstreet – dnb.com/sales-marketing @DnBUS

Target Accounts + B2B Contacts

rFactr Social Port – rfactr.com @rfactr

AGENDA

TrackMaven @trackmaven http://trackmaven.com

AGENDA

Get Little Bird @getlittlebird http://www.getlittlebird.com

AGENDA

Socedo @socedoapp http://socedo.com

Nearly 6000 Marketing Technologies

Over 350+ CategoriesAnd Growing….

@teedubya’s Tools – ccp.digital/fmf

17 Killer Content Templates: bit.ly/17templatesTwitter Chat Master List: http://bit.ly/TwitterChatMasterFeature your Brand on Tumblr: http://brands.tumblr.comComplete Guide to Twitter Cards: dev.twitter.com/docs/cardsThe Advanced Guide to Content Marketing: bit.ly/advcontentAJ Kohn’s Author Rank Resource: http://bit.ly/rel-author-resourceThree Very Handy Content Marketing Tools: http://www.siegemedia.com/toolsThe Advanced Guide to SEO http://www.quicksprout.com/the-advanced-guide-to-seo/Neil Patel & Bronson Taylor’s Definitive Guide to Growth Hacking: http://goo.gl/4yqEOjThe Definitive Guide to Microsoft Excel for SEOs: http://www.distilled.net/excel-for-seo/The Complete List of Link Building Tactics http://pointblankseo.com/link-building-strategiesThe Beginner’s Guide to Conversion Rate Optimization: https://qualaroo.com/beginners-guide-to-croThe Ultimate Guide to the Google AdWords Keyword Planner: http://bit.ly/Adwords-Keyword-PlannerDana Lookadoo’s Structured Social Sharing Formula & Worksheet: http://yseo.us/sssf | http://yseo.us/sssfwHubspot's Guide to Creating Buyer Personas: http://offers.hubspot.com/free-template-creating-buyer-personasAnnie Cushing’s Hundreds of Tools for Marketers: http://www.annielytics.com/hundreds-of-tools-for-marketersPaddy Moogan’s Big Ass List of Link Building Resources: http://www.linkbuildingbook.com/link-building-resources.html

@teedubya’s MKTG Tools – ccp.digital/fmf@teedubya#FlipMyFunnel

Connect on LinkedIn: http://linkedin.com/in/teedubya

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