Always-On Marketing Has Arrived

The Marriage of Marketing Automation and Online Display

& Social Ads

Russ Glass, Bizo, CEO

@glassruss

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@glassruss @bizo

The Buyer’s Journey Has Changed

The business buyer is now in control over where information is

consumed

Buyer’s Journey

of the buyer’s journey is complete before a salesperson is contacted

Start

Buyer Sales Rep

Finish

10% 90%

Source: Forrester

@glassruss @bizo

Prospects Are Spending Increasing Time Online…

Source: “What Americans Do Online: Social Media and Games Dominate Online Activity,” NielsenWire

@glassruss @bizo

…and So Must the Marketer’s Role Change

• The buyer is almost always connected… so always reachable!

• Digital marketers must be fluent…in everything

@glassruss @bizo

The Good News: Massive Digital Marketing Opportunities…

Personalize

message and content to a

specific persona & stage

of the buyer’s journey Nurture & Educate

existing audiences more

powerfully than ever

before Reach

new audiences more

precisely than ever before

Target

visitors with deep insight

to convert leads across

programs

…Imply an exciting new path to success

@glassruss @bizo

The New Path to Success: 4 Predictions

• The Personalized Business Web

• Social Media for B2B is Here to Stay

• Multi-Channel Attribution Will Not Be Optional

• Always On Nurturing will become a reality

This time last year, I talked about…

@glassruss @bizo

Your Marketing Mix Today Your current marketing investments are geared to accomplish two

critical objectives

$ SEO, Paid Search,

Display, Social, Events, etc.

Marketing

Automation /Email Nurturing

Drive large volumes of the right anonymous prospects to your website & landing pages in order to inform and convert them.

Goal #1

Drive known contacts down the funnel and prepare them to buy

Goal #2

@glassruss @bizo

But there’s a problem… The marketing funnel is leaking!

Marketing Automation

/Email Nurturing

$ SEO, Paid Search,

Display, Social, Events, etc.

70K Known Prospects leaking out of the funnel

950 Anonymous people leaking out of the funnel

95% Don’t Convert

80% Don’t Open Emails

For every 1000 people that hit your website…

50 people convert

Nurture Existing Known Contacts

Only 30K contacts reachable

100K existing contacts

@glassruss @bizo

What If Marketers Could Recapture This Value?

What if marketers could significantly increase their

anonymous visitor conversion rates?

What if marketers could unlock the potential

of all their known contacts?

Anonymous Prospects

95% untapped

Known Contacts

80% locked up

@glassruss @bizo

Nurture Prospects Beyond Their Inbox

Fix the leaks!

Unlock the latent value of marketing investments by

making online display and social advertising a core part of

the “always on” nurturing effort

@glassruss @bizo

Sync Marketing Automation + Display & Social Ads

Anonymous Contact Nurturing

Nurture and convert the anonymous

prospects that you’re already tracking in

your marketing automation system

Synchronized Email & Display

Reach and drive down the funnel the 70%+

of prospects in your email nurture program

who never open their emails

@glassruss @bizo

Tie to CRM for True Multi-Channel Attribution

Ad interactions Known and Anonymous

All interactions tracked and stored in CRM,

so true multi channel attribution becomes

easy

@glassruss @bizo

Always-On Impact: Some Results…

• More than 100% more leads resulting from anonymous prospect

targeting

• 64 percent increase in additional conversions from known contacts

• Projected revenue increase of more than 46 percent from key target

audiences

• 233 percent return on investment

Engage Prospects 5x-8x more often then email nurturing alone!

@glassruss @bizo

Enter the “Always-On” Digital Marketer

• Silo campaigns are dead

• Programs will be always on + automated

• Messages will be audience targeted and

coordinated via all channels

• Marketers will measure true attribution back to

the individual prospects in the CRM database

• If its not integrated into the marketing stack

it’s not going to survive

@glassruss @bizo