how to leverage marketing automation with paid social ads for b2b at #inbound15

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How to Leverage Marketing Automation with Social Advertising for B2B Sahil Jain, @sahilio

CEO and Co-founder, AdStage

ABOUT ADSTAGE

AdStage integrates multiple ad networks and data sources to give you one place to create, manage and optimize campaigns.

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1. The Truth About Marketing Automation

2. Acquiring Your Strategic Account List

3. Influencing Prospects Using Ads

4. Sending Additional Drip Messaging Through Social Ads

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The Truth About Marketing Automation

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We all know the power of Marketing Automation

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VERSUS

Primarily focused on email

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Source: eMarketer, November 2014

Time spent per day on social media

41 MINUTES

21 MINUTES

21 MINUTES

10 MINUTES

17 MINUTES

17 MINUTES

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How to Leverage Marketing Automation with Social Advertising for B2B

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Acquiring Your Strategic Account List

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Strategic company lists in HubSpot

Sales Top Prospect List

Website Visitor Company List

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Sales top prospects list in HubSpot

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Website visitor company list

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How to do this in HubSpot

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Low Friction

High Friction

Promote low friction content on LinkedIn

Blog Post / Infographic

Guide / Whitepaper

Case Study

Webinar

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Precise targeting with Linkedin Ads

Company Targeting

Skill or Job Title

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Sponsored Update in LinkedIn Feed

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Influencing Prospects Using Ads

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Export a list of known contacts in HubSpot

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Upload the list as a Custom Audience in Facebook

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Upload the list as a Tailored Audience in Twitter Ads

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Manage your audiences across networks

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Sending Additional Drip Messaging Through Social Ads

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Use existing marketing lists and content

Blog Post / Infographic

Guide / Whitepaper

Case Study

Webinar

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Add the tracking pixels across your website

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Retarget prospects that don’t convert on Facebook

Target visitors that visit a specific URL

Exclude visitors that converted

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Retarget prospects that don’t convert on Twitter Target visitors that visit a

specific webpage

Exclude visitors that converted

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Nurture your prospects on social channels

Blog Post / Infographic

Guide / Whitepaper

Case Study

Webinar

Blog post subscribers

Whitepaper downloads

Case study downloads

Whitepaper downloads

Case study downloads

Webinar registrants

Targeted Audience

Excluded Audience

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News Feed ad on Facebook

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Timeline ad on Twitter

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Journey for the end user Visits site

Does not convert

Visits LinkedIn

Clicks on ad & Subscribes to blog

Nurture Campaigns Across Channels

Sees content or CTAs for your desired conversion goal

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Adding social ads to different lead stages

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QUESTIONS?

@sahilio