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MULTI-CHANNEL LEAD NURTURINGHow to Marry Marketing Automation with Social Advertising for B2B

Sahil Jain, @sahilio

CEO & Co-Founder @AdStage

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ABOUT ADSTAGEAdStage is a powerful cross-channel advertising platform, helping digital marketers easily report, automate, and manage paid search and social

campaigns all under one roof.

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1. Acquiring Your Strategic Company List

2. Using Social Ads to Influence Prospects

3. Lead Nurturing with Dynamic Retargeting

4. Serving Social Ads at Specific Lead Stages

TODAY’S AGENDA

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WE ALL KNOW THE POWER OF MARKETING AUTOMATION

Source: HubSpot

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VS

BUT, THIS ONLY COVERS EMAIL…

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TOTAL POPULATION

7.395Billion

% OF POP URBAN 54%

INTERNET USERS

3.419Billion

% OF TOTAL POP. 46%

ACTIVE SOCIAL MEDIA USERS

2.307Billion

% OF TOTAL POP. 31%

UNIQUE MOBILE USERS

3.790Billion

% OF TOTAL POP. 51%

ACTIVE MOBILE SOCIAL USERS

1.968Billion

% OF TOTAL POP. 27%

Source: We Are Social, 2016

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Source: Brandwatch, 2016

1.7B Users

400MUsers

100MUsers

450MUsers

320MUsers

100MUsers

TOTAL USERS BY SOCIAL MEDIA NETWORK

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ONLY 2% COLD CALLS GENERATE BOOKED APPOINTMENTSSource: LeapJob

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COMPANIES OF 150-500 EMPLOYEES HAVE 6-7 DECISION MAKERSSource: Cirrus

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1 ACQUIRING YOUR STRATEGIC COMPANY LIST

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SALES TOP PROSPECT LIST

WEBSITE VISITOR COMPANY LIST

2 TYPES OF STRATEGIC COMPANY LISTS

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TOP PROSPECT LISTS: HUBSPOT

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TOP PROSPECT LISTS: SALESFORCE

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TOP PROSPECT LISTS: INTERCOM

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TOP PROSPECT LISTS IN CRM

Source: HubSpot

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USING PROSPECT IP LOOKUP

Source: HubSpot

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PROMOTE TOP OF FUNNEL CONTENT ON LINKEDIN

BLOG POST / INFOGRAPHIC

GUIDE / WHITEPAPER

CASE STUDY

WEBINAR

Bottom of Funnel

Top of Funnel

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PRECISE TARGETING WITH LINKEDIN ADS

Skills Targeting

Job Targeting

Company Targeting

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&

LINKEDIN ADS: INDUSTRY + TITLE TARGETING

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2 USING SOCIAL ADS TO INFLUENCE PROSPECTS

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FUNNEL STAGES• OPEN • CONTACTED • QUALIFIED • PROPOSAL

EXPORTING LISTS FROM YOUR CRM / MA

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EXPORTING LEAD LISTS FROM YOUR CRM/MA

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UPLOAD LISTS INTO FACEBOOK + TWITTER

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MANAGE FACEBOOK + TWITTER AUDIENCES

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OPEN CONTACTED QUALIFIED PROPOSAL

ADS FOR EVERY STAGE OF THE FUNNEL

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3 LEAD NURTURING WITH DYNAMIC RETARGETING

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BLOG POST / INFOGRAPHIC

GUIDE / WHITEPAPER

CASE STUDY

WEBINAR

LEAD NURTURE EMAIL DRIP EXAMPLE

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CONTENT EXAMPLES

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AMPLIFY WITH DYNAMIC RETARGETING ON SOCIAL

Warmer Leads

Cold LeadsBLOG POST /

INFOGRAPHIC

GUIDE / WHITEPAPER

CASE STUDY

WEBINAR

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USING CONVERSION TRACKING

Twitter Website LinkedIn Insight

Facebook Pixel

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ADD EXCLUSION TARGETING

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BLOG POST / INFOGRAPHIC

GUIDE / WHITEPAPER

CASE STUDY

WEBINAR

Excluded Audience

Blog subscribers

Whitepaper downloads

Case study downloads

Webinar registrants

Target Audience

Your target audience

Blog post subscribers

Whitepaper downloads

Case study downloads

EXCLUSION TARGETING LOGIC

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AD EXAMPLES: FACEBOOK DESKTOP FEED

Re-Targeting Ad Example Abandoned Cart

Re-Targeting Ad Example Visited Hired Website

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AD EXAMPLE: FACEBOOK MOBILE FEED

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AD EXAMPLE: INSTAGRAM MOBILE FEED

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AD EXAMPLE: TWITTER DESKTOP FEED

AD EXAMPLE: TWITTER MOBILE FEED

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AD EXAMPLE: LINKEDIN DESKTOP FEED

AD EXAMPLE: LINKEDIN MOBILE FEED

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4 SERVING SOCIAL ADS AT SPECIFIC LEAD STAGES

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END USER JOURNEY EXAMPLE

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ADDING SOCIAL ADS TO DIFFERENT LEAD STAGES

Source: HubSpot

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Export your strategic company lists from your marketing automation tool.

Reach pre-qualified users through social ad network targeting.

Promote top of funnel content to reach top prospects.

Amplify existing acquisition efforts by combining marketing automation

with social ads.

Key Takeaways for Your Social Ads

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THANK YOU!

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CEO & Co-FounderAdStage@sahilio

Sahil Jain

QUESTIONS?