programmatic personalization: drive revenue in the digital era
TRANSCRIPT
@AdRoll and @Salesforce
Programmatic Personalization: Drive Revenue in the Digital Era
David TamOnline Marketing [email protected]
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Safe Harbor
Cloud Computing Pioneer and EvangelistSalesforce
Mainframe Client/Server
Today1960s 1980s
Cloud
New Technology Model (Cloud)
New Business Model (Customers)
New Philanthropic Model (1:1:1)
Connect with your customers in a whole new wayBecome a Customer Company
SalesService
Marketing
CommunityApps
Analytics
SalesService
Marketing
CommunityApps
Analytics
Agenda
Agenda
1. Top 5 challenges for lead gen
2. Salesforce on programmatic
3. Takeaways
Challenges
1. Maintaining a cohesive Salesforce brand message
2. Consistent lead flow across all products
SalesService
Marketing
CommunityApps
Analytics
3. Choosing quantity or quality lead volume
This depends on a couple variables:
1. How big is your sales team?
2. What volume of leads each sales rep can effective handle?
4. Which part of my advertising is working?
5. Managing the entire online marketing ecosystemA
WA
RE
NE
S
LEAD GENERATION
LOW
HIG
H
GOOD BAD
Search
Industry SitesBrand Buys
Brand Awareness, Recall, and Favorability
Content Engagement, Education
Lead Gen, Sales, Upsell
Look-A-likes
CRM
Audience Targeting
Social
Retargeting
Programmatic
Lumscape for display advertising
Lumscape for search advertising
Lumscape for social advertising
Lumscape for video advertising
Lumscape for mobile advertising
Lumscape for content marketing
Salesforce on Programmatic
Identifying and targeting your best audience
Intent data
Prospects
&
Higher Propensity
Prospects
&
Lower Propensity
Customers
&
Lower Propensity
Customers
&
Higher Propensity
Cross SellNet New
High Priority
Nurture
Create targeted cross-sell campaign
Create targeted up-sell campaign
Re-engage with prospects
Homepage Product Pages
Interest Level?
Conversion?
Activate your brand advocates
• Fans
• Viewers of your videos ads
• Users of your mobile app
• Subscribers of your channel
• Viewers of your videos
• People who liked your videos
• Followers
• People tweeting about your brand
Show your audience what they want
Show your audience what they want to see:
Vice President of Sales
Head of Customer Service
Chief Information Officer
Chief Marketing Officer
Nurturing audiences across channels
EmailSocial
Display
Mobile
SEM
Mobile
Ask yourself:
1.Are most customer’s using mobile phones? (YES!)
2.Do I have mobile optimized marketing collateral?
Tips:
• Test mobile browser vs app network vs premium apps
• Optimized mobile ads for mobile devices – don’t be lazy and resize
• Make sure your mobile landing pages are readable/clickable
• Marketing collateral on desktop doesn’t automatically translate to mobile
- do the assets translate/load on mobile device?
Mobile
Large enough font
Tap, not click
With Google’s remarketing lists for search ads (RLSA), marketers can tailor their SEM ads to their website visitors.
•Integrated message between SEM & display
•Tailor your ad copy
•Choose the most relevant collateral
•Control your bidding strategy and cost of your website visitors
•See your KPIs between website visitors & net new prospects
Bet higher on your best audience
Display
Mobile
SEM
Display
Ad Copy
SEMSame User
Segmenting your audience and target across all tactics
Retargeting, SEM, retargeted SEM…Now what?
EmailSocial
Display
Mobile
Test, learn and move quickly
TEST1 IMPLEMENT3LEARN
Without Targeting
With Targeting
5,978
17,577
Visits
+194%
2
Casting many small nets
Business Decision Maker
+
SMBIT Decision
Maker
+
Education
IT Decision Maker
+
Chemicals
Business Decision Maker
+
eCommerceIT Decision
Maker
+
Energy
Business Decision Maker
+
Energy
Business Decision Maker
+
ChemicalsIT Decision
Maker
+
Retail
Business Decision Maker
+
Software
Business Decision Maker
+
FinancialIT Decision
Maker
+
eCommerce
IT Decision Maker
+
Financial
IT Decision Maker
+
Commercial
Business Decision Maker
+
Education
IT Decision Maker
+
Autos
IT Decision Maker
+
SMB
Business Decision Maker
+
Autos
IT Decision Maker
+
Healthcare
Instead a large ones
Business Decision Makers
&
IT Decision Makers
See what works and what doesn’t
Business Decision Maker
+
SMBIT Decision
Maker
+
Education
IT Decision Maker
+
Chemicals
Business Decision Maker
+
eCommerceIT Decision
Maker
+
Energy
Business Decision Maker
+
Energy
Business Decision Maker
+
ChemicalsIT Decision
Maker
+
Retail
Business Decision Maker
+
Software
Business Decision Maker
+
FinancialIT Decision
Maker
+
eCommerce
IT Decision Maker
+
Financial
IT Decision Maker
+
Commercial
Business Decision Maker
+
Education
IT Decision Maker
+
Autos
IT Decision Maker
+
SMB
Business Decision Maker
+
Autos
IT Decision Maker
+
Healthcare
Eliminate what doesn’t work
Business Decision Maker
+
SMBIT Decision
Maker
+
Retail
Business Decision Maker
+
Software
IT Decision Maker
+
Commercial
IT Decision Maker
+
SMB
IT Decision Maker
+
Healthcare
IT Decision Maker
+
Education
IT Decision Maker
+
Chemicals
Business Decision Maker
+
eCommerceIT Decision
Maker
+
Energy
Business Decision Maker
+
Energy
Business Decision Maker
+
FinancialIT Decision
Maker
+
eCommerce
IT Decision Maker
+
Financial
Business Decision Maker
+
ChemicalsBusiness Decision Maker
+
Education
IT Decision Maker
+
Autos
Business Decision Maker
+
Autos
Then bet big on what works
Business Decision Maker
+
SMB
IT Decision Maker
+
Retail
Business Decision Maker
+
Software
IT Decision Maker
+
Commercial
IT Decision Maker
+
SMB
IT Decision Maker
+
Healthcare
Adopt weapons
Bid Management Tools
Tag Manager
Website Analytics
Attribution Measurement
Takeaways
1. Identify your best audiences and tailor your campaigns, with ads and offers
2. Be methodical with your execution by minimizing “coincidental” campaigns
3. Don’t just be where your customers are but adapt to where they are
4. Cast small nets and then make big bets
5. Choose tools that will help you manage your campaigns at scale
Takeaways
