Marketo Adbridge overview

Ad Bridge connects Marketo’s unique audience data
to your advertising platform, so you can run more
targeted, personalised digital ad campaigns that
improve your marketing ROI.

1. Ad Bridge Overview
Mike Stocker
Sr. Director, Product Solutions & Innovation
Sept. 2016 Tweet me @michaelstocker

2. Digital Advertising:
Significant, But Inefficient Spend
24% of overall
marketing budget
2% average
conversion rate
Spend Effectiveness

3. Why Such Poor Performance?
Lack of precise
audience targeting

4. BUYER JOURNEY
Digital AdvertisingMarketing Automation
Today’s World
Relies on 3
rd
party data
Wealth of 1
st
party data

5. The World with Marketo Ad Bridge
Marketo 1
st
Party Data
Digital Advertising Marketing Automation

6. Ad Bridge connects Marketo’s unique audience data
to your advertising platform, so you can run more
targeted, personalizeddigital ad campaigns that
improve your marketing ROI.

7. Marketo Has Valuable Audience Data
Professionals
Industry
Revenue/size
Target account
Location
Consumers
Product interest
Referral URL
Location
Persona
Buying stage
Lead score
Products owned
Engagement Score
Buying intent
Purchase history
Customer profile
Offers accepted
Anonymous
Known

8. GE vision:Create cohesive and evolving
cross-channel experiences

9. GE vision:Create cohesive and evolving
cross-channel experiences
High-value known leads
Segmented by
product interest and
strategic accounts

10. Page 10Marketo Proprietary and Confidential | © Marketo, Inc. 9/13/2016
Ad Bridge Capabilities
Personalize retargeting ads for
website visitors
1
Target known prospects with
display ads for nurture/reactivation
2
Optimize ad campaign spend
with offline conversion data
3
Ingest leads or data from paid
media systems
4
(PPC)

11. Page 11Marketo Proprietary and Confidential | © Marketo, Inc. 9/13/2016
Ad Bridge Capabilities
Personalize retargeting ads for
website visitors
1

12. Personalized Retargeting
Pull Website Visitors Back to Your Site
Name: Anonymous
Location: Chicago, IL
Industry: Healthcare
Company Size: Enterprise
Target Account: Top 100

13. Works with Facebook & Google
Your Website Another Website
Web visitor leaves and then sees your personalized ad
Personalized ad pulls visitor back to your site
1
2

14. Marketo Example –Personalized by Segment

15. Marketo Example –Personalized by Vertical
These Ads drove 2x more lead conversions
117% increase yr./yr. in qualified leads

16. Full-Funnel Website Retargeting (Google)
40% increase in top-of-funnel conversions
13X increase in overall conversions

17. Sisense–Example Ads
Early Stage (Default) –BI Trends Report
Mid/Late Stage –Comparison Matrix
Vertical Banner
(Government)

18. 1.Firmographicdata for
anonymouswebsite visitors
2.Account-based marketing
(ABM) support
3.Known lead data via Marketo
Marketing Automation
4.“1-2 punch” of personalizing
Web + retargeting ads
Marketo Retargeting Differentiators

19. Page 19Marketo Proprietary and Confidential | © Marketo, Inc. 9/13/2016
Ad Bridge Capabilities
Personalize retargeting ads for
website visitors
1
Target known prospects with
display ads for nurture/reactivation
2

20. Target Known Prospects with Display Ads
Nurture Active Ones; Reactivate Dormant Ones
•Segment by buyer
stage, engagement
level and more
•Expand audiences for
improved acquisition
•Target email subscribes
and non-responders
with ads
Awareness
Interest
ResearchSelection
Decision
Name: Cindy
Buyer Stage: Research

21. Nurture Across Channels
Week 1 Week 2 Week 3 Week 4
Email
Digital Ads
Getting
Started
Expert
Testimonials
Special
Offer
Tips &
Tricks
Getting
Started
Tips &
Tricks
Expert
Testimonials
Special
Offer

22. Undergraduate Program –Full Funnel Marketing (FB)
40% higher click through rates
10% increase in accepted students enrolling

23. Marketo Connects to 40+ Data Management
& Demand Side Platforms
On boarding*
Data Management
& Demand Side
Platforms
*Not all solutions on the right require a
separate data on-boarding tool

24. Example Data Flow:
Leverage Marketo 1
st
Party Data for Digital Display
Marketing
Automation
Data On-Boarding DMP + DSP
Create lists of
known leads
or customers
Match emails
to cookies
Anonymize
audience
Execute
targeted paid
media
campaigns

25. Page 25Marketo Proprietary and Confidential | © Marketo, Inc. 9/13/2016
Ad Bridge Capabilities
Personalize retargeting ads for
website visitors
1
Target known prospects with
display ads for nurture/reactivation
2
Optimize ad campaign spend
with offline conversion data
3
(PPC)

26. Optimize Google PPC Ads
Searches for
“Marketing
Automation”
Sees
Marketo Ad
On Google
Clicks Ad
Fills Out
Form
Receives
Demo
Becomes
Opportunity
in CRM
Becomes
New
Customer
Online Offline

27. Optimize Google PPC Ads
Searches for
“Marketing
Automation”
Sees
Marketo Ad
On Google
Clicks Ad
Fills Out
Form
Receives
Demo
Becomes
Opportunity
in CRM
Becomes
New
Customer
Online Offline
Advertiser optimizes ads
based on form fill

28. Optimize Google PPC Ads
Searches for
“Marketing
Automation”
Sees
Marketo Ad
On Google
Clicks Ad
Fills Out
Form
Receives
Demo
Becomes
Opportunity
in CRM
Becomes
New
Customer
Online Offline
Advertiser optimizes ads based
on opportunity creation

32. Facebook Offline Conversion Tracking
Track and optimize your efforts within the MarketoRevenue Model by
uploading conversion data to Facebook
Reporting output in the Facebook ads reporting UI
Facebook’s Offline Conversion
allows you to:
•Optimize lead acquisition
•Optimize nurture efforts
within Facebook to
people most likely to
convert

33. Page 33Marketo Proprietary and Confidential | © Marketo, Inc. 9/13/2016
Ad Bridge Capabilities
Personalize retargeting ads for
website visitors
1
Target known prospects with
display ads for nurture/reactivation
2
Optimize ad campaign spend
with offline conversion data
3
Ingest leads or data from paid
media systems
4
(PPC)

34. Facebook/Twitter Lead Ads Support

35. Top-of-Funnel –Lookalike Modeling + Lead Ads (FB)
58% decrease in cost-per-lead

36. Measurement

37. Measure Revenue Impact/ROI
Attribute revenue to ads for superior optimization
•First-& multi-touch
attribution
•Channel, group & ad
analysis
•Cross-channel
comparisons
Revenue Attribution

38. Questions?

39. Thank you!
Mike Stocker [email protected]
Sr. Director, Product Solutions & Innovation
Aug. 2016 Twitter: michaelstocker

40. APPENDIX

41. Page 41
Every $1 invested in Facebook ads personalized
through Marketo results in $11.29 in Pipeline

42. Summer Programs –Lookalike Modeling (FB)
250% increase in conversions
10% increase in paid registrations

43. Graduate Music Therapy Program –Match & Lookalike (FB)
12X higher conversion rates
40% increase in applications