Game Changing: Email and Retargeting with Marketo – Part 2

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Reaching your audience via email is pretty easy with email, right? In simple terms, you pick your audience and send your content.

What if you could engage your audience with retargeting advertisements with the same efficiencies as the sending of email? Today, I’ll discuss how to roll out that multi-channel experience within Marketo using Marketo Ad Bridge. I’ll also dig into some game-changing capabilities coming later 2017.

In part 1 of this post, we discussed strategy and use cases around elevating your prospect’s journey with a multi-touch approach using BOTH email marketing and retargeting advertising. In this post, we’ll cover how companies with Marketo can make this strategy a reality. Not every detail is covered here but this should put you on the right path for getting started.

Article co-authored by Anna Leary and Jeff Coveney

Email and Retargeting

Advertising campaigns should go hand-in-hand with email marketing campaigns to offer a true multi-channel experience.

For example, I recently visited Hiscox Insurance to check out some insurance options and to request a quote. Shortly after, I received an email in my inbox AND began receiving advertising messaging via Facebook around insurance options. This billboard-type approach ensured I was receiving the same content across multiple channels to boost the Hiscox brand and increase my engagement potential. As a bonus, I also received a direct mail postcard as part of a triple touch approach.

How do you integrate Marketo with paid media platforms like Facebook, LinkedIn, and Google Adwords? Marketo’s existing and upcoming Ad Bridge capabilities allow marketers to manage and track retargeting and email campaigns together. Let’s dive in.

Better together: Hiscox delivers its messaging via multiple channels.

BONUS: Hiscox added a third bonus touch of a direct mail piece.

Setup Ad Bridge

Think of Marketo Ad Bridge like a connector–it bridges Marketo with several online advertising networks so businesses can target the right customers with personalized display ads. You don’t manage the spend and advertising in Marketo–you still have to do this from within the advertising network. What you are doing is using AdBridge to feed data from Marketo into the network to improve the experience, streamline management and provide better vision into success within Marketo.

To setup Ad Bridge, simply link Marketo to the advertising network as a LaunchPoint service. There is a little technical know-how but here is one example of how to setup with Google AdWords.

Each of the networks works a little differently so make sure to check out Marketo’s Ad Bridge help section.

Create a Home for Your Campaign

The first thing you are going to want to do is to create a Marketo program that houses any Smartlists and campaigns you’re going to use for the advertising campaign. You also use this program to track ongoing success based on who engages with your advertisement.

In this example, we’ve created a simple program that will connect with Facebook.

Pick Your Audience, Deliver Your Display Ad

After you’ve set up the program where the campaign will live, you’ll want to decide on the method for how to push the data from Marketo to your advertising platform. Remember, you can create a retargeting audience as easily as you do for email. Here are a few ways to do it:

Audience Data – Grab a Smartlist of records from Marketo and send over to your network. For example, if you have a Smartlist of a recent event signup, you may want to send this audience to your ad platform of choice to promote early bird offers for your next event. At the same time, you can also send an email.

Offline Conversions – Marketo breaks this out but we view this bucket as being very similar to audience data. If a person performs some activity offline (like purchases via a Sales rep), you can leverage that data within the ad network. Since most CRM data also syncs to Marketo, this offline data should be available within your Smartlists.

Google and Facebook offer offline conversion technology that integrates with Marketo. What exactly does that mean? A typical scenario of a prospective buyer might have them searching for what they are looking to purchase online where an ad related to that search term will appear. The prospect will click on the ad and fill out a form which counts as an online conversion.

But what happens when that buyer is looking for something that isn’t typically purchased online and has to go through a salesperson to finalize that purchase? This is where offline conversion technology that integrates with Marketo steps in. Once an offline purchase is made, this data is fed back into Google or Facebook through the integration which allows for better campaign optimization and knowing exactly which keywords or ads resulted in a purchase.

Source: Marketo

Collect Your Leads

The traditional way of getting leads to fill out a form through clicks from an advertisement has been to send them to a landing page that hosts the Marketo form which promotes the content, event, etc. A lead would fill out the form and their information would sync into Marketo.

Within the last few years, Marketo introduced lead generation ads available on certain platforms like Facebook and LinkedIn. These ads would show up within your newsfeed as you were scrolling and once you clicked on them they would expand, allowing you to stay within your newsfeed, and populate the fields with the information that was already tied to your account. Awesome, right? The only downfall when these were introduced was you had to go manually download the list of leads that had submitted your lead generation ad and then manually import this list into Marketo.

Then came along the great feature known as Lead Ingestion.

Lead Ingestion leverages your Facebook or LinkedIn account’s lead collection process and directly sends that data to Marketo when someone fills out a form. These are so integrated that you can even set up triggers based off of someone filling out a lead gen form on either platform in your smart campaigns and base certain flow actions off of this interaction. You no longer have to worry about manually downloading and uploading lists. A lead fills out a form and BOOM – into Marketo they go.

Get more information on LinkedIn lead ingestion.

Example of how to map Marketo fields to LinkedIn. Source: Marketo

 

Source: Marketo

The Next Big Thing: Ad Bridge Continuous Sync

Marketo retargeting continuous sync

Source: Marketo

OK, the feature name isn’t all that exciting but the new capabilities certainly are.

With everything we’ve talked about above, your online advertisements can be out of sync with your data. Why? Pushing data from Marketo into the ad platform is currently manual meaning your Marketo admin has to physically click some buttons to move data from Marketo to the ad platform. For example, if a customer just purchased a printer, the person shouldn’t receive online advertisements promoting the printer. However, that’s exactly what will happen until your admin updates the data.

Sounds a little painful, right? Marketo agrees and it is releasing what it is calling Continuous Sync in late 2017. With these enhancements, that data will feed to your online advertising platform continuously in near real-time, automatically. Using the printer example, Continuous Sync can take the customer out of the printer campaign and add to the paper advertising campaign. Talk about game-changing.

Continuous sync from Marketo to your paid media platforms constantly ensures data is flowing between the two systems. If you have advertising campaigns set up based on different nurturing programs and a lead moves into the next nurturing cycle, your paid media platform knows to change the advertisements the person is receiving based on this action, automatically. That means you can integrate online advertising directly into your nurture streams for evergreen, set and forget engagement. See some examples in part 1.

Measure Your Results

Using standard Marketo reporting, you’ll measure the success of your advertising program just like any other program.

If you really want to take the next step, integrate Marketo into Google Adwords so you can see how ads are feeding the funnel. You’ll need to have a working model setup. And obviously, reporting on your model is only as good as the underlying data feeding into the model.

How exactly does this work? A prospect starts off by clicking on a Google search ad and their details are then captured by Marketo via landing pages and forms utilizing Google’s unique “Gclid” identifier. Marketo then begins the process of tracking the prospect as he or she moves through your marketing and sales funnels, even the conversion that is integrated with your CRM system. Within Marketo, you set up the integration to your AdWords account and map each buyer stage with a specific AdWords conversion action and the stage conversion data is automatically sent into AdWords. This will allow you to leverage AdWords’ automated bid strategies to optimize bids for the best performing keywords and ads.

 

Analyze Google investmentAd Word results to your Marketo model. Marketo Google Reporting

Analyze Google spend vs your lifecycle model. Source: Marketo

Wrapping Up

If your organization is relying solely on email to get its message across, now is the time to broaden that vision. Marketo’s latest advertising features allow companies to enhance their email and nurturing campaigns with a multi-touch approach.

If you’re looking for different ways to drive a multi-channel engagement with Marketo, reach out to see how RevEngine can help you with our Triple Touch approach.

Anna Leary
Anna Leary
Anna joined the RevEngine team after helping manage one of the largest Marketo instances in the world at Navitas in Brisbane, Australia, where she coordinated 30+ brands and advertising initiatives linked back to Marketo through Facebook, LinkedIn, Twitter, and AdWords across several regions and languages. She graduated from the University of South Carolina with a BA in Advertising and has held roles managing major clients SEM and social accounts as well as experience in design and web development.

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