Oracle BlueKai for B2B - Kwanzoo - ABM Display Case Study
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See how Amdocs-Vindicia found success with account-based marketing (ABM) using Oracle Data Cloud for B2B, Kwanzoo and related sales and marketing technologies
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Oracle BlueKai for B2B - Kwanzoo - ABM Display Case Study
- 1. Copyright © 2017, Oracle and/or its affiliates. All rights reserved. | How Vindicia Found ABM Success Through Programmatic Technology Kevin Cancilla Senior Director of Marketing Vindicia, an Amdocs Company April 27th, 2017 Confidential – Oracle Internal/Restricted/Highly Restricted
- 2. Copyright © 2017, Oracle and/or its affiliates. All rights reserved. | Program Agenda Our Journey To ABM Vindicia ABM Program Goals The Vindicia ABM Maturity Curve 6 Key Learnings Questions? 1 2 3 4 Confidential – Oracle Internal/Restricted/Highly Restricted 2 5
- 3. Copyright © 2017, Oracle and/or its affiliates. All rights reserved. | Our ABM Journey Confidential – Oracle Internal/Restricted/Highly Restricted 3 Get Sales Buy-In on Program Goals Get Board & C-Level Buy-In Set Goal for Pilot Add Components Over Time (2016-2017) 1 2 3
- 4. Copyright © 2017, Oracle and/or its affiliates. All rights reserved. | Vindicia Program Goals Confidential – Oracle Internal/Restricted/Highly Restricted 4 Content: • eBooks • White Papers • Analyst Reports • One Sheeters • ROI Calculators • Recorded Webinars Programs: • SEO / SEM / PPC • Paid Media: ABM Display & Retargeting • Nurture Emails • Live Events • Direct Mail • SDR Sales Outreach Infrastructure: • Marketing Automation • CRM • B2B Marketing Attribution • Website CMS • Google Analytics Data: • Account Data • Contact Data • Business Geo Location Data • Online Cookies (Oracle B2B) • IP Data (Kwanzoo) • Increase Brand Awareness for Global Target Accounts • Maximize Reach and Engagement into all Target Accounts • Marketing Budget Allocation Across Channels and Tactics Channels & Tactics
- 5. Copyright © 2017, Oracle and/or its affiliates. All rights reserved. | Vindicia ABM & Retargeting Programs Deployed Confidential – Oracle Internal/Restricted/Highly Restricted 5 B2B RetargetingAccount-Based Marketing Personalized Display Maximize return from site traffic & marketing data Reach & engage global target accounts Maximize display ROI ABM + Job Title ABM Social (LinkedIn, Facebook, Twitter) ABM Global (IP-Based) Display (Website) Email and CRM Retargeting Account-Based Site Retargeting Display (Direct Buy) Display (RTB) ABM + Past Purchase Account Engagement Reports
- 6. Copyright © 2017, Oracle and/or its affiliates. All rights reserved. | The Vindicia ABM Maturity Curve Confidential – Oracle Internal/Restricted/Highly Restricted 6 Phase 2 Oct 2016 – Mar 2017 ABM IP Retargeting ABM JTT Phase 3 Apr 2017 – Sep 2017 Retargeting ABM Reporting with Oracle B2B ABM IP ABM JTT Timeline Phase 1 Jan 2016 – Sep 2016 ABM IP Retargeting Maturity
- 7. Copyright © 2017, Oracle and/or its affiliates. All rights reserved. | ABM Job Title Targeting (JTT) with Oracle B2B Confidential – Oracle Internal/Restricted/Highly Restricted 7 Account Strategy North America & UK Target Account Lists Program Build & Execution Ad Creation, Program Setup and Media Execution DMP Data Management Platform Audiences populated ABM Audience Data 1B B2B profiles, Accounts, Job Titles, Functions and Level Filters DSP Programmatic Ad Buying ABM ads served ABM Engagement Reports Account-level engagement reporting across all programs
- 8. Copyright © 2017, Oracle and/or its affiliates. All rights reserved. | Key Learning #1: Account Selection Plan Ahead for Account Selection (it takes longer than you might expect) Confidential – Oracle Internal/Restricted/Highly Restricted 8 Global Account List
- 9. Copyright © 2017, Oracle and/or its affiliates. All rights reserved. | Key Learning #2: Creative & Content Have Multiple Creative and Content Offers to Test Confidential – Oracle Internal/Restricted/Highly Restricted 9
- 10. Copyright © 2017, Oracle and/or its affiliates. All rights reserved. | Use Different Ad Targeting Approaches for Different Geos Key Learning #3: Customize Ad Targeting to Geo Location Confidential – Oracle Internal/Restricted/Highly Restricted 10 Program 1: ABM Job Title Targeting Program 2: ABM IP Targeting Serve Ads to Contacts at North American and UK Accounts Serve Ads to Accounts in EMEA, APAC, LATAM, and ANZ Serve ads to B2B Cookies Oracle B2B Serve ads based on IP (where cookies aren’t available) Kwanzoo
- 11. Copyright © 2017, Oracle and/or its affiliates. All rights reserved. | Key Learning #4: Run Retargeted Ads alongside ABM First Touch Ads to Maximize Conversions Bring in visitors from Target Accounts Retarget with fresh messages to drive conversion Confidential – Oracle Internal/Restricted/Highly Restricted 11 Vindicia – Top performing creative in 2016 with Engagement +260% over baseline Vindicia – Retargeting conversion rates have improved in 2017 vs 2016 as we optimized our creative versions and used Oracle|BlueKai and cookie targeting vs IP targeting.
- 12. Copyright © 2017, Oracle and/or its affiliates. All rights reserved. | Key Learning #5: Validate Engagement with Target Accounts • Measure engagement through both Ad clicks and website visits from target accounts. Tie conversions back to engaged accounts. • Make sure you are engaging more of your target accounts over time Confidential – Oracle Internal/Restricted/Highly Restricted 12
- 13. Copyright © 2017, Oracle and/or its affiliates. All rights reserved. | Key Learning #6: Establish regular cadence for sales reports Deliver Regular Account-Level Insights to Sales • Includes Graphs/List of Top Engaged Accounts, Engaged Contacts, and Individual Account Visitor Journeys
- 14. Copyright © 2017, Oracle and/or its affiliates. All rights reserved. | Each IP Address corresponds to a user at the given account ‘Visitor Journey’ tracks each user by counting every action for an IP Address Account Engagement Reports and key sales questions • Who is coming? Which Accounts? What are they doing? Anonymous visitors can be up to 5X the number of known Contacts in CRM • Reverse IP won’t work for B2B visitors from home IP and doesn’t provide user level insight ABM reporting tied to Oracle B2B cookie-based insights is the answer
- 15. Copyright © 2017, Oracle and/or its affiliates. All rights reserved. | Kevin Cancilla Sr. Director, Marketing Vindicia Email: kcancilla@vindicia.com Twitter: @KevinCancilla How Vindicia Found ABM Success with Programmatic Technology Niraj Deo Sr. Director, B2B Product Strategy Oracle Data Cloud Email: niraj.deo@oracle.com Twitter: @deoniraj
Notas do Editor
- This is an Oracle Modern Customer Experience event branded Graphic Only Title Slide slide ideal for including a brief title, subtitle and presenter information. Do not customize this slide with your own background. To copy this background to another presentation on PC Locate and open the presentation where you will be placing this artwork. Click New Slide from the Home tab's Slides group and select Reuse Slides. Click Browse in the Reuse Slides panel and select Browse Files. Double-click the PowerPoint presentation that contains the background you wish to copy. Check Keep Source Formatting and click the slide that contains the background you want. Click the left-hand slide preview to which you wish to apply the new master layout. Apply New Layout (Important): Right-click any selected slide, point to Layout, and click the slide containing the desired layout from the layout gallery. Delete any unwanted slides or duplicates. To copy this background to another presentation on Mac Locate and open the presentation where you will be placing this artwork. Click New Slide from the Home tab's Slides group and select Insert Slides from Other Presentation… Navigate to the PowerPoint presentation file that contains the background you wish to copy. Double-click or press Insert. This prompts the Slide Finder dialogue box. Make sure Keep design of original slides is unchecked and click the slide(s) that contains the background you want. Hold Shift key to select multiple slides. Click the left-hand slide preview to which you wish to apply the new master layout. Apply New Layout (Important): Click Layout from the Home tab's Slides group, and click the slide containing the desired layout from the layout gallery. Delete any unwanted slides or duplicates.
- Add the goals from the PPT
- We are currently in Phase 2 of our ABM & Retargeting Programs with Kwanzoo. For this quarter and next, we are running 3 different programs: ABM with Job Title Targeting for our North American target accounts ABM with IP Targeting for our International Accounts in EMEA, LATAM and APAC. Site Retargeting See the programs with the check marks on them
- We started with our ABM display ad and retargeting programs in 1Q 2016. We started with a smaller account list of some 300 accounts, then expanded the list in 2Q 2016 so we reached some 800 accounts through ABM IP targeting across geos. In Q4 2016 we started running ABM Job Title Targeting (JTT) using Oracle|BlueKai cookie data. We will go into more detail on how those programs performed, and what KPIs we tracked in a little bit for both the ABM and retargeting programs that were launched. We are wrapping up Phase 2, and entering Phase 3. Our big focus for Phase 3 is deeper ABM reporting tied into Oracle|BlueKai for B2B cookie data, and better cross-channel attribution across ABM display and our CRM system. We have also mapped out additional optimization we want to do in Phase 3, where we start to personalize the ABM ads that we are delivering today.
- This is a quick process flow for how an ABM display program is setup and launched. This one shows the steps for the ABM with Job Title Targeting program where we use Oracle|BlueKai cookie data. First up, we worked with Oracle’s partner Kwanzoo to load our target account lists, segmented by geo into their platform. We also identified the key job functions, levels and titles we want to reach at these accounts. Kwanzoo then sourced the right set of cookies that’s relevant to Vindicia through BlueKai, and the custom cookie segment is now setup at their DSP partners, where we can then buy and serve ads to that audience. All of the reporting is available back in Kwanzoo’s dashboards. It’s real-time, with Excel export.
- Account selection, as you need to get buy-in with sales teams globally can take longer than you might expect. So plan ahead.
- We learned a lot about the copy and messaging that works best for first touch ABM ads, versus retargeting ads where the visitor is already familiar with our brand.
- As you target accounts globally, the same DSP cannot reach your accounts and key buyers and influencers at those accounts. The targeting data you use also needs to change, as cookies are not available outside North America and UK. So keep that in mind, and build more time and resources into your plan.
- We have learned that ABM ads and retargeting ads go hand-in-hand. And running ABM ads makes a big difference to your conversions from retargeting ads.