As new technologies appear, the strategic and technical side of B2B content marketing is evolving quickly. One amazing example is the success gained by combining multi-campaign multiplier effectiveness with the careful delivery of personalized content. Marketers are accomplishing this by integrating nurture campaigns across channels and mediums, while at the same time personalizing content for individual prospects.
Marketing automation makes this possible by combining display remarketing, Twitter-tailored audiences (Twitter retargeting), on-domain promoted resources, email promotional snippets, and more. Marketing automation acts as the driver, laying the foundation through lead databases as well as dynamic content (based on lead fields) to embed the appropriate remarketing triggers.
Why you should do it
Multi-channel campaigns have proved effective at making a company top-of-mind—they give you the ability to show up with one consolidated message across many channels. That’s traditional marketing. The new era of modern marketing is ushering in personalization as the new wave. Using marketing automation technology, you can combine the effectiveness of multi-channel campaigns with personalization. Through intelligent B2B marketing, you can promote content to prospects that fits their interest, buying stage, and history, not just on your owned media, but also on paid media as well.
Note how Zappos has mastered remarketing. If you add a pair of shoes to your cart and then abandon it, Zappos uses your cookie for remarketing to show you that exact pair of shoes in display ads on other websites. B2C pioneered this innovation and continues to improve upon it, but B2B is behind. Ride the new wave by bringing new technology to your B2B content marketing. You’ll see results, not in the additional dollars that you can bring in right now, but in how much farther you can drive prospects down the funnel.
How to do it
With your marketing automation platform, you already collect information about prospects. You know their company, role, interest, and the extent of their interaction with your owned media. You know what blogs they’ve read, what pieces of content they’ve downloaded, and you can get a strong idea of what they’re interested in. Here’s how to use this information.
Use the data you have. One of the greatest values of marketing automation is not just knowing information about your prospects, but being able to act on it. You want to be able to provide dynamic content to the prospect based on the information stored within your marketing automation platform’s database. This will give you basic advantages, such as being able to email your prospect with their first name in the content. The real value of this is being able to provide server-side dynamic content on website pages.
Get your remarketing tools ready. Some front-runner options here are: Facebook promoted post retargeting, Facebook ad retargeting, Google remarketing, and Twitter tailored audiences. Make sure that you have tracking pixels applied in the appropriate places of your website.
Deploy the marketing automation piece. Certain platforms, like Hubspot and Marketo, have the ability to run through server-side processing based on the prospect’s request and can deliver dynamic (personalized) content based on those values. This is where you can use remarketing. Create your personalized remarketing strategy around the data that is available. Segment your audience based on their previous activity history, company information, or personal information. How do you segment? You can do this in many ways, depending on your strategy. Here’s an easy one: target your biggest problem area in your funnel and spend your resources unclogging that area. Plant the remarketing triggers dynamically, based on the prospect’s information.
The usual way that remarketing works is that a person visits a certain page, documented via third-party tracking pixels, and that page is considered enough of a sign to warrant a specific remarketing campaign. (The B2C equivalent is when a person visits a pricing page for a camera, and you can trigger a remarketing campaign based on that URL visit for the person.) With B2B marketing automation, you don’t have to wait for a person to visit a specific URL—you can use the person’s information stored in the marketing automation database to assign the remarketing campaign that you consider the most appropriate.
How does it work? Through dynamic content. Depending on your third-party remarketing provider, you can do this in different ways. The most common way is to trigger a visit to a specific URL. That URL visit will tell the third-party remarketing platform to show specific ads on all the appropriate channels. You can create blank pages with the right URLs, which have the third-party tracking pixel script, and the remarketing provider will register the hits. Then iFrame in those URLs based on the criteria that you specifically set. It logs the URL visit, which queues that person for remarketing campaigns on all the channels you spend the time to target.
Here’s an extremely valuable example of how this works. In this scenario, you have prospects who have proposals out, but haven’t yet responded. Use dynamic segmentation to say, “if your lead status is SQL (that is, you have a proposal but haven’t responded to it yet), assign the SQL remarketing campaigns.” These people, after they’ve been cookied by visiting our website, start seeing your company everywhere they look—on Facebook, on Twitter, on other sites in display ads. This makes your company top-of-mind.
Another example is the use of “suggested resources.” Calculate which of your assets your prospects would most likely be interested in based on past experience, interest, and stage in the buying cycle. Then use owned promotional space (e.g., nurture emails, fulfillment emails, thank-you tiles) to promote that as the best fit for your next content consumption.
Remarketing combined with marketing automation means that you can promote that same “suggested resource” across all the channels that a prospect visits. The future of B2B content marketing lies in combining multi-channel marketing with the personalized content marketing that comes with using marketing automation platforms. Make your company top-of-mind. There’s no better place to be in the B2B world.
Ready to take your marketing automation implementation to the next level? Check out the Yesler Marketing Automation Owners Manual to learn more about how to deploy intelligent lead nurturing, manage multichannel personalized campaigns, serve up dynamic content, and more.