How Avid Syncs Display Ads with Email to Increase Marketing Automation Effectiveness
November 5, 2013
What features are most important to you as a current or prospective user of marketing automation?
According to the 2014 B2B Marketing Automation Report, led by the B2B Technology Marketing Community which surveyed over 900 B2B marketing and sales professionals, you’d likely say “lead nurturing.”
While reporting, lead scoring, and other features are highly valued, having the ability to automate communication to contacts and “nurture” or guide them closer to a sale was found to be the key value driver.
What if I told you there was a way to boost the effectiveness of your existing nurture campaigns bynurturing your leads beyond the email inbox?
Considering that only 95 percent of website visitors ever reveal their email address to B2B websites, and only 20 percent of those will open their emails -- there’s ample opportunity for us to do a better job of nurturing our prospects. The technology is now available for marketers to jump on it.
Avid, a media platform that delivers digital audio and video solutions for creative and media professionals, wanted to do more to 1) get more of its anonymous website visitors to convert and 2) more effectively nurture its known prospects (visitors who had already submitted personal contact information) from its Oracle Eloqua marketing automation system.
Using Bizo for Marketing Automation, Avid is able to synchronize its nurture emails with targeted display ads in real time, delivering consistent messages and content to known prospects based on their unique interest in various Avid products as they progress through each stage of the buying cycle.
For Avid’s anonymous website visitors that cannot be reached via email, personalized display ads are delivered to prospects wherever they travel online based on the interests they exhibit on the Avid website.
In just three months of using Bizo for Marketing Automation, Avid saw an average 13 percent conversion rate (3x higher than average!) from visitors driven by display advertising. This helped Avid drive 211 new sales opportunities from anonymous prospects and an overall 350% ROI.
To read more on how to synchronize display and social advertising with your email nurture programs, check out “Beyond the Inbox: The Modern Marketer’s Guide to Lead Nurturing.”
This post was originally published on the Bizo blog. In July 2014, LinkedIn + Bizo joined forces to build the most robust B2B marketing platform available to marketers. To learn more, check out David Thacker, VP of Product at LinkedIn’s announcement blog post.