According to the B2B Sirius Decisions Benchmark report, 95% of your website visitors don’t convert. They’re self-educating, but may be leaking out of your funnel. 80% of your campaign audience doesn’t open emails. They’re getting stuck in the funnel.
Cetera Financial Group was also faced with these exact problems.
In a recent webinar, Eric Hansen – Director of Demand Generation at Cetera - explained the challenges they were working to overcome.
Cetera Financial Group has in place a strategy that is customized to each individual. They are tasked with communicating to existing customers as well as guiding prospects down a personalized journey.
And every prospect travels on a unique journey based on their digital body language.
Cetera executes a series of communication tactics including web, email, and advertising. They work with many advertising partners, both print and digital.
But they had 2 major opportunities they were missing.
- Unknown visitors. People would hit their site from ads but they had no idea who they were. If the visitor didn’t convert on a website form, they’d lose that ad conversion.
- Redundant content. Cetera didn’t want to repeat the same story to known visitors. If they clicked on an ad they still wanted them to travel down that unique journey. The paths needed to be continued outside the ad and outside Eloqua.
Their solution?
Cetera Financial Group incorporated Bizo and Eloqua AdFocus into their multichannel marketing strategy. They developed an “always on” communication focus. By integrating their website, email campaigns, display ads, and social media they were able to synchronize the visitor’s journey. This allowed them to do the following.
- Retarget prospect across the web. They can now email nurture, display nurture, and news feed nurture (ala Facebook) unknown visitors.
- Customize retargeted ads based on the unknown visitor behavior.
- Rep-target known prospects across the web.
- Customize retargeted messages based on website and known visitor behavior tracked in Eloqua.
They also gained new insight into their target audience. They discovered that their target audience was using Facebook which Cetera wasn’t aware of. Facebook actually generated their best results.
Their results?
- Prospects from Bizo ads visited 27% more pages. They were more engaged.
- They achieved an 8% conversion rate. Of those coming back from a Bizo ad, 8% converted. People that probably would never have converted before were now converting because of that second chance.
- Bizo retargeting ads performed 33% better then publication specific ads.
By delivering display ads geared to the prospect’s digital body language, creating segments based on pages viewed or other site activities by anonymous visitors, and managing and integrating into the Eloqua campaign canvas, Cetera Financial Group identified new opportunity.