4 Ways All Marketers Can Use Facebook’s Offline Conversions API to Optimize Campaigns

4 Ways All Marketers Can Use Facebook’s Offline Conversions API to Optimize Campaigns

Author: Mike Stocker

Facebook’s recent announcement of their new Offline Conversions API generated a lot of buzz and excitement among marketers and for good reason. The new API provides stores and retailers with a way to see how many people made offline purchases after seeing a Facebook campaign—connecting offline conversions to digital campaigns. They can then use these offline activities to optimize their ad campaigns and ad spend.

As a Facebook marketing partner, Marketo was excited to be a part of their launch announcement. Even more exciting is that our integration enables an expansion of this offline conversion concept to a much broader set of use cases that apply to all marketers, B2B marketers included. Before I get into the details of how you can use the new Offline Conversions API with Marketo, let’s start with some basics.

What is an offline conversion event?

In this case, an “offline” conversion event happens when a contact in your database performs a desired action on a channel not measured by Facebook.

When Facebook made their announcement, most business publications (Forbes, AdWeek, etc.) focused on the retail use case. While that is certainly a huge use case for an offline conversion event, I’d argue there are a lot more potential “offline” conversion events that impact marketers. In fact, offline conversion events can give marketers a complete omni-channel view of all the sales and conversions attributable to Facebook, regardless of location, channel, or campaign.

Here are a few examples of offline conversion events that come to mind:

  • MQL (marketing qualified lead)
  • SQL (sales qualified lead)
  • Event attendance
  • Target account
  • Onsite sales consultation
  • Automotive test drive
  • Sports game attendance
  • Demo given
  • Content downloaded
  • Score threshold met
  • Call occurred
  • Call duration
  • Postal mail/package received

More specifically, here are four unique ways to use offline conversion events to improve your marketing campaigns:

1. Increase MQLs

Let’s say that you’re a B2B marketer on the demand generation team for a SaaS company. If your team buys Facebook Lead Ads to drive top-of-funnel growth, you shouldn’t just optimize your campaign based on form submissions. Instead, tie it to a metric that’s measured internally: the number of MQLs (marketing qualified leads) it drives.

All leads are scored within Marketo based on pre-defined criteria to determine if they are ready to be passed to the sales team, and they are considered MQLs only if they meet the right qualifications. This is an important metric to track, since MQLs that are further qualified by sales become SQLS (sales qualified leads), which can ultimately translate into new opportunities and revenue.

In the image below, an example revenue model, you can see how leads come in at the top-of-the-funnel as names, then progress further into the funnel as they continue to engage with your company. By optimizing your Facebook campaign for MQLs and not form submissions, you can increase the number of conversions that drive more qualified leads down the funnel.Screen Shot 2016-07-27 at 4.19.14 PM

2. Optimize Your Scoring Model

For B2B marketers, and even some consumer marketers, it’s likely that you have (or would) set up a scoring model within Marketo to qualify incoming leads or contacts. Scoring models attach values to various online and offline engagement events between your brand and the buyer.

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With the integration of Facebook’s Offline Conversions API and Marketo, you can optimize your scoring model so that when a lead has reached a specific lead score as the result of a combination of different interactions, it’s defined as a conversion event. This way, a lead doesn’t need to, for example, download content or attend an event for it to be considered a conversion.

The example below shows how a revenue cycle might be modeled within your marketing automation platform, governed by how each buyer interacts with your brand—their behavior across channels, their engagement with your campaigns, their lead score, and even data changes in your CRM system.

Scoring Model

By tracking when a lead hits a specific score that signals a conversion event, you can optimize your campaigns to tailor your ads to them appropriately. For example, for existing customers who have a score much higher than a MQL, you’re still able to identify scoring thresholds that signals they’re ready for cross-sell.

3. Boost In-Home Appointments

If your company sells products that require in-home consultations, such as window treatments, you may want to optimize your Facebook Ads towards the number of in-home appointments it generates, rather than the number of online appointment requests.

It’s likely that there’s a discrepancy between the number of online appointments booked and the physical appointments completed, but previously, this type of data was hard to track and made it hard to follow up on. Now, because of this integration, your sales consultant can log physical in-home appointments into Marketo and that data will be sent as an offline conversion event to Facebook. Then, your paid media team can re-evaluate their campaigns to understand how to optimize their ad spend to drive more completed in-home appointments.

4. Track Follow-Throughs

For a digital marketer at a car dealership, one of your initiatives probably include increasing the number of visits to your show room and test drives by prospective customers. Previously, you might’ve used Facebook Ads to encourage prospective customers to fill out their info in forms online, but it was tough to tie those initial interest requests to actual test drives. Now, with Facebook’s Offline Conversion tied to Marketo, you can capture how Facebook Ads results in in-person interest and test drives—connecting your Facebook ad spend directly to a test drive of a car so you can better optimize to ultimately improve sales.

As you can see, Facebook’s new Offline Conversion API can be used for a whole variety of broader use cases for ALL marketers, not just retail and physical purchases. In conjunction with Marketo, you can drive alignment between your paid media campaigns and other campaigns to improve results and ROI and offer a better customer experience.

Have you set up Facebook Lead Ads within Marketo yet? I’d love to hear your use cases in the comments below!

4 Ways All Marketers Can Use Facebook’s Offline Conversions API to Optimize Campaigns was posted at Marketo Marketing Blog – Best Practices and Thought Leadership. | http://blog.marketo.com

The post 4 Ways All Marketers Can Use Facebook’s Offline Conversions API to Optimize Campaigns appeared first on Marketo Marketing Blog – Best Practices and Thought Leadership.


Cracking the Glass Ceiling: How to Thrive as a Female in a Male-Dominated Industry

Cracking the Glass Ceiling- How to Thrive as a Female in a Male-Dominated Industry

Author: Janet Dulsky

Regardless of your politics, Hillary Clinton has become the first woman to capture a major-party nomination for President. In a big first for American politics, 96 years after women won the right to vote, a woman is in the running to become president. CRACK!!!

This first is just one of many firsts for women recently:

  • Janet L. Yellen became the first female Chair of the Federal Reserve Board
  • Becky Hammon became an assistant coach for the San Antonio Spurs—the NBA’s first full-time female coach and the first full-time female coach in any of the four major professional sports in America
  • Admiral Michelle Howard became the Navy’s first female and first female African-American four-star officer
  • Mary Barra is the first female CEO of General Motors and the first female CEO of a major automaker
  • Racer Danica Patrick became the first woman to lead a lap in the Daytona 500, leading for five laps and finishing eighth overall

As women in the tech industry, we may not be first, but we’re making cracks in the glass ceiling every day working in what is still a male-dominated industry. This means that every day, we need to find ways to be heard, be successful, and be leaders.

So, how do you lead when you’re the only woman in the room? As I look back at my career, most of my time was spent on teams in which males significantly outnumbered the females and, more often than not, I was the only female. Along the way, I learned (sometimes the hard way) what to do and what not to do to lead in these situations:

1. Don’t Make It Weird

Don’t fixate on the fact that you’re the only woman in the room. If you do, it makes things weird and you and everyone else will be uncomfortable. Remember that you are there for a reason. Recognize what you bring to the table and then use that to own your place in the room and on the team.

When I was working at an early-stage startup a couple of years ago, I was the only woman in the company (okay, we were only four people, but still). As we headed toward the release of our beta product, we met weekly to talk about the product. At first, I felt very out of place in those meeting because much of the discussion was highly technical, such as the merits of various open-source software we could use to develop the platform. However, as the conversation turned to the user experience, I immediately realized that this was the reason I was there. Advocating for the best user experience and being the voice of the customer was my expertise and what I brought to the table.

2. Use the Fact That You’re Female

Now, I’m not suggesting you play into a stereotype. However, as a female in corporate America, you may have the opportunity to reach out and put colleagues, partners, and customers at ease in a way that may be more difficult for some of your male counterparts. Research, like this Pew Research report, shows that women excel at compromise.

One day, I was in a meeting with our development team (again, as the only woman in the room) when the team became very polarized about the way we should approach a project. Team members were digging in their heels on opposite sides of the subject with little hope of bridging the differences. I stepped in and articulated the positions of each camp as I understood them, acknowledging the concerns that had been shared. Once I did that, the tension in the room immediately began to ease, like the air being let out of a balloon, as team members on each side felt heard. From there, I was able to throw out options that the team started considering. We didn’t solve the problem in that meeting, but we made progress. While I’m not saying that one of the male members of the team couldn’t have stepped into the role I played, as a woman, you may be better able to help your teammates compromise. Use that to your advantage to create connections, build rapport, and help your team excel.

3. Don’t Be Afraid to Stand up and Be Counted

Your male colleagues aren’t. Research has showed over and over that women are not as comfortable as men in raising their hands and speaking up in meetings. Often, it’s because they fear backlash. See Sheryl Sandberg and Adam Grant’s blog, Speaking While Female, for some interesting research on the issue and some creative solutions for interrupting gender bias. Namely, by actively adopting practices that focus more on the idea than the speaker and encouraging women to speak up.

Most of the time, in my own experience, when I took the risk to speak up and express my opinions and ideas, they were evaluated objectively, just like my male peers. So, my advice? Speak your mind and share your ideas. You may be pleasantly surprised at how positively your opinion and thoughts are received.

4. Ask for What You Want

Most of us women believe we will be noticed for the hard work we do, so we silently wait to be noticed, praised, and promoted. Unfortunately, this does us more harm than good. According to an internal Hewlett Packard report, men apply for jobs for which they only meet 60% of the requirements, while women only apply for jobs for which they meet 100% of the requirements, which means we’re missing out on a lot of great opportunities!

I remember pitching a client for a job for something I’d never done. Honestly, I felt a bit like a fraud. But I quieted that nagging voice in my head, squared my shoulders, told myself “Of course, I can do this!” and went out and got the business. And guess what? I delivered a kick*** project and my client was thrilled with the results! Push yourself to apply for that position you’ve always dreamed of even if you know it’s a stretch. You’ll never grow if you don’t take on new challenges. So, ask for the promotion—don’t wait. Be confident in your abilities and think back to all the things you’ve learned and all the skills you’ve acquired that have prepared you for it. You can do it!

5. Support Other Women

I’ve always believed that women should empower each other, and by this, I’m not saying we should create a “We Hate Men” club. Reach out to other women in your organization at all levels and talk to and support each other. Alexandra Nation spoke to this in her recent blog about women in tech and how groups of saleswomen (and men) support each other within Marketo. In fact, one of the best pieces of advice I got came from a female mentor. She shared her personal experiences with salary negotiations and told me to value my work and ask for what I believed I was worth, even if it felt like too much. She gave me the courage to ask for the big, scary number during salary negotiations.

How much faster can we crack that glass ceiling into a million shards if we build on the knowledge of those who came before? If we continuously break new ground with the support of other women, the sky’s the limit!

Some of the wisest people I know are women. What have you learned about cracking the glass ceiling? Pay it forward and pass on what you have learned in the comments below.

Cracking the Glass Ceiling: How to Thrive as a Female in a Male-Dominated Industry was posted at Marketo Marketing Blog – Best Practices and Thought Leadership. | http://blog.marketo.com

The post Cracking the Glass Ceiling: How to Thrive as a Female in a Male-Dominated Industry appeared first on Marketo Marketing Blog – Best Practices and Thought Leadership.