With the new Ad Bridge integration, we can now easily push a group of leads that are part of a Marketo list to a remarketing campaign. This is a great step forward but it still only automates part of the process. There is still a manual process required from the marketer to select an audience, click on "Send to Ad Bridge," select some campaign options, and initiate the campaign.
The evolution of this, in my mind, is to create flow steps to allow you to add or remove leads from Ad Bridge campaigns within Marketo Smart Campaigns, in a fully automated, "lights out" fashion. This allows retargeting to be deployed in standard automated workflows as easily as we send a triggered email today.
There are many use cases. Here's one example to re-activate non-responding leads as part of a drip nurturing flow:
FLOW
- Day 1 - Send email one
- Wait 3 days
- Send email two
- Wait 3 days
- Send to Ad Bridge, Vendor = Google, Campaign = Non-Responders
- Wait 2 days
- Send email three
Or triggered off of late stage behaviour....
SMART LIST
- Trigger: visits pricing page
- Filter: lead score is greater than x
- Filter: lead status = MQL
FLOW
- Send to Ad Bridge, Vendor = LinkedIn, Campaign = Late Stage Promoted Posts
Or cutting your spend if a lead becomes a customer...
SMART LIST
- Trigger: opportunity closed won
FLOW
- Remove from Ad Bridge, Campaign = ALL
Many different possibilities.
This seems like the next level of integration, so that highly targeted remarketing ads become part of the same automated toolkit as emails, tasks, text messages, mobile push notifications, etc.. All part of the vision of dynamic and intelligent one-to-one marketing at scale.
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