Marketo and Facebook custom audiences for B2B marketers

[Anonymous]

Hi,

I have two questions about Marketo and Facebook custom audiences integration.

1) how is it different from retargeting/remarketing campaigns that most of us have been doing on either facebook or other social and display network sites?

2) how do you resolve the different types of emails that b2b marketers populate (business email) vs. the audience use to sign up for facebook (personal email)?

Thanks for sharing your thoughts.

[Anonymous]

Hi Ronald -

To answer your questions:

The Marketo/Facebook custom audience integration is both similar and different from traditional remarketing campaigns with RTP. They are similar because both traditional/RTP and the Marketing/Facebook integration allows you to customize and segment the audience for your ad; however, with RTP/traditional remarketing campaigns you are limited to targeting those individuals who have visited your website previously. The Marketo and Facebook integration allows you to segment and create custom audiences from anyone in your Marketo database - which may include those that have visited your website, but can also expand beyond that to leads you have genereated from other sources. The custom audience integration allows  you to have greater control over who you are targeting with your ads in Facebook.

Regarding your second question: often times business professionals are interested in a topic but don't want to get overwhelmed with information during the work day. As a result, they use their personal email when requesting information so that they can stay abreast of different topics but aren't innundated with the information in their work email. It is when this happens that we are able to get their personal email and be able to target them appropriately in Facebook.

-Meredith
 

[Anonymous]

Hi Meredith,

Thanks for explaining.

Just to clarify on the last point - so, if I have a business email of a lead in Marketo, would the custom audiences integration be able to find that person even if he/she logged in to Facebook with his/her personal email (i.e. Marketo/Facebook would be able to map/figure out the business/personal email correlation)?

Regards,
Ronald

[Anonymous]

Unfortunately not. Whichever email they use to log into Facebook would also have to be in the Marketo system in order for the custom audience integration to make the connection.