{"id":962,"date":"2017-05-11T14:30:46","date_gmt":"2017-05-11T18:30:46","guid":{"rendered":"https:\/\/blog2wrkdev.wpenginepowered.com\/casey-beal-adaptive-engagement\/"},"modified":"2026-09-29T06:35:46","modified_gmt":"2026-09-29T10:35:46","slug":"casey-beal-adaptive-engagement","status":"publish","type":"post","link":"https:\/\/blog2workato.wpengine.com\/casey-beal-adaptive-engagement\/","title":{"rendered":"Facebook’s Casey Beal on How Marketers Can Drive Adaptive Engagement"},"content":{"rendered":"\nIn a digital world saturated with marketing campaigns, even the most riveting ads may not capture the attention of your target audience. To truly captivate audiences and reel them in, marketers should strive for adaptive engagement: interacting with people on multiple channels, in their favorite format, in response to their demonstrated preferences.\n\nAt Marketo\u2019s Marketing Nation Summit 2017, Casey Beal, Facebook\u2019s Manager of Audience and Data Partnerships, spoke on the power of adaptive engagement and its value to agile marketing. With a focus on how to effectively target audiences using Facebook Ads, Beal emphasized the need for an agile and\u00a0complete MarTech stack. She shared insight on her experience with their client, Berklee College of Music, to shed light on the importance of framing Facebook ads to adequately support genuine and meaningful engagement with consumers.\n

Know Your Engagement Funnel<\/h3>\nThe first step in creating an effective and highly targeted Facebook ad, Beal says, is to be aware of the different levels of your audience engagement funnel and to evolve your marketing campaigns accordingly. \u201cBrands should be driving adaptive engagement with individuals as they move throughout the lifecycle of a brand, based on their behavior,\u201d says Beal.\n\nOne of Beal’s accounts is Berklee College of Music (BCM).\u00a0The school wanted to increase applications for their graduate-level music therapy program, and they used Marketo to accelerate that process.\n\nWith a list of potential students in Marketo<\/a>, BCM quickly onboarded and expanded those prospects. They then ran a Facebook ad campaign based on\u00a0student demographics and behaviors, successfully increasing the number of applications to that particular program by 40%.\n

Building Relationships Through Agile Personalization<\/h3>\nThe second part of running an effective ad campaign on Facebook, Beal explains, is personalizing the content appropriately. Personalization fosters better engagement, the first step in building relationships with prospects.\n\nOnce again, Beal draws lessons from Berklee\u2019s story. The school offers five-week-long summer programs for budding performance artists. To attract the right candidates to these programs, the school used Marketo and Facebook to effectively target individuals with tailored messaging at various times. And in a further application of Beal\u2019s first lesson, the messaging also differed based \u00a0on where a prospect was in the marketing funnel.\n\nHow did they do it? Metrics from Facebook Ads provided a holistic view of ad performance across platforms. BCM can customize how data is displayed and who the data is shown to, on top of using breakdowns to access metrics they care about. For example, if they want to reach graduating high school seniors, they can create a personalized campaign by selecting the campaign\u2019s date range and targeted demographics.\n\nThey can then use these breakdowns to refine campaigns over time, improving their marketing agility. After targeting high school seniors, for example, BCM can evaluate how that particular age group engaged with an ad. What devices\u2013phones, computers, tablets\u2013are they using? Where exactly they are viewing the ad? Easy access to relevant, contextualised information gives BCM a greater understanding of their students–the kind of understanding that is foundational to relationship-building.\n

Connecting Users Through Emerging Technology<\/h3>\nLooking forward, Beal promises that maintaining a solid foundation of engagement isn\u2019t the only item on Facebook\u2019s agenda. The social media giant is committed not only to connecting people, but also to helping build communities through emerging technologies, such as augmented reality. On the advertising side, Facebook continues to invest in and drive relevant ads to increase and better the human experience. \u201cMarketing engagement is the consumer experience. Better experiences generate better opportunities for marketers,\u201d says Beal.\n\nWant more ways to supercharge Marketo and your marketing workflows? <\/i>\n<\/i>Download our ebook<\/a>.<\/i><\/strong>\n","protected":false},"excerpt":{"rendered":"

In a digital world saturated with marketing campaigns, even the most riveting ads may not capture the attention of your target audience. To truly captivate audiences and reel them in, marketers should strive for adaptive engagement: interacting with people on multiple channels, in their favorite format, in response to their demonstrated preferences. At Marketo\u2019s Marketing […]<\/p>\n","protected":false},"author":16,"featured_media":11784,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"footnotes":""},"categories":[31,33],"tags":[],"class_list":["post-962","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-automation-integration","category-thought-leadership"],"acf":[],"yoast_head":"\nFacebook's Casey Beal on How Marketers Can Drive Adaptive Engagement - Workato<\/title>\n<meta name=\"description\" content=\"Casey Beal, Facebook\u2019s Manager of Audience and Data Partnerships, speaks on the power of adaptive engagement and its value to agile marketing.\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/blog2workato.wpengine.com\/casey-beal-adaptive-engagement\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Facebook's Casey Beal on How Marketers Can Drive Adaptive Engagement - 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