account-based nurturing: strategies for turning target accounts into customers
TRANSCRIPT
#LLCSeries #LLCSeries
Account-Based Nurturing: Strategies for Turning Target
Accounts into Customers SPONSORED BY
#LLCSeries
Follow this webinar on LinkedIn & Twitter
#LLCSeries
Demand Gen Report: @DG_Report
Demandbase: @Demandbase
John Dering: @D_Rang
#LLCSeries
#LLCSeries Prize Box
For each live session you attend from the #LLCSeries, you will be entered to win an item from the Prize Box! Up to 12 entries per registrant allowed.
Microsoft Surface 3 Apple Watch Sport Fitbit Flex Three #C2C16 Tickets
#LLCSeries
About Demand Gen Report
• Launched in 2007 to track best practices in lead generation
• Newsletter has grown to more than 30,000 readers
• We also offer a menu of research and best practices reports
• New audio/video podcasts at DemandGenReport.com
@DG_Report http://linkd.in/DG_Specialists
#LLCSeries
Panelists
John Dering Director, Marketing Programs Demandbase
MODERATOR: Andrew Gaffney Publisher, Demand Gen Report
@D_Rang
©2015 Copyright Demandbase, Inc.
Demandbase Confidential. 9
Lead Nurturing Goes Digital
The Digital Age Give Marketers Tools to Automate
©2015 Copyright Demandbase, Inc.
Demandbase Confidential. 10
Lead Nurturing Goes Digital
Nurture Email Nurture Email Nurture Email Wait Wait
©2015 Copyright Demandbase, Inc.
Demandbase Confidential. 11
What’s
your
score?
Lead Nurturing Grows Up
©2015 Copyright Demandbase, Inc.
Demandbase Confidential. 12
Lead Nurturing Grows Up
Marketing
Scores Leads
©2015 Copyright Demandbase, Inc.
Demandbase Confidential. 13
Lead Nurturing Grows Up
Marketing
Scores Leads
• Implicit Data
• Explicit Data
©2015 Copyright Demandbase, Inc.
Demandbase Confidential. 14
Lead Nurturing Grows Up
Marketing
Scores Leads
• Implicit Data
• Explicit Data
MQL
©2015 Copyright Demandbase, Inc.
Demandbase Confidential. 15
White
Paper
Webinar Web
Visits
Analyst
Report
Pricing
Page
1
5
2 1 2 4 2
Peggy Smith
Senior Manager,
Professional Services
Carson Plastics
Industrial, MA
Not a role or a department
we sell into. Reject.
Sales Reaction
Limitations of Lead Scoring Alone
©2015 Copyright Demandbase, Inc.
Demandbase Confidential. 16
White
Paper
Webinar Web
Visits
Analyst
Report
Pricing
Page
1
6
2 1 2 4 2
1 1 2 0 0
Peggy Smith
Senior Manager,
Professional Services
Carson Plastics
Industrial, MA
Not a role or a department
we sell into. Reject.
Bob Clark
Director, Marketing
Carson Plastics
Manufacturing, CA
I’ll call and leave a message
after lunch…tomorrow.
Sales Reaction
Limitations of Lead Scoring Alone
©2015 Copyright Demandbase, Inc.
Demandbase Confidential. 17
White
Paper
Webinar Web
Visits
Analyst
Report
Pricing
Page
1
7
2 1 2 4 2
1 1 2 0 0
0 0 3 2 2
Peggy Smith
Senior Manager,
Professional Services
Carson Plastics
Industrial, MA
Not a role or a department
we sell into. Reject.
Bob Clark
Director, Marketing
Carson Plastics
Manufacturing, CA
I’ll call and leave a message
after lunch…tomorrow.
Joseph McLaren
Manager, Sales Operations
Carson Plastics
Durable Goods, MA
Looks interested, but sales
isn’t who we sell into.
Sales Reaction
Limitations of Lead Scoring Alone
©2015 Copyright Demandbase, Inc.
Demandbase Confidential. 18
White
Paper
Webinar Web
Visits
Analyst
Report
Pricing
Page
1
8
2 1 2 4 2
1 1 2 0 0
0 0 3 2 2
3 2 7 6 4
Peggy Smith
Senior Manager,
Professional Services
Carson Plastics
Industrial, MA
There’s something going on.
We should call the account.
Not a role or a department
we sell into. Reject.
Bob Clark
Director, Marketing
Carson Plastics
Manufacturing, CA
I’ll call and leave a message
after lunch…tomorrow.
Joseph McLaren
Manager, Sales Operations
Carson Plastics
Durable Goods, MA
Looks interested, but sales
isn’t who we sell into.
Sales Reaction
Limitations of Lead Scoring Alone
©2015 Copyright Demandbase, Inc.
Demandbase Confidential. 23
Why is the Funnel Changing?
Typical B2B Buying Process
$
©2015 Copyright Demandbase, Inc.
Demandbase Confidential. 24
Why is the Funnel Changing?
SALES
CALL LEAD
SOCIAL
MEDIA
WEBSITE
VISIT
SEARCH
DETERMINE
PROBLEM
WEBSITE
VISIT
WEBSITE
VISIT WEBSITE
VISIT
Typical B2B Buying Process
$
©2015 Copyright Demandbase, Inc.
Demandbase Confidential. 25
Why is the Funnel Changing?
SALES
CALL LEAD
SOCIAL
MEDIA
WEBSITE
VISIT
SEARCH
DETERMINE
PROBLEM
WEBSITE
VISIT
WEBSITE
VISIT WEBSITE
VISIT
Typical B2B Buying Process
$
Marketing Spend is too late in the cycle
©2015 Copyright Demandbase, Inc.
Demandbase Confidential. 26
Focus on nurturing what matters: Accounts
Identify the right accounts
to nurture
Market to & nurture those
accounts
Measure by accounts
STEP 1 STEP 2 STEP 3
©2015 Copyright Demandbase, Inc.
Demandbase Confidential. 27
How to Nurture Accounts
Always-On Nurture vs Campaigns
Account-Based Advertising
Account-Based Retargeting
Social Account Nurturing
Personalization
©2015 Copyright Demandbase, Inc.
Demandbase Confidential. 29
Consistency pays off in B2B
Always-On Campaigns see better results than discrete campaigns:
29% increase in
companies lifted 20% higher
CTR 127% more website
engagement
WEBSITE ACTIVITY BY COMPANY EXAMPLE DISCRETE CAMPAIGN
CAMPAIGN
AVG. DROPOFF
-90% target account traffic
©2015 Copyright Demandbase, Inc.
Demandbase Confidential. 30
Account-Based Advertising
TARGET ACCOUNTS
B2B
Display
B2B
Mobile
B2B
Video
1
2
3
4
5
6
7
8
9
10
General Motors 152.3
General Electric 146.9
ADP, Inc. 34.4
UnitedHealth Group 72.9
Qlogic Corporation 2.3
Amazon.com 128.4
Motorola Solutions, Inc. 15.9
Capital One Financial 37.5
Xerox Corporation 12.3
Medtronic Inc. 52.3
COMPANY NAME REVENUE ($b)
ADVERTISE ONLY TO THOSE
COMPANIES ACROSS THE WEB MEASURE RESULTS
BY ACCOUNT
©2015 Copyright Demandbase, Inc.
Demandbase Confidential. 31
Account-Based Retargeting
WEBSITE TRAFFIC FROM
SINGLE COMPANY
Make Buying Signals Actionable
©2015 Copyright Demandbase, Inc.
Demandbase Confidential. 32
Account-Based Retargeting
WEBSITE TRAFFIC FROM
SINGLE COMPANY
PAGEVIEWS 1
Make Buying Signals Actionable
TIME 2
©2015 Copyright Demandbase, Inc.
Demandbase Confidential. 33
Account-Based Retargeting
WEBSITE TRAFFIC FROM
SINGLE COMPANY
PAGEVIEWS 1
CONTENT 3 Product page 18 pageviews
7 unique visitors
About page 10 pageviews
4 unique visitors
Home page 5 pageviews
3 unique visitors
Whitepaper 26 pageviews
10 unique visitors
Pricing page 28 pageviews
6 unique visitors
Make Buying Signals Actionable
TIME 2
©2015 Copyright Demandbase, Inc.
Demandbase Confidential. 34
Account-Based Retargeting
WEBSITE TRAFFIC FROM
SINGLE COMPANY
PAGEVIEWS 1
CONTENT 3
RETARGETED ADS
Product page 18 pageviews
7 unique visitors
About page 10 pageviews
4 unique visitors
Home page 5 pageviews
3 unique visitors
Whitepaper 26 pageviews
10 unique visitors
Pricing page 28 pageviews
6 unique visitors
Capitalize on opportunities ONLY with your
target companies that are showing interest
Make Buying Signals Actionable
TIME 2
©2015 Copyright Demandbase, Inc.
Demandbase Confidential. 36
How to Identify New Target Accounts
• Give Sales Marketing Intelligence
©2015 Copyright Demandbase, Inc.
Demandbase Confidential. 37
How to Identify New Target Accounts
• Give Sales Marketing Intelligence
• Empower Sales to Build Lists
©2015 Copyright Demandbase, Inc.
Demandbase Confidential. 38
How to Identify New Target Accounts
• Give Sales Marketing Intelligence
• Empower Sales to Build Lists
• Take Action on the Lists
©2015 Copyright Demandbase, Inc.
Demandbase Confidential. 39
Campaign Overview
The campaign is designed to
sell CSC’s five solution areas
to approximately 300 select
companies by way of a
targeted, “always-on” account-
nurturing campaigns.
The solution areas include
Applications, Big Data, Cloud,
Storage as a Service and
Cybersecurity.
Computer Sciences Corporation is a
multinational corporation providing
information technology services and
professional services with ~74,000
employees in over 70 countries.
©2015 Copyright Demandbase, Inc.
Demandbase Confidential. 40
Always-On Account-Based Nurturing
Target: Approximately 300
ABM Companies
Personalized Display
Banners for Solution
Plays
Landing Page w/o
Registration
Primary Offer /
Content
Personalized
Retargeting Banners
Landing Page w/
Registration
Secondary Offer /
Content
Telephone
Qualification
Email Nurture
Campaign CSC Sales
Highly-focused approach to extend reach, impression & lift.
The approach is based on pre-defined rules, including:
• 2 unique impressions per day
• Visitors from all of CSC.com, omitting career pages
• Duration of 10 days
©2015 Copyright Demandbase, Inc.
Demandbase Confidential. 41
Account-Based Retargeting Campaign
Highly-focused approach to extend reach, impression & lift.
The approach is based on pre-defined rules, including:
• 2 unique impressions per day
• Visitors from all of CSC.com, omitting career pages
• Duration of 10 days
Target:
Global 1000 Companies Landing on
CSC.com
Personalized Display
Banners for Solution Plays
Landing Page w/o
Registration
Primary Offer /
Content
Personalized
Retargeting Banners
Landing Page w/
Registration
Secondary Offer /
Content
Telephone
Qualification
Email Nurture
Campaign CSC Sales
©2015 Copyright Demandbase, Inc.
Demandbase Confidential. 42
Campaign Asset Details
Online Banner Ads Landing Pages
Online banner ads will drive traffic to the specific landing pages created for each key solution area. Each
ad will highlight an offer that aligns with the Always-On campaign.
*Creative assets are not final
App Display Banner 1 – 300x250*
App Display Banner 2 – 300x250*
App Retargeting Banner 3 – 300x250*
Landing Page 1 – Non-Gated*
Landing Page 2 –Gated*
Personalized
Company
Name
©2015 Copyright Demandbase, Inc.
Demandbase Confidential. 44
CSC Results
44% Lift of Target Accounts Over
the Life of the Campaign
©2015 Copyright Demandbase, Inc.
Demandbase Confidential. 45
CSC Results
44% Lift of Target Accounts Over
the Life of the Campaign
Excellent Revenue Forecast from
Marketing Nurtured Accounts
©2015 Copyright Demandbase, Inc.
Demandbase Confidential. 46
Account-Based Social Nurturing
Organic Social Media Paid Social Media
©2015 Copyright Demandbase, Inc.
Demandbase Confidential. 47
Account-Based Social Nurturing
Organic Social Media Paid Social Media
53% Will follow your social presence
during an evaluation - 2015 DemandGen Report B2B Buyer’s Survey
©2015 Copyright Demandbase, Inc.
Demandbase Confidential. 51
ABM Nurturing – Website Personalization
51
OPTIONS:
Industry/Vertic
al
1
©2015 Copyright Demandbase, Inc.
Demandbase Confidential. 52
ABM Nurturing – Website Personalization
52
OPTIONS:
Industry/Vertic
al
1
©2015 Copyright Demandbase, Inc.
Demandbase Confidential. 53
ABM Nurturing – Website Personalization
53
OPTIONS:
Industry/Vertic
al
1
©2015 Copyright Demandbase, Inc.
Demandbase Confidential. 54
ABM Nurturing – Website Personalization
54
OPTIONS:
Industry/Vertic
al
1
2 Company
Size
©2015 Copyright Demandbase, Inc.
Demandbase Confidential. 55
ABM Nurturing – Website Personalization
55
OPTIONS:
Industry/Vertic
al
1
2 Company
Size
©2015 Copyright Demandbase, Inc.
Demandbase Confidential. 56
ABM Nurturing – Website Personalization
56
OPTIONS:
Industry/Vertic
al
1
2 Company
Size
3 Account
Status
©2015 Copyright Demandbase, Inc.
Demandbase Confidential. 57
ABM Nurturing – Website Personalization
57
OPTIONS:
Industry/Vertical 1
2 Company Size
3 Account Status
©2015 Copyright Demandbase, Inc.
Demandbase Confidential. 59
Account-Based Nurturing - Email
• Still one of the most effective
channels for known
©2015 Copyright Demandbase, Inc.
Demandbase Confidential. 60
Account-Based Nurturing - Email
• Still one of the most effective
channels for known
• Focus on nurturing target accounts
©2015 Copyright Demandbase, Inc.
Demandbase Confidential. 61
Account-Based Nurturing - Email
• Still one of the most effective
channels for known
• Focus on nurturing target accounts
• Tailor programs to your same
account list segmentation plans
#LLCSeries
Q & A // Panelists MODERATOR: Andrew Gaffney Publisher, Demand Gen Report
@D_Rang
John Dering Director, Marketing Programs Demandbase