best digital marketing ecosystem markie winner

MarTech and Bacon

2015 Lenovo Internal. All rights reserved.

Lenovo B2B

[email protected] @mballard5574


@mballard5574

11% of a pig is bacon

Patron Saint of Bacon…Anthony the Abbot

Average American eats about 17.9 pounds of bacon a year


Thank you To All!!! @mballard5574


Thank you To All!!!

Award

Drink

@mballard5574


@mballard5574

8

@mballard5574

9

CRM

Account

Data

Contact

Data

LDT Sales Team

Opps&

Sales

SQL

SAO

Analytics•Content Consumption•Email Campaign Analysis•Web Analysis•Incremental Pipeline•Forecast Models•KPI Analysis•ETL Database

Predictive

MQL + Lead

Score

Outbound Activity

Customer

Lifecycle

Lead Nurture

Targeted Display

Targeted

Social

IntentData

Telemarket

Inbound Activity

Organic & Paid

Search

Re- targeting

DMP

Intent Advertising

DisplayAdvertisin

g

Social Media

Promoted

Social

NativeContent

SalesData

Resources/

Blog

Landing Pages

Campaign Pages

GatingProces

s

GatedContent

Un-GatedContent

•Event Tracking•Form Standardization•Progressive Profiling•Dynamic Content•Personalized Video

Website/CMS

SocialSharing

Analytics Events

Content Warehouse

Project Management

• Triggered Campaigns• Engage Emails • Calendared Sends• Nurture Sends

Lead

Qualification Process

Digital Body

Language

Purchase/ Rent List

CustomerContacts

Suspects/Prospects

LeadScoring

Operations

Marketing Automation Platform

@mballard5574


The Changes Are Working• 2x Net New Contacts

• 3x Reactivated Contacts

• 96% Increase in Lead Quality

• Web product up 160x

• The ability to track and report almost anything

@mballard5574

11

No Awareness, No Opportunity

Content Types• Entertaining Video• Pre-Roll Video• Educational• Illustrated Stories• Infographics

Featured Tactics• General Display Ads• General Promoted Social• Lead Scoring• Video Platform• Native Content

Get Their Attention

Keep Them Engaged

Get Contact Info ID Opportunity Sales Support

Cross-SellUp-Sell

Keep Engaged

MQ

L

@mballard5574

http://solutions.lenovo.com/resource-center/large-enterprise/users-happen-know-your-chad

12

Awareness, But No Opportunity

Content Types• Educational Pain Points• Case Study Videos• Interactive White Papers• Calculators and Assessments

Featured Tactics• Segment Targeting• Retargeted Social Targeting• Retargeted Display Ads• Anonymous Tracking Cookie

Get Their Attention

Keep Them Engaged


Cross-SellUp-Sell

Keep Engaged

MQ

L

@mballard5574

13

Known, Possible Opportunity

Content Types• 3rd Party White Papers• Product Tour Videos• Product Reviews• Discount Offers

Featured Tactics• 1:1 nurturing

– Display– Social– Email– Content

• Predictive data modeling• Known tracking cookie• Telemarketing• Event invitations

Get Their Attention

Keep Them Engaged


Cross-SellUp-Sell

Keep Engaged

MQ

L

@mballard5574

14

Known, Customer

Content Types• Product Brochures• Product Testing• Why Lenovo• Cross-Sell and Up-Sell• How To Guides• Case Studies

Get Their Attention

Keep Them Engaged


Cross-SellUp-Sell

Keep Engaged

MQ

L

Featured Tactics• Account Based Marketing• 1:1 vertical email • Product specific content• Sales enablement• Field events• Combat kits

@mballard5574

@mballard5574