Account-Based Nurturing: Strategies For Turning Target Accounts Into Customers #LLCSeries

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Account-‐Based Nurturing: Strategies for Turning Target Accounts into Customers

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Panelists

John Dering Director, Marke\ng Programs Demandbase

MODERATOR: Andrew Gaffney Publisher, Demand Gen Report

@D_Rang

©2015 Copyright Demandbase, Inc. Demandbase Confidential.

7

A Brief History of Lead Nurturing

$


8

Lead Nurturing Goes Digital The Digital Age Give Marketers Tools to Automate

Nurture Email Nurture Email Nurture Email Wait Wait


9

What’s your score?

Lead Nurturing Grows Up

Marketing Scores Leads

•  Implicit Data •  Explicit Data

MQL


10

White Paper

Webinar Web Visits

Analyst Report

Pricing Page

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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


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Marketing Funnel is Evolving


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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


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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


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How to Nurture Accounts

§  Always-On Nurture vs Campaigns §  Account-Based Advertising §  Account-Based Retargeting §  Social Account Nurturing §  Personalization §  Email


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Campaign vs. Always on


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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


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Account-Based Advertising TARGET ACCOUNTS

B2B Display

B2B Mobile

B2B Video

1 2 3 4 5 6 7 8 9

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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


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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


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How to Identify New Target Accounts

•  Give Sales Marketing Intelligence

•  Empower Sales to Build Lists

•  Take Action on the Lists


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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.


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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


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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


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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


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CSC Results

44% Lift of Target Accounts Over the Life of the Campaign

Excellent Revenue Forecast from Marketing Nurtured Accounts


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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


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ABM Nurturing – Website Personalization

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OPTIONS:

Industry/Vertical

1

2 Company Size

3 Account Status


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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

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Q & A // Panelists MODERATOR: Andrew Gaffney Publisher, Demand Gen Report

@D_Rang

John Dering Director, Marke\ng Programs Demandbase

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Transcript of Account-Based Nurturing: Strategies For Turning Target Accounts Into Customers #LLCSeries