Case study B2B Marketing Forum 2017: Switching to always-on in demand generation (Unit4)
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Page 1 Proprietary and Confidential In business for people. Page 1 Proprietary and Confidential Welcome! Switching to alwayson in demand generation Roel Haanappel: Global Digital Marketing Unit4
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Transcript of Case study B2B Marketing Forum 2017: Switching to always-on in demand generation (Unit4)
Page 1 Proprietary and Confidential In business for people.Page 1 Proprietary and Confidential
Welcome!Switching to always-on in demand generation
Roel Haanappel: Global Digital Marketing Unit4
In business for people.Page 2 Proprietary and Confidential
In 30 minutes
What does it take to build a predictable lead flow?
17-Mar-17
In business for people.Page 3 Proprietary and Confidential
Why always on lead generation?
• Reach business decision-makers across service sectors • Build awareness and interest amongst targeted audiences in finance, HR and project management departments
• Deliver qualified leads to sales• Support sales in nurturing prospects throughout the funnel
Page 4 Proprietary and Confidential
Our audience is out there
In business for people.Page 5 Proprietary and Confidential
Communication - Elements
SalesMarketing
SalesForceCRM
MarketoMarketing Automation
LinkedIn Campaign Manager
LinkedIn Sales
Navigator
In business for people.Page 6 Proprietary and Confidential
Identify and target the right audiences
SalesMarketing
SalesForceCRM
MarketoMarketing Automation
LinkedIn Campaign Manager
LinkedIn Sales
Navigator
In business for people.Page 7 Proprietary and Confidential
Identify and target the right audiences
• Who found you?• What do they see?• Who is of your interest?• Why do they buy from you?
SalesMarketing
SalesForceCRM
MarketoMarketing Automation
LinkedIn Campaign Manager
LinkedIn Sales
Navigator
In business for people.Page 8 Proprietary and Confidential
Identify and target the right audiences
• Identify target audience• Align messaging & follow up• Profile• Blogs
SalesMarketing
SalesForceCRM
MarketoMarketing Automation
LinkedIn Campaign Manager
LinkedIn Sales
Navigator
In business for people.Page 9 Proprietary and Confidential
Identify and target the right audiences
SalesMarketing
SalesForceCRM
MarketoMarketing Automation
LinkedIn Sales
Navigator
LinkedIn Campaign Manager
In business for people.Page 10 Proprietary and Confidential
Identify and target the right audiences
SalesMarketing
SalesForceCRM
LinkedIn Campaign Manager
LinkedIn Sales
Navigator
MarketoMarketing Automation
In business for people.Page 11 Proprietary and Confidential
Identify and target the right audiences
• Who to reach out to?• When to reach out?
SalesMarketing
MarketoMarketing Automation
LinkedIn Campaign Manager
LinkedIn Sales
Navigator
SalesForceCRM
In business for people.Page 12 Proprietary and Confidential
To accelerate funnel impact
• Invite• InMail• Like• Share• Comment
SalesMarketing
SalesForceCRM
MarketoMarketing Automation
LinkedIn Campaign Manager
LinkedIn Sales
Navigator
In business for people.Page 13 Proprietary and Confidential
To accelerate funnel impact
SalesMarketing
SalesForceCRM
MarketoMarketing Automation
LinkedIn Sales
Navigator
LinkedIn Campaign Manager
In business for people.Page 14 Proprietary and Confidential
To accelerate funnel impact
SalesMarketing
SalesForceCRM
LinkedIn Campaign Manager
LinkedIn Sales
Navigator
MarketoMarketing Automation
• Account specific Landing page with Live Chat
• Personal InMail / email• Web activity reports
In business for people.Page 15 Proprietary and Confidential
To accelerate funnel impact
• Lead Accelerators• Email• Online activity
SalesMarketing
MarketoMarketing Automation
LinkedIn Campaign Manager
LinkedIn Sales
Navigator
SalesForceCRM
In business for people.Page 16 Proprietary and Confidential
Sales and marketingSALES
MARKETING
Targets Leads Opportunities Customers
Sales Navigator Search SFDC dashboard Account planCustomer activity
report
Sponsored Updates audience
Sponsored Updates campaign
Landing page with target message
logo logo
Account-specific e-mails
Account-specific landingpage with LiveChat
logo
Vision sheet to support opportunity development
logo
Solution cards for every point of improvement
logo
Achievement sheets
logo
logo
Business case videos
In business for people.Page 17 Proprietary and Confidential
The more you matter, the more results
• 4,500 decision-makers engaged in three weeks• 20% of prospects converted to engaged leads• Click-through rates and audience engagement rates beating benchmarks by over 50%
• Click-through rates of up to 1.8% for top performing posts
In business for people.Page 18 Proprietary and Confidential
Tips
• Tread audiences with respect• Embrace change• Create success cases
In business for people.Page 19 Proprietary and Confidential
Any Questions?
