How Windstream renewed Marketing & Sales’ vows using just …€¦ · How Windstream renewed...

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How Windstream renewed Marketing & Sales’ vows using

just three letters: ABM

Carrie Mahon

Vice President,

Strategic Marketing,

Windstream Enterprise

@WindstreamBiz

Meredith Fuller

Managing Director,

Buyer Engagement

Quarry

@Quarry

B2B agency dedicated

to fueling growth for

technology brands

@QUARRY

F500 provider of advanced network

communications and technology

solutions in the U.S.

@WINDSTREAMBIZ

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First, why did Windstream venture into ABM to start with?

@WINDSTREAMBIZ | @QUARRY

A relationship flashback…


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So how did we get there?


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Sales

Lead

s

Marketing


Clearly things had to change...


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...and the perfect opportunity arose


$3B 17 new markets @WINDSTREAMBIZ | @QUARRY

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“Don’t count the people that you reach; reach the people that count.”

— David Ogilvy


The 7 key stages in our journey together


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Get buy-in

with Sales

Set strategy & objectives

Develop & prioritize

list

Craft a story that connects

Design the “play”

Brief & enable Sales

Go-live, measure,

learn


Step 1: Get buy-in with Sales for ABM


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Step 2: Set strategy & program objectives


Strategy

Deploy an attention-getting, personalized

direct marketing program to engage high-quality,

in-market prospects, that is supported by a multi-faceted,

yet narrowly targeted, nurture campaign


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Objectives

1. Achieve a rate of >20% of prospects booking

an initial sales meeting with Windstream.

2. Achieve at, or above, industry standards for KPIs.


Step 3. Develop prioritized account and contact list


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We started in Chicago...


List building approach

Traditional EXPLICIT CRITERIA, LIKE:

Employee size

Vertical

Annual company revenue

Number of locations


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List building approach

Traditional

+ IMPLICIT TRAITS, LIKE:

Behavioral

Intention data

Predictive

And more…

Today EXPLICIT CRITERIA, LIKE:

Employee size

Vertical


Number of locations


First we found target accounts

using traditional criteria

Firmographic Criteria

Number of employees

Headquarter location


# of locations

Vertical

Contact Criteria

Role/title

Contact’s location

Exclude Filter Criteria

Remove if current client

1000+ ACCOUNTS

8,000+ CONTACTS


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Then we narrowed and

prioritized using predictive

PREDICTIVE

1000+ ACCOUNTS

8,000+ CONTACTS


Here’s how we use Mintigo to profile ideal customers and identify key predictive indicators...


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Mintigo predictive

assessment in action

POSITIVE LIST (Customers)

NEGATIVE LIST (Prospects)

Ideal Windstream Enterprise

Customers

Companies meeting

firmographic criteria

for ABM program

MINTIGO CUSTOMERDNA™

PRIORITIZED ACCOUNT LIST

MINTIGO PREDICTIVE MODELLING;

MACHINE LEARNING


PREDICTIVE

Then we layered

on more filtering…

INTENTION

BASED

BEHAVIOR

BASED

TRIGGER

BASED

1000+ ACCOUNTS

8,000+ CONTACTS


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PREDICTIVE

…to arrive at a highly targeted,

prioritized list for Sales

1000+ ACCOUNTS

8,000+ CONTACTS

INTENTION

BASED

85 BEHAVIOR

BASED

TRIGGER

BASED

ACCOUNTS


PREDICTIVE

…to arrive at a highly targeted,

prioritized list for Sales

1000+ ACCOUNTS

8,000+ CONTACTS

INTENTION

BASED

85 BEHAVIOR

BASED

TRIGGER

BASED

ACCOUNTS


8.5%

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Step 4. Craft a story/message that connects


KEY BUYER INSIGHT


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Which led us to a big idea...


“What are gaps in IT really costing you?”


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Step 5. Design an integrated experience “play”


1 Sales rep hand

delivers bamboo plant with card

Key experiences for prospects

Direct @WINDSTREAMBIZ | @QUARRY

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1 Sales rep hand



Direct

1 WEEK 2 Personalized video

arrives in mail w/ CTA pointing to PURL


1 Sales rep hand



Direct

1 WEEK 2 Personalized video

arrives in mail w/ CTA pointing to PURL


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1 1 WEEK 2

Sales rep hand delivers bamboo plant with card

Personalized video arrives in mail w/ CTA

pointing to PURL

1 WEEK

If no response, email deployed w/

CTA pointing to PURL


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Direct @WINDSTREAMBIZ | @QUARRY

1 1 WEEK 2



pointing to PURL

1 WEEK




3

Direct

CTA DRIVES TO

Personalized and localized landing page – with thank you page (after form fill) custom to assigned rep

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1 1 WEEK 2



pointing to PURL

1 WEEK




3

Direct

CTA DRIVES TO


4 If no appointment, Amazon Echo remote mailed as an incentive to take meeting.

Rep follows up with call and brings Echo to appointment

5 1—2 WEEKS


1 1 WEEK 2



pointing to PURL

1 WEEK




3

Direct

CTA DRIVES TO


4 5 If no appointment, Tile mailed as a last

try incentive to take meeting

IF REP DECIDES…

6 1—2 WEEKS

If no appointment, Amazon Echo remote mailed as an incentive to take meeting.



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1 1 WEEK 2



pointing to PURL

1 WEEK



CTA DRIVES TO


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3 4 5

LOCATION-BASED

(OFFICE ELEVATOR) VIDEO

ACCOUNT-TARGETED

BANNER ADS

BUYING GROUP

INFLUENCER EMAILS

Aircover

Direct

PAID

SOCIAL

If no appointment, Tile mailed as a last

try incentive to take meeting

IF REP DECIDES… 1—2 WEEKS

If no appointment, Amazon Echo remote mailed as an incentive to take meeting.



The stack


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The stack

PREDICTIVE ACCOUNT INTENT

ENGAGEMENT

DATA

INFRASTRUCTURE

SOCIAL GEO-TARGETED DIGITAL VIDEO CONTENT EXPERIENCES

ON OUR RADAR

MARKETING AUTOMATION

LOCATION-BASED VIDEO

MARKETING PERFORMANCE VISUALIZATION

The stack behind Windstream’s ABM efforts:

CRM


Step 6. Brief Sales on the play, empower with tools to support


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Step 7: Go live, measure, learn


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What we saw > What we learned > What we did next


The pilot first ran in Chicago in 2016.

We’ve since scaled into Philadelphia, Atlanta, Minneapolis,

Dallas, Detroit, Cleveland, St Louis, Little Rock and

Knoxville markets. More new markets planned for 2017.


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That’s all great! But what was the impact?


PERCENTAGE OF SALES MEETINGS ACTUALLY BOOKED

Met (and now exceeding) meeting booking rate objective

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PERCENTAGE OF MARKETING PIPELINE

ATTRIBUTED TO NEW ABM EFFORTS

The impact ABM is having on pipeline

Joseph Harding EVP AND CHIEF MARKETING OFFICER

WINDSTREAM ENTERPRISE

“More effective account-based marketing

strategies…

have allowed us to reduce our marketing budget

while

at the same time significantly increasing lead

quality, lead volume and sales conversion

rates. Our sales team

is hugely appreciative of the support we’re providing

and our relationship has never been stronger.”

In the CMO’s words


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Some parting advice


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@MATTSENATORE, SIRIUSDECISIONS

And remember…


Ask us anything at the Post-Presentation Huddle!

Meredith Fuller

Managing Director,

Buyer Engagement

at Quarry

Carrie Mahon

Vice President

Strategic Marketing

at Windstream

How Windstream renewed Marketing & Sales’ vows using just …€¦ · How Windstream renewed...

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