Building a Demand Gen

Machine

How Customer-Centricity Drives B2B Success

2

RGIS U.S. Footprint

3

22,000+ US employees

Nearly 200 locationscoast-to-coast

Known as an inventory services provider only in the retail vertical Static website with primarily service-centric navigation Majority of website traffic from job-seekers Limited thought leadership content with no video or webinar content No SEO, heavy emphasis on paid search (Google Adwords) Heavily reliant on direct mail and print collateral materials “Fuzzy” marketing ROI reporting Limited digital marketing experience within the team No e-mail marketing or marketing automation platform or experience CRM was an “island” with no integration with other corporate systems Had to live within predecessor’s marketing budget

January 2013: Marketing Challenges

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Our Marketing Technology Stack

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Customer Relationship Management System

Marketing Automation System

Forms, Content, Analytics

Webinar Platform

Power Dialer, Local Presence

Trade Shows – PDF Distribution & Data Capture

Search Engine Optimization

Web Video

Web Analytics

Website Content Management System

Integration of different digital marketing platforms is a continuing challenge Identifying and filling the remaining holes in our content marketing program

(300+ marketing deliverables per year) Prioritizing our demand gen calling campaigns based on engagement with

e-mail efforts Refining our ROI/marketing attribution models Identifying additional marketing technology that adds value which exceeds

its complexity and cost Predictive sales and marketing modeling Business intelligence tools Social media marketing tools Scaling creation of customer testimonials and case studies Collaboration tools for enterprise-wide sales opportunities Employee, customer and partner communities

March 2015: Marketing Challenges

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Demand Generation Example: Utilities

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E-mail #1 sent on 1/7/15 to 12,761 Utilities companiesE-mail #2 sent on 1/21/15 to those that opened e-mail #1

Demand Generation Example: Utilities

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Awareness in the Energy & Utilities sector increased 235%and website traffic increased 467% following e-mail campaign

Customer-Centric Website Redesign

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Site has improved in almost every element of online customer satisfaction (non job-seekers) as measured by Foresee before and after the September 2014 redesign

Improvement in Online Satisfaction

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Post-Redesign9/9/14-2/28/15

Pre-Redesign1/1/14-9/8/14

Leads by Source 2012-2014

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2012 2014Demand Generation Team 1,046 1,201Website 877 998Inbound 800# 834 753Other 160 562Tradeshows 97 393Webinars 0 372Trade Media (Ads & Sponsored Content)

1 226

Outside TM (ETI, SalesStaff) 24 121Total Lead Volume 3,039 4,626

+52%

Inbound Marketing Leads (Web + 800#) and Demand Generation TeamLeads Account for 64% of Total Lead Volume Across All Business Units

2012 2013 2014

Web 800# Demand Gen Team

Regional/Inside Sales Revenue by Channel

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Regional/Inside Sales revenue increased +171% from 2012 to 2014

2012 2013 2014

Web 800# Demand Gen Team

C&I Revenue by Marketing Channel

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C&I/Specialty Services revenue increased +143% from 2012 to 2014

2012 2013 2014

Web 800# Demand Gen Team

Healthcare Revenue by Marketing Channel

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Healthcare revenue increased +560% from 2012 to 2014

2012 2013 2014

Web 800# Demand Gen Team

Total Revenue by Marketing Channel

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+178% increase across all business unitsfrom 2012 to 2014