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

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Panelists

John Dering Director, Marketing Programs Demandbase

MODERATOR: Andrew Gaffney Publisher, Demand Gen Report

@D_Rang

©2015 Copyright Demandbase, Inc.

Demandbase Confidential. 7

A Brief History of Lead Nurturing



A Brief History of Lead Nurturing



Lead Nurturing Goes Digital

The Digital Age Give Marketers Tools to Automate



Lead Nurturing Goes Digital

Nurture Email Nurture Email Nurture Email Wait Wait



What’s

your

score?

Lead Nurturing Grows Up




Marketing

Scores Leads




Marketing

Scores Leads

• Implicit Data

• Explicit Data




Marketing

Scores Leads

• Implicit Data

• Explicit Data

MQL



White

Paper

Webinar Web

Visits

Analyst

Report

Pricing

Page

1

5

2 1 2 4 2

Peggy Smith

Senior Manager,

Professional Services

Carson Plastics

Industrial, MA

Not a role or a department

we sell into. Reject.

Sales Reaction

Limitations of Lead Scoring Alone



White

Paper

Webinar Web

Visits

Analyst

Report

Pricing

Page

1

6

2 1 2 4 2

1 1 2 0 0

Peggy Smith

Senior Manager,


Carson Plastics

Industrial, MA



Bob Clark

Director, Marketing

Carson Plastics

Manufacturing, CA

I’ll call and leave a message

after lunch…tomorrow.

Sales Reaction




White

Paper

Webinar Web

Visits

Analyst

Report

Pricing

Page

1

7

2 1 2 4 2

1 1 2 0 0

0 0 3 2 2

Peggy Smith

Senior Manager,


Carson Plastics

Industrial, MA



Bob Clark

Director, Marketing

Carson Plastics

Manufacturing, CA



Joseph McLaren

Manager, Sales Operations

Carson Plastics

Durable Goods, MA

Looks interested, but sales

isn’t who we sell into.

Sales Reaction




White

Paper

Webinar Web

Visits

Analyst

Report

Pricing

Page

1

8

2 1 2 4 2

1 1 2 0 0

0 0 3 2 2

3 2 7 6 4

Peggy Smith

Senior Manager,


Carson Plastics

Industrial, MA

There’s something going on.

We should call the account.



Bob Clark

Director, Marketing

Carson Plastics

Manufacturing, CA



Joseph McLaren

Manager, Sales Operations

Carson Plastics

Durable Goods, MA

Looks interested, but sales

isn’t who we sell into.

Sales Reaction




Marketing Funnel is Evolving












Why is the Funnel Changing?

Typical B2B Buying Process

$




SALES

CALL LEAD

SOCIAL

MEDIA

WEBSITE

VISIT

SEARCH

DETERMINE

PROBLEM

WEBSITE

VISIT

WEBSITE

VISIT WEBSITE

VISIT


$




SALES

CALL LEAD

SOCIAL

MEDIA

WEBSITE

VISIT

SEARCH

DETERMINE

PROBLEM

WEBSITE

VISIT

WEBSITE

VISIT WEBSITE

VISIT


$

Marketing Spend is too late in the cycle



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



How to Nurture Accounts

Always-On Nurture vs Campaigns

Account-Based Advertising

Account-Based Retargeting

Social Account Nurturing

Personalization

Email



Campaign vs. Always on



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



Account-Based Advertising

TARGET ACCOUNTS

B2B

Display

B2B

Mobile

B2B

Video

1

2

3

4

5

6

7

8

9

10

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




WEBSITE TRAFFIC FROM

SINGLE COMPANY

Make Buying Signals Actionable





SINGLE COMPANY

PAGEVIEWS 1


TIME 2





SINGLE COMPANY

PAGEVIEWS 1

CONTENT 3 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


TIME 2





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


TIME 2



How to Identify New Target Accounts




• Give Sales Marketing Intelligence





• Empower Sales to Build Lists





• Empower Sales to Build Lists

• Take Action on the Lists



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.



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



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



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



CSC Results



CSC Results

44% Lift of Target Accounts Over

the Life of the Campaign



CSC Results

44% Lift of Target Accounts Over

the Life of the Campaign

Excellent Revenue Forecast from

Marketing Nurtured Accounts



Account-Based Social Nurturing

Organic Social Media Paid Social Media




Organic Social Media Paid Social Media

53% Will follow your social presence

during an evaluation - 2015 DemandGen Report B2B Buyer’s Survey












ABM Nurturing – Website Personalization

51

OPTIONS:

Industry/Vertic

al

1




52

OPTIONS:

Industry/Vertic

al

1




53

OPTIONS:

Industry/Vertic

al

1




54

OPTIONS:

Industry/Vertic

al

1

2 Company

Size




55

OPTIONS:

Industry/Vertic

al

1

2 Company

Size




56

OPTIONS:

Industry/Vertic

al

1

2 Company

Size

3 Account

Status




57

OPTIONS:

Industry/Vertical 1

2 Company Size

3 Account Status



Account-Based Nurturing - Email




• Still one of the most effective

channels for known





channels for known

• Focus on nurturing target accounts





channels for known

• Focus on nurturing target accounts

• Tailor programs to your same

account list segmentation plans

#LLCSeries

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

@D_Rang

John Dering Director, Marketing Programs Demandbase

#LLCSeries

Thanks for attending this webinar!

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