Date post: | 19-Mar-2017 |
Category: |
Marketing |
Upload: | g3-communications |
View: | 136 times |
Download: | 2 times |
Your Customers Don’t Care About You
2015 Lenovo Internal. All rights reserved.
Lenovo’s Intent Driven Digital Marketing
Michael Ballard
@mballard5574
2
Marketing is an Interrupter
5,000 marketing messages per day
5.3 trillion ads served per year
@mballard5574
3
More email: 85 emails each dayPoor conversion: 1.5% CTR considered ‘good’
@mballard5574
4
Selfie-takers tend to overestimate their attractiveness, study finds
@mballard5574
52015 Lenovo Internal. All rights reserved.
And they don’t like us…
FEATURES
Bragging
BENEFITS
Promising
@mballard5574
62015 Lenovo Internal. All rights reserved.
They call it…
ANNOYING
@mballard5574
72015 Lenovo Internal. All rights reserved.
People are escaping
60M+ pay for ad free networks
40B+ hours watched on Netflix
@mballard5574
82015 Lenovo Internal. All rights reserved.
Modern Marketing @mballard5574
2015 Lenovo Internal. All rights reserved. 9
Why are we going all in?
@mballard5574
2015 Lenovo Internal. All rights reserved. 10
BACON
@mballard5574
11
Top 15 Discover Stage Vehicles @mballard5574
Source: Forrester Business Technographics Global Priorities & Journey Survey, 2016 (Base: 458 BDMs, 306 TDMs in NA Enterprises)
Vehicle Digital Insight?Tech Analysis YESPeersConferenceVendor Website YESIn-Person SalesTech Info Web YESIT Forums YES
Vehicle Digital Insight?Vendor EventsPhone SalesWhite Paper YESAssociation YESSearch YESPublications YESRetailer
12
How is Intent Data Collected?
Surge Data
1.4M Companies
2,800 B2B Topics
1B B2B Devices
13
Predictive Information
By Product Category
Account
Contact / Lead
BUYING STAGE
IN-MARKET SCORE
BUYER PROFILE
FIT
@mballard5574
142015 Lenovo Internal. All rights reserved.
Topic Surge
+ + =Predictive
ScoreLead Score
@mballard5574
152015 Lenovo Internal. All rights reserved.
Expand Your World
• 115 B2B Data Sources
• 3000+ Publications
• 500 Unique Data Points– Intent– Technology Installs– Social Profiling– Etc.
@mballard5574
16
Intent Driven Automation
SALES
CREATE LEAD
LDT OUTREACH
OPPORTUNITY CREATED
LAUNCH CAMPAIGN
PREDICTIVE MODELING
EMAIL TOUCH (FOR UNKNOWN CONTACTS)
DATA TYPES
DATA COOP (FOR UNKNOWN CONTACTS)
MARKETING DATA WAREHOUSE
INTENT TOPIC LIST
Device-Based Cookie-Based+++Account Intelligence
+Content Research
Search Publisher Social 1st Party
1:1 Email 1:1 Sponsored Update 1:1 Social 1:1 Online Ads
UnknownKnown
@mballard5574
172015 Lenovo Internal. All rights reserved.
Intent Program Pilot
Results To Date
+20% Leads from website
+10% Increased web traffic
2x Customer visibility
28% MQL Conversion
32x ROI (closed won!!!!)
10 topics 3 campaigns
@mballard5574
182015 Lenovo Internal. All rights reserved.
Getting Started
• Systems Prep
• Intent Provider
• Learn your markets pain points
• Build content
• Test, test, test
@mballard5574
@mballard5574
#B2BMX