Get Over It...Your Customers Don’t Care About You: Lenovo’s Intent- Driven Digital Marketing
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SPEAKER: Mike Ballard of Lenovo http://b2bmarketing.exchange
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Get Over It...Your Customers Don’t Care About You: Lenovo’s Intent- Driven Digital Marketing
- 1. Your Customers Don’t Care About You 2015 Lenovo Internal. All rights reserved. Lenovo’s Intent Driven Digital Marketing Michael Ballard @mballard5574
- 2. 2 Marketing is an Interrupter 5,000 marketing messages per day 5.3 trillion ads served per year @mballard5574
- 3. 3 More email: 85 emails each day Poor conversion: 1.5% CTR considered ‘good’ @mballard5574
- 4. 4 Selfie-takers tend to overestimate their attractiveness, study finds @mballard5574
- 5. 52015 Lenovo Internal. All rights reserved. And they don’t like us… FEATURES Bragging BENEFITS Promising @mballard5574
- 6. 62015 Lenovo Internal. All rights reserved. They call it… ANNOYING @mballard5574
- 7. 72015 Lenovo Internal. All rights reserved. People are escaping 60M+ pay for ad free networks 40B+ hours watched on Netflix @mballard5574
- 8. 82015 Lenovo Internal. All rights reserved. Modern Marketing @mballard5574
- 9. 9 2015 Lenovo Internal. All rights reserved. Why are we going all in? @mballard5574
- 10. 10 2015 Lenovo Internal. All rights reserved. BACON @mballard5574
- 11. 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 YES Peers Conference Vendor Website YES In-Person Sales Tech Info Web YES IT Forums YES Vehicle Digital Insight? Vendor Events Phone Sales White Paper YES Association YES Search YES Publications YES Retailer
- 12. 12 How is Intent Data Collected? Surge Data 1.4M Companies 2,800 B2B Topics 1B B2B Devices
- 13. 13 Predictive Information By Product Category Account Contact / Lead BUYING STAGE IN- MARKET SCORE BUYER PROFILE FIT @mballard5574
- 14. 142015 Lenovo Internal. All rights reserved. Topic Surge + + = Predictive Score Lead Score @mballard5574
- 15. 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. 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
- 17. 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!!!!) 10topics 3 campaigns @mballard5574
- 18. 182015 Lenovo Internal. All rights reserved. Getting Started • Systems Prep • Intent Provider • Learn your markets pain points • Build content • Test, test, test @mballard5574
- 19. @mballard5574
- 20. #B2BMX
Editor's Notes
- http://spp.sagepub.com/content/early/2016/04/27/1948550616644299.abstract http://www.psypost.org/2016/05/selfie-takers-tend-overestimate-attractiveness-study-finds-42987#prettyPhoto
- MIKE But let’s be brutally honest. Remove the vanity and humble ourselves. Remember we are only a tiny microscopic dot on the golf ball…and compare it to Kanis Majoris. Our customers only digital interaction with us is barely a fraction of their day. And if you think otherwise, you are caught in the bubble of marketing egotism. So why are we going all in with our lead passing based on a barely visable part of someone’s day? How can we connect our most precious customer intelligence gathering system to where our customers are the majority of their day?
- MIKE Admit it. For a second there, all your problems went away. There is hope and it will be ok…promise.
- For each product category you sell, 6sense will score Accounts and Contacts on: Profile Fit – is this Company in the right industry, right revenue range, is this Contact the right job role, job level. All vendors do this In-Market– is this Company/Contact in market to buy now. And, if they are, where are they in the Buying Journey. No one else does this like 6sense We’ll score not only existing Accounts and Contacts but we’ll also Find NEW Accounts & Contacts. Our ability to turn anonymous buyer behavior into know Accounts and Contacts means you get in earlier, before buyers raise their hand.
- MIKE
- MIKE