Driving engagement with sophisticated B2B buyers requires an deep understanding of their business needs and challenges. In this presentation, you'll see a proven approach to buyer-centric marketing. The outcome - personalized, relevant and integrated communications that drive engagement and revenue.

1. Ignite the Pipeline! Personalized, Integrated Communications Drive Revenue for Nuance Lauren Goldstein, VP Strategic Planning @LaurenOnDemand

4. Nuance Core Challenges Support Sales // Drive Meetings Highly Targeted Audience Engagement Up-level Relationships Convey expertise

5. Why Account-Based Marketing Your BIG BETS require FOCUS

6. Five Steps to Success

7. Alignment with Sales STEP 1:

8. Insight: Understand Your Customer STEP 1:

10. Decision Maker: COO Three Cs STEP 1: Shift perception of call center as “cost center” vs. revenue generator & brand enabler Win With Nuance

11. Pilot Defined STEP 2:

12. Pilot Defined STEP 2: 209 Companies 685 Contacts 12 Key Verticals/2 Core Segments 7+ Customized Touch Points + Nurture…… All integrated seamlessly

13. Build an Experience for Engagement STEP 3:

14. Highly Personalized Engagement STEP 3:

15. Nurturing Relationships STEP 3:

16. Reporting & Sales Notifications STEP 3:

18. ENGAGEMENT RATE: 46% ROI: 19-TO-1 $4,000,000 March 31, 2011 Results Snapshot STEP 3: October. 31, 2011 April 30, 2011 May 31, 2011 June 30, 2011 July 31, 2011 September 30, 2011 $5.3M $1,500,000 $2,000,000 $2,500,000 $3,000,000 $4,000,000 $1,000,000

21. Scale & Expand STEP 5:

23. “ If we did realize the difference between the vital few and the trivial many in all aspects of our lives, and if we did something about it, we could multiply anything that we valued.” – Richard Koch (former Bain & Co management consultant and acclaimed author on how to apply the 80/20 rule)

24. Thank You. Questions? Email: laureng@bnj.com Blog: LaurenOnDemand Twitter: @LaurenOnDemand