Diese Präsentation wurde erfolgreich gemeldet.
Wir verwenden Ihre LinkedIn Profilangaben und Informationen zu Ihren Aktivitäten, um Anzeigen zu personalisieren und Ihnen relevantere Inhalte anzuzeigen. Sie können Ihre Anzeigeneinstellungen jederzeit ändern.
Closing With Coffee
Energizing and Engaging Target Accounts
CONFIDENTIAL 1
Glengarry Glen Ross
CONFIDENTIAL 2
Put That Coffee Down!
Coffee is for closers.
CONFIDENTIAL 3
Pick That Coffee Up!
Customers:
“Domo is like my morning coffee.”
“Domo is the first thing I do in the
CONFIDENTIAL 4
3 Rules for an Engaging
Campaign
1. Relevant
2. Relatable
3. Emotional
CONFIDENTIAL 5
Coffee Campaign Theme
1. Get Energized with Domo!
2. Let Domo Digest Your Data!
3. Domo, You’ll Like it a L...
CONFIDENTIAL 6
Wake Up With Domo
WAKE UP WITH DOMO
DOMO.COM
VOLUME I NOVEMBER 2016294% ROI
Silicon Slopes, UT, November 20...
CONFIDENTIAL 7
Digital Ads
CONFIDENTIAL 8
First Test
Net New Accounts
• Brand Awareness
• Drive Engagement
• New SALs
• Mediocre Results
CONFIDENTIAL 9
Iterate
ABC
• Alway
s
• Be
• Closin
g
ABM
• Always
• Be
• M-proving
CONFIDENTIAL 10
M-proving and Adapting
Existing Customers
• Adoption
• Upsells
• Expansion
CONFIDENTIAL 11
Wake Up With Domo Days
What is a Domo Day
• Onsite visit/event – with coffee!
• Low barrier to entry/non s...
CONFIDENTIAL 12
Wake Up With Domo Days
Results:
• It’s Working
• Seeing 5x to 7x return on spend
• Helped take one Enterpr...
CONFIDENTIAL 13
M-proving Efficiencies
• Partnering with PFL
• Helping Sales outline Ideal
Accounts
• Prioritizing Opportu...
CONFIDENTIAL 14
Takeaways
• Find something unique to
your brand/market position
• Listen to customers
• Don’t over complic...
Thank you.
Nächste SlideShare
Wird geladen in …5
×

Closing with Coffee: Energizing and Engaging Target Accounts

1.040 Aufrufe

Veröffentlicht am

"Closing with Coffee: Energizing and Engaging Target Accounts" was presented by Nate Hurst, Account-Based Marketing Manager at Domo, at Revenue Summit 2017 #RevSummit17

Here’s what you need to know about Nate and his team: they are content. masters. In addition to tiering their top 1250 target accounts, a key part of their ABM strategy has been creating content that lets their customers tell the story of Domo. So when they learned that for many customers, Domo is a part of their daily morning routines — just like coffee — the “Wake Up with Domo” campaign was born.

In this presentation, Nate explaisn how Domo’s marketing and sales teams worked together to deploy this successful integrated ABM campaign using tactics such as direct mail and digital advertising to create an engaging marketing campaign that resulted in a 7x ROI.

Veröffentlicht in: Marketing
  • Als Erste(r) kommentieren

Closing with Coffee: Energizing and Engaging Target Accounts

  1. 1. Closing With Coffee Energizing and Engaging Target Accounts
  2. 2. CONFIDENTIAL 1 Glengarry Glen Ross
  3. 3. CONFIDENTIAL 2 Put That Coffee Down! Coffee is for closers.
  4. 4. CONFIDENTIAL 3 Pick That Coffee Up! Customers: “Domo is like my morning coffee.” “Domo is the first thing I do in the
  5. 5. CONFIDENTIAL 4 3 Rules for an Engaging Campaign 1. Relevant 2. Relatable 3. Emotional
  6. 6. CONFIDENTIAL 5 Coffee Campaign Theme 1. Get Energized with Domo! 2. Let Domo Digest Your Data! 3. Domo, You’ll Like it a Latte! 4. Wake Up With Domo
  7. 7. CONFIDENTIAL 6 Wake Up With Domo WAKE UP WITH DOMO DOMO.COM VOLUME I NOVEMBER 2016294% ROI Silicon Slopes, UT, November 2016 SABMiller is a London-based, multinational brewing and beverage company. Its brands include internationally famous beers such as Peroni Nastro Azzuro, Pilsner Urquell, Miller and Grolsch. They are the second largest brewing company by revenues and on of the world’s largest bottlers of Coca-Cola. With operations in 80 countries and over 200 brands around the world, SABMiller brings refreshment, sociability and good economic benefit to all of the ecosystem that goes around the making, supplying, selling and enjoying of beer. However, due to the nature of the business, brands were monitored in a slightly haphazard way with disconnected data sources. According to Charlie Hiscocks, Director for Integrated Activation Capability for SABMiller, “We are a very data-orientated organization, and our CMO has a saying, ‘Data against data, the best data wins.’ Domo is providing us with the means to the best data.” “Before Domo, we didn’t have anything that would give us a global comparability across all of our data sources. The way that brands would get information about what digital activity they were doing was from individual agencies, and they might have several agencies. To dive deeper, even for one brand, required a lot of back and forth with the agency.” SABMiller needed to create a global, standardized system into which all data assets could be plugged. So, they turned to Domo. SABMILLER “TURNS THE LIGHTS ON” WITH DOMO Silicon Slopes, UT, November 2016 As one of the largest non-profit scientific and educational institutions in the world, National Geographic had a fair share of marketing data but lacked a way to visualize the data in a consumable format. ”Anyone can pull data, but actually analyzing it and getting a key takeaway was challenging,” commented Mia Vallo, National Geographic’s Sr. Director of Marketing Analytics and Optimization. Since implementing Domo, National Geographic has used the software to run analytics for their digital membership program and quickly experienced the value Domo provides. “We can easily look at things like acquisitions to goal, or how specific segments perform in conversion rates,” said Vallo. “Everybody on the acquisitions campaign team is able to see where we are in terms of registration, the cost per acquisition, CPA by campaign, CPA per creative, etc.” DOMO HELPS NATIONAL GEOGRAPHIC UNLOCK THE POWER OF DATA “WITH DOMO, THE CHANGE HAS BEEN FAIRLY SEISMIC. IT’S LIKE BEING IN A ROOM WITH NO LIGHTS ON AND TURNING ON A LIGHT.” “What Domo has allowed us to do is to have a uniform approach to measurement, first and foremost, and it’s allowed us to overnight understand where we need to be troubleshooting in the organization.” The need to drill-deeper into data for real-time insights was key. “The platform is so responsive and so fast, that I don’t have to think about, ‘Oh, I’m going to need to run a report to find the answer.’ With Domo, It’s just there.” “With Domo, you get the data without having to ask for the data. It’s part of day-to-day brand management and part of how senior management is able to ask good questions and make good decisions.” “WENEEDEDAWAYTOVISUALIZETHE DATAANDTELLASTORYTHATPROVIDED ACTIONABLEINSIGHTS.”
  8. 8. CONFIDENTIAL 7 Digital Ads
  9. 9. CONFIDENTIAL 8 First Test Net New Accounts • Brand Awareness • Drive Engagement • New SALs • Mediocre Results
  10. 10. CONFIDENTIAL 9 Iterate ABC • Alway s • Be • Closin g ABM • Always • Be • M-proving
  11. 11. CONFIDENTIAL 10 M-proving and Adapting Existing Customers • Adoption • Upsells • Expansion
  12. 12. CONFIDENTIAL 11 Wake Up With Domo Days What is a Domo Day • Onsite visit/event – with coffee! • Low barrier to entry/non salesy • Meet other key business leaders* • Key Players: Product Advocates, AE, Internal Champion, CSM,
  13. 13. CONFIDENTIAL 12 Wake Up With Domo Days Results: • It’s Working • Seeing 5x to 7x return on spend • Helped take one Enterprise account from 2,000 licenses to 10,000
  14. 14. CONFIDENTIAL 13 M-proving Efficiencies • Partnering with PFL • Helping Sales outline Ideal Accounts • Prioritizing Opportunities against Renewal Dates
  15. 15. CONFIDENTIAL 14 Takeaways • Find something unique to your brand/market position • Listen to customers • Don’t over complicate • Beta-test • M-prove!!
  16. 16. Thank you.

×