Join us to hear real stories on execution and the tech needed to personalize your campaigns end to end.

1. Personalization to Acceleration
Featuring
Jodi Lebow
Director, Global Demand Center
Moderated by
Marne Reed
VP of Tech Partnerships
Randy Frisch
Chief Evangelist
Co-Founder
Increase your close rate by 40% with personalized content experiences
Webinar

2. PERSONALIZING FOR MODERN
CUSTOMER EXPECTATIONS
Guide the Customer Journey

3. ADS / SEM EMAIL CHAT SEARCH SOCIAL SALES
The Ultimate Guide to
Developing Winning
Software Products
yoursite.com
Insight into creating
engaging blog-posts
that convert.
Interviews with top
bloggers and ...
Learn More
And Invest Heavily In Channels
$
But Ignore The Destination
Businesses Invest in Endless Data Sources
The Marketing Trap
$

4. SEM
$
Email
$
Sales Email
$
Display Ad
$
Direct Mail
$
What Buyers Get
Social
$
AWARENESS PURCHASE

5. What Buyers Want
CUSTOMER
EXPERIENCE
Any channel
$
AWARENESS PURCHASE

6. CUSTOMER EXPERIENCE
GUIDE THE CUSTOMER JOURNEY
ENGAGE
DESTINATIONS
( CMS / Landing Page / CEP)
ATTRACT
CHANNELS
( EMAIL / SOCIAL / ADS )
A Simple Framework for GTM Excellence
IDENTIFY
DATA
( CRM / MAP / CDP )

7. <Content>
<Name>
<Role>
<Company>
<Industry>
Personalization in 2022
What Buyers Expect
CHANNEL DESTINATION
<Content> PERSONALIZED WITH DATA
The problem I’m looking to solve
DATA

8. A GLANCE INTO PERSONALIZATION AT SCALE
How Hexagon Engages

9. Hexagon is a global leader in digital reality solutions, combining sensor,
software and autonomous technologies. Putting data to work to boost
efficiency, productivity and quality and safety across industrial, manufacturing,
infrastructure, and mobility applications.
Jodi Lebow
Director, Global Demand Center

10. As we expand into new industries and identify new target
accounts we want to drive awareness and engagement
with those accounts in a personalized manner to
demonstrate what Hexagon has to offer for them.
ABM ENGAGEMENT GOALS

11. The Need to Meet Customer Expectations
What are the
obstacles for
teams like
Expectation Our Reality
♡ Buyers expect personalization ➔ Website pages are too general
♡ Buyers want to self discover ➔ Content lives in silos
♡ Takes multi-touch approach to win ➔ Activating on multiple channels can
be very high-touch, manual work
♡ Buyer expects a suggested next step ➔ Speed to lead w/ manual lead
activities
♡ Sales needs to get a clear holistic view of
their accounts and buying teams
➔ Sales is focused on individual buyers
who aren’t ready to talk
♡ Show what campaigns move the needle ➔ Reporting across systems can be
manual and difficult

12. ENGAGE
DESTINATIONS
( CMS / Landing Page / CEP)
Customer Experience
Guide the Customer Journey
ABM
ATTRACT
CHANNELS
( EMAIL / SOCIAL / ADS )
IDENTIFY
DATA
( CRM / MAP / CDP )

13. ACCOUNT INTELLIGENCE
Identifying the right accounts

14. Identify good fit accounts not already in our CRM
Questions to consider:
What stage of the journey are you targeting?
What size/industry?
What tier of accounts are you targeting?
What account score?
What installed technologies?
What third-party signals (intent)?
Which accounts should
buy from us?
IDENTIFY
DATA

15. Build out our target accounts contact data
Provide our sales team
with accurate contact
data including emails
& phone numbers
Ensure contacts name,
job level, title,
demographics,
location is correct
Which accounts should
buy from us?
IDENTIFY
DATA

16. Leverage 1st & 3rd party data
CRM
Marketing Automation
Corporate Email
Ad Impressions
Website Visits
1st
Party
3rd
Party
Match
Maintain
Intent
Connections
Companies
News & Social
Hierarchies
Contacts
Technographics
Validate
Cleanse
Enrich
Deduplicate
Account ID
Lead-to-Account
Which accounts
are showing
intent?
What topics are
accounts
interested in?
Which accounts should
buy from us?
IDENTIFY
DATA

17. DIGITAL AIR COVER
Right channel. Right time.

18. Leverage multi-channel integrated tactics targeting specific accounts with personalized message
Ads Email Experiences
Personalization
Web Chat
Social
Direct Mail
Sales
Alignment
ATTRACT
CHANNELS
How do I grab their
attention?

19. Target accounts across awareness, engagement & acceleration stages
with personalized messaging
Move from emotion to
logic with thought
leadership and
education.
Engage when
accounts are
in-market and
actually interested in
hearing from you
Focus on validation
and consensus
across the entire
buying committee.
Early in the journey, focus on building
your brand on a foundation of trust. Drive Engagement
Reach the
Relevant Personas
Multi-Threading
Sales Cycle
Acceleration
Engage
Customers
Empower
Customers
Brand Awareness

20. CURATED CONTENT EXPERIENCES
A Focus on the Destination

21. ENGAGE
DESTINATIONS
How do I grab their
attention?

22. Curated Content Experiences
PERSONALIZED FOR EACH AUDIENCE
PPM Resources Hub EcoSys Resources Hub

23. Curated Content Experiences
INTEGRATED CONTENT DESTINATION WITH DYNAMIC USER EXPERIENCE

24. Curated Content Experiences
PUT CUSTOMER IN CONTROL
Ability to filter content
by topic to allow users to
easily and quickly view
the content they’re most
interested in.

25. Resource Centers
Product Specific
Hubs
Regional
Campaign Hubs
Event
Destinations
Account Specific
Streams
Account Specific
Streams for
Strategic
Accounts
Solution Specific
Streams
Content Experiences at Every Stage
Customer
Engagement
ABM
Sales
Engagement
Demand
Generation
Content Centralization = Efficiency
Inbound
AWARENESS RETENTION

26. Right Destination for Every Campaign
SUPPORTING GLOBAL CAMPAIGN FRAMEWORK

27. Built for Demand
FLEXIBLE GATING APPROACH & INTEGRATED ON WEBSITE

28. Event Destinations
CENTRALIZED HOME FOR VIRTUAL EVENT ON-DEMAND CONTENT

29. ABM Destinations
SUPPORTING ABM EFFORTS FOR STRATEGIC ACCOUNTS

30. A CONNECTED EXPERIENCE
Better Together

31. Technology allows us to create more personalized and connected
experiences at scale
Reduces the amount of manual work needed to build and maintain content destinations and gets
campaigns to market quicker. Allows us to leverage core content and top it off with personalization for
various segments, industries and named accounts.

32. 1:1
named account
experiences
1:FEW
theme based
experiences
1:MANY
industry
experiences
1:MANY
solution based
experiences
A PERSONALIZED ABM EXPERIENCE

33. ABM IDENTIFY ATTRACT ENGAGE
➔ Visualize holistic
account engagement
➔ Identify anonymous
visitors
➔ Surface intent signals
➔ Personalize to
contextualize the ad
➔ Tailor off account
journey stage
➔ Reach the buying
committee
➔ Personalize content
experience
➔ Right content at right
time
➔ Extend each session
A PERSONALIZED CUSTOMER EXPERIENCE

34. PROOF OF ENGAGEMENT
Winning with Experience

35. WHERE
WE WIN
Platform to support ABM & global
campaign framework
Increased productivity
Increase organic search traffic &
website engagement

36. IMPACT OF A PERSONALIZED EXPERIENCE
★ 278% higher click-through-rates on personalized Demandbase ads
★ 49% more unique page views to personalized Uberflip campaign pages
★ 58% lower bounce rates compared to overall web visits from the same channels

37. ThankYou
uberflip.com demandbase.com
Learn More