Digital Marketing in 5G Era - Digital Transformation in 5G Age
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
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
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
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.