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Case study B2B Marketing Forum 2017: Switching to always-on in demand generation (Unit4)

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Unit4 managed to build a globally scalable demand generation engine that’s always on. Thanks to this approach, marketing and sales can work closely together to identify and target the right audiences while accelerating their funnel impact with account-based initiatives. Take a look behind the scenes of Unit4’s content marketing approach and hear first-hand how LinkedIn helped to put the customer first. This presentation is about the transformative power of marketing outside the box!

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Case study B2B Marketing Forum 2017: Switching to always-on in demand generation (Unit4)

  1. 1. Page  1 Proprietary  and  Confidential In  business  for  people.Page  1 Proprietary  and  Confidential Welcome! Switching  to  always-­on   in  demand  generation Roel  Haanappel:  Global  Digital  Marketing  Unit4
  2. 2. In  business  for  people.Page  2 Proprietary  and  Confidential In  30  minutes What  does  it  take  to  build  a   predictable  lead  flow? 17-­Mar-­17
  3. 3. In  business  for  people.Page  3 Proprietary  and  Confidential Why  always  on  lead  generation? • Reach  business  decision-­makers  across  service  sectors   • Build  awareness  and  interest  amongst  targeted  audiences  in  finance,  HR  and   project  management  departments • Deliver  qualified  leads  to  sales • Support  sales  in  nurturing  prospects  throughout  the  funnel
  4. 4. Page  4 Proprietary  and  Confidential Our  audience  is  out  there
  5. 5. In  business  for  people.Page  5 Proprietary  and  Confidential Communication  -­ Elements SalesMarketing SalesForce CRM Marketo Marketing   Automation LinkedIn   Campaign   Manager LinkedIn   Sales   Navigator
  6. 6. In  business  for  people.Page  6 Proprietary  and  Confidential Identify  and  target  the  right  audiences SalesMarketing SalesForce CRM Marketo Marketing   Automation LinkedIn   Campaign   Manager LinkedIn   Sales   Navigator
  7. 7. In  business  for  people.Page  7 Proprietary  and  Confidential Identify  and  target  the  right  audiences • Who  found  you? • What  do  they  see? • Who  is  of  your  interest? • Why  do  they  buy  from  you? SalesMarketing SalesForce CRM Marketo Marketing   Automation LinkedIn   Campaign   Manager LinkedIn   Sales   Navigator
  8. 8. In  business  for  people.Page  8 Proprietary  and  Confidential Identify  and  target  the  right  audiences • Identify  target  audience • Align  messaging  &  follow  up • Profile • Blogs SalesMarketing SalesForce CRM Marketo Marketing   Automation LinkedIn   Campaign   Manager LinkedIn   Sales   Navigator
  9. 9. In  business  for  people.Page  9 Proprietary  and  Confidential Identify  and  target  the  right  audiences SalesMarketing SalesForce CRM Marketo Marketing   Automation LinkedIn   Sales   Navigator LinkedIn   Campaign   Manager
  10. 10. In  business  for  people.Page  10 Proprietary  and  Confidential Identify  and  target  the  right  audiences SalesMarketing SalesForce CRM LinkedIn   Campaign   Manager LinkedIn   Sales   Navigator Marketo Marketing   Automation
  11. 11. In  business  for  people.Page  11 Proprietary  and  Confidential Identify  and  target  the  right  audiences • Who  to  reach  out  to? • When  to  reach  out? SalesMarketing Marketo Marketing   Automation LinkedIn   Campaign   Manager LinkedIn   Sales   Navigator SalesForce CRM
  12. 12. In  business  for  people.Page  12 Proprietary  and  Confidential To  accelerate  funnel  impact • Invite • InMail • Like • Share • Comment SalesMarketing SalesForce CRM Marketo Marketing   Automation LinkedIn   Campaign   Manager LinkedIn   Sales   Navigator
  13. 13. In  business  for  people.Page  13 Proprietary  and  Confidential To  accelerate  funnel  impact SalesMarketing SalesForce CRM Marketo Marketing   Automation LinkedIn   Sales   Navigator LinkedIn   Campaign   Manager
  14. 14. In  business  for  people.Page  14 Proprietary  and  Confidential To  accelerate  funnel  impact SalesMarketing SalesForce CRM LinkedIn   Campaign   Manager LinkedIn   Sales   Navigator Marketo Marketing   Automation • Account  specific  Landing   page  with  Live  Chat • Personal  InMail / email • Web  activity  reports
  15. 15. In  business  for  people.Page  15 Proprietary  and  Confidential To  accelerate  funnel  impact • Lead  Accelerators • Email • Online  activity SalesMarketing Marketo Marketing   Automation LinkedIn   Campaign   Manager LinkedIn   Sales   Navigator SalesForce CRM
  16. 16. In  business  for  people.Page  16 Proprietary  and  Confidential Sales  and  marketing SALESMARKETING Targets Leads Opportunities Customers Sales  Navigator  Search SFDC  dashboard Account  plan Customer  activity   report Sponsored  Updates  audience Sponsored  Updates    campaign Landing  page  with  target  message logo logo Account-­specific  e-­mails Account-­specific  landing page  with  LiveChat logo Vision  sheet  to  support   opportunity  development logo Solution  cards  for  every   point  of  improvement   logo Achievement  sheets logo logo Business  case  videos  
  17. 17. In  business  for  people.Page  17 Proprietary  and  Confidential The  more  you  matter,  the  more  results • 4,500  decision-­makers  engaged  in  three  weeks • 20%  of  prospects  converted  to  engaged  leads • Click-­through  rates  and  audience  engagement  rates  beating  benchmarks  by  over   50% • Click-­through  rates  of  up  to  1.8%  for  top  performing  posts
  18. 18. In  business  for  people.Page  18 Proprietary  and  Confidential Tips • Tread  audiences  with  respect • Embrace  change • Create  success  cases
  19. 19. In  business  for  people.Page  19 Proprietary  and  Confidential Any  Questions?

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