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Ignite the Pipeline with Personalized Integrated Campaigns


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Ignite the Pipeline with Personalized Integrated Campaigns

  1. 1. Ignite the Pipeline! Personalized, Integrated Communications Drive Revenue for Nuance Lauren Goldstein, VP Strategic Planning @LaurenOnDemand
  2. 2. What You’ll Learn <ul><li>4 </li></ul><ul><li>Why Account Based Marketing </li></ul><ul><li>Why Audience Insights are Crucial </li></ul><ul><li>Integrating Personalization & Relevance </li></ul><ul><li>Key Take-Aways & Next Steps for YOU </li></ul>
  3. 3. <ul><li>ENTERPRISE SOLUTIONS FOR: </li></ul><ul><li>Voice Authentication </li></ul><ul><li>Multi-Channel/Hosted Customer Service </li></ul><ul><li>Mobile Customer Service </li></ul><ul><li>Inbound & Outbound Customer Service </li></ul>Nuance Enterprise Solutions
  4. 4. Nuance Core Challenges Support Sales // Drive Meetings Highly Targeted Audience Engagement Up-level Relationships Convey expertise
  5. 5. Why Account-Based Marketing Your BIG BETS require FOCUS
  6. 6. Five Steps to Success
  7. 7. Alignment with Sales STEP 1:
  8. 8. Insight: Understand Your Customer STEP 1:
  9. 9. <ul><li>Necessary endorser of solution. Will engage with CFO to get budgetary sign off. </li></ul><ul><li>Often the final decision maker as she has line of sight to “all the moving parts” in the company and will either see that solution fits in nicely or will resist because she feels it won ’ t. </li></ul>Insight: Buying Role STEP 1:
  10. 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. 11. Pilot Defined STEP 2:
  12. 12. Pilot Defined STEP 2: 209 Companies 685 Contacts 12 Key Verticals/2 Core Segments 7+ Customized Touch Points + Nurture…… All integrated seamlessly
  13. 13. Build an Experience for Engagement STEP 3:
  14. 14. Highly Personalized Engagement STEP 3:
  15. 15. Nurturing Relationships STEP 3:
  16. 16. Reporting & Sales Notifications STEP 3:
  17. 17. <ul><ul><li>“… When I called Diane today to confirm the meeting, she was bubbling with enthusiasm over her NNBI site, saying she couldn ’t believe how well the information was organized, how pertinent it was to banking/financial institutions and how it seemed targeted specifically to her. She forwarded the link to everyone she knows within Comerica, including her boss... ” </li></ul></ul><ul><ul><li>Wendy Lewis </li></ul></ul><ul><ul><li>Account Representative, Western Region </li></ul></ul>Sales Scorecard: WIN! STEP 3:
  18. 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
  19. 19. <ul><ul><li>“ The site has been a catalyst to get things going again at Emblem Health . After John English, our “internal coach”, visited his microsite he called and asked for advice on how to package the material for his executive team. Subsequently, John presented to a room full of Emblem VPs with a copy of the Forrester study in his hand, which he got from the NNBI site – resulting in a meeting scheduled with their SVP of Customer Care for the end of April .” </li></ul></ul><ul><ul><li>Pete Donlan </li></ul></ul><ul><ul><li>Account Representative, Northeast Region </li></ul></ul>Feedback from NA Sales STEP 3:
  20. 20. Standardize STEP 4: and Scale STEP 5: <ul><li>270 additional companies/800 additional contacts </li></ul><ul><li>APAC + EMEA </li></ul>
  21. 21. Scale & Expand STEP 5:
  22. 22. Key Ingredients to Success <ul><ul><li>Focused and validated by stakeholders </li></ul></ul><ul><ul><li>Multiple contacts per organization </li></ul></ul><ul><ul><li>Audience insights ruled supreme! </li></ul></ul><ul><ul><li>Relevancy, relevancy, relevancy </li></ul></ul><ul><ul><li>Innovative, relevant, personalized </li></ul></ul><ul><ul><li>Integrated across multiple touch-points </li></ul></ul><ul><ul><li>Early alignment with sales on priorities </li></ul></ul><ul><ul><li>Ongoing alignment & integration </li></ul></ul>Alignment Targeting Personalization Creativity
  23. 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. 24. Thank You. Questions? Email: Blog: LaurenOnDemand Twitter: @LaurenOnDemand