PANEL: Carol Krol of Demand Gen Report, Jenn Kloc of Jellyvision, Travis Bickham of Tradeshift http://b2bmarketing.exchange

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Applying Personalization &
Customization To Supercharge Results

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Personalization at Jellyvision
An Account-Based Marketing Love Story

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Let’s look at our current ABM campaign…
 70 contacts at 31 “whale” accounts in the life sciences industry
 Multi-channel strategy
 4 pieces of customized content
 3 direct mail pieces
 Aggressive sales follow ups
 Automated email follow ups

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First touch: low-cost trifold mailer

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First touch: low-cost trifold mailer

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Second touch: viewfinder

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Second touch: viewfinder

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Second touch: viewfinder

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Third touch: inspiration kit

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Results
 6 opportunities booked
 19% conversion to opportunity
 Projected 8.5x ROI
 Sales team penetrated dream accounts
 Sales + marketing + executives are really excited about ABM

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The personalization journey
Tradeshift

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Drones

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Drones
-Sent to 30 Tier 1 accounts so far
-40% send/opportunity
-Cost/send $90-$200 depending on geo

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Personalized video

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Personalized video

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Personalized video results

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DavosX invites

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DavosX invites

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DavosX invites

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Effect on pipeline
Each bump is a personalized campaign!
1) Dec 8 – Personalized video
2) Dec 22 – Personalized holiday campaign
3) Jan 5-19 – Personalized VIP invites for Davos

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Effect on pipeline
235 net new MQAs driven by personalization
1) 8% MQA to opp rate=20 new opps
2) $200,000 ACV @12% close rate
3) $451,000 in net new weighted pipeline in 6 weeks driven by
personalization!

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