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Get Over It...Your Customers Don’t Care About You: Lenovo’s Intent- Driven Digital Marketing

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SPEAKER: Mike Ballard of Lenovo

http://b2bmarketing.exchange

Published in: Marketing
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Get Over It...Your Customers Don’t Care About You: Lenovo’s Intent- Driven Digital Marketing

  1. 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. 2 Marketing is an Interrupter 5,000 marketing messages per day 5.3 trillion ads served per year @mballard5574
  3. 3. 3 More email: 85 emails each day Poor conversion: 1.5% CTR considered ‘good’ @mballard5574
  4. 4. 4 Selfie-takers tend to overestimate their attractiveness, study finds @mballard5574
  5. 5. 52015 Lenovo Internal. All rights reserved. And they don’t like us… FEATURES Bragging BENEFITS Promising @mballard5574
  6. 6. 62015 Lenovo Internal. All rights reserved. They call it… ANNOYING @mballard5574
  7. 7. 72015 Lenovo Internal. All rights reserved. People are escaping 60M+ pay for ad free networks 40B+ hours watched on Netflix @mballard5574
  8. 8. 82015 Lenovo Internal. All rights reserved. Modern Marketing @mballard5574
  9. 9. 9 2015 Lenovo Internal. All rights reserved. Why are we going all in? @mballard5574
  10. 10. 10 2015 Lenovo Internal. All rights reserved. BACON @mballard5574
  11. 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. 12 How is Intent Data Collected? Surge Data 1.4M Companies 2,800 B2B Topics 1B B2B Devices
  13. 13. 13 Predictive Information By Product Category Account Contact / Lead BUYING STAGE IN- MARKET SCORE BUYER PROFILE FIT @mballard5574
  14. 14. 142015 Lenovo Internal. All rights reserved. Topic Surge + + = Predictive Score Lead Score @mballard5574
  15. 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. 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. 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. 18. 182015 Lenovo Internal. All rights reserved. Getting Started • Systems Prep • Intent Provider • Learn your markets pain points • Build content • Test, test, test @mballard5574
  19. 19. @mballard5574
  20. 20. #B2BMX

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