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How to reach prospects when they are not engaging with you
- 1. HOW TO REACH PROSPECTS WHEN THEY ARE NOT ENGAGING WITH YOU DEMANDBASE WEBINAR SERIES
- 2. © 2019 DEMANDBASE｜SLIDE 2 Leanne Chescoe Snr. Manager Field Marketing EMEA Demandbase Chris Gallet Digital Marketing Manager BAE Systems TODAY’S PRESENTERS
- 3. AGENDA ENGAGE WITH IN-MARKET PROSPECTS REACH THE FULL BUYING COMMITTEE DELIVER RELEVANT MESSAGING HOW BAE SYSTEMS INCREASED PIPELINE WITH ADVERTISING
- 4. © 2019 DEMANDBASE｜SLIDE 4 TAKE CONTROL EARLIER IN THE BUYER JOURNEY Initial Research Social Network Social Media First Website Visit Competitive Site Visits Form Fill / Hand Raise Buying Committee Research Pipeline Customer Advocate Competitive Intent Upsell / cross-sell TIME INTEREST Customer RetentionCustomer Acquisition Don’t cross your fingers and hope they raise their hand before engaging
- 5. © 2019 DEMANDBASE # 5 DATA & AUDIENCE MANAGEMENT PLATFORM IP, AI & MACHINE LEARNING TECHNOLOGY COMPREHENSIVE ABM PLATFORM TARGET with personalised advertising ENGAGE with site personalisation CONVERT with real-time sales intelligence IDENTIFY high-opportunity accounts MEASURE with account-level reporting
- 6. 6 Copyright © 2018 BAE Systems. All Rights Reserved. BAE SYSTEMS is a trade mark of BAE Systems plc. (See final slide for restrictions on use.) | BAE SYSTEMS PROPRIETARY Nations Governments Business Defend Grow Find & Stop Threats Manage Risks & Regulations Operate Securely
- 7. 7 Copyright © 2018 BAE Systems. All Rights Reserved. BAE SYSTEMS is a trade mark of BAE Systems plc. (See final slide for restrictions on use.) | BAE SYSTEMS PROPRIETARY We combine Smart People with Advanced Technology Technology Big Data Advanced Algorithms Machine Learning Electronics Market Knowledge and Experience National Security Cyber Security Financial Crime Digital Transformation
- 8. © 2019 DEMANDBASE｜SLIDE 8 BAE CASE STUDY: CHALLENGES Automated targeting with AI Driving engagement from anonymous web visits Personalised content through AI
- 9. © 2019 DEMANDBASE｜SLIDE 9 • Build brand recognition and awareness within Banking and Insurance accounts • Develop sales opportunities in financial services • Drive engagement with thought leadership campaigns OUR GOALS
- 10. Advertising No retargeting ROI Analysis No way of showing ROI from advertising Lack of TOF reporting OLD APPROACH
- 11. © 2019 DEMANDBASE｜SLIDE 11 NEW APPROACH: COMBINE AI & ABM TO AUTOMATE ACTIONS Hyper-Targeted Ads by Account & Buying Commitee Buyer Journey Optimisation Insights Action Data ARTIFICIAL INTELLIGENCE
- 12. © 2018 DEMANDBASE｜SLIDE 12 The benefits of focusing on behaviour — instead of identity WHY INTENT-BASED BUYER TARGETING? SCALABLE Full visibility into content consumption patterns No dependence on match rates, third-party segments RELEVANT Zero in on the buyers showing intent signals specifically for your offering. BRAND SAFE Freedom from tiny cookie pools means freedom to be selective about publisher inventory. Full transparency into whitelist and domain-level delivery.
- 13. © 2019 DEMANDBASE｜SLIDE 13 START WITH YOUR CAMPAIGN AUDIENCE & OBJECTIVE AWARENESS PIPELINE CUSTOMER Top-of-funnel prospecting New market entry Pipeline generation Pipeline acceleration Close rate lift ACV optimization Retention Up-sell Cross-sell Other ways to segment: Account priority Product / Solution Location Competitive conquesting
- 14. © 2019 DEMANDBASE｜SLIDE 14 SEGMENTING AUDIENCES Filter by: • Trending intent • Current customers • Employee count • Revenue range • Industry • Last seen on site • Intent category • Rank • Overall score • Sessions • Page views • Geolocation • SIC codes • Advertising reach
- 15. © 2019 DEMANDBASE｜SLIDE 15 KEYWORD PROFILE INTENT MONITORING ING Groep NV employees Read 9 articles about: financial crime Read 7 articles about: cryptocurrency trading Recently read 5 articles about: anti fraud Read 4 articles about: fraud prevention Read 2 articles about: account monitoring Read 2 articles about: financial compliance AI BID OPTIMISATION Buyer influence score 94 Optimal bid $14.31 CPM Buyer influence score 68 Optimal bid $7.89 CPM Buyer influence score 11 Optimal bid $1.31 CPM IDENTIFYING BUYING COMMITTEES WITH INTENT
- 16. © 2018 DEMANDBASE｜SLIDE 16 AI-driven automation at work OPTIMISING CAMPAIGNS Optimising within accounts Bid prioritisation for high- intent individuals Real-time updates with fresh intent signals ACCOUNT 1 ACCOUNT 2 ACCOUNT 3 OptimiSing across accounts Balance delivery to avoid over-spend on largest companies Shift budget toward accounts requiring more nurture toward engagement $ $ $
- 17. © 2019 DEMANDBASE｜SLIDE 17 AD CREATIVE TAILORED TO SALES STAGE GENERAL LIFECYCLE SEGMENTATION Conversion Bottom of funnel Engagement Mid-funnel Awareness Top of funnel Creative is for demonstration purposes only. Not a case study.
- 18. © 2018 DEMANDBASE｜SLIDE 18 Account- and site-level delivery reporting TOTAL TRANSPARENCY
- 19. © 2019 DEMANDBASE｜SLIDE 19 RESULTS: BANKING CAMPAIGN Objective: Increase brand awareness & drive banks to website Reached 98.6% of banks and 20% of High-Intent Users with thought leadership messaging Strong account engagement Pipeline: Generated 44 opportunities Revenue: Closed 11 deals
- 20. © 2019 DEMANDBASE｜SLIDE 20 RESULTS: BANKING CAMPAIGN ACCOUNT-TARGETED ADVERTISING Industry Company Name
- 21. © 2019 DEMANDBASE｜SLIDE 21 RESULTS 10X*SITE VISITS 5X *SITE ENGAGEMENT Insurance Banks 9X*OPPORTUNITIES 3X*SITE ENGAGEMENT 2X*SITE VISITS 5X*OPPORTUNITIES 37% NET NEW ACCOUNT ENGAGEMENT
- 22. © 2019 DEMANDBASE｜SLIDE 22 Q&A
- 23. © 2019 DEMANDBASE｜SLIDE 23 • WEBINAR: “Turn anonymous website visitors into known accounts”, 19 Sept 10am • ROUNDTABLE: “Get more from your 2020 marketing strategy”, 25 Sept 9am -11am NEXT IN OUR SERIES
- 24. THANK YOU
Editor's Notes
- We’re still in the early days of AI for B2B marketing and sales, and there is a great deal of education that is still needed as how how it can be leveraged for sales and marketing initiatives – so we hope this webinar today helps with that education. Demandbase carried out an AI survey in April of this year in conjunction with Salesforce Pardot and global research firm, Demand Metric and the findings point to strong interest and high expectations in AI from B2B marketing and sales professionals; Some of the key findings from the survey indicate 84 percent of study participants are currently planning, evaluating, implementing or using AI, and 84 percent also expect to see value from their implementations in a year or less. AI is transforming the B2B marketing and sales industries, providing greater insights, personalised campaigns, dynamic experiences and an overall more seamless experience between marketing and sales. So with that in mind, here’s how we’re going to spend the next 45 minutes…
- We are joined by Chris Gallet, Digital Marketing Manager at BAE Systems. In Chris’ role he is responsible for delivering BAE’ s Global Search Engine strategy, ensuring visibility in Paid Search, Organic Search, and delivering website analytics to stakeholders around the wider BAE Systems business.
- So how do we help? We provide technology-based solutions which enable government and commercial customers to find and stop threats, manage risks and regulations and operate securely in the digital world.
- We combine the best of machine intelligence with human intelligence Machine Learning Advanced Algorithms Big Data Domain Experience Threat Intelligence Case Management and Response Exploitation of data is at the core of what Applied Intelligence does and we have built deep data analytics expertise by solving the most complex data challenges for secure government clients for over 40 years
- Old Approach Didn’t know what accounts were visiting No insight into how to prioritise content to website visitors No intelligence being passed to BD’s No Retargeting Surfacing personalised content wasn’t happening at scale Opportunity analysis/ROI on retargeting Good mid-bottom level reporting, but top of funnel reporting has been better with Demandbase
- With this new approach of combining AI & ABM, we’re now able to automate actions It starts with discovering and identifying accounts that are showing buying signals and real intent in our products and services. We can now optimize the buyers journey by providing the right information at the right time Deliver a personalised, relevant experience on our website to both known and unknown visitors Target our decision makers with personalised advertising And provide our sales teams with the insights and information they need on their target accounts and decision makers so they can close deals faster.
- To recap: Why use behavioral intent signals instead of segments purporting to identify one’s job function, title or department? First, it’s more scalable, and better at penetrating your full buying committee. On the ad exchanges, where personally identifiable information is forbidden for privacy reasons, reliable identity signals (like job title) are available for only a small minority of individuals. But with technology like Demandbase’s, behavioral intent signals are visible from virtually every employee at your target accounts. Second, behavioral buyer targeting produces much more relevant audiences because it focuses on those showing intent specifically for your offering. Think about large enterprises with dozens of divisions, where there might be 20 Directors of Finance, but only one or two of those who are in a buying cycle for a particular category at a given time. Job title targeting would deliver the wrong audience. And if you have SDRs, ask them: “How often do you get someone on the phone whose title suggests they own or at least influence the buying process for your category, only to be redirected to someone else, and then redirected again?” Data from our own CRM hint at why – job titles are just not as standardized as they once were. They’re more specialized, more bespoke (think “analytics ninja” and “social media guru”), and they’re more fragmented than ever. When we look at our own CRM, we see that over the past year, Demandbase had closed won opportunities with more than 500 job titles listed as key contacts. That suggests we’d have a very hard time reaching the right people if we were to use job title segments in our campaigns, and we know we’re not alone there. Finally: It enables better brand safety. Not having to deliver on tiny, shrinking third-party cookie pools means that Demandbase (and you) can be pickier about where your ads are shown.
- The Targeting solution is about more than just audiences, though – Demandbase’s technology also goes to work optimizing campaigns over time to wring the best possible results out of your budgets. This optimization takes place on two levels: In optimizing across accounts, Demandbase monitors and automatically adjusts the relative distribution of budget for the companies on your list, keeping the largest companies from getting too much attention, and sending help for accounts that need more impressions to move the needle. In optimizing within accounts, it’s all about keeping tabs on who is showing them most, and the most relevant, intent, and adjusting targeting and bidding accordingly. These smart campaigns use artificial intelligence and automation to make your budgets work harder for you.
- Many advertisers work with Demandbase to tailor their messages to the opportunity stage for each account and nurture prospects through the funnel.
- The platform gives complete transparency into more standard campaign metrics, broken out by account, plus reporting on the number of “high-intent users” identified and subsequently reached. And since we restrict campaigns to brand-safe site inventory, we make site-level impression reporting available right within the platform as well.
- MEASURE WHAT MATTERS With this new way of advertising we were able to understand and see the true ROI on our ad spend. We now measure the things that have an actual impact on our pipeline and business by measuring reach, engagement, conversions and opportunities at the account level. This is an example of one of our ads dashboard for a banking campaign that helps us understand reach, engagement, and the movement through the funnel -- at the account level. The dashboard puts not cost-per-click or cost-per-lead front and center, but instead cost-per-engaged-account.We have adopted this new metric, which is the best known short-term proxy for downstream deal activity and focuses on not the actions of an individual but those of a buying committee – to assess the effectiveness of their budgets. We also connected this to our Salesforce instance to get even more insight into advertising’s role in nurturing accounts all the way through to opportunities and closed deals.
- NOTE – change company example The results show that it’s worth it: Personalised advertising commands more attention and drives more qualified traffic to our website. We’re seeing increased engagement using account-targeted advertising
- All campaigns influencing High Value Content Consumption such as “Solutions Pages” 32 Net New accounts. Strong net new account engagement - 37% increase compared to baseline across FS, D&D, SMB campaigns to assist brand awareness and visibility