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. 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. 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. 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. Page 4 Proprietary and Confidential Our audience is out there
- 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. 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. 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. 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. 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. 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. 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. 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. 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. 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. 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. 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. 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. In business for people.Page 18 Proprietary and Confidential Tips • Tread audiences with respect • Embrace change • Create success cases
- 19. In business for people.Page 19 Proprietary and Confidential Any Questions?