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Leveraging Personalization to Get Results
Brightcove provides an online video platform and has transitioned to a more personalized account-based marketing (ABM) approach. They segment customers and prospects, run targeted multi-channel campaigns including ads, emails, events, and content. Campaigns are tested and optimized. Personalized campaigns for specific accounts have generated new business opportunities. Analytics and sales integration help measure campaign effectiveness.
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Leveraging Personalization to Get Results
- 1. Brightcove Inc. ABM inthe Real World: Leveraging Personalization To Get Results Chris Bondhus, Senior Director Demand Generation | @cbondhus Rose Morabito, Digital Campaign Manager | @RoseMorabito_BC
- 2. Brightcove Inc. AGENDA • WHOIS BRIGHTCOVE • ABM SEGMENTATION • ABM CAMPAIGNS • PERSONALIZATION EXAMPLES • REPORTING
- 3. Brightcove Inc. 3 WhatBrightcove Does
- 4. Brightcove Inc. LEADER BYANY MEASURE “A leader in Online Video Platforms for Sales & Marketing” Forrester “A Leader in Gartner’s Magic Quadrant for Enterprise Video Content Management” Gartner “Best Places to Work” Glassdoor “Top Places to Work” Boston Globe Customers in over 70 countries 4500+ Streams delivered per month 1.3 B Player loads per hour 7.6 mm Video views per hour 1.7 mm 4 Audience Choice – Best Marketing Technology 2016 Marketing Leadership Award for Global Online Video Platforms
- 5. Brightcove Inc. ABM InPractice
- 6. Brightcove Inc. 6 Cutto The Chase… THEN NOW 100% Inbound Hybrid One-Size-Fits-All Personalized Lite Customer Marketing Dedicated Effort Reactive Pursuit Proactive Pursuit Fragmented Aligned 0% of Pipeline 25% of Q2 Deals; 60% of Bookings
- 7. Brightcove Inc. ● Segmentation •Customers vs Prospects • Territories • Industries • Specialty Segments • Competitor Accounts ● Creative/Campaigns • Advertisements • Social Campaigns • Direct Mail ● Reporting • Google Analytics Key Elements of ABM Personalization
- 8. 8 Google SEM CompetitorLP Last 7 Days In Practice
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- 10. Brightcove Inc. 10 Multi-ChannelABM Campaigns Email Blast Nurture Streams SDR/Sales Email Blast SDR/Sales Call Blitz AM/AD Email Blast AM/AD Call Blast Social Advertising Display Advertising Retargeting Events Website Webinar / Video Executive Briefings In Product Messaging Content Syndication
- 11. Brightcove Inc. ABM Advertising ●Premium Accounts ● Two-Touch Campaigns ● A/B Testing
- 12. Brightcove Inc. 12 CustomerTouch 1 Ads and LP BannerABannerB
- 13. Brightcove Inc. 13 CustomerTouch 2 Ads and LP
- 14. Brightcove Inc. 14 ProspectTouch 1 Ads and LP Banner A Banner B
- 15. Brightcove Inc. 15 ProspectTouch 2 Ad and LPs BannerABannerB
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- 19. Brightcove Inc. Advertising Results CampaignNet New Companies Lifted % Customers 193 78% Prospects 241 83% Franchise 20 77%
- 20. Brightcove Inc. ABM ADVERTISINGRESULTS 1H 2017 Impressions 10,762,439 Companies Targeted 374 Clicks 4,015 CTR .06% Page Views 10,000
- 21. Brightcove Inc. • TargetAccounts Only • Events Targeting • FB Demographics Profiles Video and ABM on Social
- 22. Brightcove Inc. ABM FacebookCampaign Results
- 23. Brightcove Inc. 23 Meetyour AM Email • Open Rate: 224% • Unique Open Rate: 38% • CTR: 16% • Click to Open: 20%
- 24. Brightcove Inc. 24 •56 Second Video • Warms the relationship • Adds personality to a name • Avg Time Spent on Page 8:27 Minutes • Avg Engagement Rate Over 80% Landing Page: Meet your AM
- 25. Brightcove Inc. 25 219Responses 86 Meetings $200K + in Pipe
- 26. Brightcove Inc.SLIDE 26 DIRECTMAIL & MICROSITE 1,000 pieces mailed to current accounts
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- 28. Brightcove Inc. ● Topof the pyramid accounts for each sales territory ● Proof of Concept Mock Ups ● Personalized Emails to various roles at each company https://www.youtube.com/user/NCLFrees tyle POCs Priority Accounts
- 29. Brightcove Inc. Google Analyticsand SDR Outreach
- 30. Brightcove Inc. 30 DO •Segment and Personalize • Take a multi-channel approach • Test and Experiment • Measure DON’T ▪ Stop inbound efforts ▪ Boil the ocean ▪ Rush to judgment ▪ Forget sales Do’s and Don’ts of Campaigns
- 31. Brightcove Inc. 31 FinalThoughts Use Video ☺
- 32.