Why Lenovo Is Doubling Down On Intent Marketing

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With intent data, marketers can identify the Active Demand in their market to create programs and engage prospects with the right message, via the right channel at the right time. This session will discuss how Lenovo is transforming all its digital programs away from its reliance on first-party data to using third-party intent data to engage buyers on their own terms. Intent data now drives digital campaigns including email, social and display.

Marketing

#B2BMX
Marketing is an Interrupter
5,000 marketing
messages per
day
5.3 trillion ads
served per year
@mballard5574

8
And they don’t like us…
FEATURES
Bragging
BENEFITS
Promising
@mballard5574

#B2BMX
They call it…
ANNOYING
@mballard5574

#B2BMX
People are escaping
60M+ pay for ad free networks
40B+ hours watched on Netflix
@mballard5574

what THEY want vs. what WE want
SOURCE: Tech Marketers are from Mars,
IT Pros are from Venus – Spiceworks
https://www.spiceworks.com/marketing/reports/b2b-marketing-strategies-connect-with-it-buyers/
IMAGES/GRAPHICS
COMPANY INFORMATION
PEER TESTIMONIALS
DATA POINTS
TECH SPECS
PRICING INFO
@mballard5574

#B2BMX
Lenovo’s digital
visibility
Customer’s typical
digital time
@mballard5574

Top 15 Discover Stage Vehicles
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
We currently cover 1 out of 15.
We COULD cover 8 out of 15…
@mballard5574

#B2BMX
How is Intent Data Collected?
Surge Data
1.4M Companies
2,800 B2B Topics
1B B2B Devices
@mballard5574

#B2BMX
2 2 2 2 2 2 2
10
6
5
3 3
4
1
2
3 3 3 3 3
7 7 7 7 7 7 7 7 7 7
Week 1 Week 2 Week 3 Week 4 Week 5 Week 6 Week 7 Week 8 Week 9 Week 10
SURGE
“SAP”
Storage
SAP
COMPANY ABC INTENT DATA
Disaster Recovery

#B2BMX
Intent Program Pilot #1 (June 2016 – September 2016)
Results
2x Customer visibility
180% Open Rate 123% Click to Open Rate
@mballard5574

#B2BMX
Intent Driven Automation
SALES
CREATE LEAD
LDT OUTREACH
OPPORTUNITY CREATED
LAUNCH CAMPAIGN
EMAIL TOUCH
(FOR UNKNOWN CONTACTS)
DATA TYPES
DATA COOP
(FOR UNKNOWN CONTACTS)
MARKETING DATA WAREHOUSE
INTENT TOPIC LIST
+++
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

#B2BMX
Intent Pilot #2
(February 2017 – May 2017)
Company 2 Company 3
10,000 accounts 10,000 accounts 10,000 accounts
Windows 10
Data Analytics
@mballard5574

#B2BMX
By The Numbers
DISPLAY
Increase
CTR22%
Decrease
CPM2.5%
Increase
Web Visits25%
EMAIL
Increase
CTR32%
Increase
CTOR3.8x
Increase
Open Rate2%
@mballard5574

#B2BMX
By The Numbers
Acquisition
61%
Net New Contacts
63%
Reactivated
71%
MQL
83%
SCO
@mballard5574

#B2BMX
Other Uses
Campaign Planning
Market Sizing
Historical Activity
Content Development Sales Tool
@mballard5574

#B2BMX
Social Targeting
Prospect Search
Criteria
Sync Leads Data to
CRM & Martech
Engage with Leads
@mballard5574

Oracle Markie Winner
Best Marketing Ecosystem
2016
@mballard5574

#B2BMX
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This document provides summaries of 20 examples of successful B2B content marketing campaigns. Some key themes that emerged from the campaigns included a focus on creating buyer-focused content, leveraging influencers, measuring ROI, using nurture campaigns, and multi-touch campaigns across channels. Each summary highlights the content goals, metrics of effectiveness, and lessons learned from the campaign. Examples of successful campaigns included those from Microsoft, Lattice Engines, Glassdoor, and Trapit.

Experiential Retail: New Data Reveals the Opportunities (and Challenges) of T...

G3 Communications

Experiential retail through in-store events and classes is an growing trend for retailers. A survey of retailers found that most have held events and classes in the past in order to build their brand, drive revenue, and increase customer engagement. However, planning and executing these experiential activities can be challenging for retailers. Common challenges include budgeting, developing strategies, promotion, and requiring pre-registration. Looking ahead, retailers plan to continue or increase their investments in a variety of event and class types over the next two years as experiential marketing is seen as a way to increase sales, traffic, and customer loyalty.

Building Customer Success With Enhanced Employee Engagement

G3 Communications

Access the full event here: https://event.on24.com/wcc/r/1956171/6FBD87FB123A769E1C9499F4CDC6E922 "Successful retailers recognize that their front-line employees are much more than just shelf-stockers and cashiers: they are absolutely critical to creating the kind of unique, memorable customer experiences that differentiate a retail brand. Unless their employees feel that they are an engaged, vital part of the shopping experience, retailers are finding that it’s nearly impossible for them to execute on customer experience (CX) initiatives. By tapping into the Voice of the Employee (VoE) — which involves collecting, managing and acting on employee feedback — and by linking it to Voice of the Customer (VoC) programs, retailers can get the data they need to enhance employee engagement. And with Millennials and Gen Z employees entering the workforce, their desire for finding connection and purpose at their jobs increases the necessity and value of such programs. This Retail TouchPoints Connected Consumer Series webinar, sponsored by Medallia, will use real-world retailer examples to explore how VoE and VoC can be successfully linked, and how retailers can use the data and insights generated by these communication initiatives to build employee engagement, enhance the customer experience and boost the bottom line. Additionally, attendees will learn what’s needed to establish a VoE program; what to look for in a partner; and how best to use the information that the program generates to achieve desired business results."

Learn How Top Retailers are Winning the Last Mile With Delivery Experience Ma...

G3 Communications

Access the full event here: https://event.on24.com/wcc/r/1959223/858371423C975CB61D19288C605A108C "The last mile has become a customer experience battleground for retailers, but it’s one that brands can win. While Amazon has raised consumer expectations around delivery speed, what shoppers really want are delivery options tailored to their needs — including self-service options; visibility into where and how their delivery will arrive; and no-hassle resolution when issues do occur. Retailers that focus on last-mile improvements reap benefits such as higher NPS scores, increased AOV and greater customer loyalty. In this Connected Consumer Series webinar from Retail TouchPoints, sponsored by Convey, attendees will learn how Delivery Experience Management (DEM) provides the single source of last-mile data and tools needed so that retailers can actively manage deliveries efficiently, at scale. Nearly 12% of all shipments encounter some kind of issue, from delays to damaged packages — retailers can either head off problems before they occur, or quickly resolve them to the customer’s satisfaction. With DEM, retailers can ensure customers get their orders how and when they expect, taking intelligent action to correct issues along the way and uphold brand promises. DEM best practices from retailers including Grove Collaborative, Uncommon Goods and Neiman Marcus will illustrate how retailers can proactively turn around negative shipping experiences, and often avoid them altogether. Expert commentary from a leading industry analyst will identify key last mile challenges and reveal what retailers can do to address them, resulting in efficient transportation, top line growth, and happier customers."

Leveraging Omnichannel Trends for E-Commerce Marketplace Success

G3 Communications

Access the full event here: https://event.on24.com/wcc/r/1963090/8D083B7B55462D75E842E96A689457C3 "From Amazon opening physical stores to Facebook opening a marketplace, the retail world is changing. Fast. And consumer behavior is the driving force behind much of that change. Brands and retailers have shifted toward “omnichannel” strategies across the retail landscape to target the increasing number of consumer touchpoints as well as the convergence of channels, business models and customer experiences. But e-commerce marketplaces are still a vital part of this changing landscape. In this webinar, we’ll talk about recent consumer trends and specifically how brands and retailers can leverage e-commerce marketplaces to capitalize on them. You’ll learn: • An overview of omnichannel 2.0: Stores, delivery, mobile and voice • Why marketplaces fit in well with current omnichannel trends • Which domestic and international marketplaces you should consider • How to win on marketplaces through more visibility • And more"

The Store is Media: Reengineering Frontline Teams for the New Age of Retail

G3 Communications

Access the full event here: https://event.on24.com/wcc/r/1963727/632C5E2064B82920B10916ACEA80499E "The physical store is by far the most powerful media channel your brand has - a living, breathing, experiential story about your brand, your values and the things you sell. The new role of stores is not simply to distribute products, but to distribute remarkable and memorable experiences. The question is, who are the people entrusted with bringing your brand story to life? What cultural onboarding, training, skills and tools do your frontline staff need in order to be your stand-out storytellers - the trusted voice and face of your brand. Join us on April 2 to learn how pioneering brands are reengineering their frontline teams for the new age of retail where the customer is king and experience is everything."

Optimizing the Omnichannel Journey

G3 Communications

Access the full event here: https://event.on24.com/wcc/r/1828218/4A38B85D06648AB3305659E6CBC56924 This session will provide a blueprint of how top brands are integrating ecommerce, POS and order management to provide seamless a shopping experience across channels. By providing scenarios of real-life shopping journeys, the session would highlight how retail brands are using cloud systems to innovate and keep up with fast-moving market dynamics.

Customer Journey Mapping 2.0: Best Practices for Creating Differentiated Expe...

G3 Communications

The document describes a customer journey mapping exercise for a beauty retailer. It identifies key stages in the customer journey from discovery to loyalty. For each stage, it outlines typical customer activities both digitally and in-store. It then details the goals, motivations, needs and feelings customers likely experience at each stage. The purpose is to understand the full path to purchase and identify opportunities to improve the customer experience across all touchpoints.

Location Intelligence - A Critical Tool in Retail Performance Management

G3 Communications

Access the full event here: https://event.on24.com/wcc/r/1816077/DFF9ECD078983862B13E8F3DA3C7144A Retailers have more data at their disposal than ever before. Every day new sources and types of data become available. It is critical that retailers are able to consume and analyze this data in order to understand the discrete success factors that drive store success. Location Intelligence combined with leading edge data science is how best in class retailers are finding insights they need to drive growth in today’s Unified Commerce environment. Join Gary Sankary from Esri and Joe Whitley from Environics Analytics to learn how advances in GIS technology and DataScience are enabling retailers to create interactive management decision support tools that that drive top line growth and bottom line performance.

Holiday Predictions: What to Expect Based on Data From 500 Million Shoppers

G3 Communications

Access the full event here: https://event.on24.com/wcc/r/1817452/02D1B9BC132DB9B7D2D14665CC4B815D The first in a succession of monthly holiday-focused webcasts, this session will help retailers prepare for the holiday shopping season ahead. Stay tuned for related online events in Q4 2018 and the anticipated Holiday Wrap Up in Q1 2019! It’s the happiest time of the year, but it’s the busiest too, particularly for retailers. Every year, Salesforce analyzes data from 500 million shoppers to develop insights related to shopping behaviors during the holiday season. Last year, shoppers favored mobile to search for and purchase holiday gifts. AI-powered product recommendations demonstrated their value, driving a lift in overall transaction size for digital commerce. And every holiday season brings an element of surprise, such as the growing adoption of mobile combined with physical stores opting out of store hours on Thanksgiving Day or Black Friday. Tune in to hear about what’s in store for retailers this holiday season and what retailers must do to capture the hearts, minds and wallets of today’s sophisticated shoppers. Listen to Salesforce’s Rick Kenney, Sr. Director, Industry Strategy and Insights and Caila Schwartz, Business Intelligence Senior Analyst, discuss shopper research trends and how to create impactful shopping experiences to set your business up for holiday success.

How to Leverage Funnel Metrics and Attribution Data for Your 2019 Planning

G3 Communications

Access the full event here: https://event.on24.com/wcc/r/1857248/435508AB175DDF720B1F0B902B23DB52 Believe it or not, it’s that time of year again. Annual planning is a huge undertaking - laying out strategy and tactics to achieve your goals in the new year. But where should you start? Start with the Full Circle Method: Planning, Achieving, Optimizing, and Evaluating. At the intersection of strategy, planning, and measurement, these four steps will help you study your breakthroughs and busts in 2018 and use those insights to plan for an amazing 2019. Come learn how successful companies have leveraged this data-driven framework to optimize their strategy, powered by funnel metrics and attribution data. After this session, you will be ready to: Derive insights from past campaign performance to plan next year’s campaigns Layout a 4-part strategy to reach your goals Create a marketing budget to support your 2019 objectives With these tools, dive into your 2019 planning with confidence - following practical next steps and a proven success strategy.

Five Examples That Prove Personalized Marketing Doesn't Start with "Hello [Fi...

G3 Communications

This document summarizes a presentation on personalized marketing strategies. The presentation discusses how personalization can increase engagement by greeting customers by their first name, but that personalization requires more than just greetings. It provides five examples of personalization: 1) segmenting audiences into smaller lists, 2) using multiple communication channels, 3) tailoring content dynamically, 4) gathering user preferences, and 5) using machine learning. The presentation was given by Katie Staveley from Mautic, who discussed how their marketing automation platform can be used to enable personalized experiences across digital channels.

The Payoffs of a Strategic Content Audit: The Gift That Keeps Giving for Unli...

G3 Communications

The document describes the results of a content audit conducted by JLL Corporate Solutions. It outlines a 5-step process: 1) determining objectives and scope, 2) gathering content, 3) establishing criteria and conducting the audit, 4) analyzing results, and 5) developing an action plan. Key findings included that over 50% of Americas content was of high quality, while 70% of EMEA content addressed operational excellence. The audit identified opportunities to improve content alignment with JLL services like the Future of Work framework. Overall, the audit provided a strategic tool to optimize content marketing practices.

How a Partner-First Approach Drives Revenue & ROI

G3 Communications

Access the full event here: https://event.on24.com/wcc/r/1800767/5BE4BCB5AE64B938308E14343DA3B309 Learn how taking a truly partner-first approach pays off in the channel. Channel marketing and management expert Cameron Avery shows you how to engage and enable partners across their journey with modern digital marketing tactics that put their business in the spotlight. Join us to see how purpose-built tech plus a partner-first approach from start to finish delivers more revenue and ROI for you.

Accelerate Your Partners' Digital Transformation With Point-Based Rewards

G3 Communications

This document summarizes a presentation on using incentive programs to accelerate partners' digital transformation. It discusses assessing the current state of partners' demand generation and skills, aligning incentive programs to partners' sales processes and the buyers' journey, and developing a framework to incentivize key partner activities and behaviors at individual and company levels. The framework involves identifying target activities, tagging them as influencing individuals or companies, selecting appropriate incentive types, applying benchmark incentive rates, and measuring programs. The goal is to use incentives to drive partners' marketing certification, demand creation, opportunity registration, deal closing, and renewals behaviors.

5 Stages of the Partner Journey

G3 Communications

The document discusses the 5 stages of a partner's journey: 1) Awareness, where a partner explores new products, technologies or vendors. 2) Consideration, where a partner evaluates options. 3) Decision, where a partner selects what to move forward with. 4) Experience, where a partner engages in a relationship. 5) Growth, where success is achieved and the partner continues investing in the relationship. It emphasizes that partners have power and build solutions, and that 60% of a solution provider's decisions are made before engaging with a vendor.

Engaging With Relevance At Scale: How Fluke Used AI To Transform Their Sales ...

G3 Communications

Access the full webcast here: https://dg-r.co/2uiS82A Fluke used AI-based insights to identify the right target accounts and engage them with hyper-personalized nurture and outbound using a combination of Lattice, Conversica and Eloqua – resulting in 48% higher engagement and greater opportunity creation in their target accounts. Join our distinguished speakers to learn how Fluke used AI and data to improve segmentation and engage across different channels with hyper-personalized messaging.

Lessons From The State Of B2B Content Consumption & Demand Report And Real-Wo...

G3 Communications

Access the full webcast here: https://dg-r.co/2LhxSVI In this session, David Fortino, SVP of Audience and Product at NetLine, will discuss his observations on content consumption and demand based on findings from the company’s 2018 State of B2B Content Consumption and Demand Report. Fortino will dissect some of the stand-out data, such as consumption gap trends with C-level professionals and the significance of appealing to the larger active audience comprised of Individual Contributors. The webcast will also feature Valerie Riley, Director of Marketing for ITProTV, who will share her experience and perspective on the efficacy of content syndication. Specifically, she will discuss: * The challenges she faced to pilot a new, successful lead generation program prior to launching campaigns; and * The winning strategy that led to over 1,500% ROI that can help other B2B marketers discover or expand their lead gen tactics.

The ABM Content Challenge: How to Balance Personalization and Scale

G3 Communications

Access the full webcast here: https://dg-r.co/2zBQYV7 The prospect of feeding the ABM content beast can be daunting. How do you scale the process of creating rich, engaging content that’s relevant for a single account? There’s no simple answer, but this session will explore several useful techniques and tactics including: • Repurposing on-demand content for targeted digital campaigns; • Using webinars to engage buying teams, not just individuals; • Developing a campaign mix for 1:1 programs into top accounts; and • Applying an ABM framework to upsell and cross-sell customer accounts. By combining a modular, issue-based approach to content with a combination of webinars and content hubs, you can engage a wide range of your top accounts while keeping the content beast at bay.

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16. #B2BMX 2 2 2 2 2 2 2 10 6 5 3 3 4 1 2 3 3 3 3 3 7 7 7 7 7 7 7 7 7 7 Week 1 Week 2 Week 3 Week 4 Week 5 Week 6 Week 7 Week 8 Week 9 Week 10 SURGE “SAP” Storage SAP COMPANY ABC INTENT DATA Disaster Recovery

17. #B2BMX Intent Program Pilot #1 (June 2016 – September 2016) Results 2x Customer visibility 180% Open Rate 123% Click to Open Rate @mballard5574

18. #B2BMX Intent Driven Automation SALES CREATE LEAD LDT OUTREACH OPPORTUNITY CREATED LAUNCH CAMPAIGN EMAIL TOUCH (FOR UNKNOWN CONTACTS) DATA TYPES DATA COOP (FOR UNKNOWN CONTACTS) MARKETING DATA WAREHOUSE INTENT TOPIC LIST +++ 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

19. #B2BMX Intent Pilot #2 (February 2017 – May 2017) Company 2 Company 3 10,000 accounts 10,000 accounts 10,000 accounts Windows 10 Data Analytics @mballard5574

20. #B2BMX By The Numbers DISPLAY Increase CTR22% Decrease CPM2.5% Increase Web Visits25% EMAIL Increase CTR32% Increase CTOR3.8x Increase Open Rate2% @mballard5574

21. #B2BMX By The Numbers Acquisition 61% Net New Contacts 63% Reactivated 71% MQL 83% SCO @mballard5574

22. #B2BMX Other Uses Campaign Planning Market Sizing Historical Activity Content Development Sales Tool @mballard5574

23. @mballard5574

24. #B2BMX Social Targeting Prospect Search Criteria Sync Leads Data to CRM & Martech Engage with Leads @mballard5574

25. Oracle Markie Winner Best Marketing Ecosystem 2016 @mballard5574

26. #B2BMX Thank You @mballard5574

27. #B2BMX • Palomino 1: A Game Plan For Influencer Marketing • Palomino 2: Creating ABM Success In An AI World • Palomino 3: 5 Trends To Redefine Your Webinar Marketing Program

28. #B2BMX Lunch Time! At The Princess Plaza

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