Embed Size (px)
DESCRIPTION
Driving engagement with sophisticated B2B buyers requires an deep understanding of their business needs and challenges. In this presentation, you'll see a proven approach to buyer-centric marketing. The outcome - personalized, relevant and integrated communications that drive engagement and revenue.
Citation preview
Ignite the Pipeline!Personalized, Integrated Communications
Drive Revenue for NuanceLauren Goldstein, VP Strategic Planning
@LaurenOnDemand
What You’ll Learn
4 Why Account Based Marketing Why Audience Insights are Crucial Integrating Personalization & Relevance Key Take-Aways & Next Steps for YOU
ENTERPRISE SOLUTIONS FOR:Voice AuthenticationMulti-Channel/Hosted Customer ServiceMobile Customer ServiceInbound & Outbound Customer Service
Nuance Enterprise Solutions
4
Nuance Core Challenges
Support Sales // Drive Meetings
Highly Targeted Audience
Engagement
Up-level Relationships
Convey expertise
Why Account-Based Marketing
Your Your BIG BETSBIG BETSrequirerequire FOCUSFOCUS
Five Steps to Success
Alignment with SalesSTEP 1:
Insight: Understand Your Customer
STEP 1:
Necessary endorser of solution. Will engage with CFO to get budgetary sign off.
Often the final decision maker as she has line of sight to “all the moving parts” in the company and will either see that solution fits in nicely or will resist because she feels it won’t.
Insight: Buying RoleSTEP 1:
Decision Maker: COO
Three CsSTEP 1:
Shift perception of call center as “cost center” vs. revenue generator & brand enabler
Win With Nuance
Pilot DefinedSTEP 2:
Pilot DefinedSTEP 2:
209 Companies685 Contacts
12 Key Verticals/2 Core Segments7+ Customized Touch Points +
Nurture……
All integrated seamlessly
209 Companies685 Contacts
12 Key Verticals/2 Core Segments7+ Customized Touch Points +
Nurture……
All integrated seamlessly
Build an Experience for Engagement
STEP 3:
Highly Personalized EngagementSTEP 3:
Nurturing RelationshipsSTEP 3:
Reporting & Sales NotificationsSTEP 3:
“…When I called Diane today to confirm the meeting, she was bubbling with enthusiasm over her NNBI site, saying she
couldn’t believe how well the information was organized, how pertinent it was to banking/financial institutions and how it
seemed targeted specifically to her. She forwarded the link to everyone she knows within Comerica, including her boss...”
Wendy LewisAccount Representative, Western Region
Sales Scorecard: WIN!STEP 3:
ENGAGEMENT RATE: 46% ROI: 19-TO-1
$4,000,000
March 31, 2011
October. 31, 2011
April 30, 2011
May 31, 2011
June 30, 2011
July 31, 2011
September 30, 2011
$5.3M
$1,500,000
$2,000,000
$2,500,000
$3,000,000
$4,000,000
$1,000,000
Results SnapshotSTEP 3:
“The site has been a catalyst to get things going again at Emblem Health. After John English, our “internal coach”,
visited his microsite he called and asked for advice on how to package the material for his executive team. Subsequently, John presented to a room full of Emblem VPs with a copy of the Forrester study in his hand, which he got from the NNBI site – resulting in a meeting scheduled with their SVP of
Customer Care for the end of April.”
Pete DonlanAccount Representative, Northeast Region
Feedback from NA SalesSTEP 3:
StandardizeSTEP 4: and Scale STEP 5:
270 additional companies/800 additional contacts
APAC + EMEA
Scale & ExpandSTEP 5:
• Focused and validated by stakeholders• Multiple contacts per organization
• Audience insights ruled supreme!• Relevancy, relevancy, relevancy
• Innovative, relevant, personalized• Integrated across multiple touch-points
• Early alignment with sales on priorities• Ongoing alignment & integrationAlignment
Targeting
Personalization
Creativity
Key Ingredients to Success
“If we did realize the difference between the vital few and the trivial
many in all aspects of our lives, and if we did something about it, we could multiply anything that we valued.”
– Richard Koch (former Bain & Co management consultant and acclaimed author on how to apply the 80/20 rule)
