Content2Conversion 2016: Account-Based Marketing Personalization Boosts Sales Opportunities by 156%

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Account-Based Marketing Personalization Boosts Sales Opportunities by 156%

Sander ArtsVice President of MarketingATMEL

John DeringDirector of Marketing Programs Demandbase

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Evolution of B2B Marketing

1995 2000 2005 2010

Drive TrafficGoing digital:Website and ads

FunnelOptimization

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Account-Based Marketing

Identify the companies most likely to buy, and then market to them

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Evolution of Account-Based Marketing

1995- 2005 2005-2012 2012>>>

• Limited in scale(25-50 accounts)

• Field Mktg centric• Analog in approach

• Improved scale• Email centric• Industry focused• Post hand raise• Reactive

• Fully scalable(5000+ accounts)

• Full funnel• Multiple targeting

options• Pre hand raise• Proactive

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Why Account-basedMarketing?

Focuses on best

opportunities Delivers customer-centric

experience

Supports Sales reality

Connects Marketing to revenue

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Sander Arts,VP, Global Head of Marketing

@Sander1Arts

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They asked: “Do you want to join us?”

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The Netherlands

The place where a bridge is built sothe river can cross the street…

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Atmel: This is what we make and sell

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Our customers

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This is our company description Atmel Corporation (NASDAQ: ATML) is a worldwide

leader in the design and manufacture of microcontrollers, capacitive touch solutions, advanced logic, mixed-signal, nonvolatile memory and radio frequency (RF) components. Leveraging one of the industry's broadest intellectual property (IP) technology portfolios, Atmel is able to provide the electronics industry with complete system solutions focused on industrial, consumer, communications, computing and automotive markets

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We are actually the company that powers…

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Eye Controlled Wheelchair

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Challenges

Fiercely competitive industry

Competitors in each vertical

Diversity of target audiences

Driving engagement among vertical-specific accounts

Digital habits have changed in B2B buying

75% of the buying is done anonymously

40% more stake-holders than 4 years ago.

Source: SiriusDecisions, IDC

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‘Digital’ enables us to service ‘Long Tail’ customers on top of key account management

05/03/2023Atmel - Marketing Strategic Plan 2014 - 2017

Distribution Smaller Accounts / start ups / makers etc

Large market; high volume, lower $$ per transaction, higher margins (?)

Allows more sales with more customers; ‘dependent’ on ‘willingness’ to support

Large accounts, high $$, lower margins (?)

Key & Regional Accounts

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Combine Mass Market Push with Account Based Marketing

Long Tail Marketing Account Specific Marketing

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Run Global Digital Marketing Campaigns with Objectives

THOUGHT LEADERSHIP

CHANNEL PUSH

APPLICATION FOCUS

World’s Lowest Power, Highest Efficiency MCUs

GLOBAL BRAND AWARENESS

LOCALIZATION

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Demandbase

Identified 200 target accounts

Developed unique web experience for each account

Delivered customized homepage experiences, messages and content

Hit triple digits in website engagement and 2X the industry benchmark

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We reach our valued customers

1,000+Global Key, Regional

Key, and Focus Accounts

Invigorate Lead Movement

Go Deeper

Directly Relevant

Reach to personas where they are

115+ Accounts cycled and aligned to strategic

markets

~1000+ Influencers in leading Accounts in

vital Market Segments

~Dynamically Tailored Message

aligned to Pains, Value and Personas

5 Mapped to Key Market Segments and Applications seeking

growthie. Automotive

Demandbase: Deliver personalized messages and tailor the journey of strategic accounts you care most about – anywhere, timely efficient, wider touch points,

and anytime across 1000s of highly engaged sites

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Intersect Where Growth Lurks and Activity Spurs

12Xmore engagement

with content vs. jobs

Brands

ThoughtLeaders

News

Peers

3MM+ Company Pages

~500 Influencers

1.5MM LinkedIn

Today Publishers

2.1MM LinkedIn Groups

LinkedIn & Social: The Content Marketing Score is our answer to how

companies and brands can better measure their content efforts on LinkedIn.

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Intersect Growth, Mindshare, and Industry Target Shear Size & Verticals

Oil & En

ergy

Medical

Electr

ical/E

lectronic

Aerospace &

Defense

Automotive

Computing

Consumer Electr

onics

Industrial

Automation

0100,000200,000300,000400,000500,000600,000

LinkedIn

Amplify/Directly Market Atmel’s Cortex M7 | SAME70/SAMV70/SAMV71 Series

Amplify/Directly Market Atmel’s Cortex M0+ | SAM D Family and SAM L21 Series

Amplify/Directly Market Atmel’s Cortex A5 Series

Amplify/Directly Market Atmel’s Cortex M0+ | SAM D Family and SAM L21 Series

Smart Energy & Crypto Devices to

Automotive and E-AVB to

IoT and Crypto Devices to

IoT and Crypto Devices to

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Intersect Conversation via Account Specifics

Targeted, personalized attraction points through entire engagement cycle

Target by Industry

Segment, Job Function, Title

Create Awareness

Attract Mega Trend Mind-

Share

Engage, Consider, Re-

TargetOpportunity

Targeted but Always-On visibility into actual activity, Advertise only to selected Markets and Job Functions

Drive onsite engagement with relevant messages

Connecting conversations first touch to website engagement and prospect creation

• Emerson• GE• Honeywell• Bose• Bosch• Siemens AG

• Toshiba• Future Logic• LG• Visteon• Nvidia• Omron• Rainbird• Amazon/Lab126• Samsung• Sharp• Valeo• TRW Automotive

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TARGET ACCOUNTS

200+ DYNAMICALLY MESSAGED BANNERS ACROSS INDUSTRIES

PRESENT RESULTS BY ACCOUNT

B2B Display

B2B Mobile

B2B Video

Industrial ConsumerAutomotive

Medical

Precisely Profiled Journey Increasing Account Engagement

Comm/Network

Target Key Individuals from Key Accounts

12

3

Tailored Journey Across Microsites

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Deepen reach with our key accounts Tier 1 Targeted Account Program

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Automotive Creative & Landing Page

Display Banner Ad Campaign Landing Page

Confidential | Demandbase 2015 All rights reserved.

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Automotive Dashboard Summary

• 62 Target Companies• 74% are highly engaged• 23 companies converted on the landing

page • Increased activity trending over campaign

duration


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Company Spotlight – Fujitsu Ltd.

• Increased pages viewed by +203% • Consistent and increasing engagement

correlating with DB Impressions• Hit high value products and tools content• 8,765 new page views

Note: Spotlight, one of many other Targeted Accounts


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Company Spotlight – Continental

• Kick started by the investment!

• Continuous engagement and lift throughout the campaign

Note: Spotlight, one of many other Targeted AccountsConfidential | Demandbase 2015 All rights reserved.

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Consumer Creative & Landing Page



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Consumer Dashboard Summary

• 24 target accounts• 87% highly engaged• 18 companies converted on the landing

page• Trending consistent over time


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Company Spotlight – Go Pro

• Net New! (Companies that were not engaged before the campaign, then became engaged after it started)

• Hit key products and tools content as well as filled out forms



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Industrial Creative & Landing Page



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Industrial Dashboard Summary

• 32 Target companies• 100% highly engaged• Trending high and consistent • 29 companies converted on the

landing page


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Company Spotlight – Emerson Electric


• Top Lifter in Industrial segment• Heavy search usage• Engaged with microcontrollers content

primarily



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Medical Creative & Landing Page



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Medical Dashboard Summary

• 2 Target companies• 100% highly engaged• Trended high mid-campaign and now

dropping off… • Danaher hit landing page


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Company Spotlight – Danaher


• Consistent and increasing engagement

• Most activity Q2, Q3 15



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Opportunities (GKA, RKA, FA, SA) Trend for 2014

2011 2012 2013 201427,000

27,500

28,000

28,500

29,000

29,500

30,000

30,500

31,000

31,500

0

50,000

100,000

150,000

200,000

250,000

300,000

350,000

400,000

Opp

ortu

nitie

s (G

KA, R

KA, F

A) C

reat

ed

Acco

unt W

atch

PD

F &

Soft

war

e D

ownl

oads

+10% Opps Created 2014 YoY

+53% GKA, RKA, FA Asset Downloads 2014 YoY

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Tier 1 Opportunities Trend for 2014

2011 2012 2013 20142400

2500

2600

2700

2800

2900

3000

3100

3200

0

300,000

600,000

900,000

1,200,000

1,500,000

1,800,000

2,100,000

Acco

unt W

atch

Tie

r 1 O

ppor

tuni

ties C

reat

ed

Acco

unt W

atch

Tie

r 1 V

isits

+29% Tier 1 Visits 2014 YoY

+15% Tier 1 Opps 2014 YoY

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ResultsProspects showed

more buying signals

Increase in web downloads for assets such as application notes, datasheets and software – all early indicators of interest.

YOY increase insales-accepted opportunities from Tier 1 accounts.

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ResultsExisting customers were interested in

more products

Increase in additional opportunities from the automotive industry.

Increase in additional opportunities from the consumer electronics vertical.

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Performance Summary for Targeted Accounts

Source: SiriusDecisions, IDC

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Have you ever had great traction on a long tail lead ?

10/05/2012

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Does it help?

Let’s ask the sales guy since he knows best

“Attracting the accounts that our sales team values most – while serving up a unique web experience for those accounts – is exactly what we needed to differentiate ourselves in this business. When Sales and Marketing operate hand-in-hand like this, the impact is huge”

.- Jeff Thommen, VP Global Sales Key Accounts- Atmel

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We won THREE marketing awards this year and Stanford University is teaching the Atmel case right now to their students…

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Twitter: @sander1arts Phone: +1 4088399780 Email:

[email protected] Am on LinkedIn, Twitter,

etc….

How to get in touch…

mailto:[email protected]