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ABM – the next step – a platform for growth
Conduent – a case study in progress
David Cotterill
Global Head of ABM, Conduent
Marketing Director, Europe
May 9, 2017 Conduent Internal Use Only 2
Last year I presented a keynote – “How do you launch an
ABM programme from a standing start”.
A year on… I will build on those 10 lessons; how the
programme evolved, how it scaled and became even more
sales focused and delivered some outstanding results.
Supporting a dynamic and fast-moving sales team was no
mean feat with a full spectrum of demand generation and
account-based marketing activities.
That ABM demand continuum focuses on account selection
and targeting, buyer intent, decision making universe (the
new DMU), 1:1 ABM, campaigns at scale and sales
engagement…
12 months is a long time
in marketing
May 9, 2017 Conduent Internal Use Only 3
Who are Conduent?
May 9, 2017 Conduent Internal Use Only 4
Key Challenges.
Targeting.
Conduent Internal Use Only 6
Targeting Campaign to the right buyers in the
right accounts
Accounts “consuming” content relevant to Conduent solutions
Place targeted solution content and advertising
in the “same place” content was consumed
Collect data on the decision making
unit/universe (contacts)
Retarget content based on their pain points
May 9, 2017 Conduent Internal Use Only 7
Start with Demand.
We know our
existing clients.
The decision
making unit is
changing.
to the decision
making universe
May 9, 2017 Conduent Internal Use Only 10
Engaged accounts.
#9
Measure performance.
© 2018 DEMANDBASE|SLIDE 12
SEGMENT PERFORMANCE
Lifted Accounts 28
Net New Lifters 12
More Engaged Lifters 16
Total Pageviews 299/1547
Lifted Accounts 20
Net New Lifters 7
More Engaged Lifters 13
Total Clicks/Pageviews 243/2102
28 Targeted Accounts
27 Active Accounts
47 Targeted Accounts
38 Active Accounts
STRATEGIC ACCOUNTS INTENT ACCOUNTS
*Lift is defined as the percentage of your target accounts who increase (as a result of Demandbase) content consumption and engagement on your website i.e. landing pages, product pages, content pages etc. - as measured in page views, during the
campaign period as measured against a control period set 4-weeks prior to campaign launch.
**Net New accounts are defined as those accounts that did not visit the Conduent site during the 30 days baseline period.
© 2018 DEMANDBASE|SLIDE 13
COMPANY SPOTLIGHT (STRATEGIC): “GLOBAL PHARMA”
Buying Signals:
Spikes in engagement throughout the campaign period
Visited Campaign Landing Pages 16x
“Global Pharma” was one of the Top 10 engaged accounts visiting campaign and sitewide content.
Repeated engagement with the landing page shows banner messaging resonates with users.
© 2017 Conduent, Inc. All rights reserved. Conduent and Conduent Agile Star are trademarks of Conduent, Inc. and/or its subsidiaries in the United States and/or other countries.