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MarTech and Bacon
2015 Lenovo Internal. All rights reserved.
Lenovo B2B
[email protected] @mballard5574
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22015 Lenovo Internal. All rights reserved.
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32015 Lenovo Internal. All rights reserved.
@mballard5574
11% of a pig is bacon
Patron Saint of Bacon…Anthony the Abbot
Average American eats about 17.9 pounds of bacon a year
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42015 Lenovo Internal. All rights reserved.
Thank you To All!!! @mballard5574
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52015 Lenovo Internal. All rights reserved.
Thank you To All!!!
Award
Drink
@mballard5574
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62015 Lenovo Internal. All rights reserved.
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72015 Lenovo Internal. All rights reserved.
@mballard5574
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@mballard5574
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9
CRM
Account
Data
Contact
Data
LDT Sales Team
Opps&
Sales
SQL
SAO
Analytics•Content Consumption•Email Campaign Analysis•Web Analysis•Incremental Pipeline•Forecast Models•KPI Analysis•ETL Database
Predictive
MQL + Lead
Score
Outbound Activity
Customer
Lifecycle
Lead Nurture
Targeted Display
Targeted
Social
IntentData
Telemarket
Inbound Activity
Organic & Paid
Search
Re- targeting
DMP
Intent Advertising
DisplayAdvertisin
g
Social Media
Promoted
Social
NativeContent
SalesData
Resources/
Blog
Landing Pages
Campaign Pages
GatingProces
s
GatedContent
Un-GatedContent
•Event Tracking•Form Standardization•Progressive Profiling•Dynamic Content•Personalized Video
Website/CMS
SocialSharing
Analytics Events
Content Warehouse
Project Management
• Triggered Campaigns• Engage Emails • Calendared Sends• Nurture Sends
Lead
Qualification Process
Digital Body
Language
Purchase/ Rent List
CustomerContacts
Suspects/Prospects
LeadScoring
Operations
Marketing Automation Platform
@mballard5574
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102015 Lenovo Internal. All rights reserved.
The Changes Are Working• 2x Net New Contacts
• 3x Reactivated Contacts
• 96% Increase in Lead Quality
• Web product up 160x
• The ability to track and report almost anything
@mballard5574
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No Awareness, No Opportunity
Content Types• Entertaining Video• Pre-Roll Video• Educational• Illustrated Stories• Infographics
Featured Tactics• General Display Ads• General Promoted Social• Lead Scoring• Video Platform• Native Content
Get Their Attention
Keep Them Engaged
Get Contact Info ID Opportunity Sales Support
Cross-SellUp-Sell
Keep Engaged
MQ
L
@mballard5574
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12
Awareness, But No Opportunity
Content Types• Educational Pain Points• Case Study Videos• Interactive White Papers• Calculators and Assessments
Featured Tactics• Segment Targeting• Retargeted Social Targeting• Retargeted Display Ads• Anonymous Tracking Cookie
Get Their Attention
Keep Them Engaged
Get Contact Info ID Opportunity Sales Support
Cross-SellUp-Sell
Keep Engaged
MQ
L
@mballard5574
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Known, Possible Opportunity
Content Types• 3rd Party White Papers• Product Tour Videos• Product Reviews• Discount Offers
Featured Tactics• 1:1 nurturing
– Display– Social– Email– Content
• Predictive data modeling• Known tracking cookie• Telemarketing• Event invitations
Get Their Attention
Keep Them Engaged
Get Contact Info ID Opportunity Sales Support
Cross-SellUp-Sell
Keep Engaged
MQ
L
@mballard5574
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Known, Customer
Content Types• Product Brochures• Product Testing• Why Lenovo• Cross-Sell and Up-Sell• How To Guides• Case Studies
Get Their Attention
Keep Them Engaged
Get Contact Info ID Opportunity Sales Support
Cross-SellUp-Sell
Keep Engaged
MQ
L
Featured Tactics• Account Based Marketing• 1:1 vertical email • Product specific content• Sales enablement• Field events• Combat kits
@mballard5574
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@mballard5574