get over it...your customers don’t care about you: lenovo’s intent- driven digital marketing

Your Customers Don’t Care About You

2015 Lenovo Internal. All rights reserved.

Lenovo’s Intent Driven Digital Marketing

Michael Ballard

@mballard5574

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Marketing is an Interrupter

5,000 marketing messages per day

5.3 trillion ads served per year

@mballard5574

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More email: 85 emails each dayPoor conversion: 1.5% CTR considered ‘good’

@mballard5574

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Selfie-takers tend to overestimate their attractiveness, study finds

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And they don’t like us…

FEATURES

Bragging

BENEFITS

Promising

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They call it…

ANNOYING

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People are escaping

60M+ pay for ad free networks

40B+ hours watched on Netflix

@mballard5574


Modern Marketing @mballard5574

2015 Lenovo Internal. All rights reserved. 9

Why are we going all in?

@mballard5574

2015 Lenovo Internal. All rights reserved. 10

BACON

@mballard5574

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Top 15 Discover Stage Vehicles @mballard5574

Source: Forrester Business Technographics Global Priorities & Journey Survey, 2016 (Base: 458 BDMs, 306 TDMs in NA Enterprises)

Vehicle Digital Insight?Tech Analysis YESPeersConferenceVendor Website YESIn-Person SalesTech Info Web YESIT Forums YES

Vehicle Digital Insight?Vendor EventsPhone SalesWhite Paper YESAssociation YESSearch YESPublications YESRetailer

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How is Intent Data Collected?

Surge Data

1.4M Companies

2,800 B2B Topics

1B B2B Devices

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Predictive Information

By Product Category

Account

Contact / Lead

BUYING STAGE

IN-MARKET SCORE

BUYER PROFILE

FIT

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Topic Surge

+ + =Predictive

ScoreLead Score

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Expand Your World

• 115 B2B Data Sources

• 3000+ Publications

• 500 Unique Data Points– Intent– Technology Installs– Social Profiling– Etc.

@mballard5574

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Intent Driven Automation

SALES

CREATE LEAD

LDT OUTREACH

OPPORTUNITY CREATED

LAUNCH CAMPAIGN

PREDICTIVE MODELING

EMAIL TOUCH (FOR UNKNOWN CONTACTS)

DATA TYPES

DATA COOP (FOR UNKNOWN CONTACTS)

MARKETING DATA WAREHOUSE

INTENT TOPIC LIST

Device-Based Cookie-Based+++Account Intelligence

+Content Research

Search Publisher Social 1st Party

1:1 Email 1:1 Sponsored Update 1:1 Social 1:1 Online Ads

UnknownKnown

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Intent Program Pilot

Results To Date

+20% Leads from website

+10% Increased web traffic

2x Customer visibility

28% MQL Conversion

32x ROI (closed won!!!!)

10 topics 3 campaigns

@mballard5574


Getting Started

• Systems Prep

• Intent Provider

• Learn your markets pain points

• Build content

• Test, test, test

@mballard5574

@mballard5574

#B2BMX