The Journey From Content Marketing To Predictive Account-Based Marketing At PGi
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#B2BMX The Journey from Content Marketing to Predictive Account-based Marketing at PGi Presented by: Cheryl Hanley, Senior Director of Demand Generation, PGi February 21, 2017
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Transcript of The Journey From Content Marketing To Predictive Account-Based Marketing At PGi
#B2BMX
The Journey from Content Marketing to Predictive Account-based Marketing at
PGiPresented by: Cheryl Hanley, Senior Director of Demand Generation, PGiFebruary 21, 2017
I Love a Journey! Good Thing….Marketing is a Journey!
Angel’s Landing Zion National Park
Devil’s Bridge Sedona AZ
PGi is Purely Focused on Conferencing and Collaboration
This is a call-out text
slide
• 50,000 enterprise customers, including 75% of Fortune™ 100
• Revenues in excess of $500M• Offices in 24 countries• 124 global audio access points• 2000+ associates
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▪How to deploy content marketing as part of an account-driven strategy
▪Which tactics to deploy to key personas within target accounts to drive results
▪How to apply predictive intelligence to target In-Market accounts for ABM
What We Will Cover Today:
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Content Syndication
Account-Based Campaign with Madison Logic: IT Target
Display & Native Ads
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Content Syndication
Display & Native Ads
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Account-Based Campaign with Madison Logic: Marketing Target
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6 days
All Leads Aligned to Persona-Specific Email Nurture
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TOFU
Are You Listening? WHITEPAPER
8 Audio Conferencing Tips
CHECKLIST
Insights: When IT is Agile
WHITEPAPER
MO
FU Video Conference Buyer’sGUIDE
Insights: User Adoption
WHITEPAPER
Collaboration ChallengesWEBCAST
Driving Business Transformation
VIDEO
BOFU Aaron’s Case Study
VIDEOIT Calm v. Chaos
VIDEO
AdvantEDGE Customer Panel
WEBCAST
ATTR
ACT Web Conferencing
InstallCHECKLIST
Science of SoundWHITEPAPER
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6 days
F&S Evolving Role INFOGRAPHIC
Unique Strengths of PGiVIDEO
Extending Value DeploymentWHITEPAPER
6 days
5days
5days
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6 days
5 days
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Deployed persona-based webinars to further engage leads among target accounts
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Content Marketing
Account Based Marketing
Predictive Intelligence
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Prioritize Sales & Marketing Efforts Using Predictive Analytics
Targeted with Sales & Marketing Outreach
Targeted with Marketing Outreach
In-Market Accounts Opportunities We’ve Been Missing (!)
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Hunting With a Spear
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Changed focus to target only Accounts in-market, per 6sense’s predictive intelligence:
• 6sense Account Buying Stage = Hot or Warm• Enterprise-sized Companies in North America• Current Web Conferencing customers removed
1,586 Accounts on initial target list
• Persona-based lead generation:IT (Director Level and above) Marketing (Manager and above)
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Webinars Continue to Generate Revenue
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TIP: 6sense Buying Stages Indicate that Leads Attend Webinars When In-Market
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A Lot of Data! How We Focused Sales Outreach
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• $14M in Influenced Pipeline with $9M in Closed Won• 408 Opportunities Influenced and 218 Closed Won Deals• 53% Conversion from Oppy to Closed Won• $41,284 Average Deal Size vs. $12,500 previously• 2,413 Leads Generated among ABM target Personas
Account-Based Marketing Results - 2016
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PGi’s ABM Tech StackTACTICS PREDICTIVE CRM ANALYTICS
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• Visit PGi at Booth #505 and enter our raffle for an Amazon Echo Dot
• Connect with me on LinkedIn: https://www.linkedin.com/in/cheryl-hanley-3749ba9 (or search “Cheryl Hanley”)
• Follow me on Twitter: @CHanleyAtl
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Thank you!
Questions?
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