ignite the pipeline with personalized integrated campaigns

Ignite the Pipeline!Personalized, Integrated Communications

Drive Revenue for NuanceLauren Goldstein, VP Strategic Planning

@LaurenOnDemand

What You’ll Learn

4 Why Account Based Marketing Why Audience Insights are Crucial Integrating Personalization & Relevance Key Take-Aways & Next Steps for YOU

ENTERPRISE SOLUTIONS FOR:Voice AuthenticationMulti-Channel/Hosted Customer ServiceMobile Customer ServiceInbound & Outbound Customer Service

Nuance Enterprise Solutions

4

Nuance Core Challenges

Support Sales // Drive Meetings

Highly Targeted Audience

Engagement

Up-level Relationships

Convey expertise

Why Account-Based Marketing

Your Your BIG BETSBIG BETSrequirerequire FOCUSFOCUS

Five Steps to Success

Alignment with SalesSTEP 1:

Insight: Understand Your Customer

STEP 1:

Necessary endorser of solution. Will engage with CFO to get budgetary sign off.

Often the final decision maker as she has line of sight to “all the moving parts” in the company and will either see that solution fits in nicely or will resist because she feels it won’t.

Insight: Buying RoleSTEP 1:

Decision Maker: COO

Three CsSTEP 1:

Shift perception of call center as “cost center” vs. revenue generator & brand enabler

Win With Nuance

Pilot DefinedSTEP 2:

Pilot DefinedSTEP 2:

209 Companies685 Contacts

12 Key Verticals/2 Core Segments7+ Customized Touch Points +

Nurture……

All integrated seamlessly

209 Companies685 Contacts

12 Key Verticals/2 Core Segments7+ Customized Touch Points +

Nurture……

All integrated seamlessly

Build an Experience for Engagement

STEP 3:

Highly Personalized EngagementSTEP 3:

Nurturing RelationshipsSTEP 3:

Reporting & Sales NotificationsSTEP 3:

“…When I called Diane today to confirm the meeting, she was bubbling with enthusiasm over her NNBI site, saying she

couldn’t believe how well the information was organized, how pertinent it was to banking/financial institutions and how it

seemed targeted specifically to her. She forwarded the link to everyone she knows within Comerica, including her boss...”

Wendy LewisAccount Representative, Western Region

Sales Scorecard: WIN!STEP 3:

ENGAGEMENT RATE: 46% ROI: 19-TO-1

$4,000,000

March 31, 2011

October. 31, 2011

April 30, 2011

May 31, 2011

June 30, 2011

July 31, 2011

September 30, 2011

$5.3M

$1,500,000

$2,000,000

$2,500,000

$3,000,000

$4,000,000

$1,000,000

Results SnapshotSTEP 3:

“The site has been a catalyst to get things going again at Emblem Health. After John English, our “internal coach”,

visited his microsite he called and asked for advice on how to package the material for his executive team. Subsequently, John presented to a room full of Emblem VPs with a copy of the Forrester study in his hand, which he got from the NNBI site – resulting in a meeting scheduled with their SVP of

Customer Care for the end of April.”

Pete DonlanAccount Representative, Northeast Region

Feedback from NA SalesSTEP 3:

StandardizeSTEP 4: and Scale STEP 5:

270 additional companies/800 additional contacts

APAC + EMEA

Scale & ExpandSTEP 5:

• Focused and validated by stakeholders• Multiple contacts per organization

• Audience insights ruled supreme!• Relevancy, relevancy, relevancy

• Innovative, relevant, personalized• Integrated across multiple touch-points

• Early alignment with sales on priorities• Ongoing alignment & integrationAlignment

Targeting

Personalization

Creativity

Key Ingredients to Success

“If we did realize the difference between the vital few and the trivial

many in all aspects of our lives, and if we did something about it, we could multiply anything that we valued.”

– Richard Koch (former Bain & Co management consultant and acclaimed author on how to apply the 80/20 rule)

Thank You.Questions?

Email: laureng@bnj.comBlog: LaurenOnDemand

Twitter: @LaurenOnDemand