Daniel Englebretson, Director of Integrated Marketing at the solid-state cooling solutions company Phononic, is a passionate marketing leader with a focus on defining, executing and scaling world-class integrated marketing strategies. He is always hunting for opportunities to advance the field through structured trial-and-error and is dedicated to contributing to the continued innovation and advancement of good marketing.
At Phononic, Englebretson developed an ABM framework for his marketing team to target key customers with personalized messages based on predictive modeling and firmographic, behavioral, intent and contact data. The framework includes four main steps: target, engage, activate and measure. Once a role type is selected, specific messaging, imagery and persona/emotional plays are created and delivered to drive engagement.
As a result of Englebretson’s framework, Phononic’s entire marketing strategy has shifted from focusing on quantity to quality. The marketing team now executes smaller outreach to key accounts and has already seen impressive results.
Account-based targeting has reduced advertising costs by 20%, while engaging 43% of the market. In addition, 58% of target accounts have visited the website and 26% of all contacts reached via phone converted. The company has been able to achieve win-rates as high as 100% within a year, and has delivered dramatic improvements in both pipeline and revenue contribution.
Sara Brunswick, of the enterprise communication services company Alcatel Lucent Enterprise, is always up for a challenge. The Senior Marketing Manager oversees demand generation activities for the company’s North America region and was tasked with building on existing digital marketing efforts, spearheading account-based marketing and overhauling live event programs to drive pipeline.
As a skilled marketer, Brunswick understands the value of first defining and identifying a target audience or persona, then crafting personalized messages that help humanize the brand and drive engagement. For this task, she started by homing in on a select audience in the Department of Transportation (DoT) space.
After researching the correct IT professionals, she crafted email messages, call scripts for the business development team and a multi-dimensional direct mailer to send out to prospects. She then executed the same approach for accounts in Education, where she narrowed her focus on IT professionals at historically black colleges and universities (HBCU).
For the HBCU program, Brunswick partnered with one of Alcatel Lucent Enterprise’s sellers who is an alumnus of one of the universities. She created marketing assets that were then used by him to engage with the target audience.
The account-based marketing strategy has proved wildly successful for both programs. The DoT program has yielded meetings and conversations with 13 different state entities and generated $378,000 in pipeline since it was implemented eight months ago. The HBCU program has generated $1.8 million in pipeline over the past 12 months. Considering the company’s average deal sizes range from $25,000 – $100,000, it is clear that Brunswick’s hard work and dedication to fill the sales funnel is paying off and driving real results.
The marketing department at Manning and Napier, an investment management company, was historically viewed as a fulfillment center for sales, whose tasks involved creating pitchbooks, updating materials, etc. But CMO Nicole Kingsley Brunner helped transform the department from a cost center into a revenue generator.
Brunner has been with the company for 17 years and helped marketing enhance its digital presence, revamp its website and focus more on marketing automation, demand gen and nurturing leads. To streamline campaigns and turn marketing into a lead generating, prospect nurturing, client engagement machine, the company implemented Pardot in 2014.
As a result, Brunner’s team was able to get better data on prospects, improve its marketing campaigns and demonstrate tangible results. Brunner has also made it a point to work closely with the entire sales team and empower them with the tools for enablement and efficiency.
Under her leadership, Manning and Napier has been able to grow its subscriber list by 18% and 51% of all subscribers are actively engaged with content. The company currently has more than 8,000 leads in the queue and has grown from around $6 billion of assets under management when Brunner started to more than $20 billion under management today.