Unit4 managed to build a globally scalable demand generation engine that’s always on. Thanks to this approach, marketing and sales can work closely together to identify and target the right audiences while accelerating their funnel impact with account-based initiatives. Take a look behind the scenes of Unit4’s content marketing approach and hear first-hand how LinkedIn helped to put the customer first. This presentation is about the transformative power of marketing outside the box!

1. Page 1 Proprietary and Confidential In business for people.Page 1 Proprietary and Confidential
Welcome!
Switching to always-­on
in demand generation
Roel Haanappel: Global Digital Marketing Unit4

2. In business for people.Page 2 Proprietary and Confidential
In 30 minutes
What does it take to build a
predictable lead flow?
17-­Mar-­17

3. In business for people.Page 3 Proprietary and Confidential
Why always on lead generation?
• Reach business decision-­makers across service sectors
• Build awareness and interest amongst targeted audiences in finance, HR and
project management departments
• Deliver qualified leads to sales
• Support sales in nurturing prospects throughout the funnel

4. Page 4 Proprietary and Confidential
Our audience is out there

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Communication -­ Elements
SalesMarketing
SalesForce
CRM
Marketo
Marketing
Automation
LinkedIn
Campaign
Manager
LinkedIn
Sales
Navigator

6. In business for people.Page 6 Proprietary and Confidential
Identify and target the right audiences
SalesMarketing
SalesForce
CRM
Marketo
Marketing
Automation
LinkedIn
Campaign
Manager
LinkedIn
Sales
Navigator

7. In business for people.Page 7 Proprietary and Confidential
Identify and target the right audiences
• Who found you?
• What do they see?
• Who is of your interest?
• Why do they buy from you?
SalesMarketing
SalesForce
CRM
Marketo
Marketing
Automation
LinkedIn
Campaign
Manager
LinkedIn
Sales
Navigator

8. In business for people.Page 8 Proprietary and Confidential
Identify and target the right audiences
• Identify target audience
• Align messaging & follow up
• Profile
• Blogs
SalesMarketing
SalesForce
CRM
Marketo
Marketing
Automation
LinkedIn
Campaign
Manager
LinkedIn
Sales
Navigator

9. In business for people.Page 9 Proprietary and Confidential
Identify and target the right audiences
SalesMarketing
SalesForce
CRM
Marketo
Marketing
Automation
LinkedIn
Sales
Navigator
LinkedIn
Campaign
Manager

10. In business for people.Page 10 Proprietary and Confidential
Identify and target the right audiences
SalesMarketing
SalesForce
CRM
LinkedIn
Campaign
Manager
LinkedIn
Sales
Navigator
Marketo
Marketing
Automation

11. In business for people.Page 11 Proprietary and Confidential
Identify and target the right audiences
• Who to reach out to?
• When to reach out?
SalesMarketing
Marketo
Marketing
Automation
LinkedIn
Campaign
Manager
LinkedIn
Sales
Navigator
SalesForce
CRM

12. In business for people.Page 12 Proprietary and Confidential
To accelerate funnel impact
• Invite
• InMail
• Like
• Share
• Comment
SalesMarketing
SalesForce
CRM
Marketo
Marketing
Automation
LinkedIn
Campaign
Manager
LinkedIn
Sales
Navigator

13. In business for people.Page 13 Proprietary and Confidential
To accelerate funnel impact
SalesMarketing
SalesForce
CRM
Marketo
Marketing
Automation
LinkedIn
Sales
Navigator
LinkedIn
Campaign
Manager

14. In business for people.Page 14 Proprietary and Confidential
To accelerate funnel impact
SalesMarketing
SalesForce
CRM
LinkedIn
Campaign
Manager
LinkedIn
Sales
Navigator
Marketo
Marketing
Automation
• Account specific Landing
page with Live Chat
• Personal InMail / email
• Web activity reports

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To accelerate funnel impact
• Lead Accelerators
• Email
• Online activity
SalesMarketing
Marketo
Marketing
Automation
LinkedIn
Campaign
Manager
LinkedIn
Sales
Navigator
SalesForce
CRM

16. In business for people.Page 16 Proprietary and Confidential
Sales and marketing
SALESMARKETING
Targets Leads Opportunities Customers
Sales Navigator Search SFDC dashboard
Account plan
Customer activity
report
Sponsored Updates audience
Sponsored Updates campaign
Landing page with target message
logo logo
Account-­specific e-­mails
Account-­specific landing
page with LiveChat
logo
Vision sheet to support
opportunity development
logo
Solution cards for every
point of improvement
logo
Achievement sheets
logo
logo
Business case videos

17. In business for people.Page 17 Proprietary and Confidential
The more you matter, the more results
• 4,500 decision-­makers engaged in three weeks
• 20% of prospects converted to engaged leads
• Click-­through rates and audience engagement rates beating benchmarks by over
50%
• Click-­through rates of up to 1.8% for top performing posts

18. In business for people.Page 18 Proprietary and Confidential
Tips
• Tread audiences with respect
• Embrace change
• Create success cases

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Any Questions?