Diebold Nixdorf Eclipses Campaign Benchmarks with a Combo of Process, Data & Technology
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Industry
Technology — Hardware, Software & Services for Retail & Financial Services
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Company Size
22,000+ employees
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Location
Headquartered in USA and Germany, with a presence in over 100 countries
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Solution
Demandbase One: abx & advertising
The Head Scratcher
Partnering with financial institutions and retailers around the globe, Diebold Nixdorf is a world leader in providing hardware, software, and services that transform the way people bank and shop. Not surprisingly, their savvy marketing team turned to data and technology to transform the way they go to market.
Their latest challenge? To engage banks and credit unions in North America who were not currently doing business with them. Because their targets had little to no previous engagement with them, the marketing team had no way of knowing what the accounts might be interested in — hardware, software, or services. Their 2022 ad campaign set out to answer that question and more.
100%
Achieved 100% reach
83%
Engaged 83% of target accounts, including 64.9% for the first time
850%
850% CTR increase over benchmark
“Marketing’s contribution focused on reaching accounts who currently aren’t doing business with us. Through insights derived from Demandbase activity, we learned what solutions these accounts were interested in, which helped initiate new sales conversations. It proved to be a very successful collaboration between marketing and sales.”
Jenny Reed
Sr. Manager, Global Marketing
What’d They Do?
In 2021 Diebold Nixdorf’s marketing team had used the Demandbase ad platform to target a finite number of these accounts. They produced some impressive results that significantly outperformed industry benchmarks, but in 2022, they made some key changes and leapfrogged over those results.
They targeted a larger list of accounts, ran shorter, 30 – 60 day campaigns vs. 90 days in 2021, and promoted four products, compared to one the previous year. They learned that shorter campaigns — 45 – 60 days — and a maximum spend of $2K per campaign was more effective than spending $10K on a single 90-day campaign. These were important things to learn, for sure, but the greatest impact came when they started collaborating with sales and leaning into Demandbase’s Account Intelligence.
Together, Diebold Nixdorf’s sales and marketing teams selected target accounts and then met bi-weekly to assess progress, analyze engagement, and optimize where they were seeing strong results. The previous year, they had taken a “set it and forget it” approach, where they only looked at results after the campaign was over, missing any opportunity to make improvements along the way.
By promoting more than one product in 2022 and by tapping into Demandbase engagement data, they were able to see which accounts were engaging and what they were interested in. The marketing team used the knowledge to adjust tactics, and the sales team drew on the insights to tailor their talk tracks, content, and conversations with these accounts.
In one example of this feedback loop in action, they discovered that their managed services ads were outperforming expectations, while their DN Series™ ATM ads were seeing little engagement. Rather than wait until the end of the campaign to evaluate results, as they had done in the past, they made a mid-campaign adjustment, creating sub-campaigns for managed services to capitalize on the interest.
To drive further down the sales funnel, they also redirected funds within LinkedIn from a broad, underperforming campaign, to a targeted list of engaged accounts from the Demandbase campaign. They offered a managed services whitepaper for download to hopefully acquire contact information for a few accounts. “It was so cool,” gleamed Jenny Reed, Sr Manager of Global Marketing. “We got some really high-quality leads out of that approach and went from not knowing anyone at these accounts to narrowing down the scope with Demandbase and came out with known contacts from LinkedIn.”
Another key difference in 2022 is that they channeled all their resources into advertising, where they had used a combination of ads, targeted email campaigns, personalized landing pages, and gifts previously. As counter-intuitive as it sounds, the advertising-only approach far outperformed the multi-channel tactics.
How’d They Do?
The results speak for themselves, with campaign results in both 2021 and 2022 far surpassing industry benchmarks. But the most impressive achievements resulted from using the engagement insights in Demandbase One to collaborate with sales, learn, and adjust throughout the campaign.
Reached75%84%100%Visited40%70%83%Clicked25%60%88%CTR0.04%0.14%0.38%Lifted25%65%77%New EngagementN/A51.5%64.9%
| Benchmark | 2021 Campaign | 2022 Campaign |
As Andrei Greska, Marketing Data Analyst put it, “Sales and marketing don’t always have the same goal in mind. So it helps when we can bring something to the table that sales feels is impactful to their goal. The Demandbase platform is where we’ve been able to find this common ground.”
Picking up on that thread, Jenny added, “The sales managers really wanted to get in there. They wanted to use the tool and see the engagement. That collaboration has been an unexpected benefit, and it’s helping us build an internal case for how sales and marketing can work really well together leveraging this tool.”
Without Demandbase?
When asked what would happen if they lost Demandbase tomorrow, Andrei quickly quipped, “It would drastically change my workflow and create a lot more work for me. And I’d find myself saying, ‘We have a lot of people coming to the website, but I can’t tell you who they are.”
Jenny responded this way, “If I lost Demandbase, I would lose an incredibly effective tool in my toolbox, because it’s really proving to be efficient and productive for us.”
About Diebold Nixdorf
Diebold Nixdorf, Incorporated (NYSE: DBD) is a world leader in enabling connected commerce. We automate, digitize and transform the way people bank and shop. As a partner to the majority of the world’s top 100 financial institutions and top 25 global retailers, our integrated solutions connect digital and physical channels conveniently, securely and efficiently for millions of consumers each day. The company has a presence in more than 100 countries with approximately 22,000 employees worldwide. Visit www.DieboldNixdorf.com for more information.