ABM – the next step – a platform for growth

Conduent – a case study in progress

David Cotterill

Global Head of ABM, Conduent

Marketing Director, Europe

May 9, 2017 Conduent Internal Use Only 2

Last year I presented a keynote – “How do you launch an

ABM programme from a standing start”.

A year on… I will build on those 10 lessons; how the

programme evolved, how it scaled and became even more

sales focused and delivered some outstanding results.

Supporting a dynamic and fast-moving sales team was no

mean feat with a full spectrum of demand generation and

account-based marketing activities.

That ABM demand continuum focuses on account selection

and targeting, buyer intent, decision making universe (the

new DMU), 1:1 ABM, campaigns at scale and sales

engagement…

12 months is a long time

in marketing

May 9, 2017 Conduent Internal Use Only 3

Who are Conduent?

May 9, 2017 Conduent Internal Use Only 4

Key Challenges.

Targeting.

Conduent Internal Use Only 6

Targeting Campaign to the right buyers in the

right accounts

Accounts “consuming” content relevant to Conduent solutions

Place targeted solution content and advertising

in the “same place” content was consumed

Collect data on the decision making

unit/universe (contacts)

Retarget content based on their pain points

May 9, 2017 Conduent Internal Use Only 7

Start with Demand.

We know our

existing clients.

The decision

making unit is

changing.

to the decision

making universe

May 9, 2017 Conduent Internal Use Only 10

Engaged accounts.

#9

Measure performance.

© 2018 DEMANDBASE｜SLIDE 12

SEGMENT PERFORMANCE

Lifted Accounts 28

Net New Lifters 12

More Engaged Lifters 16

Total Pageviews 299/1547

Lifted Accounts 20

Net New Lifters 7

More Engaged Lifters 13

Total Clicks/Pageviews 243/2102

28 Targeted Accounts

27 Active Accounts

47 Targeted Accounts

38 Active Accounts

STRATEGIC ACCOUNTS INTENT ACCOUNTS

*Lift is defined as the percentage of your target accounts who increase (as a result of Demandbase) content consumption and engagement on your website i.e. landing pages, product pages, content pages etc. - as measured in page views, during the

campaign period as measured against a control period set 4-weeks prior to campaign launch.

**Net New accounts are defined as those accounts that did not visit the Conduent site during the 30 days baseline period.

© 2018 DEMANDBASE｜SLIDE 13

COMPANY SPOTLIGHT (STRATEGIC): “GLOBAL PHARMA”

Buying Signals:

Spikes in engagement throughout the campaign period

Visited Campaign Landing Pages 16x

“Global Pharma” was one of the Top 10 engaged accounts visiting campaign and sitewide content.

Repeated engagement with the landing page shows banner messaging resonates with users.

© 2017 Conduent, Inc. All rights reserved. Conduent and Conduent Agile Star are trademarks of Conduent, Inc. and/or its subsidiaries in the United States and/or other countries.