Testimonial – Irdeto Irdeto, a market-leading company specializing in digital platform security, collaborated with LeadFabric to manage and nurture audiences better. *TESTIMONIAL* Irdeto’s new approach to B2B marketing A collaboration between LeadFabric & Irdeto *INTRODUCTION* Project Overview Irdeto implements a buyer-centric content strategy, powered by marketing automation (and lead management programs) Introduction It’s tough for sales teams in the B2B sphere. Customer preferences are increasingly shifting from in-person sales interactions to digital ones – a trend that has only been accelerated by COVID-19. It’s a sudden shift that has led to a mismatch between how buyers buy and how sellers sell; buyers expect more while sellers scramble to keep up. For prospects to develop more confidence and trust in a brand (and ultimately lead them to purchase), vendors need to interact at just the right moments, with just the right content. Technologies such as Marketing Automation Platforms can help streamline and scale those communications, acting as a bridge between your buyers and your brand. Vendors need to interact at just the right moments, with just the right content Project Overview Irdeto implements a buyer-centric content strategy, powered by marketing automation (and lead management programs) Irdeto is a market-leading company specializing in digital platform security for various industries. Realizing that a new age of B2B buying (and therefore selling) was upon them, they decided they needed to adapt and improve their marketing and sales processes to better meet their buyers’ needs. Specifically, Irdeto sought to develop a more robust lead management system in their Marketing Automation Platform (MAP) Pardot for two sectors: Healthcare and Gaming. For each sector, Irdeto and LeadFabric collaborated on two intertwined projects that took place over six months. Project I was about deepening audience understanding (via personas and journeys) and refining each sector’s content strategy, while Project II was about aligning on lead funnel stage definitions, developing lead scoring and nurture programs with Marketing Automation, and implementing buyer-centric content strategies. Read on to find out what each Project’s deliverables were and how they contribute value to both Irdeto and its customers. *PROJECT 1* Buyer Personas, Buyer Journeys, and Content Strategy PROJECT I Buyer Personas, Buyer Journeys, and Content Strategy LeadFabric started this first project by conducting several workshop sessions with Irdeto’s Sales and Marketing teams from both Healthcare and Gaming. During these workshops LeadFabric interviewed the different teams and later synthesized and documented all the gathered information. The insights from the interviews were then used to develop three (3) buyer personas and one (1) buyer journey for each sector, which additionally helped Irdeto to later review and refine their content strategy. With LeadFabric’s guidance and frameworks, Irdeto conducted content audits for both their Healthcare and Gaming sectors. Content audits helped the teams evaluate and ultimately address whether their content strategy effectively aligned with their buyers’ needs and preferences. After just a few weeks, each sector was able to identify which pieces of content were relevant at the different stages (i.e., Awareness Stage, Consideration Stage, Decision Stage) of their buyers’ journeys, as well as what and where the content gaps were. Once all the content had been reviewed and mapped to the most appropriate buyer journey stage, it was clear that Irdeto now had a more solid foundation to build the Lead Management process upon in their Marketing Automation Platform (MAP), Pardot. We knew we had to develop our buyer personas and customer journeys, as we wanted ensure we fully understood how to best target our audience when planning our marketing campaigns. While we were able to come up with creative messages to drive conversions, LeadFabric helped us to build robust profiles of our buyers, including their psychological and motivational influences. Our marketing efforts now have a clear direction and are supported by documented evidence. Nick Masius – Digital Marketing Manager at Irdeto *PROJECT 2* Lead Management (Scoring and Nurturing Programs) PROJECT II Lead Management Scoring & Nurturing Programs Developing a better understanding of one’s audience is the first step to creating a robust and effective lead management system. The next critical step is internally aligning on the definitions of key terms and concepts related to the business’ lead lifecycle. These definitions don’t only pertain to the brand’s different buyer personas, sectors, and buyer journeys, but also their lead funnel stages (e.g., what do we define as unknown, known, MQL, SQL, opportunity, closed-won, closed-lost, etc.?) All in all, several workshops were held to gather more information on the marketing and sales processes and lead lifecycles of each sector, which ultimately helped LeadFabric and Irdeto to: Define and document lead funnel stages for the Gaming and Healthcare sectors Design and configure 1 lead scoring program each for Gaming and Healthcare Design and configure 1 lead nurture program template (easily cloned and adapted for repeated use) each for Gaming and Healthcare Develop master assets (emails, landing pages, forms) for both Gaming and Healthcare While we were reorganizing our lead flow and qualification processes to better collaborate with our sales team, we realized we needed a more holistic approach. LeadFabric helped us to map out our lead funnel stages and configured a scoring program to improve the alignment between marketing and sales. We are now confident that we have an effective lead management system, from which we will benefit in the future. Nick Masius – Digital Marketing Manager at Irdeto A Buyer-Centric Approach to Better Managing and Nurturing Audiences <small>This means having a deep understanding of not only who your buyers are (demographics, preferences, knowledge gaps, needs), but also what exactly their buyer journey is like and how their needs evolve depending on where they are along that journey. Then and only then can we begin to develop and execute messaging strategies that actually work.
