Diebold Nixdorf's Successful Marketing Transformation with IoT
Applicable Industries
- Finance & Insurance
- Retail
Applicable Functions
- Sales & Marketing
Services
- Hardware Design & Engineering Services
About The Customer
Diebold Nixdorf is a world leader in providing hardware, software, and services that transform the way people bank and shop. The company partners with financial institutions and retailers around the globe. Headquartered in the USA and Germany, Diebold Nixdorf has a presence in over 100 countries and employs over 22,000 people. The company's savvy marketing team is always looking for ways to leverage data and technology to transform the way they go to market, and their latest challenge was to engage banks and credit unions in North America who were not currently doing business with them.
The Challenge
Diebold Nixdorf, a global leader in providing hardware, software, and services for financial institutions and retailers, faced a significant challenge in engaging with banks and credit unions in North America that were not currently doing business with them. The company's marketing team had no way of knowing what these potential clients might be interested in - hardware, software, or services. Their 2022 ad campaign aimed to answer this question and more. In 2021, the company had used the Demandbase ad platform to target a finite number of these accounts, producing impressive results that significantly outperformed industry benchmarks. However, they wanted to improve on these results in 2022 by targeting a larger list of accounts, running shorter campaigns, and promoting more products.
The Solution
Diebold Nixdorf's marketing team made several key changes in 2022. They targeted a larger list of accounts, ran shorter campaigns of 30-60 days compared to 90 days in 2021, and promoted four products instead of one. They found that shorter campaigns and a maximum spend of $2K per campaign were more effective than spending $10K on a single 90-day campaign. The greatest impact came when they started collaborating with sales and using Demandbase's Account Intelligence. The sales and marketing teams selected target accounts and met bi-weekly to assess progress, analyze engagement, and optimize where they were seeing strong results. They also promoted more than one product and used Demandbase engagement data to see which accounts were engaging and what they were interested in. This information was used to adjust tactics and tailor sales conversations.
Operational Impact
Quantitative Benefit
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