适用行业
- 金融与保险
- 零售
适用功能
- 销售与市场营销
服务
- 硬件设计与工程服务
关于客户
Diebold Nixdorf 是提供改变人们银行和购物方式的硬件、软件和服务的全球领导者。该公司与全球的金融机构和零售商合作。 Diebold Nixdorf 总部位于美国和德国,业务遍及 100 多个国家,拥有员工超过 22,000 名。该公司精明的营销团队一直在寻找利用数据和技术来改变他们进入市场的方式的方法,他们最新的挑战是吸引目前未与他们开展业务的北美银行和信用合作社。
挑战
Diebold Nixdorf 是一家为金融机构和零售商提供硬件、软件和服务的全球领先企业,在与目前尚未与其开展业务的北美银行和信用社合作方面面临着重大挑战。该公司的营销团队无法知道这些潜在客户可能对什么感兴趣——硬件、软件或服务。他们 2022 年的广告活动旨在回答这个问题以及更多问题。 2021 年,该公司使用 Demandbase 广告平台定位了有限数量的此类帐户,取得了显着优于行业基准的令人印象深刻的结果。然而,他们希望在 2022 年通过瞄准更大的帐户列表、开展更短的营销活动并推广更多产品来改善这些结果。
解决方案
Diebold Nixdorf 的营销团队在 2022 年做出了几项重大改变。他们瞄准了更大的客户列表,开展了 30-60 天的较短活动(与 2021 年的 90 天相比),并推广了四种产品,而不是一种。他们发现,较短的营销活动和每个营销活动的最高支出为 2,000 美元比在单个 90 天的营销活动中花费 10,000 美元更有效。当他们开始与销售人员合作并使用 Demandbase 的客户智能时,影响最大。销售和营销团队选择目标客户,并每两周召开一次会议,评估进度、分析参与度,并优化他们看到的强劲成果。他们还推广了不止一种产品,并使用需求库参与数据来了解哪些客户正在参与以及他们对什么感兴趣。这些信息用于调整策略和定制销售对话。
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