Demandbase Case Studies Diebold Nixdorf's Successful Marketing Transformation with IoT

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	Diebold Nixdorf's Successful Marketing Transformation with IoT Demandbase

Diebold Nixdorf's Successful Marketing Transformation with IoT

Demandbase

Applicable Industries	Finance & Insurance Retail
Applicable Functions	Sales & Marketing
Services	Hardware Design & Engineering Services
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. Read More
About 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. Read More
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. Read More Log in to view content
Contents

Applicable Industries

Finance & Insurance

Retail

Applicable Functions

Sales & Marketing

Services

Hardware Design & Engineering Services

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.

About 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.

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.

Impact #1	The changes made by Diebold Nixdorf's marketing team in 2022 resulted in significant operational improvements. By promoting more than one product and using Demandbase engagement data, they were able to see which accounts were engaging and what they were interested in. This allowed them to adjust their tactics and tailor their sales conversations. In one example, they discovered that their managed services ads were outperforming expectations, while their DN Series™ ATM ads were seeing little engagement. Instead of waiting until the end of the campaign to evaluate results, they made a mid-campaign adjustment, creating sub-campaigns for managed services to capitalize on the interest. This proactive approach to campaign management resulted in more effective use of resources and better engagement with target accounts.

Impact #1

The changes made by Diebold Nixdorf's marketing team in 2022 resulted in significant operational improvements. By promoting more than one product and using Demandbase engagement data, they were able to see which accounts were engaging and what they were interested in. This allowed them to adjust their tactics and tailor their sales conversations. In one example, they discovered that their managed services ads were outperforming expectations, while their DN Series™ ATM ads were seeing little engagement. Instead of waiting until the end of the campaign to evaluate results, they made a mid-campaign adjustment, creating sub-campaigns for managed services to capitalize on the interest. This proactive approach to campaign management resulted in more effective use of resources and better engagement with target accounts.

Benefit #1	Achieved 100% reach
Benefit #2	Engaged 83% of target accounts, including 64.9% for the first time
Benefit #3	850% CTR increase over benchmark

Benefit #1

Achieved 100% reach

Benefit #2

Engaged 83% of target accounts, including 64.9% for the first time

Benefit #3

850% CTR increase over benchmark

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Overview

Diebold Nixdorf's Successful Marketing Transformation with IoT

Operational Impact

Quantitative Benefit