The manufacturing industry grapples with numerous obstacles, from supply chain disruptions to long sales cycles. Despite these, successful manufacturers are adapting to this evolving landscape by embracing data-centric methodologies into their account-based marketing (ABM), account-based experience (ABX), and programmatic advertising strategies. The key player in this transformation is Intent data, reshaping marketing and sales tactics.
Siemens (DI), a global leader in factory automation, motion control, and industrial software, faced the challenge of incumbent bias. Switching vendors was difficult due to the high cost and emotional fatigue that increases when buyers have to replace existing solutions.
Furthermore, engaging leads at the right time in their purchase process proved to be a significant hurdle. Most of the research journey was already completed before potential customers contacted Siemens, but as a non-incumbent vendor, they had zero visibility until the Request for Proposal (RFP) stage.
Intent-driven programmatic advertising campaigns offer improved targeting and reduced costs. Siemens (DI) leveraged Bombora’s Intent data to accurately target contacts that were “in-market” for their products. By focusing on relevant topics and job titles, and targeting specific geographic areas, Siemens achieved an 80% reduction in cost-per-click (CPC) and generated more receptive leads.
Limited resources are a challenge for sales teams in the manufacturing industry. Bombora’s Intent data provides prioritization based on prospects most likely to buy, allowing sales teams to focus their efforts where they matter most. By utilizing credible Intent data early in the buying journey, Siemens reduced telequalification (TQ) costs per sales-accepted lead (SAL) by 99% and shortened sales cycles.
VP of Marketing and Communications at Siemens
“We experienced an 80% reduction in CPC and noticeably more receptive leads.”
