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NICE Systems is the worldwide leading provider of software solutions that enable organizations to take the next best action in order to improve customer experience and business results, ensure compliance, fight financial crime, and safeguard people and assets. NICE’s solutions empower organizations to capture, analyze, and apply, in real time, insights from both structured and unstructured Big Data. NICE solutions are used by over 25,000 organizations in more than 150 countries, including over 80 of the Fortune 100 companies.
With multiple domains and several newly acquired companies as well as a diverse set of products and solutions, NICE’s website offers a vast array of content. The challenge, then, was finding a way to get the most relevant content to each website visitor, many of whom are anonymous. As a global company, NICE also needed a way to help site visitors identify regional events such as tradeshows or webinars.
NICE Systems sought a solution to provide rich firmographic data—company name, industry, size—in order to better qualify targets and enable account-based marketing. The company also wanted to be able to target and engage their existing leads based on lead profile, score and stage in the buying journey. With many stakeholders involved in the marketing and sales processes, NICE also recognized the need for a platform that could support a multi-user environment. Finally, NICE wanted a solution that would integrate easily with their existing lead data in Marketo Lead Management.
NICE selected Marketo RTP for its ability to provide rich firmographic data, its multi-user compatibility, and integration with Marketo Lead Management. Marketo’s RTP has been built into their existing site and become an integral part of helping NICE identify strong lead prospects among top tier B2B enterprise organizations. With RTP, NICE can easily execute vertical or organization-specific campaigns. The solution provides for campaign set up by multiple users and management from multiple locations. For instance, in one campaign U.S. visitors from specific organizations are shown a personalized banner campaign to watch a customer testimonial video when they go to specific pages on the site. Since the solution is integrated with NICE’s Marketo lead management platform, the company can leverage lead data in real time. The robust analytics help NICE drive business strategy on which verticals to focus on, which campaigns to run, what content to use, and how to best allocate marketing dollars.
The results with RTP have been impressive. In targeted verticals like the finance industry, RTP has helped NICE identify thousands of visitors every month. For visitors who were exposed to RTP campaigns, average visit duration was up 48% and number of pages visited rose 32%. For visitors who engaged with RTP campaign, the results were even more dramatic; average site visit duration rose 193% and the average number of pages seen per visit was up 103%. NICE’s RTP campaigns have boosted video content consumption by 4.5X, and RTP drove a 10% CTR on NICE’s EMEA regional webinars on Performance Management. Visitors presented with personalized content show a conversion rate 5X higher than site average and account for approximately 30% of online goal completions.
Going forward, NICE is looking to leverage RTP for known 1:1 individual-based personalization based on lead data. In addition, NICE plans to build out the B2B customer journey throughout the full funnel process, from anonymous to known to sales and customer retention. With RTP, NICE can use B2B analytics to optimize marketing budgets based on analyzing B2B prospect opportunities from different inbound and outbound channels.