Ads That Wow: How NBCUniversal Helps Advertisers Keep Fans Interested
In Their Own Words...
1. Unify data so sales teams work from one version of the truth.
Today, NBCUniversal’s global advertising and partnerships division easily connects advertisers of all types with their target viewers. This requires sales teams to create customized ad packages across a large product portfolio — from sports and news to affiliate cable channels, as well as the organization’s Peacock streaming service.
To deliver this single, scaled advertising offering, NBCUniversal had to:
- Unify disparate internal teams and improve visibility into client data.
The company implemented an integrated sales CRM solution to provide a 360-degree view of advertisers’ activity across the organization. As a result, sales teams can now manage advertising spend and performance more effectively.
- Customize the ad platform with low-code tools to improve productivity.
This includes unifying sales and revenue management systems to efficiently capture estimated and actual revenue in local currencies, enhancing collaboration between the sales and finance divisions.
Salespeople will soon be able to consolidate important account data, including account plans, close plans, opportunity strategy, and meeting notes, into each CRM account record using a shared collaboration tool.
“This single source of trusted value and truth is the cornerstone of everything we do," said Yaccarino.
2. Personalize targeted client communications to improve open rates 100%.
To keep up with audiences, advertisers must move fast. To keep up with advertisers, NBCUniversal needed B2B marketing automation that would keep marketing and sales aligned to the same goals.
Working from a unified platform:
- Allows marketing teams to quickly create automated, personalized email campaigns for potential leads based on interactions like page visits or email opens.
- Intelligently notifies sales reps to follow up once a lead hits a certain threshold of engagement.
- Personalizes the next interaction using insights from an account’s buying activity.
Personalized messages have improved open rates by an incredible 100%, which helps the company build a stronger sales pipeline and close more deals.
3. Improve ad sales by aligning business goals for a faster path to value.
As new media platforms come online and audience preferences for consuming content evolve, it’s crucial for NBCUniversal to provide advertisers with innovative options that meet their needs. But these shifting trends also mean NBCUniversal needed a partner to help it define priority outcomes and a future-state vision for its digital transformation.
The company engaged Salesforce Professional Services for a strategic planning exercise to align on business goals and push the boundaries of its technology. Embracing The Salesforce Way and its core principle of human centricity, NBCUniversal has been able to boost platform adoption by 29% in 10 months, in addition to transforming ad sales and improving Salesforce end-user experiences.
The company has even created a “change champion” network that provides early visibility to feature releases, communicates benefits, and gathers regular feedback. Plus, NBCUniversal can manage adoption performance with dashboards and scorecards that identify successes and areas for improvement.
NBCUniversal has also improved its sales and marketing just by bringing trade marketing campaigns and data together in a single source of truth. Already, users have decreased effort to create email campaigns by 50%. More consistent and automated lead generation processes across multiple channels have also doubled email open rates and produced more than 1,200 leads in seven months. And by revamping deal workflows, NBCUniversal teams enjoy more efficient processes with a 60% reduction in clicks.