offline and online marketing optimisation deane mcintyre vodafone global enterprise
TRANSCRIPT
The 7th IDM B2B Marketing Conference
Contents
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• Integrated Marketing
– Buying behaviour changes
– Demand generation- aligning marketing and sales
– Reach , relevance and relationship
• Vodafone Global Enterprise Case Study
– Demand generation engine
– Example marketing activity results
– Do versus Watch model
• Marketing Mega Trend - What’s Next ?
April 19, 2023
Offline and Online Marketing Optimisation
The 7th IDM B2B Marketing Conference
Vodafone Global Enterprise
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• Established in 2007
• Dedicated business unit set up meet needs of Multinational Corporates
• International marketing across five continents70+ countries
• Also lead emerging global solutions for wider Vodafone Group - Machine to Machine (M2M) and Mobile Health (mHealth)
• 600 employees , 300 sales and marketing team numbers 15
April 19, 2023
Offline and Online Marketing Optimisation
The 7th IDM B2B Marketing Conference
Media is becoming more fragmentedand more personal
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MAGAZINE ARICLESDAILY
14,703RADIO HOURSDAILY
327k
TEXT MESSAGESDAILY
260m
MOBILE PHONE SUBSCRIBER HOURS DAILY
388mITUNES VIDEOCASTS HOURS DAILY
200
ITUNES PODCAST HOURS AVAILABLE DAILY
2,000
BLOGS CREATEDDAILY
1.2m
NEWSPAPER COLUMNSDAILY
72,800TV HOURSDAILY
42,000
E-MAILS SENT DAILY
1.8bn
ONLINE SEARCHESDAILY
200m
SOCIAL NETWORK VISITORS DAILY
500m
VIRTUAL WORLDS HOURS DAILY
672INSTANT MESSAGESDAILY
5bn
April 19, 2023
Offline and Online Marketing Optimisation
The 7th IDM B2B Marketing Conference
Buyer touchpoints - transforming
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Do you have your offline and online spend& resource mix right?
April 19, 2023
Offline and Online Marketing Optimisation
http://
Salesman
Trade Show
Direct Mail
Intro e-mail Follow up e-mail
Website
Download
Google position
The 7th IDM B2B Marketing Conference
The power of digital
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‘conversation is king’
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Offline and Online Marketing Optimisation
Right messageRight personRight time
One to OneBehaviour driven
SegmentCustomer driven
Batch & BlastProduct driven
They always deliver on their promises
The 7th IDM B2B Marketing Conference
Demand generation - aligning Marketing and Sales
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LEAD GENERATION LEAD NURTURING
DEMAND GENERATION “The summation of ALL marketing activities which nurture a customer dialogue
through the process to sale closure”
Traditionally a Marketing role Traditionally a Sales role
Technology enables an integrated process for borderless business opportunities
April 19, 2023
Offline and Online Marketing Optimisation
The 7th IDM B2B Marketing Conference
A digital strategy extends offline capabilities
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Reach
Relevance
Relationship
Traditional marketing P’s are fine tunedwith digital’s 3 R’s
Explore new media and drive search to ensure our content reaches our target audience “right channel right time”
Develop more engaging, relevant content that customer, prospect and influencers care about
Nurture customer relationships using technology to integrate offline and online activity to listen and engage
April 19, 2023
Offline and Online Marketing Optimisation
The 7th IDM B2B Marketing Conference
A Vodafone Global Enterprise case study
Offline and Online Marketing Optimisation
April 19, 2023
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IgnitionTransforming leads from cold to red hot
The 7th IDM B2B Marketing Conference
Business Challenges
Solution
Marketing as a catalyst for business growth
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Doing much more with same
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Offline and Online Marketing Optimisation
• Achieve significant year on year growth and double the account base
• Buying behaviour is evolving and becoming more complex
• Limited number of the right contacts
• Execute globally
• Digital lead generation...seeding content where our customers visit “Fish Where the Fish Are”
• Use technology to nurture contacts
• Prioritising of leads based on their contact digital footprint
The 7th IDM B2B Marketing Conference
Target AudienceEngagement framework and dialogue targets
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Remote Power Worker
InternationalBusiness Traveller
On Premise Roamer
StaticWorker
MobileField Worker
1. ChoosersTechnical Decision Maker (TDM)Business Decision Maker (BDM)
Line of Business Leaders CEOs/ President/Practice Partners
Main Board Members
CIO/CTO& IT Governance Committee
FacilitiesEnvironmentalVP / Heads
CFO/ VP/ Heads of Finance
IT Manager-Mobility & Security Lead
ProcurementSupply Chain VPs / Head
HumanResourcesVP / Heads
TelecomsHead / Managers
IT / Telecoms ClientRelationship Director
Customer Facing Sales and Service VP / Heads
Architecture & ApplicationsManagers
Innovation / Research VP / Heads
Size
60,000(est.)
Size
34 mil(est.)
3. User Personas
Press & MediaIndustry analysts Business researchers
Vodafone Group Expert Employees
Agencies involved in RFP decisions
Size
5,000(est.)
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Offline and Online Marketing Optimisation
2. Influencers
The 7th IDM B2B Marketing Conference
C-Suite find online resources more valuablethan any other source
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Buying behaviour change emergence of theself-serve digital C-Suite & 50% do not delegate (Source: Google and Forbes US “The Rise of the Digital C-suite” 2009
April 19, 2023
Offline and Online Marketing Optimisation
The 7th IDM B2B Marketing Conference
The demand generation ‘engine’
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TelesalesAutomated Demand Generation
Capture Qualify Score Direct Account Sales
Salesforce CRM
Trusted Content Partners
Digital Channels
Web Platforms
Cloud Platforms
Direct & Tele Sales
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Offline and Online Marketing Optimisation
Enterprise.vodavone.com
m2m.vodafone.com
Social computing
Enterprise Central
Search
Webinar/Podcast
Blog
Crowd sourcing
1 2 3 4
Aligning sales and marketing around pipeline – improved lead quality + quantity
and sales acceptance
The 7th IDM B2B Marketing Conference
Turning unknown visitors into known
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• Fair exchange of information
• Contact becomes known and moves into lead routing process
• Gated form ensures return visitorsfill out form only once
• Form conversion becomes campaign measurable KPI
Low hanging fruit - 120,000 visitors
April 19, 2023
Offline and Online Marketing Optimisation
The 7th IDM B2B Marketing Conference
Example marketing activity results
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Marketing Activity Before Current Return
Gated Forms ( 8 weeks) 0.00 18 Items gated 300 new contacts
Online Webinars & Event Recruitment 0.00 2 100 new contacts Offline event saving 20k saving
Machine to Machine Campaign (4 weeks)Visitor Conversation
11% Visitor Conversation
22%84 New Contacts
1 lead €6m
Low upfront costs…“pay as you go” journey
April 19, 2023
Offline and Online Marketing Optimisation
Machine to Machine Campaign• Web quality
significantly improves
• New downloads > contacts > nurtured conversation generates a significant lead
The 7th IDM B2B Marketing Conference
“Do” versus “watch test and learn”2010 integrated toolkit
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1. Search engine marketing (organic & paid)
2. Social Media (RSS feeds, Twitter, YouTube)
3. Online PR & Influencer marketing
4. Data contact partnership (BDM Focus)
REACH RELEVANCE RELATIONSHIPMeasurement
1. Web Analytics
2. Site Optimisation
3. Performance monitoring
4. Usability testing
5. Customer insight & advocacy
6. Competitor benchmarking
1. Quality content, copy writing, functionalityand presentation
2. Pain point and benefitled, contextual value propositions
3. Customer obsessedcase studies
4. Video content
1. Demand generation
2. Marketing automation email and integrated campaigns
Do
April 19, 2023
Offline and Online Marketing Optimisation
5. Content partnership& Syndication
6. Blogging & Viral
5. Mobile Marketing and Mobile internet
3. Customer self-serve portal
4. Online customer forums
5. Social computing crowd sourcing
6. Social media CRM insight mash up
7. Customer online surveys & polls
8. Online brand metrics - Market Insight
WTL
Do Do
WTL
WTL
WTL
Do
Learn by exploring…..plenty of free tools to learn via experience
The 7th IDM B2B Marketing Conference
Marketing mega trend - mobile channel & applications
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• Unrivalled ability to engage , the holy grailof one to one marketing: demographic targeting, contextual, behavioural
• Location specific – cell based, GPS
• Vast reach – scaleable
• Cut through in a fragmented media world
• Personal nature of mobile
• Accountability – real time
• Ability for mobile to act as glue between other media
What makes mobile special…?
April 19, 2023
Offline and Online Marketing Optimisation
The 7th IDM B2B Marketing Conference18
REACH
RELEVANCE
RELATIONSHIP
April 19, 2023
Offline and Online Marketing Optimisation
The 7th IDM B2B Marketing Conference
As promised – our top free web tools…
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1. Integrated Blog Platform http://www.tumblr.com
2. Keyword Ranking versus Competition http://prchecker.info/
Reach Relevance Relationship Measurement
1. Customisable alert filter http://www.alertrank.com/
2. Check code on web pages re accessibilityhttp://validator.w3.org/
1. Popularity of Keywords http://google.com/trends
2. Checking on your business themes http://twittersheep.com/
1. Simple social media benchmark http://howsociable.com/
2. Reputation Management http://www.alterian-social-media.com/
Have fun ……… Have fun ………
April 19, 2023
Offline and Online Marketing Optimisation