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Making global campaigns relevant for local B2B clients
Jennifer STEARNSAccenture
Cecile DELETTREInternational coordinator Adetem
Global Events and Marketing
linkedin.com/in/ceciledelettre [email protected] @CecileDelettre
Cécile DELETTREDMA Conference since 1996 / DMA HQ : 1991 New York
Experiences : Services, B2B marketing, InternationalBusiness development
-ADETEM : International Coordinator, Administrator –Europe -The French association in Marketing – 1500 members - 80 % Brands
UBIFRANCE Global Business Development in 80 countries -Organization of 40 events in 2012/ 2013 : How to do Business in…-Head quarter in Paris - Global Events Manager-USA (New York, San Francisco, Atlanta, Chicago) – Managing Director consumer goods and luxury– Trade and business development -Global Marketing Manager
ROBECO BANK : International Finance CRM , Marketing and Customer Loyalty manager
CARNIEL Marketing : Marketing services
MMV : international Tour operators
Foreign markets knowledge. Marketing diploma (Master) from IFG Paris.Public relation for international organisations.
Some global B2B companies from
EUROPE : • 28 member states of the
European Union • 12 currencies• Eurozone : 17 states• Population 504 .456. 000
present in US…
AIR FRANCE
Majella NolanVP Customer experience – Industry Business
Examples of global assets
Bernard Richard-CanavaggioGlobal Marketing DirectorServices Examples of global campaign
ENERGY & ENVIRONNEMENT
INDUSTRY
TECHNOLOGY CONSUMMER GOODS
AEROSPATIAL FINANCIAL SERVICES
SERVICES
Global (EU-Fr) companies present in the World
HQ : France – Paris 140 000 employees in more than 100 countries24 billion sales in 201241 pc of revenue in new economies
ECO2.0 Software tool
Attention
Interest
Desire
Action
Sample integrated campaign assets to promote EC02.0 energy management
Assets: Apps on mobile devices
Assets:Web banners on websitesTweets & linked-in mssg on social medias
Assets:Roll-up
Animated demo
Assets: Press releaseInfographics
Supported by ECO2.0 promo on Social Media after 2 weeks
• (47+) tweets on Global and country Twitter accounts
• Retweeted for over 175,000 views
• QR code used in tweets for easy access to app
Word cloud showing main keywords found in online conversations
Schneider Electric – Intelligent Energy• Promo and Discussion post ECO2.0• Members: 27,600
Blogs
ECO2.0 Promoted in blog:“Energy Efficiency for Financial People”
243 views in 4 days
- Infographic on social medias
- Digital ad - Digital roll up
Pointing to AR movie that customer can see on PC, tablet and smart phone
Augmented reality articulates a complex message
https://www.dropbox.com/s/dqdmz9to59cfgjq/PlantStruxure_PES.mp4
Marketing @Bureau VeritasWorld leader in testing, inspection and certification
services – revenue : 3,9 billion euros – 65 000 employees –1330 offices 140 countries – 400 000 clientts
Strategic MarketingProduct marketingBusiness MarketingOperational Communication
What is Marketing mission ?• At local level: Sell! Sell ! Sell!
• Be proactive instead of reactive• What to push?• To who ?• How ?
Global Marketing?
• At Head Quarter : find a common way for impacting the business!• Not too smart concepts practical approach• What will be the results ?• BV is international! Interface with international
companies (Global Key Accounts, Global Projects, Global Services, Global Markets,…)
wrong experiences and mistakes• Edit a brochure without an international team
work (but with the risk of never produce it: out of time)• Set up of a local event by HQ• Teaching how to behave locally• …
The Good ones
• Campaigns: • with input from HO on creation, web, white paper,
etc.• And buy-back by countries with events, e-mailing,
social media, etc.
Timber Legality Project
Europe is the first destination of illegal wood
► Illegally harvested wood represents
=> As much money as global trade of drugs !
between 15 to 30% of global wood trade
40% of tropical wood are harvested illegally
15 to 20% of wood imported in EU
What is illegal timber ?Timber harvested in
contravention with local regulations on forestry
and trade of wood materials.
New legal obligationNew obligations on all companies trading wood based products :
wood, pulp and paper, packaging, furniture & deco, wood-based fuels
IMPORTING FIRMSEXPORTING FIRMS1 2
2 Publics/Services offered by BVService :
Legal Origin AssessmentService :
EUTR compliance suppliers management
• No import of illegal wood• Have a due diligence
performed before shipment
• Demonstrate legal origin of all products to market products in Europe
Objectives
Awareness: Bureau Veritas is a leader in Timber certification services
Client Acquisition: Generate leads to growth the business
Client relation/ Loyalty: A majority of our clients are concerned by this regulation
Marketing campaign
Mix
All this a
t INTERNATIONAL level
MIX
EUTR Campaign
PR Campaign Global/ Local
PR launch in France for HO
Partnership with PR Newswire for launch in pilot
countries
Forest content on BV.com and pilot
countries
Strong SEO Strategy
Google adwords campaign to create traffic on the
white paper page
E-mailing campaign to clients and prospectsLocal adaptation
Local Offline Plans
Local exhibitionsClients seminarsClient meetings
White paper
Dedicated page to download the white
paper
Digital Campaign Global/ Local
Global Leads Generation(1) Google Adwords + optimized Search Engine Optimization
(2) Landing page
(2) Web Page
(3) Form Submit
(4) Leads gathering and qualification against strategic criteria
(5) Leads Centralized management in CRM and distribution of actions in concerned countries
(6) Local Sales Actions - Contact prospects- Telemarketing- Business Meetings- Offers
(7) TRACKING results (won/lost/no answer) in CRM according
Reporting of sales
CONTRACTS
First Results at the end of pilot phase
Results from BV.com + BV.UK3724 unique visitors on the landing page
• Traffic mainly comes from Google adwords campaign: 91%
• 148 White Paper Downloads
May 14th
Materials + Process set-up
LaunchBV.com+ BV.UK
Start in Germany, Poland, Spain, NL, Russia Global roll-out (see priority A and B countries)
June 22nd
TOP 5 SourcesChina 1094
India 306
USA 205
UK 196
France 138
52 QUALIFIED LEADS• Segmentation
• Large Company:10
• Mass-Market: 42
• Main Position: CEOs, Sustainability / QHSE Managers• Main Country: UK, France• Request for Due Diligence Service and / or FSC/PEFC
Roll-out plan
Internal International Promotion
Let us know if you’re interested in launching one of our campaigns!
E-mailing CampaignIntranetConference Calls
Results
• International team Building
• Confidence in HQ to provide added value
operational marketing actions
• International & Local Leads
Think Global, Act Local !
• A campaign for gaining Lead$$$$(brand image awareness too)
• Tracking of leads (then thanks to proven results it will be easier to recruit internal partners next time)
• Work with voluntary (and motivated) countries
10 Tips for Making Global Campaigns relevant for local customers
1. Think Global…
- Study the market places you want to target Evaluate SWOT analysis on each market : Strengths/Weaknesses/Opportunities/Threats. - Create a global message
Storytelling, Content, asset- Integrate the culture-specific nuances. Be inventive and creative – but be aware to possible local sensitivities
Re-think our geographyLaunch global assets with sufficient time for localization
Provide a range of assets for different budgets –
Not all countries have the same marketing spend.
2. Study the Ecosystem Who are the decision makers ?Who are the influencers ?What are their values ?
Identify the community, events, Social DNA, media…
Legal aspects : rules on data, sustainability,…
3. Involve your local teams• Set the objectives and ROI together.
• Give flexibility and autonomy to reach the goals.
• Choose global and local multi-channels media.
• Share the information, communicate the results.
4. Build the metrics by country
•Set the KPI, Key Performance Indicators
•Track and gauge what is effective or not.
•Manage the campaigns in the CRM software tool.
Australia
Canada
Germany
Spain
South Corea
Italy
UK France
Mexico
Japan
Nigeria
Pakistan
Bangladesh
Indonesia
Area > 3 million km2
Population> 100 million
GDP > 800 billion US$
IndiaRussia
Brasil
China
United StatesE.U.
Analyze continuous evolution : GDP, population, growth…
5. Create partnerships locally
Industries leaders, Think Tanks, Federations, Universities, …
29
6 . Develop a B2B Social Media Strategy globally and adapt it
-Target and segment (job, geography…) Xing (China, Germany….), Linkedin, Viadeo…
- Generate Qualified leads / Email/ Web
Content marketing : - Facebook, Scoop it,- White Papers in different languages,- Newsletters,-You Tube, localized in 43 countries.
7. Act locally with events
Speed business dating
- Join the community
- Meet your local clients
- Exhibit
Make it Happen
-Launch a product.- Create the Buzz.- Engage Public relation.
8. Efficient PR campaigns
9. Integrate your Global Marketing Campaign
Web Mobile
Social
Customer Intelligence
10. Be active Worldwide Celebrate with your customer and your teamCreate a strong relationship
Thank you for your attention
Cecile Delettre [email protected]
linkedin.com/in/ceciledelettre
Europe France / Germany
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