VMware
Welcome to Marketing MasterChef2016 Recipe
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Meet the chefsFiona ShepherdMany years experience traveling the
globe producing a la carte marketing recipes for some of the worlds
finest technology brandsSinead WoodleyNot quite so many years of
international marketing in the tech space, always looking to test
the latest ingredients to perfect digital demand strategies
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The challenges facing todays ambitious marketers:VOLUME vs
VALUE
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The challenges facing todays ambitious marketers:CREATIVITY vs
IMPACT
The challenges facing todays ambitious marketers:PREDICTABILITY
vs INNOVATION
The challenges facing todays ambitious marketers:SPEED vs
PREPARATION
Its one thing choosing a recipe but its another thing finding
the right ingredients..7
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Our recipe for 2016 marketing successA perfectly balanced
menu
A GOOD DAY FOR TECHNOLOGY
Align objectives and aspirations to corporate business
plan(strategic/executive workshop)Develop a powerful differentiated
narrative(corporate narrative)Appropriate, impactful and unique
creative conceptAPERITIFPrepare the pallet. Understand the
appetites of your diners.
INGREDIENTS
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One we made earlierLiving, Breathing Marketing
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Workshop discovery processThe discovery process is fairly
dynamic but drills into the following focus areas:
PRODUCT
AUDIENCE
COMPETITORS
Features
Functions
USPs
Product
Brand
Audience
Buying journey
Watering holes
Content Preferences
Purchase process
Pain points
Buying triggers
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Signifcance vs tier?13
Brand campaign & activation
Key challengeTurn looked to create brand awareness and build
preference in a growing digital marketing industry.
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Brand campaign & activation
InsightIntrinsically link Turn with the evolution of digital
marketing by positioning them as the only accessible platform
purposebuilt for guiding marketers to the unique truths about their
customers, allowing them to reach and connect more effectively.
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Brand campaign & activation
SolutionPosition the Turn Digital Hub as the only accessible
platform purposebuilt for guiding marketers and define the Turn
Digital Hub as the tool for smarter marketing.CampaignIts a jungle
out there - in the land of multichannel marketing - where ability
to act on insights is all that separates brands that consistently
gain share from brands that continually lose it. Managing the chaos
demands a fully integrated environment purposebuilt to evolve. Now
more than ever, modern marketers need the kind of Living, Breathing
Marketing enabled by Turn.
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Print & digital creative
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Microsite
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STARTERINGREDIENTSBuild the foundationsfor an inspiring
feast.Develop actionable audience personasMap the buyer journeys to
ensure themaximum impact of your ingredientsCraft audience message
matrix from narrativeShape a GTM that balances classics with new
cuisine
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One we made earlier Work Different
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Focusing our effortsBuild a detailed and actionable
understanding of our target audiences to better align content,
messaging, and campaignsAudiencesOrganise and up-level creative
experiences customised for the buyer journey and delivered with
consistency across geos CampaignContentCreate a structured
methodology to deliver experiential, actionable, and snackable
content Innovations
Taking programmes to the next level, capitalising on industry
best practices and technologies (ABM, lead scoring, predictive
modeling)
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Mention sirius decisions
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Content strategyContent to be developed in alignment with the
buyer and audience insights:
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Example GTM overview
Channel
Internal
End User
Q1Q2Q3Q4
Packaged programmes
Always-on
Events
High impact
Scalable Online
Microbursts
Target/Retarget bannersEmail NurtureInbound ProgrammeSocial
Activities
ContentEvent EnablementRich Content Suite
To
Through
Launch Email
Email Update
Email Update
Email Update
Call Out Day
Call Out Day
Call Out DayCall Out DayConversation Framework Campaign
PlaybookCustomizable CampaignsCo-Branded EU Materials
To
Launch Email
Email Update
Email Update
Email UpdatePull Up Banners/PostersConversation Framework
Campaign Playbook
High impact
Scalable Online
Microbursts
High impact
Scalable Online
Microbursts
High impact
Scalable Online
Microbursts
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Sage BMS creative
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MAININGREDIENTSPut the customer at the centrewith complimentary
flavours tomaximise the experience.Combine targeted ABM with
broaderdemand generationBlend the ingredients to drive thecustomer
relevancy and impactAlign all touchpoints from PR to Social
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One we made earlier No Compromise Hosting
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Example go to market strategy
DEMAND GEN (PROSPECT)Database profiling &
SegmentationDormant Data reactivationVertical
targetingCross-Vertical: Always on Demand Generation campaigns
Always on NurtureInbound: WebinarsHigh Value prospect
targetingCHANNEL ENGAGEMENTChannel ecosystem profilingExisting
Partner reactivationDistributor targetingTargeted
AcquisitionAlliance Campaigns Partner PortalWebinars
CUSTOMER ENGAGEMENTCustomer profilingNamed Account ABM VIP
ClubCustomer re-engagementLifecycle onboarding,
renewalsWebinarsNurtureEventsCase studiesSales Acceleration /
Enablement Internal Launch Kits Data, Reporting, Analytics,
ProcessesCorporate and Thought Leadership Programmes
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0No Compromise Hosting
Audience FY14 FY15 FY16 ProspectsCustomers Channel InternalAll
Audiences
Campaign 1Campaign 2Horizontal CampaignHigh Value
TargetingCustomer LifecyclePioneersABM ActivityVIP ClubProgramme
RelaunchPartner AcquisitionMarketing/Sales ToolkitsPartner
EnablementPartner PortalOn Demand
CampaignNurtureWebsiteDataWebsiteExample execution Plan
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Prospect always-on demand gen
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http://asp.april-six.com/Peer1/089348/http://asp.april-six.com/peer1/087009/http://asp.april-six.com/peer1/087813/
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Customer re-engagement & thought leadership
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Nurture
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Partner programme
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DESSERTINGREDIENTSMake a meaningfuland lasting
impression.Sprinkle with innovation andtest new tactics or
channelsUnderpin the experience with powerfulcontent that maps to
the buyer journey
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One we made earlier Realize your software-defined vision
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Key challengeTo create visual identity and 12 month marketing
plan to launch the Atos Digital Data Center (DDC) globally. Atos
Managed Services partnered with VMware to be the first to market
with a Software-Defined Datacenter initiative they termed Digital
Data Center (DDC). Alliance program
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InsightEmbarking on your software-defined journey will likely be
complex for Enterprises of all sizes. This has forced many
organisations to evaluate options for outsourcing, many of which
are perceived to under deliver. Atos Managed Services redefines
this market, disrupting the traditional outsourcing marketplace, by
providing high operational services levels with a flexible pricing
model.Alliance program
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SolutionPersona led GTM approach, supported by a tailored
content strategy delivering relevant insights to CIOs, CFOs and
CEOs. Phase 1: Sales enablement and content creation Phase 2:
Marketing communications to promote content created CampaignRealize
your software-defined vision creative idea, a bold, modern and
credible that resonates with C-level ExecsContent driven activity,
pushing digital boundaries with interactive videos and
micrositeAlliance program
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Integrated demand generation
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Sales playbook, AAG, PPT, Whitepapers and Market Trends39
Evaluate and optimiseIngredients:Review the successes and
optimise performanceLeverage learnings to perfect the marketing
recipe
DIGESTIFINGREDIENTSEvaluateand optimise.Review the successesand
optimise performanceLeverage learnings to perfectthe marketing
recipe
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One we made earlierPeople Like You
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Campaign creative
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DATA
% Data to Responses
% Responses to Leads
% Leads to Opportunities
% Opportunities to WinsProjecting performance
x multiple programmes
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Real-time management
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YEAR ONEYEAR TWOYEAR
THREEPIPELINE$140m$120m$100m$80m$60m$40m$20m$
1:26 ROI
1:28 ROI
1:49 ROI
Year on year comparable pipeline contribution
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Recipe cards
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Handouts for you to take away46
THANK YOUFiona Shepherd,
[email protected]@FionaShepherdA6Sinead Woodley, MD
[email protected]@SineadWoodley
A GOOD DAY FOR TECHNOLOGY
