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Truly integrated marketing & the customer journey
Adrian HardyBT Global Services18th March 2015
Truly Integrated Marketing & the Customer Journey
Presentation outlineIn the pursuit of high value contracts, an organisation must touch their target account(s) with a number of different messages tailored to key decision makers over a period of weeks and months.
The customer journey is a methodology for not only accurately forecasting return on marketing investment, but the total customer engagement through a range of media, to ensure messaging is consistent, and builds in a manner that leads to greater success.
What is a Customer Journey?• A map of all the engagements you and your
partners are planning, and how they interact.
• A way of taking a group of Decision Makers from Awareness to Action over a given time.
• A way of planning and delivering engagements for an entire market segment and getting a better return on your efforts.
• A way of tracking engagement, forecasting return, tracking progress and managing an Integrated Marketing plan.
Truly Integrated Marketing & the Customer Journey
Truly Integrated Marketing & the Customer Journey
The ‘A to B’ journey
8Opportunities
20Acceptances
15 Attendances
20Attendances
5contracts
1000Accounts
40Acceptances
Invitation to event Event Follow-up
workshopWon
Business
Truly Integrated Marketing & the Customer Journey
“OK, I’m interested”
5%
One action, many outcomes
“Well, that was a waste of a day…” 5%
100Accounts that accepted the
invite
“I’ll bear that in mind for the future” 5%
“I need to understand the
Financial Implications” 5% “I don’t like
the security implications” 10
%
“I don’t believe the technology is future proof” 10%
“I need it in other
countries…” 5%
“I prefer your competitor’s”
10%
‘Platform Event’
Truly Integrated Marketing & the Customer Journey
So ultimately you end up with…
Accounts Social Media
Web Seminar
PlatEvent
Asia Pac Event
Event CustVisit
Show-Case
2 3 2
5 3
3
Event Event
2 1
Event
4
Finance Event
Truly Integrated Marketing & the Customer Journey
5 is in factPotential new business contracts25
Truly Integrated Marketing & the Customer Journey
If you can’t do it on paper first,
you will fail.
Truly Integrated Marketing & the Customer Journey
Truly Integrated Marketing & the Customer Journey
So, firstly… BT Global Services
Truly Integrated Marketing & the Customer Journey
‘Global Network IT Service Provider’
Complex Portfolio: Simple product through to Bespoke Solution
Complex marketplace: Procurement / IT Manager through to Global CIO.
Complex Demands: Best Price through to Best Performance.
Complex Business: Compete with other divisions for customer attention
Truly Integrated Marketing & the Customer Journey
Slicing up our customersTruly Integrated Marketing & the Customer Journey
Transformational
Transitional
Transactional
• Massive opportunities circa £1bn• Complex DMU, around CEO• Long sales-cycle measured in years• Massively bespoke proposition• Large sales cost• Focus around Business
Transformation• Decision based on Trust
Truly Integrated Marketing & the Customer Journey
Identify the next big betsQualify HardMaximise the Win-chance
Business Development
Delivering
Transformational
Business
Truly Integrated Marketing & the Customer Journey
Segmentation
Truly Integrated Marketing & the Customer Journey
Manage Develop
Optimise Pursue
Low High
Low
High
Total spend on Network IT Services
Total spend
with BT
Truly Integrated Marketing & the Customer Journey
Sub Segmenting: working out the ‘Account Potential’
Level Description Marketing Engagement
0
1
2
3
4
5
Account in-bid
Account with opportunity pre-bid
New relationship established
No C-level relationship
Positive relationship, Locked Out
Negative Relationship
Prepare internal / external PR ready for contract signing.
Tactical engagement: SCE / Board engagement.
Tailored exploratory workshops based on ‘Insight Packs’, Showcase and ‘Case Visits’.
Personalised ‘Intro Letters’, ‘Appointment Setting’, ‘PA Engagement’, CxO ‘Dinner Briefings’.
Quarterly ‘Personalised Update’ letters from SMT, proposition campaigns tailored to DMU.
Broaden C-Level contact base, Board Level engagement, address concerns through SMT.
6 Service issue with existing business None: Manage the fallout through proactive PR.
Truly Integrated Marketing & the Customer Journey
Sausage machine:
Listen to their needsExploit ‘Chance’ meeting
Promote similar winsCxO Letters
Reflect on Market Conditions
Further discussion?
NoShow that we can help
[Insight Pack][Key Account Marketing]
Contact StrategyCustomer BriefingsBlogs and PapersSpecialist Briefing
Potential?
No
Yes
Propose a solutionSenior Cust Engagement
CxO Dinner BriefingsShowcase / Workshop
Exec Sponsorship
Need, Budget and Will?
No
Drive the ProposalKAM ‘Plus’
Customer JourneyExec SummaryBid ProductionPresentations
Hothouse
Win the business?
Won
Loss Analysis Yes
No
100+Pursue Accounts
80 (20)Lead
20 (10) Suspect
10(3)Prospect
Yes Yes
Truly Integrated Marketing & the Customer Journey
Tracking the engagement: Example
Account Name Sausage Stage Account Potential CFO Dinner12 May 14
CIO Letters14 Jun 14
SCE Event18 Jun 14
Appt SettingJul 2014
Company ‘A’ Prospect 0 Attended Exclude Exclude Exclude
Company ‘B’ Prospect 1 Attended Exclude Invited Exclude
Company ‘C’ Pool 2 Invited Exclude Invited Exclude
Company ‘D’ Pool 3 Attended Exclude Invited Exclude
Company ‘E’ Pool 3 Invited Emailed Exclude Phase 1
Company ‘F’ Lead 2 Declined Exclude Accepted Exclude
Company ‘G’ Pool 4 Exclude Exclude Invited Exclude
Company ‘H’ Prospect 0 Accepted Exclude Exclude Exclude
Company ‘I’ Pool 5 Exclude Exclude Exclude Exclude
Company ‘J’ Suspect 2 Declined Exclude Accepted Exclude
Company ‘K’ Lead 3 Invited Appointment Invited Exclude
Company ‘L’ Lead 3 Invited Emailed Exclude Phase 1
Company ‘M’ Pool 4 Exclude Exclude Accepted Exclude
No Target Phase Engagement Response Outcome
Truly Integrated Marketing & the Customer Journey
Awareness
Interest
Desire
Action
Events vs. marketing stages
Industry Forum
CxO Intro Letter
Keynote Presentation
CxO Dinner Briefing
Industry Exhibition
Industry Event
Initial Appointment
BT Sector Event
BT Proposition Event
BT Hothouse
BT Showcase Visit
Customer Workshop
Planning Workshop
Truly Integrated Marketing & the Customer Journey
Leveraging the database: CFO Dinner Briefing
A B C D E F G H
CEO CFO CIO CHR CSO
Account
Job
Func
tion
Tower Event:CFO Dinner
Briefing
5 CFOsRaise relationship level
to ‘Advocate’
40 (20) Sign-On accounts
Account Contact Strategy
Truly Integrated Marketing & the Customer Journey
Truly Integrated Marketing & the Customer Journey
B2BAll the members of the Customer Account who are responsible for deciding that the business will be placed with you.
All the members who significantly influence the DMU, or have a vested interest in its success, or the impact of it on their business.
Decision Making Unit (DMU)
The Customer Account has a Compelling Need to do something which you clearly understand.
You have a Compelling Differentiated Offer that meets the need, and the evidence to show that.
You have the time and resources to engage the account to guide them to your way of thinking.
Customer Account
Truly Integrated Marketing & the Customer Journey
Winning big deals – An Overview
Truly Integrated Marketing & the Customer Journey
Identifying the ‘relationship status’ of Key Decision Makers.
+3
+2
+1
0
-1
-2
Sponsor
Advocate
Associate
Neutral or No Relationship
Suspicious
Hostile
Joint hosting at CxO / SCE events; Board-to-Board case study; Strategy Workshops
Restricted Insight; CxO Forum / Leading Lights; SCE; Quarterly Executive Engagement.
Key / Prestige event attendance; CxO Forum; some SCE; LinkedIn Campaign
Personalised Intro Letters, Executive Briefing; CxO Briefing events; LinkedIn Campaign
‘Adastral Park’ Workshops; Evidence-based workshops; ‘Live’ Case Study with similar account.
Executive Engagement; Board-to-board.
-3 Nemesis Group CEO engagement only.
Level Description Marketing Engagement
Truly Integrated Marketing & the Customer Journey
BidSubmitted
31/3/15
Truly Integrated Marketing & the Customer Journey
CEO
CTO
CFO
CSO
GlobalCIO
UK CIO
North America
CIO
+3
+1
+1
+2
+1
+2
-3
Truly Integrated Marketing & the Customer Journey
BidSubmitted
31/3/15
Truly Integrated Marketing & the Customer Journey
CEO
CTO
CFO
CSO
GlobalCIO
UK CIO
North America
CIO
+3
+3
+1
+2
+1
+1
+2
+1
+1
0
+2
+2
-3
-2
Truly Integrated Marketing & the Customer Journey
Host Board meeting in BT Tower with follow-on
briefing session with GS CEO.
22/1/15
USA Showcase Visit with BT CIO
27/1/15
Customer Meeting with ‘Account’ and BT CEO
10/1/15
Hospitality event with BT CIO
16/1/15
Truly Integrated Marketing & the Customer Journey
CEO
CTO
CFO
CSO
GlobalCIO
UK CIO
North America
CIO
+3
+3
+1
+2
+1
+1
+2
+1
+1
0
+2
+2
-3
-2
BidSubmitted
31/3/15
-1
BT Future Technology Workshop, Adastral Park
2/2/15
+1
+2
+3
+3
+2
+2
+2
+2
0
+2
CIO Virtual Breakfast Briefing, London
10/2/15
Truly Integrated Marketing & the Customer Journey
Host Board meeting in BT Tower with follow-on
briefing session with GS CEO.
22/1/15
USA Showcase Visit with BT CIO
27/1/15
Customer Meeting with ‘Account’ and BT CEO
10/1/15
Hospitality event with BT CIO
16/1/15
Truly Integrated Marketing & the Customer Journey
CEO
CTO
CFO
CSO
GlobalCIO
UK CIO
North America
CIO
+3
+3
+1
+2
+1
+1
+2
+1
+1
0
+2
+2
-3
-2
BidSubmitted
31/3/15
-1
0
BT Future Technology Workshop, Adastral Park
2/2/15
+1
+1
+2
+2
+3
+3
+2
+2
+2
+2
0
+2
+2
+2
+1
+1
+1 CFO Dinner Briefing, BT Tower
4/2/15
‘BT Assure’ demonstration, Sevenoaks Secure Facility.
19/2/15
CIO Virtual Breakfast Briefing, London
10/2/15
Truly Integrated Marketing & the Customer Journey
Host Board meeting in BT Tower with follow-on
briefing session with GS CEO.
22/1/15
USA Showcase Visit with BT CIO
27/1/15
Customer Meeting with ‘Account’ and BT CEO
10/1/15
Hospitality event with BT CIO
16/1/15
Truly Integrated Marketing & the Customer Journey
CEO
CTO
CFO
CSO
GlobalCIO
UK CIO
North America
CIO
+3
+3
+1
+2
+1
+1
+2
+1
+1
0
+2
+2
-3
-2
BidSubmitted
31/3/15
-1
0
BT Future Technology Workshop, Adastral Park
2/2/15
+1
+1
+2
+2
+3
+3
+3
+3
+2
+2
+2
+1
+2
+1
+2
+2
+1
0
+2
+2
+2
+1
+1
+1 CFO Dinner Briefing, BT Tower
4/2/15
‘BT Assure’ demonstration, Sevenoaks Secure Facility.
19/2/15
CIO Virtual Breakfast Briefing, London
10/2/15
Truly Integrated Marketing & the Customer Journey
Customer Security Workshop, BT Centre
1/2/15
‘Leading Lights’ Keynote speaker slot, London.
1/2/15
SCE event with BT CIO, San Francisco
Mar 15
+2
+1
+2
+1
+1
0
Host Board meeting in BT Tower with follow-on
briefing session with GS CEO.
22/1/15
USA Showcase Visit with BT CIO
27/1/15
Customer Meeting with ‘Account’ and BT CEO
10/1/15
Hospitality event with BT CIO
16/1/15
Truly Integrated Marketing & the Customer Journey
CEO
CTO
CFO
CSO
GlobalCIO
UK CIO
North America
CIO
+3
+3
+1
+2
+1
+1
+2
+1
+1
0
+2
+2
-3
-2
BidSubmitted
31/3/15
-1
0
BT Future Technology Workshop, Adastral Park
2/2/15
+1
+1
+2
+2
+3
+3
+2
+3
+2
+2
+2
+2
+2
+2
+2
+2
+1
+1
+2
+2
+2
+1
+1
+1 CFO Dinner Briefing, BT Tower
4/2/15
‘BT Assure’ demonstration, Sevenoaks Secure Facility.
19/2/15
CIO Virtual Breakfast Briefing, London
10/2/15
Truly Integrated Marketing & the Customer Journey
+2
+1
+2
+1
+1
0
Truly Integrated Marketing & the Customer Journey
CEO
CTO
CFO
CSO
GlobalCIO
UK CIO
North America
CIO
+3
+3
+1
+2
+1
+1
+2
+1
+1
0
+2
+2
-3
-2-1
0
+1
+1
+2
+2
+3
+3
+2
+3
+2
+2
+2
+2
+2
+2
+2
+2
+1
+1
+2
+2
+2
+1
+1
+1
Let us host your next board meeting, and
also share our vision of the ‘Hybrid Cloud Network’ and it’s
impact on the Services Industry.
Lets Meet to discuss the specific IT challenges you
have globally and how that maps to our abilities.
Let’s keep up-to-date with what’s going on in a less
formal environment.
I’d like you to meet our America’s president to
discuss and address your issues with BT
We address the needs of your entire business, not just the
IT requirements, in our proposal to you.
Customer Security Workshop, BT Centre
‘Come and talk at our next Forum event and share your experiences as a
Global CIO.
How can we best work together?
‘Adastral Park’ is investing £2bn in R&D around
advanced networking, we’d like to share some of
our insight
Come and meet with other blue-chip CFOs to discuss
globalisation.
Learn how our Global Security Hub manages DDOS threats to Global
Banking.
Meet with other CIOs to discuss the hand-off
between Security and flexibility when staff are
working in remote / hostile environments.
Truly Integrated Marketing & the Customer JourneyTruly Integrated Marketing & the Customer Journey
0
+1
+2
+2
+1
+1
-1
0
+1
0
-1
-1
0
-1
BidSubmission
Date
Jun 2013
GlobalCIO
UK CIO
EMEA CIO
USA CIO
LATAMCIO
CSO
CFO
Customer CIO Conference hosted at BT Tower,
2 day event.
Dec 2013
CFO Briefing with BT CFO at BT Centre
Jan 2013 0
0
Security Workshop
Jan 2013
Showcase Workshop, Italy
Mar 2013
+1
-1
0
-1
+1
+2
+1
-2
+2
+1
+2
+1
0
+1
+1
+1
0
+2
+2
+2
0
Showcase Workshop & Hothouse, New York
Mar 2013
Showcase Workshop & Hothouse, New York
Apr 2013
BT Finance Breakfast
May 2013
Truly Integrated Marketing & the Customer JourneyTruly Integrated Marketing & the Customer Journey
3 thingsto ‘try at home’…
2Circulate a monthly summary of your key activities to marketing colleagues, and sales leaders, detailing the who, what, where and why of your event calendar…
3Get to meet the DMU of your target accounts with your salespeople, understand their needs first-hand…
1Print out the different shapes on A3 paper, get pens, string and BluTak and do Customer Journey’s with your team on the office wall…
Truly Integrated Marketing & the Customer Journey
Summary Prioritise your target accounts
Identify the DMU and their relative opinions
Score them on their propensity to buy your offer
Be hard on your opt-in / opt-out process
Plan how to move the DMU forward individually and collectively
Look for economies of scale and efficiency
Plan your messaging carefully – one message, one engagement.
Expect the plan to change radically in-life
Plan, deliver, report, improve, repeat.
Truly Integrated Marketing & the Customer Journey