offline and online marketing optimisation deane mcintyre vodafone global enterprise

Offline and Online Marketing OptimisationDeane McIntyre Vodafone Global Enterprise

The 7th IDM B2B Marketing Conference

Contents

2

• 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


Vodafone Global Enterprise

3

• 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

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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

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Buyer touchpoints - transforming

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Do you have your offline and online spend& resource mix right?

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http://

Salesman

Trade Show

Direct Mail

Intro e-mail Follow up e-mail

Website

Download

Google position


The power of digital

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‘conversation is king’

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Right messageRight personRight time

One to OneBehaviour driven

SegmentCustomer driven

Batch & BlastProduct driven

They always deliver on their promises


Demand generation - aligning Marketing and Sales

7

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

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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

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A Vodafone Global Enterprise case study


April 19, 2023

9

IgnitionTransforming leads from cold to red hot


Business Challenges

Solution

Marketing as a catalyst for business growth

10

April 19, 2023

10

Doing much more with same

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• 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


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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2. Influencers


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

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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

April 19, 2023


Enterprise.vodavone.com

m2m.vodafone.com

Social computing

Enterprise Central

Email

Search

Webinar/Podcast

Blog

Crowd sourcing

1 2 3 4

Aligning sales and marketing around pipeline – improved lead quality + quantity

and sales acceptance


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



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


Machine to Machine Campaign• Web quality

significantly improves

• New downloads > contacts > nurtured conversation generates a significant lead


“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

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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


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


The 7th IDM B2B Marketing Conference18

REACH

RELEVANCE

RELATIONSHIP

April 19, 2023


Thank you

Deane McIntyre Vodafone Global Enterprise


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



Integrated Sales and Marketing Funnel

21

1.

2. 3.

April 19, 2023


offline and online marketing optimisation deane mcintyre vodafone global enterprise

Documents

integrated marketing

marketing roletraditionally

marketing activities

marketing team numbers

online activity

offline capabilities

bn online searches

radio hours