the marketing practice: b2b marketing awards showcase
Post on 21-Oct-2014
384 views
DESCRIPTION
Presentation by Paul Everett at the B2B awards showcase event, covering the Atos "Power to Perform" lead generation campaign: a small but perfectly formed campaign that delivered 350x ROI. A first experiment with including audio to create a slidecast (recorded on the day and with the intro and conclusion cut hence the abrupt start and finish!).TRANSCRIPT
CUSTOMER INSIGHTATOS ‘POWER TO
PERFORM’
B2B Marketing Awards Showcase
| 5/3/13
PAUL EVERETT, DIRECTOR OF MARKETING STRATEGY, THE
MARKETING PRACTICE
BACKGROUND CAMPAIGN
Atos and Siemens IT merger in 2011Toughest Financial Services prospects
Senior level introductions
350x ROI
Agreed accounts with SalesShared and gathered intel
Integrated demand gen campaign
SUMMARY
THE CAMPAIGN
THE CAMPAIGN
PIPELINE QUESTION
S
20 organisations
13 meetings
11 opportunities
4deals
Are the predicted conversions between stages accurate? Can they be improved?
Are there enough opportunities in the market? Can we widen the appeal?
How long will it take? Can we speed the funnel?
12 m
onth
s
THE ANSWERS
WHY DIDN’T IT FAIL?
1. Actual sales integration not just lip-service
2. Detailed prospect insight
3. A provocative proposition
BEFORE AFTER
Pre-agreed prospect accountsShared intelligence
Real-world qualification criteria
Sales satisfaction reviewsPipeline visibilityEnablement tools
1. SALES INTEGRATIO
N
DURING
Joint working on opportunitiesNatural calls to action
2. PROSPECT
INSIGHT
Result:
19% of target contacts
and 45% of target organisations
converted to meetings
WE SHOULDPROVOKE RESPONSES
Prospects are tired of “What keeps you up at night?”
Let’s create provocation propositions relating to information we have on them
WHAT DO YOU NEED?
SWEET SPOTIDENTIFIED
MORE DETAILEDCONTENT
MORE FLUIDCONVERSATIONS
EARLIER STAGEINTERACTION
PERSONALISEDCONTACT
3. PROVOCATIVE PROPOSITIONS
Insight: Are we targeting people…
• At the top, middle or bottom or the funnel?
• Who already know they have a problem?
• Who are early adopters?
You can’t be all things to all men
It’s the hardest type of marketing and it can’t work without Sales
Client insight is only as important as your ability to use it – upfront and throughout
You can still engage face-to-face early in the buying cycle
‘BANT’ lead qualification can be misleading
DM isn’t dead!
WHAT DID WE LEARN?
ANY QUESTIONS… PEVERETT@THEMARKETINGP
RACTICE.COM@TMPeverett
THANK YOU