Runner Up: Best Use of Customer Insight

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In July 2011, international IT services company Atos Origin acquired Siemens IT Services and rebranded as Atos. The merger catapulted Atos up from the eleventh to the third IT provider to financial services organisations in Europe. It was a huge opportunity for Atos to target a larger global financial services client base. The resulting prospect campaign combined deep prospect insight, personalised approaches and integrated international execution. It delivered a 350x ROI.
Key takeaways will address the benefits of building sector-specific propositions, developing deep prospect intelligence, and combining data, creative communications and telemarketing in a single joined-up approach.

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Runner Up: Best Use of Customer Insight

  1. 1. CUSTOMER INSIGHT ATOS ‘POWER TO PERFORM’ PAUL EVERETT, DIRECTOR OF MARKETING STRATEGY, THE MARKETING PRACTICEB2B Marketing Awards Showcase | 5/3/13
  2. 2. BACKGROUND 350x ROI CAMPAIGN Atos and Siemens IT merger in 2011 Agreed accounts with SalesToughest Financial Services prospects Shared and gathered intel Senior level introductions Integrated demand gen campaign SUMMARY
  3. 3. THE CAMPAIGN
  4. 4.  Are the predicted conversions20 organisations between stages accurate?  Can they be improved? 13 meetings  Are there enough opportunities in the market?  Can we widen the appeal? 11 opportunities  How long will it take?  Can we speed the funnel? 4 deals PIPELINE QUESTIONS
  5. 5. WHY DIDN’T ITFAIL? 1. Actual sales integration not just lip-service 2. Detailed prospect insight 3. A provocative proposition THE ANSWERS
  6. 6. BEFORE AFTER Pre-agreed prospect accounts DURING Sales satisfaction reviews Shared intelligence Pipeline visibilityReal-world qualification criteria Enablement tools Joint working on opportunities Natural calls to action 1. SALES INTEGRATION
  7. 7. WE SHOULD  Prospects are tired of “WhatPROVOKE RESPONSES keeps you up at night?”  Let’s create provocation propositions relating to information we have on them Result: 19% of target contacts and 45% of target organisations converted to meetings2. PROSPECT INSIGHT
  8. 8. WHAT DO YOU NEED? SWEET SPOT MORE DETAILED MORE FLUID EARLIER STAGE PERSONALISED IDENTIFIED CONTENT CONVERSATIONS INTERACTION CONTACTInsight: 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 3. PROVOCATIVE PROPOSITIONS
  9. 9.  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?
  10. 10. ANY QUESTIONS…PEVERETT@THEMARKETINGPRACTICE.COM @TMPeverett THANK YOU

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