Cyance kensington case study presented at tfm feb 2012
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Cyance kensington case study presented at tfm feb 2012






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  • Local marketing tailoring – diff approach for France due to the culture less receptive to stats and white papers more receptive to brand/image and f2f needed more sales assets Germany more receptive to risk message, Benelux and UK most receptive but also most difficult to reach due to the fact in the uk key DM are saturated with sales messages/more barriers/cluttered Data quality variable and volumes on email varied across Europe
  • Thought leadership – this is the early stage to warm up at beginning of journey to educate as trying change mind set

Cyance kensington case study presented at tfm feb 2012 Cyance kensington case study presented at tfm feb 2012 Presentation Transcript

  • Go Get Growth! How to power your business expansion with international marketing that works Shane Redding
  • What I shall cover
    • What are the key trends in international b2b marketing today?
    • Planning and executing successful b2b campaigns
    • A case study showing how leading US IT company, Kensington used integrated marketing to grow across Europe
    • Top tips on how to find and exploit overseas markets using tried and tested DM techniques
  • Key trends
    • International marketing more important than ever before as companies seek growth outside their flat or declining home markets
    • Digital Marketing is making it easier (and more difficult!) than ever before
    • “ glocalisation” is tried and tested with central marcoms departments controlling strategy, brand, campaign planning and even execution, but content, target audience and media are locally customised
  • Key trends
    • International marketing more important than ever before as companies seek growth outside their flat or declining home markets
  • Planning and executing campaigns
    • Allow enough time – from initial research to planning and then allow even more time for your campaigns
    • Analyse your data - Do you already have international customers that you didn’t know about? Use your database and website analytics
    • Test small – and avoid expensive mistakes (markets, price, product, media)
    • Talk to people who have been there, done it and got the T shirt!
  • IT Channel Marketing Case Study
  • The Company and the Challenge
    • Physical laptop security
    • People don’t think beyond
    • Encryption
    • High sales targets
    • of 30,000 units across Europe
    • No idea who was going
    • to buy them!
    • Unknown brand
  • The First Step? Research the markets Found that global laptop loss was dramatically increasing not only damaging brands, destroying share value but huge compliance risk as well as impact on bottom line Now we understood the NEED and the pain so we could get the messaging right But we also found that we needed to target the boardroom not just the IT buyer
  • The Answer Cyance 360 developed and delivered a highly successful, multi-channel market awareness and lead generation campaign across UK, France, Germany and Benelux. We used email, social media, web & telemarketing channels to raise awareness, increase demand, generate & nurture leads on behalf of all channel partners across Europe. We created all campaign content and delivered multi-channel lead nurturing campaigns, exceeding year 1 targets by month 4
  • Lead Generation Process Localized for each Geo
  • Nurturing in line with buying stage Not aware of risk/impact
  • Key Learning's
    • Email marketing is the biggest contributor in terms of volume and has the best conversion rate
    • Over the last six months, Organic Search contributed 16% of leads
    • Direct Traffic and Referrals remain relatively low
    • Social Media is generating a 60% increase in web traffic and increasing reach/awareness into the C suite
    • We are improving lead quality by scoring and nurturing marketing leads and working with Sales to ensure they get sales ready leads
    • The result over 9 months have generated in excess of £2,677,000 lead value
  • Where to go for more help and advice
    • Email me
    • Download these slides from
    • Talk to international exhibitors here today
    • Read DMI and join the Global Marketing Alliance!