Truly integrated marketing and the customer journey

Truly integrated
marketing & the
customer journey
Adrian Hardy
BT Global Services
18th March 2015

Truly Integrated Marketing & the Customer Journey
Presentation outline
In 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.

The ‘A to B’ journey
8
Opportunities
20
Acceptances
15
Attendances
20
Attendances
5
contracts
1000
Accounts
40
Acceptances
Invitation
to event
Event
Follow-up
workshop
Won
Business

“OK, I’m
interested”
5%
One action, many outcomes
“Well, that
was a waste
of a day…”
5%
100
Accounts
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’

So ultimately you end up with…
Accounts Social
Media
Web
Seminar
Plat
Event
Asia Pac
Event
Event
Cust
Visit
Show-
Case
2 3 2
5 3
3
Event Event
2 1
Event
4
Finance
Event

5 is in fact
Potential new
business contracts

If you can’t do it
on paper first,
you will fail.

So, firstly… BT Global Services
‘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

Slicing up our customers
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

Identify the next big bets
Qualify Hard
Maximise the Win-chance
Business Development
Delivering
Transformational
Business

Segmentation
Manage Develop
Optimise Pursue
Low High
Low
High
Total spend on
Network IT Services
Total
spend
with
BT

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.

Sausage machine:
Listen to their needs
Exploit ‘Chance’ meeting
Promote similar wins
CxO Letters
Reflect on Market Conditions
Further
discussion?
No
Show that we can help
[Insight Pack]
[Key Account Marketing]
Contact Strategy
Customer Briefings
Blogs and Papers
Specialist Briefing
Potential?
No
Yes
Propose a solution
Senior Cust Engagement
CxO Dinner Briefings
Showcase / Workshop
Exec Sponsorship
Need, Budget
and Will?
No
Drive the Proposal
KAM ‘Plus’
Customer Journey
Exec Summary
Bid Production
Presentations
Hothouse
Win the
business?
Won
Loss Analysis Yes
No
100+
Pursue Accounts
80 (20)
Lead
20 (10)
Suspect
10(3)
Prospect
Yes Yes

Tracking the engagement: Example
Account Name Sausage Stage Account Potential
CFO Dinner
12 May 14
CIO Letters
14 Jun 14
SCE Event
18 Jun 14
Appt Setting
Jul 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

Awareness
Interest
Desire
Action
Events vs. marketing stages
IndustryForum CxOIntro
Letter
Keynote
Presentation
CxODinner
Briefing
Industry
Exhibition
IndustryEvent Initial
Appointment
BTSectorEvent BTProposition
Event
BTHothouse BTShowcase
Visit
Customer
Workshop
PlanningWorkshop

Leveraging the database: CFO Dinner Briefing
A B C D E F G H
CEO   
CFO       
CIO   
CH
R
  
CSO   
Account
JobFunction
Tower Event:
CFO Dinner
Briefing
5 CFOs
Raise relationship level
to ‘Advocate’
40 (20)
Sign-On accounts
Account Contact
Strategy

B2B
All 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
Winning big deals
– An Overview

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

Bid
Submitted
31/3/15
CEO
CTO
CFO
CSO
Global
CIO
UK CIO
North
America
CIO
+3
+1
+1
+2
+1
+2
-3

Bid
Submitted
31/3/15
CEO
CTO
CFO
CSO
Global
CIO
UK CIO
North
America
CIO
+3
+3
+1
+2
+1
+1
+2
+1
+1
0
+2
+2
-3
-2

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
CEO
CTO
CFO
CSO
Global
CIO
UK CIO
North
America
CIO
+3
+3
+1
+2
+1
+1
+2
+1
+1
0
+2
+2
-3
-2
Bid
Submitted
31/3/15
-1
BTFutureTechnologyWorkshop,
AdastralPark
2/2/15
+1
+2
+3
+3
+2
+2
+2
+2
0
+2
CIO Virtual Breakfast
Briefing, London
10/2/15

briefing session
with GS CEO.
22/1/15
USA Showcase Visit
with BT CIO
27/1/15
10/1/15
Hospitality event
with BT CIO
16/1/15
CEO
CTO
CFO
CSO
Global
CIO
UK CIO
North
America
CIO
+3
+3
+1
+2
+1
+1
+2
+1
+1
0
+2
+2
-3
-2
Bid
Submitted
31/3/15
-1
0
AdastralPark
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
Briefing, London
10/2/15

briefing session
with GS CEO.
22/1/15
USA Showcase Visit
with BT CIO
27/1/15
10/1/15
Hospitality event
with BT CIO
16/1/15
CEO
CTO
CFO
CSO
Global
CIO
UK CIO
North
America
CIO
+3
+3
+1
+2
+1
+1
+2
+1
+1
0
+2
+2
-3
-2
Bid
Submitted
31/3/15
-1
0
AdastralPark
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
BT Tower
4/2/15
19/2/15
Briefing, London
10/2/15

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
briefing session
with GS CEO.
22/1/15
USA Showcase Visit
with BT CIO
27/1/15
10/1/15
Hospitality event
with BT CIO
16/1/15
CEO
CTO
CFO
CSO
Global
CIO
UK CIO
North
America
CIO
+3
+3
+1
+2
+1
+1
+2
+1
+1
0
+2
+2
-3
-2
Bid
Submitted
31/3/15
-1
0
AdastralPark
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
BT Tower
4/2/15
19/2/15
Briefing, London
10/2/15

+2
+1
+2
+1
+1
0
CEO
CTO
CFO
CSO
Global
CIO
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
Bid
Submission
Date
Jun 2013
Global
CIO
UK CIO
EMEA
CIO
USA CIO
LATAM
CIO
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 things
to ‘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…

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 and the customer journey

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