B2B SUMMIT 2014 - BEST PRACTICE: Engagement marketing: Our new BFF?

1. Engagement marketing:
our new BFF?
B2B Marketing Summit
18 June 2014
www.pwc.co.uk

2. PwC 2
What’s all the fuss?
Content

3. PwC
The B2B customer journey has changed
3
PurchaseEvaluateConsiderFind youWeb
search

4. PwC
Seismic shift
4
Yesterday = Push
Selling
Messages
Audience
Media channels
Awareness
Single brand voice
Today = Pull
Building relationships
Conversations
Collaborators
Engagement channels
Impact
Multiple brand voices

5. PwC
Social media is a game-changer for marketers
5

6. PwC 6
How are B2B marketers responding?

7. PwC
Engagement marketing: our new BFF
7
PurchaseEvaluateConsiderFind youWeb
search

8. PwC
What can we learn from Coca-Cola?
Coca Cola Content 2020 Strategy Initiative:
www.youtube.com/watch?v=G1P3r2EsAos
8

9. PwC
What can we learn from Volvo?
9

10. PwC 10
The Big Idea
NHS managers worry hospitals will fail under
pressure this winter
NHS employers make plea for a pay freeze to save jobs
NHS needs major changes to avoid disaster
If hospitals can provide 24/7 care, why can't
GPs?
Engagement
Purpose &
Objectives
NHS@75

11. PwC
The Campaign

12. PwC
Conversations…
12

13. PwC
…Impact
13
• 20:1 return on the campaign investment in terms of
discrete spend on the elements of the campaign mix
and fees generated where the campaign was cited as a
major differentiator in winning the work
• A 300% increase in website traffic compared to all
campaigns across the government and public sector
website
• Twitter followers doubled during the life of the
campaign
• Engagement with over 250 qualified individuals
through the campaign events and 1:1 meetings
• Winner, Professional Services Campaign of the Year,
CIM Marketing Excellence Awards 2013

14. PwC
5 Lessons
14
1. Make it Human

15. PwC
5 Lessons
15
1. Make it Human
2. Our customers are on social media

16. PwC
5 Lessons
16
1. Make it Human
2. Our customers are on social media
3. Involve the wider business upfront

17. PwC
5 Lessons
17
1. Make it Human
2. Our customers are on social media
3. Involve the wider business upfront
4. Dare to be different

18. PwC
5 Lessons
18
1. Make it Human
2. Our customers are on social media
3. Involve the wider business upfront
4. Dare to be different
5. What comes next?

19. PwC
Thank You!
19
Heidi Taylor
Head of Marketing, Government & Public Sector
heidi.taylor@uk.pwc.com
@TaylorMadeInKew
www.TaylorMadeInKew.com