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Adrian Hardy, BT - Integrated Marketing & the Customer Journey

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Adrian Hardy
Head of Volume Marketing, BT Global Services

Topic: Integrated marketing and the customer journey

- Importance of multi-channel marketing – especially when dealing with large organisations
- Understanding and commanding your way around large and complex decision making units
- How to effectively use multiple channels to engage and develop
- Building positive relationship to result in better win-rates
- Top steps to increase the chance of winning those major deals

Published in: Marketing
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Adrian Hardy, BT - Integrated Marketing & the Customer Journey

  1. 1. “Standing out in a Crowded Marketplace” Technology Marketing Conference Adrian Hardy
  2. 2. Truly integrated marketing & the customer journey Adrian Hardy BT Global Services 24th September 2015
  3. 3. 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.
  4. 4. 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. Truly Integrated Marketing & the Customer Journey
  5. 5. Truly Integrated Marketing & the Customer Journey 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
  6. 6. Truly Integrated Marketing & the Customer Journey “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’
  7. 7. Truly Integrated Marketing & the Customer Journey 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
  8. 8. Truly Integrated Marketing & the Customer Journey 5 is in fact Potential new business contracts
  9. 9. Truly Integrated Marketing & the Customer Journey If you can’t do it on paper first, you will fail. Truly Integrated Marketing & the Customer Journey
  10. 10. Truly Integrated Marketing & the Customer Journey So, firstly… BT Global Services Truly Integrated Marketing & the Customer Journey ‘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
  11. 11. Truly Integrated Marketing & the Customer Journey Slicing up our customers Truly Integrated Marketing & the Customer Journey 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
  12. 12. Truly Integrated Marketing & the Customer Journey … or how by properly integrating sales and marketing, you can win more business! Business Development Delivering Transformational Business…
  13. 13. Truly Integrated Marketing & the Customer Journey Segmentation Truly Integrated Marketing & the Customer Journey Manage Develop Optimise Pursue Low High Low High Total spend on Network IT Services Total spend with BT
  14. 14. Truly Integrated Marketing & the Customer Journey 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.
  15. 15. Truly Integrated Marketing & the Customer Journey 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
  16. 16. Truly Integrated Marketing & the Customer Journey 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
  17. 17. Truly Integrated Marketing & the Customer Journey 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
  18. 18. Truly Integrated Marketing & the Customer Journey 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 Truly Integrated Marketing & the Customer Journey
  19. 19. Truly Integrated Marketing & the Customer Journey 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 Truly Integrated Marketing & the Customer Journey Winning big deals – An Overview
  20. 20. Truly Integrated Marketing & the Customer Journey 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
  21. 21. Truly Integrated Marketing & the Customer Journey Bid Submitted 31/3/15 Truly Integrated Marketing & the Customer Journey CEO CTO CFO CSO Global CIO UK CIO North America CIO +3 +1 +1 +2 +1 +2 -3
  22. 22. Truly Integrated Marketing & the Customer Journey Bid Submitted 31/3/15 Truly Integrated Marketing & the Customer Journey 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
  23. 23. Truly Integrated Marketing & the Customer Journey 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 Truly Integrated Marketing & the Customer Journey 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
  24. 24. Truly Integrated Marketing & the Customer Journey 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 Truly Integrated Marketing & the Customer Journey 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 BTFutureTechnologyWorkshop, 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 CIO Virtual Breakfast Briefing, London 10/2/15
  25. 25. Truly Integrated Marketing & the Customer Journey 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 Truly Integrated Marketing & the Customer Journey 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 BTFutureTechnologyWorkshop, 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 +1 CFO Dinner Briefing, BT Tower 4/2/15 ‘BT Assure’ demonstration, Sevenoaks Secure Facility. 19/2/15 CIO Virtual Breakfast Briefing, London 10/2/15
  26. 26. Truly Integrated Marketing & the Customer Journey 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 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 Truly Integrated Marketing & the Customer Journey 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 BTFutureTechnologyWorkshop, 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 +1 CFO Dinner Briefing, BT Tower 4/2/15 ‘BT Assure’ demonstration, Sevenoaks Secure Facility. 19/2/15 CIO Virtual Breakfast Briefing, London 10/2/15
  27. 27. Truly Integrated Marketing & the Customer Journey +2 +1 +2 +1 +1 0 Truly Integrated Marketing & the Customer Journey 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.
  28. 28. 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
  29. 29. 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…
  30. 30. Truly Integrated Marketing & the Customer Journey 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 & the Customer Journey
  31. 31. bt.com/globalservices

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