This presentation will tell you about the recent changes in the customer flows and how our role evolves and changes with every CF.

1. Fundamental Changes:
Marketing & PR

2. Flow
Clarity of the
Why
Future of MKTG Making It
Happen

3. WHY?
WHY
NOW?

4. Powered by
Purpose
Our organizational stand
-
Leadership
development
Becoming truly
customer centric
Our competitors
push

5. Less walls between us and the customer.
- Marketing people’s involvement in conversion strategies will be even higher.
- The whole membership will be more involved with marketing strategy.
- Digital ecosystems will play a crucial role in driving sign-ups.
- A new «internal marketing» concept will start existing-
Impact

6. Future of marketing

7. We are involved
In all the Customer flows!

8. Powered by
Insert tmp tlp CF here

40. What’s new?
To do: Analyze customer flows and main MKT responsibilities

41. Key Changes:
Sign Up
WE MARKET THE
EXPERIENCE

42. Key Changes:
APPLY
WE PROMOTE THE
OPPORTUNITY

43. Key Changes:
APPLY WE PROMOTE THE
OPPORTUNITY

44. Key Changes:
REALIZE
WE COLLECT THE
STORY

45. Key Changes:
REALIZE
WE COLLECT THE
STORY

46. Key Changes:
COMPLETE
WE TELL THE
STORY

47. Key Changes:
COMPLETE
WE TELL THE
STORY

48. Key Changes:
UPSELL
WE PROMOTE NEW
OPPORTUNITIES

49. Key Changes:
UPSELL
WE PROMOTE NEW
OPPORTUNITIES

50. So, how does Our
job look like?
Exper ience marketing
Opportunity
Marketing
Promoter
Marketing
Marketing never stops.

51. Program
By program
KPIs and deliverables for TMP/TLP, GCDP and GIP

52. outgoing GIP
ACTIVITIES KPIs
• STRANGER: Market Analysis, Brand Positioning, Sub-brands definition according to your entity
partnerships and market focus.
• VISITOR: Optimize website, clear conversion flow, attract everyone to sign-up.
• LEAD: Promote the specific opportunities, as anyone can see them! Strong synergy with oGIP
Operations to understand TN’s value propositions.
• MATCHED: Collect expectations (first chapter of storytelling!), agree on communications
framework and reporting milestones
• REALIZED: Showcase Interns’ story in your Global Talent materials. Focus on the Leadership
Development Model elements and inbound content (culture, learnings – easy-to-share
content)
• COMPLETED: Use NPS to adjust your product packaging, start marketing new opportunities!
• PROMOTER: Engage the EP in events, upsell (TLP? GIP?)
#website visitors
time spent on website
# sign-ups
# applications
NPS Score
# stories collected from EP
CONVERSION
METRICS
Sign-ups / Visits
Applications / Sign-ups
Time to first application
Sign-ups through referral

53. incoming GIP
ACTIVITIES KPIs
• STRANGER: Market Analysis, Brand Positioning, Sub-brands definition according to your entity
partnerships and market focus. B2B PR.
• VISITOR: Optimize website with corporate-friendly information, have ORS in place, provide clear sales
material to your entity.
• LEAD: Make sure that the opportunity is well communicated on GIS (anyone can see it!) and Organization
Page is attractive enough.
• MATCHED: Collect expectations (first chapter of storytelling!), agree on communications framework and
reporting milestones
• REALIZED: Showcase Company’s story in your Global Talent materials. Focus on the Leadership
Development Model elements and inbound content (culture, learnings – easy-to-share content) for a
corporate audience.
• COMPLETED: Use NPS to adjust your product packaging, start marketing the opportunity of new interns.
• PROMOTER: Collect endorsement and referrals for other corporate leads.
# events attended
#ORS Leads
# opportunities on GIS
# applications
# endorsements collected
# inbound content generated
CONVERSION
METRICS
Opportunities Posted / Leads
Applications / Opportunity
Time to first EP application

54. outgoing GCDP
ACTIVITIES KPIs
• STRANGER: Market Analysis, Brand Positioning, Sub-brands definition according to your entity
partnerships and market focus
• VISITOR: Optimize website, clear conversion flow, attract everyone to sign-up.
• LEAD: Promote the specific opportunities, as anyone can see them! Strong synergy with oGCDP
Operations to understand TN’s value proposition.
• MATCHED: Collect expectations (first chapter of storytelling!), agree on communications framework and
reporting milestones
• REALIZED: Showcase Interns’ story in your Global Citizen materials. Focus on the Leadership Development
Model elements and inbound content (culture, learnings – easy-to-share content)
• COMPLETED: Use NPS to adjust your product packaging, start marketing new opportunities!
• PROMOTER: Engage the EP in events and with media, upsell (TLP? GIP?), capitalize on re-integrated EP for
leads generation through referrals.
#website visitors
time spent on website
# sign-ups
# applications
NPSScore
# stories collected from EP
CONVERSION
METRICS
Sign-ups / Visits
Applications / Sign-ups
Time to first application
Sign-ups through referral

55. incoming GCDP
ACTIVITIES KPIs
• STRANGER: Market Analysis, Brand Positioning, Global Citizen Sub-brands definition according to your
entity partnerships and market focus. B2B PR.
• VISITOR: Optimize website with NGO-friendly information, have ORS in place, provide clear sales material
to your entity.
• LEAD: Make sure that the opportunity is well communicated on GIS (anyone can see it!) and Organization /
Project Page is attractive enough.
• MATCHED: Collect expectations (first chapter of storytelling!), agree on communications framework and
reporting milestones for impact measurement
• REALIZED: Showcase Organization’s / Project’s story in your Global Citizen materials. Collect quality
content through the whole realization period, focusing on Leadership Development Model and user-friendly
inbound content.
• COMPLETED: Use NPS to adjust your product packaging, work on impact measurement reporting.
• PROMOTER: Showcase impact reporting, generate related content as thought leadership piece, open new
opportunities and leads.
#website visits
#ORS leads
# opportunities on GIS
# applications
# endorsements collected
# inbound content generated
CONVERSION
METRICS
Opportunities Posted / Leads
Applications / Opportunity
Time to first EP application

56. Conversion
rates
How does our backwards planning evolve?

57. Disclaimer
• It’s the first time for our organization to work with these customer flows.
• Most of the rates are based on estimations.
• When in doubt, plan for more!

58. outgoing GIP
open
MATCHed In progress
REALIZEd 20% 40% 90%
400 80 32 28

59. outgoing GCDP
open
MATCHed In progress
REALIZEd 20% 70% 75%
40 80 56 42
0

60. Summin’ up
What are the new leadership challenges for Marketing?

61. SYNERGY TO GENERATE APPLICATIONS
DIGITAL TO DRIVE TO GIS
EXPERIENCE & OPPORTUNITY TO GENERATE
SIGNUPS AND APPLICATIONS
Content TO ATTRACT, RETAIN, POSITION.

62. Your LC
How to bring this change back home?
How will this change my goals according to the customer flow?

63. Thank you!
QUESTIONS?