Multichannel B2B marketing in Europe

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Case study presentation on the challenges of multi-channel, multi-country data-centric b2b marketing in Europe.

Presented at the 2012 DMA Conference, Las Vegas.

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Multichannel B2B marketing in Europe

  1. 1. Motorola in EuropeA Data-Driven Multichannel Strategy … for Retail David Arrowsmith. Global Marketing, Motorola Steve Kemish. Managing Director, Cyance (@skemmo)
  2. 2. About Motorola Solutions… A day in the life of David
  3. 3. Laura @ DMA 2012
  4. 4. KNEW WHO WAS IN THE STORE ANDCOULD COMMUNCIATE WITH THEMCOULD MESH CONSUMER’S ONLINEDIGITAL EXPERIENCE WITH THEPHYSICAL STORESTORE ASSOCIATE’S COULD KNOW ASMUCH AS THE SHOPPER TOPROACTIVLY HELP THEM WITH WHATTHEY NEEDCOULD ANTICIPATE CUSTOMERDISSATISFACTIONCOULD REPLENISH THEIR SHELVESBEFORE THE CONSUMER EVEN KNEWIT WAS MISSING
  5. 5. REGULATO RY COMPLIAN CE SUPPLY INFORMATI CHAIN ON TECHNOL OGY STORE MARKETINOPERATIO G NS OPERATIO NS
  6. 6. WHAT SOLUTIONS ARERETAILERS INVESTING IN? 40% Better Associate Tools 60% 25%Advanced CRM/ Cross ChannelLoyalty Programs 26% Integration Reduce Out of Stocks 42% Speed Thru Checkout 38% Inventory Visibility 49% PCI Compliance Source: RIS News 2010 6
  7. 7. 93 OF THE TOP 100 GLOBAL RETAILERS RELY ON MOTOROLA SPECIALTY WAREHOUSE MASS AND SPECIALTY HARD APPAREL DEPARTMENT PHARMACIES / CONVENIENCE SUPERMARKETS CLUBS & DISCOUNT GOODS STORES & FASHION STORES DRUG STORES STORE HYPERMARKETS STORES STORES
  8. 8. Retail - the challengeDisrupting retail. Last big change – EPOS - 1987Across multiple territories…26 countries, 26 different shades of data maturity.Different sized retailers, different types of retailer.The onset of mobile internet: friend or foe?Store front to warehouse and everything in-between.
  9. 9. The engine Insight & planningMeasurement & Multi-channel iteration Data lead generation Lead nurturing
  10. 10. Data: the foundations • Data acquisition • Data analysis • Customer profiling & segmentation • Customer journey analysis • Campaign metrics • CRM strategy and planning Insight & planning Measurement & Multi-channel iteration Data lead generation Lead nurturing
  11. 11. Data complexity in Europe Country Outbound Fax Marketing Email Marketing Telemarketing Opt-in Opt-out Opt-in Opt-out Opt-in Opt-out Austria X X X Belgium X X X Denmark X X X Finland X X X France X X X Germany X X X Ireland X X X Italy X X X Norway X X X Portugal X X X Spain X X X Sweden X X X Switzerland X X X The Netherlands X X X UK X X X
  12. 12. Content first, channels second • Data acquisition • Data analysis • Customer profiling & segmentation • Customer journey analysis • Campaign metrics • CRM strategy and planning Insight & planning Measurement & Multi-channel iteration Data lead generation • Content • Email Lead nurturing • Direct • Social/search • Tele/mobile • Events on/offline • Automation
  13. 13. Harsh truth #1:People don’t care what Motorola products do …They care about what they will do for their business
  14. 14. Why is content so important?
  15. 15. Buying cycle Persona Content Nurturing channelNot considering, not aware 1. CEO/Owner, CFO & CTO 1. Thought leadership – Emailor do not see any /sufficient 2. CMO/Head of Events Whitepapers & EBooks Search (natural)risk relating to business topic 3. Professional User Sales teamAware of business topic, not 1. CEO/Owner, CFO & CTO 1. Thought Leadership –sure if it is an issue 2. CMO/Head of Events Whitepapers, Ebooks & Email 3. Professional user video WebinarInvestigating risk and impact 1. CEO/Owner, CFO & CTO 1. Blog Emailupon their business 2. CMO/Head of Events 2. Video channel Webinar 3. Professional User 3. Ebooks Podcast 4. Case studiesBenchmarking 1. Head of IT 1. Blogsolutions/vendors/VAR’s in 2. Head of Purchasing / 2. Kensington solution suite Pass to Telemarketing ormarket Retail Experience 3. Security solutions member sales 3. Professional User 4. Field Mobility solutionsSourcing solution type and 1. Head of Purchasing 1. Case studies nurturing or member salessuppliers 2. Head of IT 2. Product/solution matrixPurchasing 1. Head of Purchasing / CFO 1. Special Telemarketing qualify and / CTO offers/Promos/Bundles generate lead 2. Case studiesLooking to switch solution or 1. Head of IT/ Owner / 1. Upgrade promos Email + telemarketing
  16. 16. Multi-language story telling
  17. 17. Rich-media (with a long tail)
  18. 18. “Uh hello! Where’s the social media?”
  19. 19. Channel agnostic, always • Data acquisition • Data analysis • Customer profiling & segmentation • Customer journey analysis • Campaign metrics • CRM strategy and planning Insight & planning Measurement & Multi-channel iteration Data lead generation • Content • Email Lead nurturing • Direct• Content • Social/search• Email • Tele/mobile• Direct • Events on/offline• Social/search • Automation• Tele/mobile• Automation
  20. 20. Results tracking • Data acquisition • Data analysis • Customer profiling &• Multi-channel metrics segmentation• ROI assessment • Customer journey analysis• Data analysis • Campaign metrics• Sales and marketing • CRM strategy and planning alignment Insight & planning Measurement & Multi-channel iteration Data lead generation • Content • Email Lead nurturing • Direct • Content • Social/search • Email • Tele/mobile • Direct • Events on/offline • Social/search • Automation • Tele/mobile • Automation
  21. 21. Lead scoring routines Event signup page Data capture form Text Sales explaining the CTA Strategy-led promo Useful Landing page Intro piece to disrupt and content Data capture form engage – looking for form submission (Inquiry) Microsite event Text explaining >25points? Sales Further info Case the CTAProspect study/WP data Webinar promotion Non- Contact usHouse list opens/clicks Contact us form Benefits/case/WP Data capture form Search Contact Slide deck details Cyance Lead scores Content Lead scoring Case study =8 model Slide deck = 5 >25 = sales qual White papers = 12 Web analytics 10-24 = nurture via event No of pages (2+) = 5 No of visits (2+) = 15 1-9 = promote Time on site (3 min+) = 5 content
  22. 22. Lead scoring, the early yearsEmail open1–1 (first email get 1 point if they open – capped at 1 regardless if opened a second time)2–2 (second email, get 2 points if they open)3–44–65–96 - 127 - 168 – 20 (if open 8 emails in a row, they get 20 pts)Email click thru1–9 (first email, they get 9 pts for one click thru, capped at 9 even if click on more than 1)2 – 16 (second email, they get 16 pts for click thru)3 – 254 – 36
  23. 23. Results - 2012Evolved from a data-hungry acquisition programme……To a data-centric multichannel lead generation programme.Delivering:• increase on leads• increase in “owned” data• reduction in cost per lead
  24. 24. Learnings and next steps• Speak the right language• Start with the data, always• Map the content to the sales cycle, then the channels• Define success criteria with sales• Telemarketing – takes results from good to awesome!• Test everything• Benchmarking is not theft…
  25. 25. Read more “7 steps to transform your business With a multi-channel approach” www.cyance.com/7steps
  26. 26. Any questions or comments? Steve: steve.kemish@cyance.com @skemmo David: hmb387@motorolasolutions.com

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