This document provides an overview of a marketing strategy and campaign for a technology company. It introduces the marketing chefs developing the strategy and outlines key challenges facing marketers. It then details the objectives, target audiences, and integrated marketing approach including content, campaigns, and measurement of success. Throughout it uses cooking and recipe metaphors to structure the strategic planning.
Zoe O'Neil of ClickThrough Marketing reviews the latest innovations in Google AdWords explaining the techniques you should audit to get the best ROI from AdWords in 2016.
Fireside Chat with Sander Arts of Atmel: The Journey to Account-Based Marketi...G3 Communications
From the B2B Content2Conversion Conference, with:
Panelists:
-Chris Golec, CEO of Demandbase
-Sander Arts, VP, Corporate Marketing, Atmel
-Jen Gray, Director of Marketing, Extole
Zoe O'Neil of ClickThrough Marketing reviews the latest innovations in Google AdWords explaining the techniques you should audit to get the best ROI from AdWords in 2016.
Fireside Chat with Sander Arts of Atmel: The Journey to Account-Based Marketi...G3 Communications
From the B2B Content2Conversion Conference, with:
Panelists:
-Chris Golec, CEO of Demandbase
-Sander Arts, VP, Corporate Marketing, Atmel
-Jen Gray, Director of Marketing, Extole
An effective MarTech stack can help you execute, evaluate and expand marketing efforts across the entire customer lifecycle. Listen in to this webinar to how to optimize your MarTech stack.
From the B2B Content2Conversion Conference, with:
Paul Burgess, Director, Online Marketing, Time Warner Cable Business Class
Heather Berggren, Global Demand Generation Manager, Enterprise Solutions Group, Dell
How big data and psychographics are changing B2B marketing - Richard RobinsonB2B Marketing Forum
The impact of data-driven marketing has never been in sharper focus. But what does this really mean for B2B marketers?
Richard will share how the combination of data analytics, behavioural science and micro-targeting is transforming the way that organisations are engaging with customers and prospects. Enabling businesses to be more customer-centric and bringing the panacea of the ‘right message to the right person at the right time’ within reach.
Marketo Success Strategies: Sales and Marketing PartnershipMarketo
What do powerful sales and marketing partnerships have in common?
Hear directly from Marketo’s business strategy experts on how successful Marketo customers are driving accountability and strengthening the partnership across Marketing and Sales.
Discover how to generate demand for your products and services to increase your sales. Learn the demand generation process and content strategy that aligns with lead generation and the buyers journey to effectively increase revenue for your business.
The New [Digital] Marketing Operations Archetypes By Jason HellerMarTech Conference
From the MarTech Conference in Boston, Massachusetts, August 19-20, 2014. SESSION: The New Marketing Operations Archetypes: What Works and Why. PRESENTATION: The New [Digital] Marketing Operations Archetypes: What Works and Why - Given by Jason Heller, @jasonheller - CEO, Agiliti
Check out this webinar for best practices on aligning resources and roles across strategic teams to increase pipeline.
You'll hear:
• How to use marketing automation as a tool to create alignment across your organization
• Best practices for implementing Service Level Agreements (SLAs) between cross-functional teams, to ensure proper follow-up
• Ideas you can put into practice now to align team resources and roles
Sales Plays to Exceed Quota and Close Out This Year StrongSales Hacker
What You'll Learn:
- Deliver a compelling highly, interactive demo
- Design the ultimate sales presentation
- Avoid discounting by presenting proposals (instead of sending)
- Craft arresting use case stories
- Control meetings with simple meeting management principles
Global Best Practices: Microsoft’s Marketing Transformation to Reach 86 Count...Marketo
In today’s global marketplace, buyers expect personalized journeys in their native language to guide them through the purchase process. To meet this requirement, vendors need global marketing systems and strategies that deliver dynamic and engaging content across multiple channels with speed and significant scale.
Join Charles Eichenbaum, Director of Marketing Technology at Microsoft, to hear Microsoft’s digital marketing transformation story and how they use Marketo and Cloudwords to speed time to market for global campaigns and localized content.
Top Strategies for Succeeding with Pinterest AdvertisingTinuiti
Pinterest is reporting an increase in searches as users look for social distancing inspiration. With over 322 million users, they’re all exploring the platform with a discovery mindset. 48% of Pinterest users in the US use the platform to peruse and purchase products according to eMarketer, compared to only 14% of Facebook users. Discover how developments in the Pinterest platform have helped our clients move the needle on their Direct Response advertising with new product feed and checkout options.
The overall benchmark for the online customer experience has risen dramatically. Businesses are faced with new challenges and will need to experiment with a variety of channels, deploy their budget strategically, and continue to analyze what is working for them. How can you grow your businesses in this busy market? You will need to level up your marketing game.
You’ll learn:
-Tips for personalizing your customer journey
-How to coordinate a cross-channel strategy
-Ways to analyze what’s working in order to grow your business
Become a More Nimble Marketing Team with Interactive ContentMarketo
Want to discover how to educate and engage your audience with interactive content? Check out this presentation to learn how Cisco was able to deploy a diverse array of content types to appeal to audiences across channels and programs. Plus, find out how adding SnapApp to your marketing programs can make content creation and distribution easier than ever so you can reach your prospects and your goals.
The Five Elements of a Best-in-Class Integrated CampaignG3 Communications
View the full webcast on demand here: https://dg-r.co/2GvQMtj
Many marketing organizations claim they’re running integrated campaigns, but what they’re often doing is running a series of tactics that are loosely connected at best, and working against each other at worst.
In this Webcast, SiriusDecisions service director Craig Moore will share the five elements of an integrated campaign and how best-in-class companies approach the planning, implementation and execution of their campaigns. Craig will also:
• Define what a campaign is and isn't;
• Discuss the programs and job families that make up a campaign;
• Provide a step-by-step approach to campaign planning; and
• Offer guidance on how to adjust campaign structure for an ABM approach.
A Winning Events Strategy: Wow Your Guests and Accelerate PipelineMarketo
Events are a great way to get out in the field and give your audience an experience to look forward to. Watch Marketo's field marketing team for their webinar, A Winning Events Strategy: Wow Your Guests and Accelerate Pipeline. They discussed the events that they run at each stage of the funnel, as well as how they evaluate successes to plan for future campaigns.
Keynote -- Engaging Customers on Their TermsMediaPost
Customers are redefining how they engage brands. Successful CMOs will need to achieve company financial and revenue goals while keeping maniacal focus on the customer. The presentation will discuss Dell's approach to customer centric marketing.
KEYNOTE
Jennifer Statham, Executive Director of Global Marketing Technology & Agency Management, Dell @JStathamAtDell
An effective MarTech stack can help you execute, evaluate and expand marketing efforts across the entire customer lifecycle. Listen in to this webinar to how to optimize your MarTech stack.
From the B2B Content2Conversion Conference, with:
Paul Burgess, Director, Online Marketing, Time Warner Cable Business Class
Heather Berggren, Global Demand Generation Manager, Enterprise Solutions Group, Dell
How big data and psychographics are changing B2B marketing - Richard RobinsonB2B Marketing Forum
The impact of data-driven marketing has never been in sharper focus. But what does this really mean for B2B marketers?
Richard will share how the combination of data analytics, behavioural science and micro-targeting is transforming the way that organisations are engaging with customers and prospects. Enabling businesses to be more customer-centric and bringing the panacea of the ‘right message to the right person at the right time’ within reach.
Marketo Success Strategies: Sales and Marketing PartnershipMarketo
What do powerful sales and marketing partnerships have in common?
Hear directly from Marketo’s business strategy experts on how successful Marketo customers are driving accountability and strengthening the partnership across Marketing and Sales.
Discover how to generate demand for your products and services to increase your sales. Learn the demand generation process and content strategy that aligns with lead generation and the buyers journey to effectively increase revenue for your business.
The New [Digital] Marketing Operations Archetypes By Jason HellerMarTech Conference
From the MarTech Conference in Boston, Massachusetts, August 19-20, 2014. SESSION: The New Marketing Operations Archetypes: What Works and Why. PRESENTATION: The New [Digital] Marketing Operations Archetypes: What Works and Why - Given by Jason Heller, @jasonheller - CEO, Agiliti
Check out this webinar for best practices on aligning resources and roles across strategic teams to increase pipeline.
You'll hear:
• How to use marketing automation as a tool to create alignment across your organization
• Best practices for implementing Service Level Agreements (SLAs) between cross-functional teams, to ensure proper follow-up
• Ideas you can put into practice now to align team resources and roles
Sales Plays to Exceed Quota and Close Out This Year StrongSales Hacker
What You'll Learn:
- Deliver a compelling highly, interactive demo
- Design the ultimate sales presentation
- Avoid discounting by presenting proposals (instead of sending)
- Craft arresting use case stories
- Control meetings with simple meeting management principles
Global Best Practices: Microsoft’s Marketing Transformation to Reach 86 Count...Marketo
In today’s global marketplace, buyers expect personalized journeys in their native language to guide them through the purchase process. To meet this requirement, vendors need global marketing systems and strategies that deliver dynamic and engaging content across multiple channels with speed and significant scale.
Join Charles Eichenbaum, Director of Marketing Technology at Microsoft, to hear Microsoft’s digital marketing transformation story and how they use Marketo and Cloudwords to speed time to market for global campaigns and localized content.
Top Strategies for Succeeding with Pinterest AdvertisingTinuiti
Pinterest is reporting an increase in searches as users look for social distancing inspiration. With over 322 million users, they’re all exploring the platform with a discovery mindset. 48% of Pinterest users in the US use the platform to peruse and purchase products according to eMarketer, compared to only 14% of Facebook users. Discover how developments in the Pinterest platform have helped our clients move the needle on their Direct Response advertising with new product feed and checkout options.
The overall benchmark for the online customer experience has risen dramatically. Businesses are faced with new challenges and will need to experiment with a variety of channels, deploy their budget strategically, and continue to analyze what is working for them. How can you grow your businesses in this busy market? You will need to level up your marketing game.
You’ll learn:
-Tips for personalizing your customer journey
-How to coordinate a cross-channel strategy
-Ways to analyze what’s working in order to grow your business
Become a More Nimble Marketing Team with Interactive ContentMarketo
Want to discover how to educate and engage your audience with interactive content? Check out this presentation to learn how Cisco was able to deploy a diverse array of content types to appeal to audiences across channels and programs. Plus, find out how adding SnapApp to your marketing programs can make content creation and distribution easier than ever so you can reach your prospects and your goals.
The Five Elements of a Best-in-Class Integrated CampaignG3 Communications
View the full webcast on demand here: https://dg-r.co/2GvQMtj
Many marketing organizations claim they’re running integrated campaigns, but what they’re often doing is running a series of tactics that are loosely connected at best, and working against each other at worst.
In this Webcast, SiriusDecisions service director Craig Moore will share the five elements of an integrated campaign and how best-in-class companies approach the planning, implementation and execution of their campaigns. Craig will also:
• Define what a campaign is and isn't;
• Discuss the programs and job families that make up a campaign;
• Provide a step-by-step approach to campaign planning; and
• Offer guidance on how to adjust campaign structure for an ABM approach.
A Winning Events Strategy: Wow Your Guests and Accelerate PipelineMarketo
Events are a great way to get out in the field and give your audience an experience to look forward to. Watch Marketo's field marketing team for their webinar, A Winning Events Strategy: Wow Your Guests and Accelerate Pipeline. They discussed the events that they run at each stage of the funnel, as well as how they evaluate successes to plan for future campaigns.
Keynote -- Engaging Customers on Their TermsMediaPost
Customers are redefining how they engage brands. Successful CMOs will need to achieve company financial and revenue goals while keeping maniacal focus on the customer. The presentation will discuss Dell's approach to customer centric marketing.
KEYNOTE
Jennifer Statham, Executive Director of Global Marketing Technology & Agency Management, Dell @JStathamAtDell
Digital Marketing Strategy Workshop - Abed JrabAbed Jrab
This was a free digital marketing strategy workshop, this Digital Marketing Strategy workshop covered an overview of how to begin on digital channels. Before even starting any digital campaign or digital communication you must have a strategy in place which will define your activities, your target audience and the results you wish to achieve.
What it included:
● What is a Digital Marketing Strategy
● Why you need a digital marketing strategy
● Introducing RACE Planning System
● Developing personas
● Setting SMART objectives
● Online Value Proposition
● Free Ebook Giveaway (Blogging the smart way, Jeff Bullas)
● Many other resources to be shared
● Live examples
MavenVista is a one-stop solution for procurement management software and system. We deliver intuitive software solutions to control your procurement process with the experience of industry experts.
Digital marketing encompasses the use of online channels such as social media, search engines, email, and websites to promote products or services. It involves strategies like SEO, content marketing, PPC advertising, and social media management to reach and engage target audiences, drive traffic, and ultimately, achieve business goals.
Digital marketing encompasses the use of online channels such as social media, search engines, email, and websites to promote products or services. It involves strategies like SEO, content marketing, PPC advertising, and social media management to reach and engage target audiences, drive traffic, and ultimately, achieve business goals.
The Strategic Marketing Process - How to Structure Your Marketing Activities ...Marketing MO
This guide defines a marketing process that you can use to put structure around your daily, monthly and annual marketing and sales activities.
The process covers more than just traditional marketing and ties together all go-to-market business activities: strategic planning, financial planning and measurement, creative development, marketing execution and sales, and customer retention.
The Strategic Marketing Process - How to Structure Your Marketing Activities ...Moderandi Inc.
This guide defines a marketing process that you can use to put structure around your daily, monthly and annual marketing and sales activities.
The process covers more than just traditional marketing and ties together all go-to-market business activities: strategic planning, financial planning and measurement, creative development, marketing execution and sales, and customer retention.
The Strategic Marketing Process - How to Structure Your Marketing Activities ...Moderandi Inc.
This guide defines a marketing process that you can use to put structure around your daily, monthly and annual marketing and sales activities.
The process covers more than just traditional marketing and ties together all go-to-market business activities: strategic planning, financial planning and measurement, creative development, marketing execution and sales, and customer retention.
Dr Dave Chaffey explains the success factors for creating a digital strategy using the latest examples and research from a range of industries. Omnichannel is relevant to all sectors' and includes examples form sectors including Brands, manufacturers, retail, healthcare, FS and B2B.
Search Engine Optimization (SEO): Enhance your website's visibility on search engines with SEO strategies. Increase organic traffic by optimizing content, keywords, meta tags, and improving site structure for better search engine ranking.
How to Build Your Perfect Q4 Marketing Mix for a Holistic Holiday StrategyTinuiti
Learn how a holistic integrated media strategy including social, display, search, and shopping can help your brand conquer its Q4 goals. Discover how the power of data, media mix modeling, and Mobius – Tinuiti’s proprietary suite of marketing intelligence and media activation technology has led to client success.
New Madison Ave: Data & Marketing Technology Solutions – April 2015New Madison Ave
New Madison Ave., is a professional services firm, founded in 2003, delivering strategic and tactical data and technology enabled marketing solutions to encourage behaviors, create competitive advantage and drive top line growth for marketing organizations.
90’s was an era of ‘one size fits all’ in the brand marketing world, an ad across TV / Radio / Print would ensure enough traction from the audience for brands to gain a sustainable market share.
Similar to 1500 1530 Fiona Shepherd and Sinead Woodley, April Six (20)
8 steps for excellent B2B CX (customer experience)B2B Marketing
Customer Experience is an increasingly hot topic right now (but like most things) it is far more complex in B2B than it is in B2C, given the length and complexity of the buying process. So what does great CX look like? And how do you set about achieving it? These were questions that we sought to answer as part of our CXcellence report, the findings of which we then unveiled at our November conference.
CASE STUDY: How insights on your customer’s end consumers can help your B2B s...B2B Marketing
CASE STUDY: How insights on your customer’s end consumers can help your B2B sales
Javier Nieto, Vice president of global marketing, eCommerce, Worldpay.
BEST PRACTICE: How to be insightful: a storyteller’s guide to developing the ...B2B Marketing
BEST PRACTICE: How to be insightful: a storyteller’s guide to developing the genuine insights that drive more impactful communication
Sam Knowles, Founder & MD, Insight Agents
CASE STUDY: Know what you’re talking about – How outstanding content won us a...B2B Marketing
CASE STUDY: Know what you’re talking about – How outstanding content won us a B2B Award
Sally Pritchett, co-owner, Something Big and Katy Starling, marketing communications manager, DHL Express UK.
BEST PRACTICE: The seven types of B2B copywriter – And how the wrong one can ...B2B Marketing
BEST PRACTICE: The seven types of B2B copywriter – And how the wrong one can destroy your campaign
Fiona Campbell-Howes, managing director, Radix Communications
Digital marketing is the art and science of promoting products or services using digital channels to reach and engage with potential customers. It encompasses a wide range of online tactics and strategies aimed at increasing brand visibility, driving website traffic, generating leads, and ultimately, converting those leads into customers.
https://nidmindia.com/
Top 3 Ways to Align Sales and Marketing Teams for Rapid GrowthDemandbase
In this session, Demandbase’s Stephanie Quinn, Sr. Director of Integrated and Digital Marketing, Devin Rosenberg, Director of Sales, and Kevin Rooney, Senior Director of Sales Development will share how sales and marketing shapes their day-to-day and what key areas are needed for true alignment.
Core Web Vitals SEO Workshop - improve your performance [pdf]Peter Mead
Core Web Vitals to improve your website performance for better SEO results with CWV.
CWV Topics include:
- Understanding the latest Core Web Vitals including the significance of LCP, INP and CLS + their impact on SEO
- Optimisation techniques from our experts on how to improve your CWV on platforms like WordPress and WP Engine
- The impact of user experience and SEO
5 big bets to drive growth in 2024 without one additional marketing dollar AND how to adapt to the biggest shifting eCommerce trend- AI.
1) Romance Your Customers - Retention
2) ‘Alternative’ Lead Gen - Advocacy
3) The Beautiful Basics - Conversion Rate Optimization
4) Land that Bottom Line - Profitability
5) Roll the Dice - New Business Models
When most people in the industry talk about online or digital reputation management, what they're really saying is Google search and PPC. And it's usually reactive, left dealing with the aftermath of negative information published somewhere online. That's outdated. It leaves executives, organizations and other high-profile individuals at a high risk of a digital reputation attack that spans channels and tactics. But the tools needed to safeguard against an attack are more cybersecurity-oriented than most marketing and communications professionals can manage. Business leaders Leaders grasp the importance; 83% of executives place reputation in their top five areas of risk, yet only 23% are confident in their ability to address it. To succeed in 2024 and beyond, you need to turn online reputation on its axis and think like an attacker.\
Key Takeaways:
- New framework for examining and safeguarding an online reputation
- Tools and techniques to keep you a step ahead
- Practical examples that demonstrate when to act, how to act and how to recover
It's another new era of digital and marketers are faced with making big bets on their digital strategy. If you are looking at modernizing your tech stack to support your digital evolution, there are a few can't miss (often overlooked) areas that should be part of every conversation. We'll cover setting your vision, avoiding siloes, adding a democratized approach to data strategy, localization, creating critical governance requirements and more. Attendees will walk away with actions they can take into initiatives they are running today and consider for the future.
SEO as the Backbone of Digital MarketingFelipe Bazon
In this talk Felipe Bazon will share how him and his team at Hedgehog Digital share our journey of making C-Levels alike, specially CMOS realize that SEO is the backbone of digital marketing by showing how SEO can contribute to brand awareness, reputation and authority and above all how to use SEO to create more robust global marketing strategies.
Digital Money Maker Club – von Gunnar Kessler digital.focsh890
Title One is a comprehensive examination of the impact of digital technologies on
modern society. In a world where technology continues to advance rapidly, this article delves into the nuances and complexities of the digital age, exploring Its implications across various sectors and aspects of life.
Mastering Local SEO for Service Businesses in the AI Era is tailored specifically for local service providers like plumbers, dentists, and others seeking to dominate their local search landscape. This session delves into leveraging AI advancements to enhance your online visibility and search rankings through the Content Factory model, designed for creating high-impact, SEO-driven content. Discover the Dollar-a-Day advertising strategy, a cost-effective approach to boost your local SEO efforts and attract more customers with minimal investment. Gain practical insights on optimizing your online presence to meet the specific needs of local service seekers, ensuring your business not only appears but stands out in local searches. This concise, action-oriented workshop is your roadmap to navigating the complexities of digital marketing in the AI age, driving more leads, conversions, and ultimately, success for your local service business.
Key Takeaways:
Embrace AI for Local SEO: Learn to harness the power of AI technologies to optimize your website and content for local search. Understand the pivotal role AI plays in analyzing search trends and consumer behavior, enabling you to tailor your SEO strategies to meet the specific demands of your target local audience. Leverage the Content Factory Model: Discover the step-by-step process of creating SEO-optimized content at scale. This approach ensures a steady stream of high-quality content that engages local customers and boosts your search rankings. Get an action guide on implementing this model, complete with templates and scheduling strategies to maintain a consistent online presence. Maximize ROI with Dollar-a-Day Advertising: Dive into the cost-effective Dollar-a-Day advertising strategy that amplifies your visibility in local searches without breaking the bank. Learn how to strategically allocate your budget across platforms to target potential local customers effectively. The session includes an action guide on setting up, monitoring, and optimizing your ad campaigns to ensure maximum impact with minimal investment.
The session includes a brief history of the evolution of search before diving into the roles technology, content, and links play in developing a powerful SEO strategy in a world of Generative AI and social search. Discover how to optimize for TikTok searches, Google's Gemini, and Search Generative Experience while developing a powerful arsenal of tools and templates to help maximize the effectiveness of your SEO initiatives.
Key Takeaways:
Understand how search engines work
Be able to find out where your users search
Know what is required for each discipline of SEO
Feel confident creating an SEO Plan
Confidently measure SEO performance
Videos are more engaging, more memorable, and more popular than any other type of content out there. That’s why it’s estimated that 82% of consumer traffic will come from videos by 2025.
And with videos evolving from landscape to portrait and experts promoting shorter clips, one thing remains constant – our brains LOVE videos.
So is there science behind what makes people absolutely irresistible on camera?
The answer: definitely yes.
In this jam-packed session with Stephanie Garcia, you’ll get your hands on a steal-worthy guide that uncovers the art and science to being irresistible on camera. From body language to words that convert, she’ll show you how to captivate on command so that viewers are excited and ready to take action.
Mastering Multi-Touchpoint Content Strategy: Navigate Fragmented User JourneysSearch Engine Journal
Digital platforms are constantly multiplying, and with that, user engagement is becoming more intricate and fragmented.
So how do you effectively navigate distributing and tailoring your content across these various touchpoints?
Watch this webinar as we dive into the evolving landscape of content strategy tailored for today's fragmented user journeys. Understanding how to deliver your content to your users is more crucial than ever, and we’ll provide actionable tips for navigating these intricate challenges.
You’ll learn:
- How today’s users engage with content across various channels and devices.
- The latest methodologies for identifying and addressing content gaps to keep your content strategy proactive and relevant.
- What digital shelf space is and how your content strategy needs to pivot.
With Wayne Cichanski, we’ll explore innovative strategies to map out and meet the diverse needs of your audience, ensuring every piece of content resonates and connects, regardless of where or how it is consumed.
Unleash the power of UK SEO with Brand Highlighters! Our guide delves into the unique search landscape of Britain, equipping you with targeted strategies to dominate UK search engine results. Discover local SEO tactics, keyword magic for UK audiences, and mobile optimization secrets. Get your website seen by the right people and propel your brand to the top of UK searches.
To learn more: https://brandhighlighters.co.uk/blog/top-seo-agencies-uk/
2. 2
Meet the chefs
Fiona Shepherd
Many years experience traveling the globe producing
a la carte marketing recipes for some of the world’s
finest technology brands
Sinead Woodley
Not quite so many years of international marketing in the
tech space, always looking to test the latest ingredients
to perfect digital demand strategies
10. A GOOD DAY FOR TECHNOLOGY
Our recipe for 2016 marketing success
A perfectly balanced menu
11. Align objectives and aspirations to corporate business plan
(strategic/executive workshop)
Develop a powerful differentiated narrative
(corporate narrative)
Appropriate, impactful and unique creative concept
APERITIF
Prepare the pallet.
Understand the appetites of your diners.
INGREDIENTS
12. A GOOD DAY FOR TECHNOLOGY
‘One we made earlier’
Living, Breathing Marketing
13. 13
Workshop discovery process
The discovery process is fairly dynamic but drills into the following focus areas:
PRODUCT AUDIENCE COMPETITORS
Features
Functions
USPs
Product
Brand
AudienceBuying journey
Watering holes
Content PreferencesPurchase process
Pain points
Buying triggers
14. 14
Brand campaign & activation
Key challenge
Turn looked to create brand awareness and build preference in a growing digital marketing industry.
15. 15
Brand campaign & activation
Insight
Intrinsically link Turn with the evolution of digital marketing by positioning them as the only accessible
platform purpose‐built for guiding marketers to the unique truths about their customers, allowing
them to reach and connect more effectively.
16. 16
Brand campaign & activation
Solution
Position the Turn Digital Hub as the only accessible platform purpose‐built for guiding marketers and
define the Turn Digital Hub as the tool for smarter marketing.
Campaign
It’s a jungle out there - in the land of multi‐channel marketing - where ability to act on insights is all
that separates brands that consistently gain share from brands that continually lose it. Managing the
chaos demands a fully integrated environment purpose‐built to evolve. Now more than ever, modern
marketers need the kind of Living, Breathing Marketing enabled by Turn.
19. STARTER INGREDIENTS
Build the foundations
for an inspiring feast.
Develop actionable audience personas
Map the buyer journeys to ensure the
maximum impact of your ingredients
Craft audience message matrix from narrative
Shape a GTM that balances classics with new cuisine
20. A GOOD DAY FOR TECHNOLOGY
‘One we made earlier’
Work Different
21. 21
Focusing our efforts
Build a detailed and actionable understanding of our target audiences to
better align content, messaging, and campaigns
Audiences
Organise and up-level creative experiences customised for the buyer
journey and delivered with consistency across geos
Campaign
Content Create a structured methodology to deliver experiential, actionable, and
snackable content
Innovations Taking programmes to the next level, capitalising on industry best practices
and technologies (ABM, lead scoring, predictive modeling)
24. 24
Example GTM overview
ChannelInternalEndUser
Q1 Q2 Q3 Q4
Packaged
programmes
Always-on
Events
High impact
Scalable Online
Microbursts
Target/Retarget banners
Email Nurture
Inbound Programme
Social Activities
Content
Event Enablement
Rich Content Suite
To
Through
Launch Email Email Update Email Update Email Update
Call Out Day Call Out Day Call Out DayCall Out Day
Conversation Framework
Campaign Playbook
Customizable Campaigns
Co-Branded EU Materials
To
Launch Email Email Update Email Update Email Update
Pull Up Banners/Posters
Conversation Framework
Campaign Playbook
High impact
Scalable Online
Microbursts
High impact
Scalable Online
Microbursts
High impact
Scalable Online
Microbursts
26. MAIN INGREDIENTS
Put the customer at the centre
with complimentary flavours to
maximise the experience.
Combine targeted ABM with broader
demand generation
Blend the ingredients to drive the
customer relevancy and impact
Align all touchpoints from PR to Social
27. A GOOD DAY FOR TECHNOLOGY
‘One we made earlier’
No Compromise Hosting
28. 28
Example go to market strategy
DEMAND GEN (PROSPECT)
• Database profiling & Segmentation
• Dormant Data reactivation
• Vertical targeting
• Cross-Vertical: Always on Demand
Generation campaigns
• Always on Nurture
• Inbound: Webinars
• High Value prospect targeting
CHANNEL ENGAGEMENT
• Channel ecosystem profiling
• Existing Partner reactivation
• Distributor targeting
• Targeted Acquisition
• Alliance Campaigns
• Partner Portal
• Webinars
CUSTOMER ENGAGEMENT
• Customer profiling
• Named Account ABM
• VIP Club
• Customer re-engagement
• Lifecycle – onboarding, renewals
• Webinars
• Nurture
• Events
• Case studies
Sales Acceleration / Enablement – Internal Launch Kits
Data, Reporting, Analytics, Processes
Corporate and Thought Leadership Programmes
29. 29
0
No Compromise Hosting
Audience FY14 FY15 FY16
Prospects
Customers
Channel
Internal
All
Audiences
Campaign 1
Campaign 2
Horizontal Campaign
High Value Targeting
Customer Lifecycle
Pioneers
ABM Activity
VIP Club
Programme Relaunch
Partner AcquisitionMarketing/Sales Toolkits
Partner Enablement
Partner Portal
On Demand Campaign
Nurture
Website
Data Website
Example execution Plan
34. DESSERT INGREDIENTS
Make a meaningful
and lasting impression.
Sprinkle with innovation and
test new tactics or channels
Underpin the experience with powerful
content that maps to the buyer journey
35. A GOOD DAY FOR TECHNOLOGY
‘One we made earlier’
Realize your software-defined vision
36. 36
Key challenge
To create visual identity and 12 month marketing plan to launch the Atos Digital Data Center (DDC) globally.
Atos Managed Services partnered with VMware to be the first to market with a Software-Defined
Datacenter initiative they termed Digital Data Center (DDC).
Alliance program
37. 37
Insight
Embarking on your software-defined journey will likely be complex for Enterprises of all sizes. This has
forced many organisations to evaluate options for outsourcing, many of which are perceived to under
deliver. Atos Managed Services’ redefines this market, disrupting the traditional outsourcing
marketplace, by providing high operational services levels with a flexible pricing model.
Alliance program
38. 38
Solution
Persona led GTM approach, supported by a tailored content strategy delivering relevant insights to CIOs,
CFOs and CEOs.
• Phase 1: Sales enablement and content creation
• Phase 2: Marketing communications to promote content created
Campaign
• ‘Realize your software-defined vision’ creative idea, a bold, modern and credible that resonates with
C-level Execs
• Content driven activity, pushing digital boundaries with interactive videos and microsite
Alliance program
45. 45
YEAR ONE YEAR TWO YEAR THREE
PIPELINE
$140m
$120m
$100m
$80m
$60m
$40m
$20m
$
1:26 ROI
1:28 ROI
1:49 ROI
Year on year comparable pipeline contribution
47. A GOOD DAY FOR TECHNOLOGY
THANK YOU
Fiona Shepherd, CEO
fiona.shepherd@aprilsix.com
@FionaShepherdA6
Sinead Woodley, MD UK
sinead.woodley@aprilsix.com
@SineadWoodley
Editor's Notes
It’s one thing choosing a recipe but it’s another thing finding the right ingredients…..