Here are my slides from the recent B2B Marketing The Evidence Event. Learn what you need to build a dynamic and effective B2B Marketing Team. Oh, and look out for the hamster.
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INTRODUCTION
A BIT ABOUT ME
• 15 YEARS RUNNING B2B MARKETING TEAMS
• GLOBAL MARKETING DIRECTOR FOR XCHANGING PLC AND XUBER
• MANAGE A MULTI-DISCIPLINE, INTERNATIONAL MARKETING TEAM
• AUTHOR OF B2B MARKETING BLOG – GARETHCASE.COM
• B2B MARKETER OF THE YEAR 2013 FINALIST
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SO WHEN WE CONSIDER
KNOWLEDGE…
MODERN MARKETING LEADERS
MUST UNDERSTAND THIS
WORLD. IT‟S NOT OPTIONAL.
SERIOUSLY.
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THIS NEW EXCITING WORLD
SHOULD BE A MARKETING LEADERS‟
DREAM. YET MANY MARKETERS
(FROM THE 90‟S) STILL REVERT
BACK TO TYPE. (USUALLY MINUS
THE FAX MACHINE. BUT NOT
ALWAYS)
17. “THOSE PEOPLE WHO DEVELOP THE
ABILITY TO ACQUIRE NEW AND
BETTER KNOWLEDGE THAT THEY CAN
APPLY TO THEIR WORK AND TO THEIR
LIVES, WILL BE THE MOVERS AND
SHAKERS IN OUR SOCIETY FOR THE
INDEFINITE FUTURE.”
BRIAN TRACY
18. UNDERSTAND THE WORLD WE
ARE OPERATING IN TODAY (AND
TOMORROW). IF YOU DON‟T
INVEST TIME AND EFFORT IN IT
NOW. YOU SHOULD INVEST TIME
AND EFFORT IN LOOKING FOR A
NEW CAREER.
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ASK YOURSELF:
CAN YOU REALLY MANAGE A TEAM,
A BUDGET OR EVEN AN AGENCY
PROPERLY IF YOU DON‟T HAVE A
BASE LEVEL OF TECHNICAL
UNDERSTANDING ACROSS THE
MODERN MARKETING MIX?
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LESSON
TO BE ABLE TO BUILD A
DYNAMIC AND EFFECTIVE
MARKETING TEAM. YOU NEED
TO EXPLICITLY UNDERSTAND
YOUR CUSTOMER AND THEIR
ENVIRONMENT.
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TALKTALK BUSINESS
• COMPLETE RESTRUCTURE OF THE MARKETING TEAM
• A SHIFT TO CUSTOMER CENTRICITY
• A MENTORSHIP PROGRAMME TO IMPART KNOWLEDGE
THROUGHOUT THE TEAM
• COMPREHENSIVE EXAMINATION OF CUSTOMER MARKET
THE RESULTS?
• BETTER UNDERSTANDING OF CUSTOMER REQUIREMENTS
• PRODUCTION OF HIGHLY TARGETED CUSTOMER PROPOSITIONS
• NEW CONTENT CREATION FRAMEWORK BASED ON THE CUSTOMER
BUYING CYCLE
29.
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MACE
• DEVELOPMENT AND IMPLEMENTATION OF A MARKETING PLANNING
FRAMEWORK
• CREATION AND LAUNCH OF A CONTENT ARCHIVE FOR MARKETING
THE RESULTS?
• ABILITY TO TRACK THE BUYER JOURNEY MORE ACCURATELY
• ASSISTED MARKETING TO FACILLITATE BETTER PITCHES, MORE
CLOSELY ALIGNED TO CLIENT BRIEFS
31.
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LESSON
CATHERINE GREEN AT MACE AND PAUL
HIGGINS AT TALKTALK CLEARLY KNOW
THEIR SHIT. DEMONSTRABLE
APPLICATION OF KNOWLEDGE
ENHANCED THEIR MARKETING TEAMS‟
PERFORMANCE AND HELPED DEFINE
THEIR STRATEGY. SIMPLE.
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MARKETS ARE MORE
COMPETITIVE THAN EVER
BEFORE. THE NEED TO
DIFFERENTIATE IS VITAL TO
THE SUCCESS OF YOUR
ORGANISATION. INNOVATION
UNLOCKS POTENTIAL.
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BUT IT CAN COME IN MANY
SHAPES AND SIZES. PEOPLE
OFTEN RELATE INNOVATION TO
PRODUCT DEVELOPMENT.
LOOK UNDER THE COVERS OF
YOUR BUSINESS AND YOU‟LL
FIND IT EVERYWHERE…
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02 ENTERPRISE
• WANTED TO DEMONSTRATE THE BENEFITS OF ITS FLEXIBLE
WORKING OFFERING.
• THEY SHUT THEIR HEAD OFFICE IN SLOUGH FOR 1 DAY FORCING
2500 TO WORK FROM HOME.
THE RESULTS?
• 331 LEADS WERE GENERATED AS PART OF THE WORKING FROM
HOME INITIATIVE WITH 46 QUALIFIED OPPORTUNITIES
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DELL
• USED KNOWLEDGE OF INHOUSE MAKRETING CAPBILITY TO
EXERCISE A RESTRUCTURING PROGRAMME MERGING 4 BUSINESS
UNITS INTO A SINGLE, GLOBAL MARKETING FUNCTION
THE RESULTS?
• 69% INCREASE IN LEADS Y0Y
• LEADS PROCESSED 63% FASTER THAN PREVIOUS YEAR
• OPERATING COSTS REDUCED BY 61% YOY
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A „SPECIALIST‟ FOR CLAIRITY
IS FOCUSSED ON A SPECIALIST
AREAS OF MARKETING
EXCLUSIVELY.
E.G. SOCIAL MEDIA MANAGER,
CONTENT MARKETING MANAGER,
PR MANAGER, EVENTS MANAGER,
DESIGNER, SEO MANAGER ETC.
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A WORKING CASE STUDY
XCHANGING TECHNOLOGY MAKETING TEAM
2 X
MARKETING
MANAGERS
1 X
MARKETING
EXEC
SOCIAL
MEDIA
MANAGE
R
PR AND
EXTERNA
L COMMS
MANAGE
R
EVENTS
MANAGE
R
CONTEN
T
MANAGE
R
INTERNA
LCOMMS
MANAGE
R
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LESSON
IF YOU HAVE THE LUXURY OF
HEADCOUNT, RECRUIT
GENERALISTS WITH DEEP DOMAIN
EXPERIENCE AND SPECIALISTS TO
SUPPORT THEM. IF YOU DON‟T
HAVE HEADCOUNT, FIGHT FOR IT.
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LESSON
IF YOU LOSE THE FIGHT, GET YOUR
WEAPON OUT…
#NOTAEUPHAMISM
THEY WILL THANK YOU FOR IT
LATER. (THE TEAM THAT IS, NOT
YOUR „WEAPON‟)
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MACE
• INTEGRATED THEIR MARKETING FUNCTION, FOCUSSED ON 5
SPECIFIC DISCIPLINES; MARKETING, COMMUNICATIONS, PR, BID
MANAGEMENT AND CUSTOMER SATISFACTION
THE RESULTS?
• EACH DISCIPLINE HAS BEEN ALLOCATED A STRATEGIC OWNER
WHO RUNS A FOCUSSED, SKILLED TEAM.
• COLLABORATION AND VISIBILITY OF PROJECTS HAS VASTLY
IMPROVED AND THE TEAM IS NOW MORE FOCUSSED
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DELL
• ACTIVELY ENCOURAGED INDIVIDUALS WITHIN THE MARKETING
TEAM TO BECOME THOUGHT LEADERS AROUND SPECIFIC
MARKETING DISCIPLINES.
THE RESULTS?
• A SERIES OF TOWN HALL EVENTS HAVE TAKEN PLACE TO EDUCATE
THE INTERNAL AUDIENCE WITH THE TOPICS INCLUDING:
• BEST PRACTICES IN LEAD MANAGEMENT
• REPORTING ENHANCEMENT IN MARKETING CAMPAIGNS
• THE IMPORTANCE OF FAST LEAD TURNAROUND.
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DON‟T BE AFRAID TO PUSH
THE BOUNDARIES AND TAKE
CALCULATED RISKS.
INNOVATION, AND THEREFORE,
THE FUTURE OF YOUR
BUSINESS, DEPENDS ON IT.
Good afternoon, firstly I’d like to thank you for booking yourself on this session, it what looks like a great agenda for the day. You only really had the title of the presentations to help you choose and I hope what I talk about today meets your expectations.