Topic: Be an S&M* Queen (or King). Hint and Tips On How to Whip Your B2B Sales and Marketing Relationships into Shape to Make Marketing Magic Happen. (*S&M= Sales and Marketing)
- Explore the requirements of the business
- Managing differing expectations
- Introducing structures and ways of working
- Practical examples/ case studies
Extensive marketing knowledge and experience across a broad range of sectors and verticals. Ability to think strategically and act tactically: from campaign planning and implementation to measurement. Practiced channel marketer with good commercial awareness, inter-personal and negotiation skills. Adept copywriter who approaches marketing challenges with relish, calm and creative flair. Recently I have immersed myself in mobile, gamification and science of engagement.
Takeaways by Sanjeev Bikhchandani (Founder Naukri.com) at the TiE Internet Si...OMcareers Community
Sanjeev Bikhchandani, (Founder and CEO) (Naukri.com), presents the key takeaways at the TiE Internet SiG, Delhi session.
"Surviving and Winning in a Downturn", TiE presents a congregation of internet industry experts.
OMLogic is proud to be the Blogging partner for the TiE Internet SiG, Delhi.
Key takeaways of the event are available at www.omshare.com, OMShare - "Taking Events Global"
Extensive marketing knowledge and experience across a broad range of sectors and verticals. Ability to think strategically and act tactically: from campaign planning and implementation to measurement. Practiced channel marketer with good commercial awareness, inter-personal and negotiation skills. Adept copywriter who approaches marketing challenges with relish, calm and creative flair. Recently I have immersed myself in mobile, gamification and science of engagement.
Takeaways by Sanjeev Bikhchandani (Founder Naukri.com) at the TiE Internet Si...OMcareers Community
Sanjeev Bikhchandani, (Founder and CEO) (Naukri.com), presents the key takeaways at the TiE Internet SiG, Delhi session.
"Surviving and Winning in a Downturn", TiE presents a congregation of internet industry experts.
OMLogic is proud to be the Blogging partner for the TiE Internet SiG, Delhi.
Key takeaways of the event are available at www.omshare.com, OMShare - "Taking Events Global"
The Circuit - The Market Has Changed...Have You?The Circuit
Learn a new strategy for selling in tough markets.
With the break down of the financial markets the very interpretation of value has altered; leaving us with in essence, a new market place. Customers behave differently and so must we, in how we sell to them.
As with everything else - Marketing needs remarkable levels of resilience - to "walk with kings, nor lose the common touch" and ready to deal with knaves focused on "twisting" the truth. For me - Kipling is personal and through this ramble - I tried to forge an broader association! A humble tribute to a timeless literary scripture that I intend incrementing with every opportunity. The first was at Welingkar Institute of Management - my deck from that session exactly a year ago. Here's to the "Marketeer" in each of us!
A good press release is newsworthy. Persuading the media to publicize your brilliant product, idea or compelling message is more effective and credible than advertising.
Slogans and Storytelling: Messaging that Moves Supporters to ActMiriam Brosseau
Your campaign is a story. How do you invite your supporters to become part of that story -- and give? In this session, get an inside look at what it takes to craft messaging that truly engages and activates. Learn from Charidy's unique model of high-impact, high-urgency campaigns, and walk away with techniques you can apply to your own organization's fundraising and marketing today.
https://www.charidy.com/
Who, what, where, when, why, how much, and how often. They are questions that we are taught in elementary school to ask when understanding a story. Marketing is a story--so let's go over those same questions so small businesses can take their marketing to the next level.
Presented by Brittany Taylor and Casey Degon as part of the Lunch & Learn series by the Malone Chamber of Commerce.
Content marketing is the marketing and business process for creating and distributing relevant and valuable content to attract, acquire, and engage to the audience. See how a content marketing can drive sales through this presentation.
The 5 Answers You Need To Boost Your Marketing StrategyAndrea Madden
Here's some questions you need to be able to answer to ensure your marketing strategy is as solid as it can be. They're basic questions, but are often forgotten in the development stages.
There are many components of new age marketing. Traditional marketing has not left us. But the new age of internet marketing is significant. Learn the new technology and how to best combine the new and old for your optimum marketing campaigns. Let these campaigns drive your future success.
Topic: Building and Maintaining Your B2B Brand in a Competitive Market
- Creating a distinctive and meaningful brand for a competitive advantage
- Adapting to the ever-changing bank advertising landscape
- Getting the most out of your B2B media
- Embedding content into your DNA and why it’s so important
Topic: Google Shopping & Product Listing Ads: How To Compete in a Crowded Retail Space
- How to optimise Google’s Merchant Centre feeds
- The importance of monitoring the feed for potential issues
- Ways to use custom attributes to improve campaign performance
- The benefits of automated feeds incorporating schema mark-up
- How to optimise Google’s PLA campaigns
- Some of the latest features launches for PLA’s
Laura Scarlett, National Trust: Member Retention at Touchpoints: How the Nati...Edge Global Media Group
Topic: Member Retention at Touchpoints: How the National Trust is Approaching CRM
- Getting the data and technology right
- Exploiting your ‘owned channels’ and delegated organisational model
- Implementing the changes across different touchpoints; website, tills, call centres emails etc
- Connecting with members as individuals
Topic: Expanding Your Online Retail Brand Across International Borders
- Identifying opportunities for growth in new & existing markets
- Key areas to consider when launching your international roll out
- How to gain, retain and increase customer confidence internationally
- What’s the balance between localisation in markets & being an international brand?
The Circuit - The Market Has Changed...Have You?The Circuit
Learn a new strategy for selling in tough markets.
With the break down of the financial markets the very interpretation of value has altered; leaving us with in essence, a new market place. Customers behave differently and so must we, in how we sell to them.
As with everything else - Marketing needs remarkable levels of resilience - to "walk with kings, nor lose the common touch" and ready to deal with knaves focused on "twisting" the truth. For me - Kipling is personal and through this ramble - I tried to forge an broader association! A humble tribute to a timeless literary scripture that I intend incrementing with every opportunity. The first was at Welingkar Institute of Management - my deck from that session exactly a year ago. Here's to the "Marketeer" in each of us!
A good press release is newsworthy. Persuading the media to publicize your brilliant product, idea or compelling message is more effective and credible than advertising.
Slogans and Storytelling: Messaging that Moves Supporters to ActMiriam Brosseau
Your campaign is a story. How do you invite your supporters to become part of that story -- and give? In this session, get an inside look at what it takes to craft messaging that truly engages and activates. Learn from Charidy's unique model of high-impact, high-urgency campaigns, and walk away with techniques you can apply to your own organization's fundraising and marketing today.
https://www.charidy.com/
Who, what, where, when, why, how much, and how often. They are questions that we are taught in elementary school to ask when understanding a story. Marketing is a story--so let's go over those same questions so small businesses can take their marketing to the next level.
Presented by Brittany Taylor and Casey Degon as part of the Lunch & Learn series by the Malone Chamber of Commerce.
Content marketing is the marketing and business process for creating and distributing relevant and valuable content to attract, acquire, and engage to the audience. See how a content marketing can drive sales through this presentation.
The 5 Answers You Need To Boost Your Marketing StrategyAndrea Madden
Here's some questions you need to be able to answer to ensure your marketing strategy is as solid as it can be. They're basic questions, but are often forgotten in the development stages.
There are many components of new age marketing. Traditional marketing has not left us. But the new age of internet marketing is significant. Learn the new technology and how to best combine the new and old for your optimum marketing campaigns. Let these campaigns drive your future success.
Topic: Building and Maintaining Your B2B Brand in a Competitive Market
- Creating a distinctive and meaningful brand for a competitive advantage
- Adapting to the ever-changing bank advertising landscape
- Getting the most out of your B2B media
- Embedding content into your DNA and why it’s so important
Topic: Google Shopping & Product Listing Ads: How To Compete in a Crowded Retail Space
- How to optimise Google’s Merchant Centre feeds
- The importance of monitoring the feed for potential issues
- Ways to use custom attributes to improve campaign performance
- The benefits of automated feeds incorporating schema mark-up
- How to optimise Google’s PLA campaigns
- Some of the latest features launches for PLA’s
Laura Scarlett, National Trust: Member Retention at Touchpoints: How the Nati...Edge Global Media Group
Topic: Member Retention at Touchpoints: How the National Trust is Approaching CRM
- Getting the data and technology right
- Exploiting your ‘owned channels’ and delegated organisational model
- Implementing the changes across different touchpoints; website, tills, call centres emails etc
- Connecting with members as individuals
Topic: Expanding Your Online Retail Brand Across International Borders
- Identifying opportunities for growth in new & existing markets
- Key areas to consider when launching your international roll out
- How to gain, retain and increase customer confidence internationally
- What’s the balance between localisation in markets & being an international brand?
Topic: Digital Strategy from 0 to 1 : A decision-making framework for the legal sector
- What a digital strategy is (and isn’t)
- Why they’re vital in the legal sector
- How to create a strategy
- How to use your strategy to make better decisions
- How the latest marketing technology can enable you to treat your supporters as individuals
- Benefits of spending budget & effort on Data Management
- How to break down the ‘ownership silos’ with clear governance around planning
- Implementing self-serve analytics & reporting
Let's Get Personal: How to Change Your Marketing Approach & Get Noticeddomain .ME
Natasa Djukanovic, Sales & Markering Manager at .ME, presented at NMX 2013 in Las Vegas!
Over the last decade or so, the focus in marketing has shifted from the product to the consumer – almost everything, from sports shoes to M&M’S, is getting a personalized look, feel and flavor. As we each claim our own piece of Internet real estate with our business or blog, it is crucial to capture the attention of readers and customers, and stand out from the crowd.
This evolution in marketing will be presented using the best examples from the industry, along with carefully selected tips and trips to help connect with your target audience in a powerful and personal way. Did we mention there will be pictures of cute animals and food?
The sales “closer” has an almost mythical reputation in the annals of business. Movies like Tin Men, Boiler Room, Door to Door and Wall Street show how the most successful at the craft of selling are also the most devious.
Discover how marketing can support the new sales model. While the hard-sell approach works in the movies, and perhaps in a bygone era, the days of the high-pressure closer are numbered. So how can you support a sales model that is based on guidance, coaching and education, and less on mastering high-pressure sales techniques?
Here are five suggestions:
- Give prospects what they want – not what you think they need.
- Give sales reps what they want.
- Make sure your messaging is crystal clear.
- Establish a firm set of expectations with your sales counterparts.
- Revisit your lead-to-revenue (L2R) model.
About Us:
Fusion Marketing Partners (FMP) is a B2B marketing agency that specializes in helping companies create powerful lead-to-revenue machines to turn around their stalled or under-performing marketing and sales operations and build value in their business. FMP’s strategic expertise and vigorous execution of proven tactics has quickly driven measurable improvements in awareness, leads and revenue for B2B clients across the U.S. and internationally.
The company was founded by principals with deep experience in B2B marketing, sales, business development, web marketing, and public relations — from successful startups to Silicon Valley giants.
To find out more, visit http://www.fusionmarketingpartners.com.
Lead Generation Quotes from Top ProfessionalsBizInfor
Lead generation is a process that consumes an enormous amount of energy and demands utmost patience.This presentation showcases list of top professionals that have helped Industries to get maximum ROI.
Question: If you could offer a free Business Development tip what would it be ... here is 125 pages of tips offered from members of the LinkedIn group `Business Development the Missing Link Between Marketing & Sales`.
The world, and the way people buy, has changed and relationships are more key than ever to developing new business. Mark Young, MD of Retriever New Business will discuss the application of balancing emotional and rational thinking in new business development.
When you want to get started building a super sales team, what are things you want to tell them. Sales is not about just numbers or just saying Yes/No and Next. Sales is about building relationships, It is about creating that trust in the minds of your prospects. That can happen only when you listen.. actively. And then get into their shoes and provide them a solution. Your product or service may or may not be a 100% fit. But if you are sure that you are true to your customers, you will be a great sales guy!
Small Business BC seminar and webinar presentation is about planning and crafting a crucial part of the blue print of the overall business plan including what items to prepare for a meeting with a prospective retail customer.
This presentation is for small business owners and sales professionals. You'll get specific marketing ideas, tips and strategies to help you create your marketing plan.
Small Business BC-retail distribution-26 nov2012Gerry Spitzner
Have you developed a product that you are ready to distribute to retail market but not sure where to start?
Learning Objectives:
• Discover how to structure sales calls to retailers, with the best results.
• Understand the methods retailers use to decide what products they will buy for their stores.
• Find out the common challenges retailers face; how and why they buy.
• Uncover the cardinal rules you should follow when making your first sales pitch to a prospective client
• Learn the terminology, technology and measurements retailers use to decide which products will make the cut.
• Find out how merchandising and pricing works in both chain and independent retailers.
• Discover the logistics and supply chain systems of getting products to the retailers’ door.
Topic: Marketing Automation Simplified
- The most effective way of building a Marketing Automation audience base
- How to group them together
- Choosing the right automated campaign type for you
- How your competition is already using these findings to their advantage
- How to pick the right one
Topic: Digital Mindset
- Exactly what is digital transformation?
- What it means for professional services
- Quick wins and the holy grail of Channel Marketing
- 10 tips from the trenches
Topic: The Digital Experience and the Human Experience
- Digital experience – the new heart of customer engagement
- Working with nothing to create something: Halebury’s digital journey
- People led platforms, personal branding and the SocialHuman lawyer
- Connecting with content
- Three mantras to live by
Topic: Behavioural Tricks for New Business Persuasion
- Understanding cognitive biases and behaviours
- Key areas to remember when trying to win that new business
- 3 ways to use cognitive biases to your advantage (and score that client!)
- How your competition is already using these findings to their advantage
- Top tips for further reading
Topic: How Agencies can leverage Technology to cover the full Customer Journey
- Tech can supercharge Agencies’ set of skills to cover all interactions between a customer and a brand
- Collaboration will make agencies more successful and bring more values to their clients
- It is time for agencies to treat their clients the way they treat theirs, with a 360 view/management of their needs
Topic: A British Heart Foundation Case Study – Digital transformation Before & After: Learning from the pros
- Understand the 3 stages of transformation
- See it action with best practice examples
- Start crafting your own vision in line with major global trends
Topic: Automation & Targeting
- What is automation, targeting and personalisation?
- Where are the applications for NFP organisations?
- What are the pitfalls and things to be aware of?
- Some example of automation and targeting in action
Topic: SEO isn’t dead – a Guide Dogs Case Study
- Understanding SEO today
- Highlighting the areas you need to be paying attention to
- What Google expects from your site
- The importance of a tidy back link profile
- On Page basics
- Have you been left behind? Are you vulnerable?
- Do you know what Google expects from you?
Topic: Future proofing your marketing
- Uncover the most important trends in donor behaviour, attitude and lifestyle
- Identify the strategies to take your marketing into the future and grow the strength of your brand
- Implementing cost-effective tactics to look after your brand in challenging times ahead
James Foulkes, Co-founder, Kingpin
Topic: Using video as part of the B2B content mix: Arcserve case study
According to Forbes, 75% of executives watch business related videos online every week. Of those, 65% visit the marketer’s website after viewing a video.
- Re-considering your content strategy to appease time restrictions and purchasing teams
- What is effective when looking at content aggregation and video content?
- How remarketing and sales intelligence can lead to a healthy pipeline
- 5 Ways to increase CTR’s, Trial and Live Chat requests which can reduce the cost of engagement by 90%
Harold de Vries, Head of B2B Marketing, LG Electronics
Topic: How to consider new technology within your marketing activities
- Digital signage vs. “old fashioned POS”
- How to choose a signage solution that fits with your marketing strategy
- What’s right for you? 4k or Full HD?
- Why content remains your most important tool
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
Ollie Purdom, Pitch - Innovation Demands - Birmingham Marketing ConferenceEdge Global Media Group
Ollie Purdom, Director, Pitch Consultants
Topic: Marketer 2.015: The Demands That Innovation Places On The Modern Marketer
- The changing face of marketing skill sets
- How to build a team that supports innovation
- The growing importance of a strong employer brand
- The challenges of talent attraction and retention
Oliver Parsons - Content Collaboration - Birmingham Marketing ConferenceEdge Global Media Group
Oliver Parsons, Digital Manager, Brooks England
Topic: Content Collaboration To Successfully Engage Your Audience
- How to create effective content collaborations to drive deeper engagement with customers
- How to bring new audiences to your brand
- How content can help convert customers
- Content as a segmentation tool
Neil Collard, E3 - Leveraging Digital Trends - Birmingham Marketing ConferenceEdge Global Media Group
Neil Collard, Managing Director, e3
Topic: Leveraging digital trends for maximum marketing impact
- What is really next – personalisation, content, CRM, CRO? Exploring the innovation curve
- How should you operate so that the customer is always at the centre
- What are the skills needed to leverage trends
Mark Manton - Digital Transformation - Birmingham Marketing ConferenceEdge Global Media Group
Mark Manton, Head of Online Marketing UK&I, Experian
Topic: How Digital Transformation Drives Innovation
Digital transformation is a unique journey for each business on its path to digital maturity. But each business shares a common challenge – how to respond effectively to the radical shift in customer behaviour and online buying habits.
- Embracing the pace of change in digital transformation – the era from Mad Men to Maths Men
- Understand how to successfully make innovation happen through digital transformation
- How to adopt a ‘digitally disruptive’ mindset and culture that enables innovative transformation
- What successful innovation looks like in a digitally mature and transformed business
Gez Smith, Digital Marketing Manager, Lloyds Banking Group
Topic: Should Marketers Become Agile?
- How the Internet may have changed everything you thought you knew about marketing, from strategy right through to execution
- Why the ‘big idea’ approach marketers used to use is no longer a good fit for the digital marketing environment
- How Agile software development principles can be used to allow marketers to explore their changed environment with reduced cost, reduced risk and increased value
- How to move Agile from being a philosophy to something practical you could start using straight away
Chris Pile - Physical & Digital Playing Together - Birmingham Marketing Confe...Edge Global Media Group
Chris Pile, Head of Digital, NEC Group
Topic: Making The Physical & Digital World Work Together
- How do we marry-up our physical and digital platforms?
- A quick look at the digital platforms at our disposal
- Creating a clear purpose for each platform / channel
- How do we build and keep excitement for live events?
- How are things going to change in 2016?
Topic: Advanced Keyword Research – understand your consumers and their purchase motivations
- Delivering an effective strategy which wins search results and consumers
- How to define, discover and explore an entire industry of keywords
- Ways to take your keyword research wider, deeper and more granular than you ever thought possible
- Actionable approaches to apply the learnings to your websites, brands, content and consumers
Joining all of this up to tell a compelling story, to get signoff on budgets and strategies, and to win big
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.
SMM Cheap - No. 1 SMM panel in the worldsmmpanel567
Boost your social media marketing with our SMM Panel services offering SMM Cheap services! Get cost-effective services for your business and increase followers, likes, and engagement across all social media platforms. Get affordable services perfect for businesses and influencers looking to increase their social proof. See how cheap SMM strategies can help improve your social media presence and be a pro at the social media game.
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
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.
Short video marketing has sweeped the nation and is the fastest way to build an online brand on social media in 2024. In this session you will learn:- What is short video marketing- Which platforms work best for your business- Content strategies that are on brand for your business- How to sell organically without paying for ads.
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/
In this presentation, Danny Leibrandt explains the impact of AI on SEO and what Google has been doing about it. Learn how to take your SEO game to the next level and win over Google with his new strategy anyone can use. Get actionable steps to rank your name, your business, and your clients on Google - the right way.
Key Takeaways:
1. Real content is king
2. Find ways to show EEAT
3. Repurpose across all platforms
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.
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
Most small businesses struggle to see marketing results. In this session, we will eliminate any confusion about what to do next, solving your marketing problems so your business can thrive. You’ll learn how to create a foundational marketing OS (operating system) based on neuroscience and backed by real-world results. You’ll be taught how to develop deep customer connections, and how to have your CRM dynamically segment and sell at any stage in the customer’s journey. By the end of the session, you’ll remove confusion and chaos and replace it with clarity and confidence for long-term marketing success.
Key Takeaways:
• Uncover the power of a foundational marketing system that dynamically communicates with prospects and customers on autopilot.
• Harness neuroscience and Tribal Alignment to transform your communication strategies, turning potential clients into fans and those fans into loyal customers.
• Discover the art of automated segmentation, pinpointing your most lucrative customers and identifying the optimal moments for successful conversions.
• Streamline your business with a content production plan that eliminates guesswork, wasted time, and money.
First Things First: Building and Effective Marketing Strategy
Too many companies (and marketers) jump straight into activation planning without formalizing a marketing strategy. It may seem tedious, but analyzing the mindset of your targeted audiences and identifying the messaging points most likely to resonate with them is time well spent. That process is also a great opportunity for marketers to collaborate with sales leaders and account managers on a galvanized go-to-market approach. I’ll walk you through the methods and tools we use with our clients to ensure campaign success.
Key Takeaways:
-Recognize the critical role of strategy in marketing
-Learn our approach for building an actionable, effective marketing strategy
-Receive templates and guides for developing a marketing strategy
2. 7 steps to whip your B2B Sales and Marketing into
shape to help make marketing magic happen.
*Sales and Marketing
Be an S&M* Queen (or King)
Liz Sands
6. How did George Osborne get involved in Dogs vs Tights?
Mr Osborne said: “Pensioners will have complete freedom to
draw down as much or as little of their pension pot as they
want, anytime they want.”
“No caps. No drawdown limits. Let me be clear: no one will
have to buy an annuity.”
Wednesday 19 March 2014
7. How did LV= Respond?
Analytical
Long-term Focus
Strategic
Push
Creative
Fun
Interpersonal
Short-term focus
Tactical
Pull
Single-minded
Rewarded
Sales Marketing
23. B2B Marketing within Financial Services
Roundtable Question
Successful business
Successful marketing
How can an SME achieve both?
@1_LizSands
uk.linkedin.com/in/elizabethsands1marketing
Editor's Notes
LV= is a leading financial mutual offering a range of insurance, investments and retirement products. We are the UK’s largest friendly society, with more than 5.5 million members and customers. Throughout our 170 year history we have existed to increase the value of our business for our members, by placing our members and customers at the heart of everything we do.
Our goal of growing member value is underpinned by our vision to be Britain’s best loved insurer. We believe that developing products that benefit our customers and offering high quality service will translate into enhanced profitability for our members. We approach business in a way that combines the trusted behaviours of a mutual with the competitiveness you would expect from a successful plc.
When we started as Liverpool Victoria in 1843, our goal was to give financial security to more than just a privileged few, and for many decades we were most commonly associated with providing a method of saving to people of modest means. Today we follow a similar purpose; helping people to protect and provide for the things they love, although on a much larger scale and through a wider range of financial services including insurance, savings and investments and retirement products.
We offer our services direct to consumers, as well as through advisers and brokers, and through strategic partnerships with a wide range of organisations.
We also own a number of other financial brands including Britannia Rescue, Highway Insurance, and Frizzell.
We now cover key trading lines in insurance, investments and retirement solutions.
As part of our transformation, and to ensure we moved with the times, we rebranded in March 2007 and launched LV=. We kept the L and V, mindful of our heritage as Liverpool Victoria, but presented ourselves in a more modern and vibrant light. It’s shorter and more memorable, and the equals sign (=) shows that we are a society of ‘equals’ because we’re owned by our members and we don’t have to answer to external shareholders.
The business is split into two distinct areas, with the Life business having the largest proportion of B2B activity.
The business is split into two distinct areas, with the Life business having the largest proportion of B2B activity.
The distribution channels range from direct to consumer, through corporate partners or via intermediaries.
How do you take the best of each and combine to make the marketing and sales marriage work
Sales within Marketing? – Marketing within Sales? Or Equal Measure?
When I first started at LV= our head of distribution said that it was all very well marketing doing a lovely job of colouring in and providing numbers regarding page views, open rates and bounce rates – patting yourself on the back, but if the business fails to meet its targets, then we all fail.
I had always been resistant to the idea of marketing taking on a sales performance, because marketing were responsible for building the brand, developing reputation, proving credibility of our products and services and ultimately giving advisers what they need to build their businesses. However, marketing are actually intrinsic members of the sales team, and possibly without the marketing function there would be no one to sell to anyway.
So to be successful, Sales and Marketing has have Dog and Tights.
In March last year, we were having these conversations. Dogs vs Tights… then all of a sudden…
Quickly!
Within 4 hours we had posted videos onto our webpages from our business leaders
The following day we hosted an event in London with key industry speakers for advisers to attend
Within 2 weeks we had launched a new product
28 days after the budget we launched a new website – a source of information and guidance
Shortly after we commenced a multi-channel marketing campaign.
But we understood that this was addressing the short-term needs?
What could we do to stabilise the business (bearing in mind that annuities contributed to a significant proportion of the business)?
So was this activity Dog or Tights?
Well, we knew that if we were going to make a difference, we’d need to work in a new way.
We followed the Magic 7
All the things that we have done to support our internal customers – the sales team.
And to help place them as the Retirement Specialists.
So far LinkedIn posts… 101 people have read the Pathfinder post and 63 people have read the Retirement Account post.
x5 weekly webinars
1559 adviser attendees
640 were panelled advisers
134 new adviser contacts
Webinar 1 was the best attended, webinar 5 the least
55 advisers dialled in to all 5
73 advisers dialled in to 4
99 advisers dialled in to 3
227 very warm lead and follow up calls/meetings
Introducing the magic of 7…
Internal and external
Internally, we set up a ‘Consultancy Team’ – a team of specialists from around the business who were empowered to make the right decisions for the business, for advisers and ultimately our clients.
Externally, we identified suppliers and agencies who shared our passion and vision.
We weren't afraid to bring external suppliers into the Consultancy Team
Outline the key stages and assign responsibilities and measures of success. Are the adviser/ customer needs met at each key stage?
We knew that advisers were in a state of flux with the prospect of the new pension freedoms.
We asked ourselves what we could do to make things easier for them? What were they looking for from a provider?
We realised that to future-proof the business, and to help advisers we need to innovate and develop.
Explain each of the sections.
So was this activity Dog or Tights?
So how did we go about delivering all of this in less than 12 months?
Marketing can help to identify segments and offer ‘hot prospects’
Sales can help to provide motivators for key segments.
Drawing on Touchstone data, historic contact data, sales knowledge combined into CRM
Marketing fed back insights into CRM to help influence future activity.
Provide advisers/ customers with an external single view of the company – not the internal structure.
Developed a proposition which helps an adviser.
I think there’s an easier way for me to explain…
When different areas of the business know different things about the adviser/ customer, strategy is weakened.
I mentioned earlier about the LV= Retirement Marketing Centre.
A free and simple way to grow your business and help your clients make the right choices.
The LV= Marketing Centre is a flexible online tool which provides a range of pre-designed professional marketing materials that you can create and adapt to your needs in order to engage with clients at any stage of their retirement journey.
Main features:
Create flyers, posters, emails and press advertisements to help attract new clients
Promote the importance of professional advice to clients approaching retirement
Case studies to illustrate how different product solutions meet different client needs
Client segmentation model and recommended messages for each segment
Gives you the ability to ‘copy and paste’ any text into your own materials
Marketing user guides to help you build effective marketing campaigns and make the most of the tools on offer
Regular updates to content to provide your campaigns with fresh new materials
If marketing is going to help sales, it’s important to understand experiences first hand.
Head out to meet advisers, events, networking, user testing. Listen how sales explain products and proposition
I’ll show you mine, if you show me yours.
Share metrics, the good, the bad and the ugly…
But be careful to compare like with like and not to tie all marketing performance to sales performance as a loss of control can create it’s own stress.