This document provides tips for making global marketing campaigns relevant for local B2B clients. It discusses the importance of thinking globally but acting locally. Key points include:
1. Develop global messaging and assets while allowing for cultural customization. Provide options for different local budgets.
2. Study each local market and ecosystem to understand decision-makers, influencers, values, and media. Consider legal differences.
3. Involve local teams in goal-setting and give autonomy over multi-channel campaigns. Communicate results globally.
4. Set key performance indicators and track campaigns in CRM software to analyze effectiveness in each location.
5. Create local partnerships with industry leaders, think tanks, and
Portfolio Rui Martins International PR Digital Marketing Advisor EN 2022.pdfRuiMartins533245
Rui Martins: Public Relations, Corporate Communication, Marketing Communications, Social Media, Social Media Marketing, Public Affairs, Government Relations, International Advisor for Businesses, Consultancy firms Nonprofits, diversity of Integrated Campaigns on a national, European, or international levels
Introduction to HATCH! PROGRAM, a not-for-profit organization to promote and support entrepreneurship and SMEs, until November 2013, one year after its creation.
Overview of HATCH! FAIR 2013, the first social startup conference and exhibition in Vietnam.
The difference of this event, comparing to other startup events, is to connect the startup community to the larger business network and ecosystem.
Portfolio Rui Martins International PR Digital Marketing Advisor EN 2022.pdfRuiMartins533245
Rui Martins: Public Relations, Corporate Communication, Marketing Communications, Social Media, Social Media Marketing, Public Affairs, Government Relations, International Advisor for Businesses, Consultancy firms Nonprofits, diversity of Integrated Campaigns on a national, European, or international levels
Introduction to HATCH! PROGRAM, a not-for-profit organization to promote and support entrepreneurship and SMEs, until November 2013, one year after its creation.
Overview of HATCH! FAIR 2013, the first social startup conference and exhibition in Vietnam.
The difference of this event, comparing to other startup events, is to connect the startup community to the larger business network and ecosystem.
During the DMA2013, conferences and exhibition in Chicago, I did this presentation about International development : Making Global Campaigns relevant for local customers
Going global: 7 steps to better international B2B marketing campaignsBarrett Dixon Bell
These slides formed part of a webinar session led by Louise Reid, client services director at BDB, where she covers a systematic seven step approach to delivering better international b2b marketing campaigns.
Enthusiastic, motivated and creative marketing professional, with a strong interest in Project Management, Digital and Analytics. Growing business through different channels, achieving results, learning about the latest developments in digital technology, creating opportunities and driving revenue are the activities that drive me. I am also great in developing trustworthy relations through my customer sensibility. I love to explore customer insights and employ the best technical and strategic marketing capacities for a more efficient achievement of companies’ goals
During the DMA2013, conferences and exhibition in Chicago, I did this presentation about International development : Making Global Campaigns relevant for local customers
Going global: 7 steps to better international B2B marketing campaignsBarrett Dixon Bell
These slides formed part of a webinar session led by Louise Reid, client services director at BDB, where she covers a systematic seven step approach to delivering better international b2b marketing campaigns.
Enthusiastic, motivated and creative marketing professional, with a strong interest in Project Management, Digital and Analytics. Growing business through different channels, achieving results, learning about the latest developments in digital technology, creating opportunities and driving revenue are the activities that drive me. I am also great in developing trustworthy relations through my customer sensibility. I love to explore customer insights and employ the best technical and strategic marketing capacities for a more efficient achievement of companies’ goals
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At its core, generative artificial intelligence relies on the concept of generative models, which serve as engines that churn out entirely new data resembling their training data. It is like a sculptor who has studied so many forms found in nature and then uses this knowledge to create sculptures from his imagination that have never been seen before anywhere else. If taken to cyberspace, gans work almost the same way.
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A Memorandum of Association (MOA) is a legal document that outlines the fundamental principles and objectives upon which a company operates. It serves as the company's charter or constitution and defines the scope of its activities. Here's a detailed note on the MOA:
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Legal Requirement: The MOA is a legal requirement for the formation of a company. It must be filed with the Registrar of Companies during the incorporation process.
Constitutional Document: It serves as the company's constitutional document, defining its scope, powers, and limitations.
Protection of Members: It protects the interests of the company's members by clearly defining the objectives and limiting their liability.
External Communication: It provides clarity to external parties, such as investors, creditors, and regulatory authorities, regarding the company's objectives and powers.
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Binding Authority: The company and its members are bound by the provisions of the MOA. Any action taken beyond its scope may be considered ultra vires (beyond the powers) of the company and therefore void.
Amendment of MOA:
While the MOA lays down the company's fundamental principles, it is not entirely immutable. It can be amended, but only under specific circumstances and in compliance with legal procedures. Amendments typically require shareholder
Remote sensing and monitoring are changing the mining industry for the better. These are providing innovative solutions to long-standing challenges. Those related to exploration, extraction, and overall environmental management by mining technology companies Odisha. These technologies make use of satellite imaging, aerial photography and sensors to collect data that might be inaccessible or from hazardous locations. With the use of this technology, mining operations are becoming increasingly efficient. Let us gain more insight into the key aspects associated with remote sensing and monitoring when it comes to mining.
Discover the innovative and creative projects that highlight my journey throu...dylandmeas
Discover the innovative and creative projects that highlight my journey through Full Sail University. Below, you’ll find a collection of my work showcasing my skills and expertise in digital marketing, event planning, and media production.
Falcon stands out as a top-tier P2P Invoice Discounting platform in India, bridging esteemed blue-chip companies and eager investors. Our goal is to transform the investment landscape in India by establishing a comprehensive destination for borrowers and investors with diverse profiles and needs, all while minimizing risk. What sets Falcon apart is the elimination of intermediaries such as commercial banks and depository institutions, allowing investors to enjoy higher yields.
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Enterprise excellence and inclusive excellence are closely linked, and real-world challenges have shown that both are essential to the success of any organization. To achieve enterprise excellence, organizations must focus on improving their operations and processes while creating an inclusive environment that engages everyone. In this interactive session, the facilitator will highlight commonly established business practices and how they limit our ability to engage everyone every day. More importantly, though, participants will likely gain increased awareness of what we can do differently to maximize enterprise excellence through deliberate inclusion.
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Enterprise Excellence is a holistic approach that's aimed at achieving world-class performance across all aspects of the organization.
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A way to engage all in creating Inclusive Excellence. Lessons from the US military and their parallels to the story of Harry Potter. How belt systems and CI teams can destroy inclusive practices. How leadership language invites people to the party. There are three things leaders can do to engage everyone every day: maximizing psychological safety to create environments where folks learn, contribute, and challenge the status quo.
Who might benefit? Anyone and everyone leading folks from the shop floor to top floor.
Dr. William Harvey is a seasoned Operations Leader with extensive experience in chemical processing, manufacturing, and operations management. At Michelman, he currently oversees multiple sites, leading teams in strategic planning and coaching/practicing continuous improvement. William is set to start his eighth year of teaching at the University of Cincinnati where he teaches marketing, finance, and management. William holds various certifications in change management, quality, leadership, operational excellence, team building, and DiSC, among others.
3.0 Project 2_ Developing My Brand Identity Kit.pptxtanyjahb
A personal brand exploration presentation summarizes an individual's unique qualities and goals, covering strengths, values, passions, and target audience. It helps individuals understand what makes them stand out, their desired image, and how they aim to achieve it.
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𝐓𝐉 𝐂𝐨𝐦𝐬 (𝐓𝐉 𝐂𝐨𝐦𝐦𝐮𝐧𝐢𝐜𝐚𝐭𝐢𝐨𝐧𝐬) is a professional event agency that includes experts in the event-organizing market in Vietnam, Korea, and ASEAN countries. We provide unlimited types of events from Music concerts, Fan meetings, and Culture festivals to Corporate events, Internal company events, Golf tournaments, MICE events, and Exhibitions.
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Making Global Campaigns Relevant For Local B2B Clients
1. Making global campaigns relevant
for local B2B clients
Jennifer STEARNS
Accenture
Cecile DELETTRE
International coordinator Adetem
Global Events and Marketing
2. linkedin.com/in/ceciledelettre
delettre.cecile@gmail..com
@CecileDelettre
Cécile DELETTRE
DMA Conference since 1996 / DMA HQ : 1991 New York
Experiences : Services, B2B marketing, International
Business development
-ADETEM : International Coordinator, Administrator –Europe
-The French association in Marketing – 1500 members - 80 % Brands
UBIFRANCE Global Business Development in 80 countries
-Organization of 40 events in 2012/ 2013 : How to do Business in…
-Head quarter in Paris - Global Events Manager
-USA (New York, San Francisco, Atlanta, Chicago) – Managing Director consumer goods and
luxury– Trade and business development
-Global Marketing Manager
ROBECO BANK : International Finance CRM , Marketing and Customer Loyalty manager
CARNIEL Marketing : Marketing services
MMV : international Tour operators
Foreign markets knowledge.
Marketing diploma (Master) from IFG Paris.
Public relation for international organisations.
3. Some global B2B companies from
Bernard Richard-Canavaggio
Global Marketing Director
Services
Examples of global campaign
EUROPE :
•28 member states of the
European Union
•12 currencies
• Eurozone : 17 states
•Population 504 .456. 000
Majella Nolan
VP Customer experience –
Industry Business
Examples of global assets
AIR FRANCE
present in US…
5. HQ : France – Paris 140 000 employees in more than 100 countries
24 billion sales in 2012
41 pc of revenue in new economies
6. Sample integrated campaign assets to promote
EC02.0 energy management
Attention
Assets:
Press release
Infographics
Action
Assets:
Roll-up
Animated demo
ECO2.0
Software tool
Desire
Assets:
Web banners on websites
Tweets & linked-in mssg on social
medias
Interest
Assets:
Apps on mobile devices
7. Supported by ECO2.0 promo on Social
Media after 2 weeks
Twitter
•(47+) tweets on Global and country
Twitter accounts
• Retweeted for over 175,000 views
• QR code used in tweets
for easy access to app
LinkedIn
Schneider Electric – Intelligent Energy
• Promo and Discussion post ECO2.0
•Members: 27,600
Word cloud showing main keywords
found in online conversations
Blogs
ECO2.0 Promoted in blog:
“Energy Efficiency for Financial People”
243 views in 4 days
8. Augmented reality articulates a
complex message
- Infographic on
social medias
- Digital ad
- Digital roll up
Pointing to AR
movie that
customer can
see on PC,
tablet and
smart phone https://www.dropbox.com/s/dqdmz9to59cfgjq/PlantStruxure_PES.mp4
9. Marketing @Bureau Veritas
World leader in testing, inspection and certification
services – revenue : 3,9 billion euros – 65 000 employees –1330 offices
140 countries – 400 000 clientts
Strategic Marketing
Product marketing
Business Marketing
Operational Communication
10. What is Marketing mission ?
• At local level: Sell! Sell ! Sell!
• Be proactive instead of reactive
•
•
•
What to push?
To who ?
How ?
11. Global Marketing?
• At Head Quarter : find a common way for
impacting the business!
• Not too smart concepts practical approach
• What will be the results ?
• BV is international! Interface with international
companies (Global Key Accounts, Global
Projects, Global Services, Global Markets,…)
12. wrong experiences and mistakes
• Edit a brochure without an international team
work (but with the risk of never produce it: out of time)
• Set up of a local event by HQ
• Teaching how to behave locally
• …
13. The Good ones
• Campaigns:
• with input from HO on creation, web, white
paper, etc.
• And buy-back by countries with events, emailing, social media, etc.
14. Timber Legality Project
What is illegal timber ?
Timber harvested in
contravention with local
regulations on forestry
and trade of wood
materials.
► Illegally harvested wood represents
=> As much money as global trade of drugs !
between 15 to 30% of global wood trade
40% of tropical wood are harvested illegally
15 to 20% of wood imported in EU
Europe is the first destination of illegal wood
15. New legal obligation
New obligationson all companies trading wood based products :
wood, pulp and paper, packaging, furniture & deco, wood-based fuels
1
EXPORTING FIRMS
• No import of illegal wood
• Have a due diligence
performed before shipment
2
IMPORTING FIRMS
• Demonstrate legal origin of all products
to market products in Europe
2 Publics/Services offered by BV
Service :
Service :
Legal Origin Assessment
EUTRcompliance suppliers
management
16. Marketing campaign
Objectives
Awareness: Bureau Veritas is a leader in Timber
certification services
Client Acquisition:Generate leads to growth the
business
Client relation/ Loyalty: A majority of our clients are
concerned by this regulation
Mix
17. MIX
Dedicated page to
download the white
paper
Forest content on
BV.com and pilot
countries
Local exhibitions
Clients seminars
Client meetings
Strong SEO Strategy
Digital
Campaign
E-mailing campaign
to clients and
prospects
Local adaptation
Local
Offline
Plans
Global/ Local
EUTR
Campaign
Google adwords campaign
to create traffic on the
white paper page
White
paper
PR
Campaign
Global/ Local
PR launch in
France for HO
Partnership with
PR Newswire for
launch in pilot
countries
18. Global Leads Generation
(1) Google Adwords +
optimized Search
Engine Optimization
(4) Leads gathering
and qualification against
strategic criteria
(5) Leads
Centralized
management in CRM
and distribution of
actions in concerned
countries
(2) Landing
page
(3) Form
Submit
(2) Web
Page
(7) TRACKING
results
(won/lost/no
answer) in CRM
according
(6) Local Sales Actions
- Contact prospects
-Telemarketing
- Business Meetings
- Offers
Reporting of
sales
CONTRACTS
19. First Results at the end of pilot phase
Roll-out plan
Launch
BV.com
Materials + Process set-up
+ BV.UK
May 14th
Start in Germany, Poland, Spain, NL, Russia
June 22nd
TOP 5 Sources
Results from BV.com + BV.UK
•
Traffic mainly comes from
Google adwords campaign: 91%
148 White Paper Downloads
China
1094
India
306
USA
205
UK
196
France
3724 unique visitors on the landing page
•
Global roll-out (see priority A and B countries)
138
52 QUALIFIED LEADS
•
Segmentation
• Large Company:10
• Mass-Market: 42
•
Main Position: CEOs, Sustainability / QHSE Managers
•
Main Country: UK, France
•
Request for Due Diligence Service and / or FSC/PEFC
21. Results
• International team Building
• Confidence in HQ to provide added value
operational marketing actions
• International &Local Leads
22. Think Global, Act Local !
• A campaign for gaining Lead$$$$
(brand image awareness too)
• Tracking of leads (then thanks to proven results it will be
easier to recruit internal partners next time)
• Work with voluntary (and motivated) countries
23. 10 Tips for Making Global Campaigns relevant for local customers
1. Think Global…
- Study the market places you want to
target
Evaluate SWOT analysis on each market :
Strengths/Weaknesses/Opportunities/Threats.
- Create a global message
Storytelling, Content, asset
- Integrate the culture-specific nuances.
Be inventive and creative – but be
aware to possible local sensitivities
24. Re-think our geography
Launch global assets with sufficient time for localization
Provide a range of assets for different budgets –
Not all countries have the same marketing spend.
25. 2. Study the Ecosystem
Whoare the decision makers ?
Who are the influencers ?
Whatare their values ?
Identifythe community, events,
Social DNA, media…
Legal aspects : rules on data, sustainability,…
26. 3. Involve your local teams
• Set the objectives and ROI together.
• Give flexibility and autonomy
to reach the goals.
• Choose global and local
multi-channels media.
• Share the information, communicate the results.
27. 4. Build the metrics by country
•Set the KPI, Key Performance
Indicators
•Track and gauge what is effective or not.
•Manage the campaigns in the CRM software tool.
28. Analyze continuous evolution : GDP, population, growth…
Area
> 3 million km2
Population
> 100 million
Indonesia
Nigeria
Brasil
Bangladesh
United
States
E.U.
Russia
India
Pakistan
China
Canada
Mexico
Australia
Japan
Spain
UK
France
Germany
South Corea
Italy
GDP > 800 billion US$
30. 6 . Develop a B2B Social Media
Strategy globally and adapt it
-Target and segment (job, geography…)
Xing (China, Germany….), Linkedin, Viadeo…
- Generate Qualified leads / Email/ Web
Content marketing :
- Facebook, Scoop it,
- White Papers in different languages,
- Newsletters,
-You Tube, localized in 43 countries.
31. 7. Act locally with events
- Join the community
- Meet your local clients
- Exhibit
Speed business dating
34. 9. Integrate your Global Marketing
Campaign
Email
Web
Customer
Intelligence
Social
Mobile
35. 10. Be active Worldwide
Celebrate with your customer and your team
Create a strong relationship
36. Thank you for your attention
Cecile Delettre
cecile.delettre@adetem.net
linkedin.com/in/ceciledelettre
Europe
France / Germany
Editor's Notes
In another sample we use augmented reality to explain how our PlantStruxure PES offer addresses the problems experienced in a cement plant. An augmented reality video is embedded through layering technology in print advertisements and on roll up banners to be used at trade shows etc.