The webinar discusses managing integrated customer-centric global campaigns. It outlines a 7 step plan for defining such campaigns, including defining objectives and budget, selecting target audiences through buyer personas and segmentation, coordinating content and action plans, enabling stakeholders, executing the campaign, and evaluating results. Key takeaways are to consider the full customer journey, build a strong foundation, enable internal teams, and test and optimize the campaign. The presenter provides examples and takes questions.
10. STEP 1: DEFINE CAMPAIGN SCOPE
• Set objectives. Be specific
• Create the budget overview
• Get buy-in from stakeholders
• Identify required resources
16. STEP 5: ENABLEMENT
• Critical part of ensuring success
• Like any relevant content, the message needs to be targeted
• Be open to input. Be willing to test. But don’t get side-tracked
• Set expectations. Create excitement
20. Key Takeaways
1. Look at the full journey, not just 1 or 2 stages
2. Build a strong foundation
3. Enable the Field
4. Test, Pilot, Optimize
INTEGRATED CUSTOMER-CENTRIC GLOBAL
CAMPAIGNS
23. Want to know more? Or need help with the setup and
execution of global campaigns?
www.spotonvision.com
@spotONvision
@b2bmktforum
@charlesvdwal
@globalmktgpro
LinkedIn groups:
B2B Marketing Forum, en
Passion for B2B Marketing
http://www.youtube.com/user/spotONvision
Editor's Notes
Polling question – What kind of campaigns do you typically run?
Global
EMEA-wide
Western Europe
Benelux
Other
It’s a lot to say
Integrated global campaigns is not so hard to understand
What is a customer-centric campaign?
How is it different from other campaigns?
If you know spotONvision, this is not new to you
This is how we’ve illustrated the buyer’s journey
It’s been very helpful. It’s helped us/our clients create engaging content
It’s helped us understand the needs and requirements of our buyers – their buying process
The challenge is that from a campaign perspective this is not the full story.
This is how we illustrate campaign management – from beginning to end.
Now as marketers we’ve tended to look at this in stages. We tend to think of campaigns as either lead gen or upsell-cross-sell. But the customer experience is not divided that we. It’s continuous.
Sometimes customers start and stop along the way. It’s definitely not an easy or quick journey.
Customer-centric doesn’t just mean campaigns for your existing customer base.
The complete customer journey – from unknown suspect to loyal advocate.
So I hope that make sense. And hopefully the meaning will become even clearer as we go through this presentation.
Before continuing, let’s get some feedback from all of you. We have a polling question.
These are our building blocks
I’m not going to talk about these here
But think of it as a recipe and this is our list of ingredients
We’re going to take the ingredients and go through a 7 Step plan for managing integrated customer-centric global campaigns
I like to breakdown target goals by region. It’s a way of keeping myself honest and making sure it’s really a global campaign.
Be selective with your stakeholders
Management, budget approval
Key insights
Champions – positive attitude excited
Resources
External advocates – customers, partners
SMEs
Asset development – content, event organization, PR, Social,
Be selective with your stakeholders
If you have your buyer persona ready to go, this step is a lot easier. Without the buyer persona, it’s much more challenging
But if you have existing customers you can analyse their profiles and speak with them in order to understand your audience better.
Understand the information needs, preferred channels, preferred content formats, and language
Be sure to create segments. The audience is not homogenous. Better chance of success with diversity.
So we’ve said that a customer-centric campaign should address a customer pain point. Now we need to understand who within your target audience is feeling the pain the most?
If you have your buyer persona ready to go, this step is a lot easier. Without the buyer persona, it’s much more challenging but if you have existing customers who are With customer campaigns, this should be easier because you should be able to talk with your customers directly and get their input.
Segments may differ. The audience is not homogenous. Better chance of success with diversity.
Understand the information needs, preferred channels, preferred content formats, and language
You’ve got your budget, you’ve got your objectives, and you’ve defined your target audience.
Now it gets a little complicated because the next 2 steps really need to be done in parallel.
You need to make sure you have the right content and chances are you will need to develop some content, which takes time so you need to do it early in the process
But to develop the right content you need your action plan. That’s why these steps intertwine.
You’re Action Plan is where you define touch points, promotional channels, timing, the KPIs based on the objectives you set in the scope, the tools you’ll use to measure the campaigns and very importantly the Sales follow-up plan. That’s a key component that is sometimes forgotten.
You’re Action Plan should be written down. It shouldn’t just be in your head. I always share it with my stakeholders and get their input.
When you’re developing your Content and your Action Plan for global campaigns, the issue of translation and localization needs to be comprehensively addressed. And not just for your campaign assets like whitepapers. Don’t forget the little things – like Titles, Email subject lines, Images, Symbols like using $ vs. Yen, etc. When these elements are not planned, our execution is weaker.
So you’ve tackled what I consider is the most complicated part of the campaign, next is the most challenging part.
Polling question – How supportive/involved is your sales team?
Enablement can be tricky, especially for global campaigns. But in B2B it’s really impossible to be successful without support from Sales.
Good campaigns can easily be derailed with-out proper filed roll-out
Use your champions here!
Approach enablement like you approach the campaign – create the right message and the right tools for each segment
Be flexible – be willing to test ideas. But don’t get side-tracked
So now you’re ready to execute.
Because you laid out your Action Plan and received feedback Execution should be a breeze. Okay, not a breeze, but you’re prepared for the challenges that will come your way.
And there will be challenges. It’s never going to go as smoothly as you’d like. There will always be some unexpected issues.
I recommend piloting. Try testing in 2-3 countries or regions or within a specific segment.
I always start with Inbound channels first. It’s easier to quickly evaluate and make changes on Inbound channels
Make sure that in the excite to launch, that important details are not missed. Make sure that you take care of details like launching in correct time zones matter,
Step 7 but it starts during Step 6 while executing
Expect to tweak and optimize.
Plan on periodic analysis – I would aim for bi-weekly, but sometimes when a campaign first launches, I look at it weekly.
Talk to Sales; get feedback; share it globally – Sales team tend to work regionally
Measure through to revenue based on buying cycle
Debrief so you can duplicate success and really understand where improvements are needed