Recap on the B2B focused insights we covered at The Big Picture 2018, with slides on:
- A Futurologist's perception on B2B markets Never Normal with Joshua McBain from Foresight Factory
- Panel session: What's next for the B2B website? with Stuart Castle, James Smee and Nick Andrew
- Using thought leadership content to drive brand awareness and sales, with Rachel Lockwood & Mui Luc from SAS
- The journey to integration with Giles Peddy from LEWIS
Where are the Next Googles and Amazons? They should be here by nowJeffrey Funk
Great startups aren’t being founded like they were in the 1970s (Microsoft, Apple, Oracle, Genentech, Home Depot, EMC), 1980s (Cisco, Dell, Adobe, Qualcomm, Amgen, Gilead Sciences), and 1990s (Amazon, Google, Netflix, Salesforce.com, PayPal). All of these startups reached the top 100 for market capitalization, but Facebook is the only startup founded since 2000 which has entered the top 100. Tesla and Uber are often discussed as highly successful but they have many times higher cumulative losses than did Amazon at its time of peak losses and neither has had a profitable year despite being older than Amazon was when it achieved profits. Furthermore, few of the recent Unicorn IPOs have experienced shareprice increases greater than those of the Nasdaq (14 of 45), only 3 of these 14 have profits, and only six of them have a
market capitalization over $30 (Zoom), $20 (Square), and $10 billion (Twilio, DocuSign, Okta). America’s venture capital system isn’t working as well as it once did, and the coronavirus will make things worse before the VC system gets better.
Irrational Exuberance: A Tech Crash is ComingJeffrey Funk
These slides apply Nobel Laureate Robert Schiller's concept of irrational exuberance (and a book) title to the current speculative bubble of 2019. Over investments in startups and a lack of profitability in them are finally starting to catch up with the venture capital industry and the tech sector that relies on it. Investments by US venture capitalists have risen about six times since 2001 causing the total invested in 2018 to exceed by 40% the peak of 2000, the last big year of the dotcom bubble. But the number of IPOs has never returned to the peak years of 1993 to 2000; only about 250 were carried out between 2015 and 2017 vs. about 1,200 between 1995 and 1997.
The reason is simple: startups are taking longer to go public because they are not profitable. Consider the data. The median time to IPO has risen from 2.8 years in 1998 to 7.7 years in 2016 and the ones going public are less profitable than they were in the past. Although only 22% of startups going public in 1980 were unprofitable, 82% were unprofitable in 2018. The same high percentages of unprofitability have only been achieved twice before, in 1998 and 1999 right before the dotcom bubble burst. Furthermore, startups that have recently done high profile IPOs such as Snap, Dropbox, Blue Apron, Fitbit, Trivago, Box, and Cloudera are still not profitable.
Relevant statistics about Millennials (those born in the 80s and 90s) as employees, leaders, entrepreneurs, consumers, and even parents.
The more you know about the Millennials the better equipped you’ll be to lead, communicate, and market to them.
Presented by Ryan Jenkins, Millennial & Generation Z keynote speaker and blogger. http://ryan-jenkins.com.
More than half of today’s professionals consider that a break from work isn’t a break from work unless it’s also a break from connected devices. Our data shows digital detox could become a regular part of professional life:
Study: The Future of VR, AR and Self-Driving CarsLinkedIn
We asked LinkedIn members worldwide about their levels of interest in the latest wave of technology: whether they’re using wearables, and whether they intend to buy self-driving cars and VR headsets as they become available. We asked them too about their attitudes to technology and to the growing role of Artificial Intelligence (AI) in the devices that they use. The answers were fascinating – and in many cases, surprising.
This SlideShare explores the full results of this study, including detailed market-by-market breakdowns of intention levels for each technology – and how attitudes change with age, location and seniority level. If you’re marketing a tech brand – or planning to use VR and wearables to reach a professional audience – then these are insights you won’t want to miss.
Our report, The Next Horizon of Emerging App Markets, investigates questions about market growth within regions, what causing certain countries to grow, and which categories have the most untapped opportunities. If you’re looking to expand into new, high-growth markets or invest in the world’s next powerhouse app economies, this report is a must-read.
Where are the Next Googles and Amazons? They should be here by nowJeffrey Funk
Great startups aren’t being founded like they were in the 1970s (Microsoft, Apple, Oracle, Genentech, Home Depot, EMC), 1980s (Cisco, Dell, Adobe, Qualcomm, Amgen, Gilead Sciences), and 1990s (Amazon, Google, Netflix, Salesforce.com, PayPal). All of these startups reached the top 100 for market capitalization, but Facebook is the only startup founded since 2000 which has entered the top 100. Tesla and Uber are often discussed as highly successful but they have many times higher cumulative losses than did Amazon at its time of peak losses and neither has had a profitable year despite being older than Amazon was when it achieved profits. Furthermore, few of the recent Unicorn IPOs have experienced shareprice increases greater than those of the Nasdaq (14 of 45), only 3 of these 14 have profits, and only six of them have a
market capitalization over $30 (Zoom), $20 (Square), and $10 billion (Twilio, DocuSign, Okta). America’s venture capital system isn’t working as well as it once did, and the coronavirus will make things worse before the VC system gets better.
Irrational Exuberance: A Tech Crash is ComingJeffrey Funk
These slides apply Nobel Laureate Robert Schiller's concept of irrational exuberance (and a book) title to the current speculative bubble of 2019. Over investments in startups and a lack of profitability in them are finally starting to catch up with the venture capital industry and the tech sector that relies on it. Investments by US venture capitalists have risen about six times since 2001 causing the total invested in 2018 to exceed by 40% the peak of 2000, the last big year of the dotcom bubble. But the number of IPOs has never returned to the peak years of 1993 to 2000; only about 250 were carried out between 2015 and 2017 vs. about 1,200 between 1995 and 1997.
The reason is simple: startups are taking longer to go public because they are not profitable. Consider the data. The median time to IPO has risen from 2.8 years in 1998 to 7.7 years in 2016 and the ones going public are less profitable than they were in the past. Although only 22% of startups going public in 1980 were unprofitable, 82% were unprofitable in 2018. The same high percentages of unprofitability have only been achieved twice before, in 1998 and 1999 right before the dotcom bubble burst. Furthermore, startups that have recently done high profile IPOs such as Snap, Dropbox, Blue Apron, Fitbit, Trivago, Box, and Cloudera are still not profitable.
Relevant statistics about Millennials (those born in the 80s and 90s) as employees, leaders, entrepreneurs, consumers, and even parents.
The more you know about the Millennials the better equipped you’ll be to lead, communicate, and market to them.
Presented by Ryan Jenkins, Millennial & Generation Z keynote speaker and blogger. http://ryan-jenkins.com.
More than half of today’s professionals consider that a break from work isn’t a break from work unless it’s also a break from connected devices. Our data shows digital detox could become a regular part of professional life:
Study: The Future of VR, AR and Self-Driving CarsLinkedIn
We asked LinkedIn members worldwide about their levels of interest in the latest wave of technology: whether they’re using wearables, and whether they intend to buy self-driving cars and VR headsets as they become available. We asked them too about their attitudes to technology and to the growing role of Artificial Intelligence (AI) in the devices that they use. The answers were fascinating – and in many cases, surprising.
This SlideShare explores the full results of this study, including detailed market-by-market breakdowns of intention levels for each technology – and how attitudes change with age, location and seniority level. If you’re marketing a tech brand – or planning to use VR and wearables to reach a professional audience – then these are insights you won’t want to miss.
Our report, The Next Horizon of Emerging App Markets, investigates questions about market growth within regions, what causing certain countries to grow, and which categories have the most untapped opportunities. If you’re looking to expand into new, high-growth markets or invest in the world’s next powerhouse app economies, this report is a must-read.
Consumer attitudes to sharing, AI and open bankingEquifax Ltd
Spark 2019: In this presentation, Martin Grimwood from the research company Ipsos Mori, presents findings from their consumer research on attitudes to sharing data, AI and open banking.
The next 10 years in FinTech by Philippe Gelis from KantoxTheFamily
We're thrilled to welcome a very special guest:
Philippe Gelis, cofounder & CEO at Kantox!
We hear a lot of talk about the future of Fintech, and who better to give his take on the subject than the cofounder & CEO of one of its top performers?
You've probably heard about Kantox, the P2P currency exchange platform with 1600 clients in over 20 geographic locations. This startup focuses on SMEs and mid-cap companies, providing them with a solution that has historically only been available to the largest of organizations.
Kantox announced last September that they had reached over $2 billion in total transactions on the platform. With their $11 M Series B round raised last May, we can say things are looking pretty good for Kantox ;)
Philippe cofounded Kantox, one of the first Fintech startups, back in 2011. He began his career working for Renault Suisse as a financial controller. He then gained invaluable experience in the banking industry as a consultant. Before founding Kantox, he was strategy & management consultant at Deloitte. He is specialized in corporate finance and business strategy.
In this 45 min. talks on the future of Fintech, Philippe gives his analysis of the current state of the industry and the major trends to follow during the next 10 years.
LOVE,
TheFamily Team
Crowdfunding's Potential for the Developing WorldAutonomy Hub
A new report commissioned by infoDev studies the promise and the risks of crowdfunding as a tool to finance innovation and growth in developing countries. It also provides an in-depth case study of crowdfunding’s potential in funding clean energy and climate technologies.
Most of the software bugs a company experiences never become public knowledge, but those that do can result in severe consequences. In an effort to track this phenomenon, we decided to catalogue the software bugs and failures that were big enough to gain media attention in 2015.
In ‘Software Fail Watch: 2015 in Review’ we share the fruit of our labors: statistics, charts, and information from 483 stories involving 239 companies, with over $428 billion in assets affected. Despite the apparent ‘death of testing,’ ‘Software Fail Watch: 2015 in Review’ makes a strong case for the continued necessity of software testing.
Download your copy of the report here: http://bit.ly/1QmPka4
Behind the Slow Growth of AI: Failed Moonshots, Unprofitable Startups, Error...Jeffrey Funk
Smaller than expected markets, money-losing startups, failure of Watson, slow-diffusion of self-driving vehicles and medical imaging, and scorching criticisms of Google’s research papers are some of the examples used to characterize the hype of AI. There are some successes, but they are much smaller than the predictions, with advertising, news, and e-commerce having the biggest success stories. Looking forward, #AI will augment not replace workers just as past technologies did on farms, factories, and offices. Robotic process automation and natural language processing are likely to play important roles in this augmentation with #RPA automating repetitive work, natural language processing categorizing information, and RPA also putting the information in the right bins for engineers, accountants, researchers, journalists, and lawyers. The big challenges include exponentially rising demands on computers for high accuracies in images, a slowdown in supercomputer improvements, datasets riddled with errors, and reproducibility problems. See either this podcast or my slides, whose URL is shown in comments. #technolgy #innovation #venturecapital #ipo #artificialintelligence
Right now, an entire generation, larger than the Baby Boomers and with unprecedented discretionary spending power, is growing up knowing only a world that is always electronically connected, always portable and always customizable. How will this generation's immersion in today's technology challenge the world as we once knew it?
Understanding digital millennials is critical to maximizing and sustaining growth. The good news? Through extensive research, Resource Interactive has mapped the Millennials' daily digital interactions to shed light on their attitudes and behaviors.
Review this presentation and discover:
• Who digital millennials are
• How millennials perceive philanthropy
• How they are shaping the political landscapes
• What millennials expect from their shopping experiences
• What you can do to maximize your interactions with digital millennials
A 2016 overview of the technology & venture capital industries in Los Angeles presented by Mark Suster, Managing Partner of Upfront Ventures for the Mayor's LP / VC Summit.
Technology is disrupting nearly every part of our daily lives.
Smartphones have allowed us to stay connected to each other at literally every moment of our lives, whether it's on our daily commutes or on faraway vacations.
The Internet of Things (IoT) is making us more connected than ever with smart home devices that can control our lights and thermostats and order food for us with simple voice commands.
Robo advisors are making investing more accessible and more affordable for everyone.
And the list is growing.
Almost every industry has been disrupted by digital technologies over the past decade. And, in 2017 we expect to see more revolutionary developments impacting our businesses, careers, and lives.
BI Intelligence, Business Insider's premium research service, has put together a list of 30 Big Tech Predictions for 2017 across Mobile, Digital Media, Payments, IoT, E-Commerce, and Fintech. Some of these major predictions include:
Autonomous car road tests
Snapchat and Amazon rattling the digital ad space
VR hardware competing with popular gaming consoles
The grocery industry making the move online
Mobile wallets adding value to users
Insurtech ascending with investments from legacy players and tech giants
Social video taking 2017 by storm
Our Guide to Digital disruption Update 2019John Ashcroft
A collection of our articles on Digital Disruption and Change Management updated for 2019.
Don't thumb your nose at Digital Disruption
So what do we mean by digital disruption
The six forces shaping digital disruption
Digital Disruption Industries of the future
Which jobs will be at risk in the years ahead
Digital Disruption and the UK Banking System
Panel Discussion: Open banking – Seizing the momentMRS
Paul Stamper, Head of financial services, Ipsos MORI
Dr Bill Roberts - Assistant Director, Remedies, Business and Financial Advice, The Competition and Markets Authority
Liz Brandt – CEO, CtrlShift
Juliet Gouldman – Senior Strategy Manager, Barclays
George Dunning - CTO & Co-Founder, Bud
People are slowly beginning to realize that the times, they are a-changing. When it comes to the future of work and automation, it’s not a question of how, but when. We usually only react when it’s already too late. But this time, the writings on the wall are too overwhelming to just ignore them.
Now don’t get me wrong. I’m not saying that you should stock up on guns, build a shelter and prepare for Skynet. But it’s probably a good idea to at least start considering the idea that things might change faster than you think. And in the end, we would hate to say we told you so. So start preparing right now with these 6 crucial tips to survive the second machine age.
Global Technology Trends & Top Ten Startup Hubs 2017Bernard Moon
Update report that provides an overview of general technology trends, global venture capital trends, and startup trends around the world. Snapshots of the top 10 startup hubs in the world: Silicon Valley, NYC, London, Stockholm, Shanghai, Tel Aviv, Beijing, Seoul, Boston, and Los Angeles.
Global Technology Trends & Top Ten Startup Hubs 2019Bernard Moon
Update report by SparkLabs Group (www.sparklabsgroup.com) that provides an overview of general technology trends, global venture capital trends, and startup trends around the world. Snapshots of the top 10 startup hubs in the world: Silicon Valley, NYC, London, Stockholm, Shanghai, Tel Aviv, Beijing, Seoul, Boston, and Los Angeles.
TMT Outlook 2017: A new wave of advances offer opportunities and challengesDeloitte United States
Important trends continue to shape the technology, media, and telecommunications (TMT) industry. What developments should you anticipate in 2017? https://subscriptions.deloitte.com/default.aspx?eventid=1323075
Consumer attitudes to sharing, AI and open bankingEquifax Ltd
Spark 2019: In this presentation, Martin Grimwood from the research company Ipsos Mori, presents findings from their consumer research on attitudes to sharing data, AI and open banking.
The next 10 years in FinTech by Philippe Gelis from KantoxTheFamily
We're thrilled to welcome a very special guest:
Philippe Gelis, cofounder & CEO at Kantox!
We hear a lot of talk about the future of Fintech, and who better to give his take on the subject than the cofounder & CEO of one of its top performers?
You've probably heard about Kantox, the P2P currency exchange platform with 1600 clients in over 20 geographic locations. This startup focuses on SMEs and mid-cap companies, providing them with a solution that has historically only been available to the largest of organizations.
Kantox announced last September that they had reached over $2 billion in total transactions on the platform. With their $11 M Series B round raised last May, we can say things are looking pretty good for Kantox ;)
Philippe cofounded Kantox, one of the first Fintech startups, back in 2011. He began his career working for Renault Suisse as a financial controller. He then gained invaluable experience in the banking industry as a consultant. Before founding Kantox, he was strategy & management consultant at Deloitte. He is specialized in corporate finance and business strategy.
In this 45 min. talks on the future of Fintech, Philippe gives his analysis of the current state of the industry and the major trends to follow during the next 10 years.
LOVE,
TheFamily Team
Crowdfunding's Potential for the Developing WorldAutonomy Hub
A new report commissioned by infoDev studies the promise and the risks of crowdfunding as a tool to finance innovation and growth in developing countries. It also provides an in-depth case study of crowdfunding’s potential in funding clean energy and climate technologies.
Most of the software bugs a company experiences never become public knowledge, but those that do can result in severe consequences. In an effort to track this phenomenon, we decided to catalogue the software bugs and failures that were big enough to gain media attention in 2015.
In ‘Software Fail Watch: 2015 in Review’ we share the fruit of our labors: statistics, charts, and information from 483 stories involving 239 companies, with over $428 billion in assets affected. Despite the apparent ‘death of testing,’ ‘Software Fail Watch: 2015 in Review’ makes a strong case for the continued necessity of software testing.
Download your copy of the report here: http://bit.ly/1QmPka4
Behind the Slow Growth of AI: Failed Moonshots, Unprofitable Startups, Error...Jeffrey Funk
Smaller than expected markets, money-losing startups, failure of Watson, slow-diffusion of self-driving vehicles and medical imaging, and scorching criticisms of Google’s research papers are some of the examples used to characterize the hype of AI. There are some successes, but they are much smaller than the predictions, with advertising, news, and e-commerce having the biggest success stories. Looking forward, #AI will augment not replace workers just as past technologies did on farms, factories, and offices. Robotic process automation and natural language processing are likely to play important roles in this augmentation with #RPA automating repetitive work, natural language processing categorizing information, and RPA also putting the information in the right bins for engineers, accountants, researchers, journalists, and lawyers. The big challenges include exponentially rising demands on computers for high accuracies in images, a slowdown in supercomputer improvements, datasets riddled with errors, and reproducibility problems. See either this podcast or my slides, whose URL is shown in comments. #technolgy #innovation #venturecapital #ipo #artificialintelligence
Right now, an entire generation, larger than the Baby Boomers and with unprecedented discretionary spending power, is growing up knowing only a world that is always electronically connected, always portable and always customizable. How will this generation's immersion in today's technology challenge the world as we once knew it?
Understanding digital millennials is critical to maximizing and sustaining growth. The good news? Through extensive research, Resource Interactive has mapped the Millennials' daily digital interactions to shed light on their attitudes and behaviors.
Review this presentation and discover:
• Who digital millennials are
• How millennials perceive philanthropy
• How they are shaping the political landscapes
• What millennials expect from their shopping experiences
• What you can do to maximize your interactions with digital millennials
A 2016 overview of the technology & venture capital industries in Los Angeles presented by Mark Suster, Managing Partner of Upfront Ventures for the Mayor's LP / VC Summit.
Technology is disrupting nearly every part of our daily lives.
Smartphones have allowed us to stay connected to each other at literally every moment of our lives, whether it's on our daily commutes or on faraway vacations.
The Internet of Things (IoT) is making us more connected than ever with smart home devices that can control our lights and thermostats and order food for us with simple voice commands.
Robo advisors are making investing more accessible and more affordable for everyone.
And the list is growing.
Almost every industry has been disrupted by digital technologies over the past decade. And, in 2017 we expect to see more revolutionary developments impacting our businesses, careers, and lives.
BI Intelligence, Business Insider's premium research service, has put together a list of 30 Big Tech Predictions for 2017 across Mobile, Digital Media, Payments, IoT, E-Commerce, and Fintech. Some of these major predictions include:
Autonomous car road tests
Snapchat and Amazon rattling the digital ad space
VR hardware competing with popular gaming consoles
The grocery industry making the move online
Mobile wallets adding value to users
Insurtech ascending with investments from legacy players and tech giants
Social video taking 2017 by storm
Our Guide to Digital disruption Update 2019John Ashcroft
A collection of our articles on Digital Disruption and Change Management updated for 2019.
Don't thumb your nose at Digital Disruption
So what do we mean by digital disruption
The six forces shaping digital disruption
Digital Disruption Industries of the future
Which jobs will be at risk in the years ahead
Digital Disruption and the UK Banking System
Panel Discussion: Open banking – Seizing the momentMRS
Paul Stamper, Head of financial services, Ipsos MORI
Dr Bill Roberts - Assistant Director, Remedies, Business and Financial Advice, The Competition and Markets Authority
Liz Brandt – CEO, CtrlShift
Juliet Gouldman – Senior Strategy Manager, Barclays
George Dunning - CTO & Co-Founder, Bud
People are slowly beginning to realize that the times, they are a-changing. When it comes to the future of work and automation, it’s not a question of how, but when. We usually only react when it’s already too late. But this time, the writings on the wall are too overwhelming to just ignore them.
Now don’t get me wrong. I’m not saying that you should stock up on guns, build a shelter and prepare for Skynet. But it’s probably a good idea to at least start considering the idea that things might change faster than you think. And in the end, we would hate to say we told you so. So start preparing right now with these 6 crucial tips to survive the second machine age.
Global Technology Trends & Top Ten Startup Hubs 2017Bernard Moon
Update report that provides an overview of general technology trends, global venture capital trends, and startup trends around the world. Snapshots of the top 10 startup hubs in the world: Silicon Valley, NYC, London, Stockholm, Shanghai, Tel Aviv, Beijing, Seoul, Boston, and Los Angeles.
Global Technology Trends & Top Ten Startup Hubs 2019Bernard Moon
Update report by SparkLabs Group (www.sparklabsgroup.com) that provides an overview of general technology trends, global venture capital trends, and startup trends around the world. Snapshots of the top 10 startup hubs in the world: Silicon Valley, NYC, London, Stockholm, Shanghai, Tel Aviv, Beijing, Seoul, Boston, and Los Angeles.
TMT Outlook 2017: A new wave of advances offer opportunities and challengesDeloitte United States
Important trends continue to shape the technology, media, and telecommunications (TMT) industry. What developments should you anticipate in 2017? https://subscriptions.deloitte.com/default.aspx?eventid=1323075
20 trends you as a business leader need to know (and eventually master) as you draft and execute your long term growth (and survival) strategy - see more @ sws.ms
Read about the disruptions to influence and identity that impact our industry. Meabh Quoirin from Foresight Factory, lecturer on the MSc Digital Marketing & Analytics, discussed the digital marketing trends that will impact 2019 at an open lecture in Dublin Institute of Technology.
We studied impact of the Big Data phenomenon on SMBs.
We conducted interviews among 30 SMBs to check:
- Big Data understanding by SMBs
- Adoption level of Big Data services
- Value creation and go-to-market channels
- Pain points in adopting Big Data
Financial Services Forum_New York, May 17, 2017Splunk
Splunk Financial Services Forums are designed to teach companies like yours that are turning terabytes of machine data – collected daily for high-volume activities like trading, claims processing and multi-channel banking – into valuable insights.
These insights help financial services organizations improve security, reduce fraud, achieve regulatory compliance, gain deeper customer insights, obtain end-to-end visibility and much more.
Now Next Beyond v2: Making Sense of ChangeArena UK
Now, Next, Beyond is our take on how to make sense of changes in the media landscape, including new technologies, trends in consumer behaviour or demography, and our understanding of how marketing works.
We take a short, medium and long-term view to quantify how and when key developments in the industry are going to impact what customers - and therefore brands - do.
A brief overview of bow how the internet has changed over the years, and the impact that it has on the lives of consumers. Created as part of my digital marketing course with the British Academy of Digital Marketing.
Friesland campina - How brands grow? Our journey at FrieslandCampinaBigDataExpo
Ashkan Roshanayi will tell you how FrieslandCampina used online public data as a proxy to understand the offline behavior of their end users in Asia and unlocked a %25+ growth opportunity using that insight.
Nick Kinports: The News Feed Economy – Connecting with patients, providers, a...Digital Megaphone
Nick Kinports, EVP Strategy at Notice will share 5 incredible trend charts that show how the media landscape and user behaviors have completely shifted in the last 8 months, critical information for any healthcare marketer. Next, he’ll share specifics about how to connect to this audience behavior effectively and efficiently via mobile video and revolutionary tech like 360 video, and new mobile ad units illustrated by case studies from their work
In this presentation, we take you through the vital role of social media marketing and how marketers can leverage the world of social beyond amplification, and in line with consumer experiences.
In this presentation, the LEWIS Pulse content team provides insights on how to write technical social copy and shares best practice writing tips for posting on social platforms.
In this presentation by Freek Janssen, Head of Content EMEA at LEWIS, he discusses the phases that hypes tend to follow and how your PR and content strategy should be different in each stage.
In this presentation, we explain how to claim expertise in a fast-paced sector by covering:
* Picking the right topics and distinguishing yourself
* Developing a distinctive hook and unique voice
* Understanding the phases of a hype cycle
* Creating PR strategies based on these phases
How does negative and positive earned media impact your employee communications? Matt Robbins, VP of Insight and Research at LEWIS, joined SocialChorus at FutureComms 2018 to discuss how your core brand promises are being presented in the media and the impact it has on employee communications.
Set your holistic rapid response plan. Learn from real-world examples how to tee up your team to jump into the next turn of the news cycle including:
* Selecting breaking news topics and creating executive POV in advance
* Guidelines for crafting compelling commentary & creative content
* Identifying your top influencers
* Testing audiences and targeting in advance
* Tagging URLs with UTM tags to attribute their source
* How to arm yourself to quickly turn on targeted paid social and GDN
* Using paid search to bid on (or “take over”) select keywords
Research has found that people who create a sense of purpose and meaning in their lives, and seek to experience their “true self”, experience fewer symptoms of depression and anxiety. Can the same be said for brands?
We’re living in an era of total uncertainty. An era where Gens X, Y and Z are tackling questions and dilemmas they have not faced before. And so it is with brands. Disruption rains from all quarters. Marketers are being asked tough questions around “where is it all heading?” whilst comms directors are tasked with “how do we control the story?”
Daniel Cohen, SVP EMEA Brand and Digital and Giles Peddy, SVP EMEA Operations & UK Managing Director and at LEWIS hosted this webinar. Daniel has been helping brands such as British Airways, Hilton Hotels, Avis, McDonalds and Pernod Ricard Winemakers navigate the choppy waters of uncertainty for over two decades. He will talk about where the need for purpose has come from, the difference it can make to the bottom line as well as profile brands that use creativity to bridge purpose to their audiences in highly compelling ways.
Other topics will include:
Is Purpose the same as Brand Vision and Mission?
What’s the generational view?
How does a brand get purpose?
Is having purpose enough?
The communications landscape has changed. In the past, it was about pushing communications through channels such as the media and social. Today, it’s about understanding the target audiences at a much more granular level, understanding what type of content they engage with, which media and channels they consume it within, when and how they experience it, and how to measure and manage its effectiveness.
This hour-long webinar, part of AMEC's Measurement Month, was a practical session, demonstrating how to use the Framework, and what makes it different.
The session was co-presented by Giles Peddy, Group Managing Director UK at LEWIS and Richard Bagnall, CEO of Prime Research UK, and moderated by Johna Burke, CMO at BurrellsLuce. Both Richard and Giles were members of the AMEC working group that developed the new Framework.
For more expert insights, visit teamlewis.com/blog
Smart brands are activating employees to reach new audiences in social, extend the reach of organic content and humanize their brand. Many refer to this as employee advocacy. We call it employee storytelling and the reason is simple - employees tell better stories than you do. Their voices are trusted among their peers and they already participate in industry conversations with your customers.
In this presentation, learn why employee advocacy is a critical piece of your marketing stack, understand the data that proves this and find out how to develop a communications blueprint that will help launch an effective program.
For a full recording, visit www.lws.co/mile13
In the real world, marketing teams are under constant pressure to generate (more! better! hotter!) leads to keep the sales team busy and the pipeline full. You’re only as good as the opportunities you help generate – because at the end of the year, the deals that have closed will be the only things that matter.
In this session, Lisa Paglia, Senior Vice President, Global Marketing Services at LEWIS, will walk you through common lead generation challenges and lessons learned over years of working with organizations just like yours – and then give you actionable, proven advice for applying those insights to increase the performance, impact, and results of your demand generation programs in the second half of the year.
Life at LEWIS London means having access to an amazing network of colleagues and opportunities around the world. We have over 600 employees across the US, EMEA and Asia Pacific. Want to be part of our story?
Find out what we're about or apply at teamlewis.com/uk/careers
Life at LEWIS means having access to an amazing network of colleagues and opportunities around the world. We have 27 offices and over 600 employees across the US, EMEA and Asia Pacific. Have a sneak peak into our story.
Apply here: http://teamlewis.com/careers
Everyone knows the power of stories, but when asked to come up with them, we struggle. Either we second guess ourselves as to the story's relevance, or we just come up blank and can't think of any. Unlocking Everyday Narratives: The Power of Storytelling in Marketing will teach you how to recognize stories in the moment and to recall forgotten moments that your audience needs to hear.
Key Takeaways:
Understand Why Personal Stories Connect Better
How To Remember Forgotten Stories
How To Use Customer Experiences As Stories For Your Brand
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
Digital Commerce Lecture for Advanced Digital & Social Media Strategy at UCLA...Valters Lauzums
E-commerce in 2024 is characterized by a dynamic blend of opportunities and significant challenges. Supply chain disruptions and inventory shortages are critical issues, leading to increased shipping delays and rising costs, which impact timely delivery and squeeze profit margins. Efficient logistics management is essential, yet it is often hampered by these external factors. Payment processing, while needing to ensure security and user convenience, grapples with preventing fraud and integrating diverse payment methods, adding another layer of complexity. Furthermore, fulfillment operations require a streamlined approach to handle volume spikes and maintain accuracy in order picking, packing, and shipping, all while meeting customers' heightened expectations for faster delivery times.
Amid these operational challenges, customer data has emerged as an important strategy. By focusing on personalization and enhancing customer experience from historical behavior, businesses can deliver improved website and brand experienced, better product recommendations, optimal promotions, and content to meet individual preferences. Better data analytics can also help in effectively creating marketing campaigns, improving customer retention, and driving product development and inventory management.
Innovative formats such as social commerce and live shopping are beginning to impact the digital commerce landscape, offering new ways to engage with customers and drive sales, and may provide opportunity for brands that have been priced out or seen a downturn with post-pandemic shopping behavior. Social commerce integrates shopping experiences directly into social media platforms, tapping into the massive user bases of these networks to increase reach and engagement. Live shopping, on the other hand, combines entertainment and real-time interaction, providing a dynamic platform for showcasing products and encouraging immediate purchases. These innovations not only enhance customer engagement but also provide valuable data for businesses to refine their strategies and deliver superior shopping experiences.
The e-commerce sector is evolving rapidly, and businesses that effectively manage operational challenges and implement innovative strategies are best positioned for long-term success.
AI-Powered Personalization: Principles, Use Cases, and Its Impact on CROVWO
In today’s era of AI, personalization is more than just a trend—it’s a fundamental strategy that unlocks numerous opportunities.
When done effectively, personalization builds trust, loyalty, and satisfaction among your users—key factors for business success. However, relying solely on AI capabilities isn’t enough. You need to anchor your approach in solid principles, understand your users’ context, and master the art of persuasion.
Join us as Sarjak Patel and Naitry Saggu from 3rd Eye Consulting unveil a transformative framework. This approach seamlessly integrates your unique context, consumer insights, and conversion goals, paving the way for unparalleled success in personalization.
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.
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.
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.
Come learn how YOU can Animate and Illuminate the World with Generative AI's Explosive Power. Come sit in the driver's seat and learn to harness this great technology.
Financial curveballs sent many American families reeling in 2023. Household budgets were squeezed by rising interest rates, surging prices on everyday goods, and a stagnating housing market. Consumers were feeling strapped. That sentiment, however, appears to be waning. The question is, to what extent?
To take the pulse of consumers’ feelings about their financial well-being ahead of a highly anticipated election, ThinkNow conducted a nationally representative quantitative survey. The survey highlights consumers’ hopes and anxieties as we move into 2024. Let's unpack the key findings to gain insights about where we stand.
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
The Secret to Engaging Modern Consumers: Journey Mapping and Personalization
In today's digital landscape, understanding the customer's journey and delivering personalized experiences are paramount. This masterclass delves into the art of consumer journey mapping, a powerful technique that visualizes the entire customer experience across touchpoints. Attendees will learn how to create detailed journey maps, identify pain points, and uncover opportunities for optimization. The presentation also explores personalization strategies that leverage data and technology to tailor content, products, and experiences to individual customers. From real-time personalization to predictive analytics, attendees will gain insights into cutting-edge approaches that drive engagement and loyalty.
Key Takeaways:
Current consumer landscape; Steps to mapping an effective consumer journey; Understanding the value of personalization; Integrating mapping and personalization for success; Brands that are getting It right!; Best Practices; Future Trends
The digital marketing industry is changing faster than ever and those who don’t adapt with the times are losing market share. Where should marketers be focusing their efforts? What strategies are the experts seeing get the best results? Get up-to-speed with the latest industry insights, trends and predictions for the future in this panel discussion with some leading digital marketing experts.
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.
3. Agenda
8.30am Introduction
Ben Smith, Founder, PRmoment
8.35am A Futurologist's perception on B2B markets
Never Normal: The parallel drivers of uncertainty in the next five years for B2B brands
Joshua McBain, Director, Foresight Factory
9.00am Panel session: What’s next for the B2B website?
James Smee, Director, EMEA Digital Marketing, LEWIS (Chair)
Nick Andrews, Head of Digital Marketing, Linklaters
Stuart Castle, Senior Consultant, Sitecore
9.35am Case studies from SAS: Using thought leadership content to drive brand awareness and sales
Rachel Lockwood, Marketing Director, SAS andMui Luc, Head of Corporate Comms, SAS
10.00am The journey to integration
Giles Peddy, SVP EMEA Operations and Managing Director UK, LEWIS
10.30am Coffee and networking
8. 88Source: USA Federal Reserve
Defined by one seismic event
$7.4 trillion
lost in
stock wealth
(July 2008 - March 2009)
$66,200
per U.S.
household
9. 99Source: USA Federal Reserve
Defined by one seismic event
$3.4 trillion
lost in real
estate wealth
(July 2008 – March 2009)
$30,300
per U.S.
household
10. 1010
Defined by one seismic event
Source: Oxford Economics/Foresight Factory, 2017
85%
Govt debt as
% of GDP
2012
41%
Govt debt as
% of GDP
2007
12. 1212Source: European Commission/Foresight Factory, 2017
Significant impact on customer mindset and outlook
-40
-30
-20
-10
0
10
Sep-07
Sep-08
Sep-09
Sep-10
Sep-11
Sep-12
Sep-13
Sep-14
Seasonally adjusted consumer confidence indicator
FINANCIAL CRISIS EUROZONE CRISIS
13. 1313
But...growing uncertainty met by empowerment
0%
20%
40%
60%
80%
100%
2005
2007
2009
2011
2013
2015
2017(f)
All 16+ 16-24
Source: ONS/Foresight Factory | Base: All individuals aged 16+, UK 2016
% of adults using mobile internet within the last 3 months
14. 1414
Environmentalism in 2009
56%
“I am concerned about what I
personally can do to help
protect the environment”
Source: Foresight Factory | Base: 2017 online respondents aged 16+, GB, 2009 October
15. 15
Environmentalism in 2016
15
49%
“I am concerned about what I
personally can do to help
protect the environment”
Source: Foresight Factory│ Base: 1000-5000 online respondents per country aged 16-64 (Indonesia & S. Africa 16-54), 2016 February
21. 2121
But...not defined by a singular event
-40
-30
-20
-10
0
10
Sep-07
Sep-08
Sep-09
Sep-10
Sep-11
Sep-12
Sep-13
Sep-14
Sep-15
Sep-16
Sep-17
Seasonally adjusted consumer confidence indicator
FINANCIAL CRISIS
BREXIT VOTE
Source: European Commission/Foresight Factory, 2017
22. 2222
Instead...defined by multitude of interconnected events
0
50
100
150
200
250
300
350
2005 2006 2007 2008 2009 2010 2011 2012 2013 2014 2015 2016 2017
FINANCIAL CRISIS
BREXIT VOTE
EUROZONE CRISIS
TRUMP ELECTION
EU MIGRATION
CRISIS
GLOBAL POLITICAL
TURMOIL
Source: Global Economic Policy Uncertainty Index, September 2017
23. 23
UNCERTAINY CREATING CLIMATE OF DISRUPTION
Political
Uncertainly
Societal
Distrust
4th Industrial
Revolution
Climate
Re-ignition
THE
NEVER
NORMAL
Understanding the Never Normal
23
26. 2626Source: Foresight Factory | Base: 500-4000 online respondents per country aged 16-64 (Indonesia 16-54), 2017 August
% who agree that globalisation is good for their country
60%Brazil
71%India
43%
UK
71%China
37%
France
27. 27
% of EU citizens who trust the European Union
27
Source: European Commission Eurobarometer Report, 2017
57%
2007
33%
2016
42%
2017
28. 2828Source: Edelman Trust Barometer, 2017
% of global consumers who trust each institution,
2016 vs. 2017
42%
2016
41%
2017
Government
48%
2016
43%
2017
Media
53%
2016
52%
2017
Business
55%
2016
53%
2017
NGOs
31. 3131Source: Edelman Trust Barometer, 2017
The filter bubble entrenches fault lines across society
53%Do not regularly listen
to people or organisations
with whom they
often disagree
4 xMore likely to ignore
information that supports
a position they do not
believe in
32. 3232Source: Pew Research, 2016
% of US adults who say their country should do whatever it
takes to protect the environment
85%
1994
90%
2016
71%
1994
52%
2016
Democrats Republicans
37. 3737
Future job insecurity: Widely felt
64%
% people who are
not skilled in
technology will find it
harder to get a job in
the future
Source: Foresight Factory | Base: 500-4000 online respondents per country aged 16-64 (Indonesia 16-54), 2017 August
38. 3838
Human vs. Automated: A key business question in 2017
52%
% who agree
companies should
prioritise employing
humans over
robots/automated
services
Source: Foresight Factory | Base: 500-4000 online respondents per country aged 16-64 (Indonesia 16-54), 2017 August
39. 3939Source: Foresight Factory | Base: 500-4000 online respondents per country aged 16-64 (Indonesia 16-54), 2017 August
% who agree companies should prioritise employing
humans over robots/automated services
63%USA
62%Mexico
49%
Denmark
65%Spain
47%
Japan
41. 41
A more apparent and immediate impact
41
The conclusions are clear:
climate risks are accelerating
in their likelihood and severity.
Rear Admiral David Titley, USA Navy
42. 42
Number of global displacements related to weather
42
23.5 million
2016
195.7 million
2008 - 2016
Source: Internal Displacement Monitoring Centre, 2017
43. 4343Source: Foresight Factory | Base: 500-4000 online respondents per country aged 16-64 (Indonesia 16-54), 2017 August
% who would consider buying an electric car
69%Mexico
63%Brazil
49%
UK
56%China
50%
USA
45. 4545
58%42%
UK
Source: Foresight Factory | Base: 500-4000 online respondents per country aged 16-64 (Indonesia 16-54), 2017 August
“I like it when companies/brands address
current social issues in their advertising”
China
49. www.teamlewis.com
InsightS report.
‘What role does the B2B website play in the decision making journeys of B2B buyers?’
By James Smee
Presentation of findings
following research
exercise carried out in
October 2017.
THE BIG PICTURE:
PANEL SESSION
#bigpicture2018
50. THE HOLY TRINITY
TECH VENDOR CLIENT SIDEAGENCY SIDE
STUART CASTLE JAMES SMEE NICK ANDREWS
52. WHO DID WE SPEAK TO?
55.2%
18-24 = 10.4%
25-34 = 40.8%
35-44 = 33.2%
45-54 = 11.2%
55+ = 4.4%
44.8%
U.K WIDE
5 to 250 =
42%
250 to 1000 =
33.2%
Business size: EMP’sgeographyAudience: 250 B2b DECISION MAKERS
1000+ =
24.8%
53. www.teamlewis.com
In 2017 this number has increased to 51.2%
IN 2015 45% of B2B decision makers fell into the 18-34 yr old age bracket *
#1 Theageof empowerment…
* Google’s study ‘B2B Path to Purchase’
54. www.teamlewis.com
76.8% of b2b decision making cycles begin with a search engine
#2 oursearchstartshere…
54.8%also use social media
55. www.teamlewis.com
85.2% of b2b decision makers conduct research into new
products and services using their smartphone
#3 Making decisionsonthemove
56. www.teamlewis.com
Over 7 in 10 people admit to frequently carrying out
research into new products and services from home
#4 HOMEISWHERETHE HEART RESEARCH IS
57. www.teamlewis.com
94.4% of b2b decision makers state the potential suppliers
website is the most important channel when researching
#5 Theb2bwebsite
hasneverbeen
more important
Followedby…
#2 customerreviews
#3 Cost
#4 Interaction with the sales team
#5 Industry reviews/press
#6 Case studies
#7 brand
58. www.teamlewis.com
70% of b2BwEBsite visitors say that the user experience is
‘extremely important’ when evaluating a potential partner
#7 IT’SA MATTEROF EXPERIENCE
59. www.teamlewis.com
Ease of use is the most important element of UX
for 70% of b2b website visitors
#8 AsEasy as1,2,3.
Followedby…
#2 content
#3 functionality & tools
#4 fun & entertaining
#5 unexpectedapproach
#6 chat bots / ai
#7 cost
60. www.teamlewis.com
21.2% of website visitors will leave a website
within 10 seconds if the experience is poor
#9 The clock isticking
74.8% will
tolerate up to 60
seconds but not a
secondlonger.
61. www.teamlewis.com
42.4% of b2b website visitors believe website
experiences should be ‘moderately personalised’
#10 don’t makeit (too) personal
91. The Big Picture
The journey to integration
Giles Peddy, SVP EMEA Operations & UK MD
92. The buyer is changing
The shift towards a younger buyer has been quite dramatic. The percentage of B2B
buyers in the 18-34 age bracket has increased from 27% to 46% in just the last two
years. This marks a change that your B2B business simply can’t ignore.
Source: Google
93. The buyer has done their homework
On average, 74% of buyer
research is completed before
initial contact.
Source: Google
94. The number of buyers involved in a purchase is increasing
The number of people involved in the buying process has increased over
recent years, to the point where an average of 5.4 people are involved in
purchasing decisions.
Source: Google
95. B2B is going mobile
Google and The Boston Consulting Group (BCG) research shows that
mobile drives, or influences, an average of more than 40% of revenue in
leading B2B organizations—in industries that traditionally depend more on
sales than marketing to drive revenue.
Source: Boston Consulting Group/Google, 2017
96. The buyer is mobile
Mobile is increasingly playing a critical role in the B2B customer journey. In
fact, 50% of B2B search queries today are made on smartphones.
BCG expects that figure to grow to 70% by 2020.
Source: Boston Consulting Group/Google, 2017
97. Positive mobile experience
97
A positive mobile experience
increases repurchase rate and
builds customer loyalty. 90% of
B2B buyers would likely buy
again from the same vendor
compared with only about 50%
if poor mobile experience.
Source: Boston Consulting Group/Google, 2017
98. A digital first approach
98
Majority of B2B buyers media consumption is online
101. So how do we make the shift?
101
We must answer a very simple question
102. Because we are all focused on the same objectives…
102
What business impact will your
marketing/communications
programme have on my
organisation?
103. Challenge
Infosys needed to reposition from Indian outsourcer to
global consulting firm in key global markets, and wanted
to be the leader in Artificial Intelligence
Idea
Global report to be launched at World Economic Forum
on Artificial Intelligence to be used across all channels –
media, social, email, paid digital, influencer marketing,
panel and speaking opportunities, sales collateral, sales
tools, and ongoing marcomms for long tail
106. www.teamlewis.com
Challenge
Despite the ubiquity of today’s connected commerce (omni-
channel trading), PayPal’s offering amongst SMBs remains
largely unknown
Idea
Championing the SMB founder. Create a progressive story-
based narrative that is light and digestible, editorial, accessible
and worth taking five minutes out of my day for
109. www.teamlewis.com
Consideration Proposition Landing Pages
Working Capital
bit.ly/business-funding-
paypal
Express Checkout
bit.ly/express-checkout-paypal
Invoicing
bit.ly/invoicing-paypal
Cross Border Trade
bit.ly/sellingabroad
PayPal Here
bit.ly/onthego-paypal
110. www.teamlewis.com
60k
In six months we targeted 60K SMBs Increased lead-to-opportunity conversion
7,200Generated 7,200 x net-new
leads which is 12% of
community
1,631%Secured net-new revenue
>$1M equating to
+1,631% ROI
Generated net-new
account activations
2,400
45% to 88%
112. TARGET AUDIENCE STRATEGY
ACTIVITY
IMPLEMENT AUDIENCE RESPONSE & EFFECTS
IMPACT
ORGANISATION & STAKEHOLDER EFFECTS
ORGANIZATIONAL OBJECTIVES
ALIGN OBJECTIVES
COMMUNICATIONS OBJECTIVES
PLAN, SET TARGETS & OTHER INPUTS
PREPARATIONIMPLEMENTATION
MEASUREMENT&INSIGHTS
OUT-TAKES OUTCOMESOUTPUTS
MEASURE ACTIVITY
§ Drive: net-new merchant account
activations (thereby reversing the
current saturation experienced
across key EMEA markets)
Challenge: incongruent, deep-
rooted and damaging merchant-
held perception of PayPal as
being merely an ‘eBay tool’ and
website ‘checkout button’
§ Within six-months of go-live:
Exceed: PayPal's average lead-to-
opportunity conversion rate of 50%
Secure: a total of 3,000 net-new leads
(c3.75% of initial cold prospect pilot
leads targeted)
Win: 500 net-new merchant account
§ Prospect SMEs with revenues up to
£1.2M
§ PayPal stakeholders access, across strategic
insights team, SMB communications team and
campaigns delivery team
Access to retrospective campaign and web
performance data, creative and content
Access to segmentation and sales data of PayPal's
SMB customer base who specifically excelled
across PayPal's 5 x core propositions
§ Formative research: interrogation of historic SMB segmentation
and sales data held by PayPal
§ Formative research: audit (6-month retrospect across in and
outbound channels) of PayPal’s SMB content
§ Formative research: audit of web and campaign metrics to
decipher SMB resonance and dissonance
§ Planning: synthesis findings to identify core strategic pillars (and
customer pool to ‘tell the story’)
§ Planning: distillation of research into core SMB proposition
§ Planning: architecture of strategic narratives/nurture framework
(for Eloqua) to progressively migrate prospects from Awareness to
Consideration to Activation
§ Planning: architecture of intelligent lead-scoring mechanics to
govern prospective migration paths from MQL to SAL
§ Production: creation of 5 x peer-led (human) cases studies that
champion the SMB story – authentic: pain-point driven
§ Production: design/build of 5 x bold copy-light emails, leveraging
intrigue of peer overcoming identified pain-point
§ Production: design/build of rich/ immersive single source of truth
hub; telling the ‘customer story’ (via case studies) and allowing for
self-serving of content and onboarding
§ Production: creation of social activation assets for organic and
paid amplification, spanning Facebook and Twitter. Each
execution aligning to one of five customer stories
§ Social media: Facebook and
Twitter assets to amplify
campaign voice and reach
(owned activation)
§ Social media: Facebook and
Twitter assets to amplify
campaign voice and reach
(paid activation)
§ Email: 5 x bold copy-light
emails, leveraging intrigue of
SME peer overcoming a
shared pain point
§ Email: 5 x related plain-text
follow up reminder from
individual Payments
Specialist (PayPal employee)
§ Engagement: outperformed
Eloqua automation
benchmarks with 30%
unique opens and 6%
unique click-throughs
§ Engagement: Increased
lead-to-opportunity
conversions from 50% to
88%
§ Increased lead-to-
opportunity conversions from
50% to 88%
§ Generated 3,300 net-new
leads (10% above target; a
cold prospect conversion of
4.1%)
§ Generated 1,750 net new
merchant account
activations (eclipsing the
target set of 500)
§ Secured net-new revenue of
$1M, equating to +1,631%
ROI
§ Client testimonial: "Within
PayPal, IMAGINE is already
being hailed as ‘best-in-class’
and a real progression for our
SME engagement".
§ Client testimonial: Based on
performance to date,
IMAGINE is projected to
secure significant net-new
revenue to the business"
§ Client testimonial: "The shift
in emphasis from driving
MQLs to SALs has been
hugely successful, securing
average lead-to-opportunity
conversions of over 60%"
§ Client testimonials: "With
IMAGINE, prospective SMEs
get a real feel for what’s
possible with PayPal and
they’re actively reaching out to
find out more”
PayPal – integrated lead nurture
113. Summary
113
The B2B
buyer is
younger
They are
more mobile
centric
The
experience
matters –
just like
consumer
Digital first
is the
mantra
Break the
silos
We are all
focused on
the same
objectives –
business
impact
Objective
Insight
Story
Content
Execution
Evaluation
Measure it,
manage it