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Winner: Marketer of the year
Justine Arthur transformed the marketing function at BT Expedite, leading to a tripling in new business leads and a shift to marketing-driven sales strategies. Under her leadership, significant achievements included automating reporting and enhancing engagement in sales funnel management, along with numerous successful campaigns and strategic sponsorships. Her approach has established a strong alignment between sales and marketing, resulting in substantial growth metrics and improved client relations.
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Winner: Marketer of the year
- 1. B2B Marketer ofthe year 2012 Justine Arthur Head of communications and campaigns BT Expedite & Fresca
- 3. Marketing Director -Geoffrey Barraclough When Justine Arthur joined BT Expedite we already had a pretty good marketing team. But it was operating in a very conventional way. Justine could have taken the easy option and continued with our existing plan. Instead she ripped everything up on day one, and has since re-built an industry leading marketing function. Rather than sales pushing marketing to do stuff, we now operate the other way around with marketing driving the sales plan. Volume of new business leads has trebled and, most importantly in a professional services business, we’ve automated reporting so the whole business is now engaged in sales funnel management. And our competitors are all following suit! “ ”
- 4. Entry submission • Mybackground • Significant career achievements • Who I work for • My role, responsibilities & team • Achievements in the last 18 months • Approach to tackling marketing challenges • A winning entry
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- 6. Significant career achievements •Placed in the BT Talent Pool in the category of Emerging Talent • Delivered 21 multi-language BSI country websites in 15 languages within a new Content Management System leading a global project team of content managers • At AKQA Identified a £1m+ new client opportunity, led a team to win the tender and then deliver a multi-country website/CMS migration project for the British Council
- 7. Who I workfor BT Expedite and our e-commerce division Fresca One of seven standalone businesses that benefit from the power of the BT brand Retail technology specialist division within BT Solutions cover every area of omni- channel retailing, including: Point of sale E-commerce Merchandising Sales analytics CRM & loyalty Network infrastructure Hardware Training Professional services
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- 9. My role, responsibilities& team • Joined BT Expedite in March 2010 • Team of two marketing managers • 10 sales people to keep busy with great leads • Collaboration with small group of agencies: • Broadview, Porter Novelli, Quatreus, Westhill, WTA • Marketing budget circa. £400k • Circa. 80 customers • Generate leads through other BT channels
- 10. My brief To drivenew business leads and make sure that every CIO and department head in the top 250 retailers knows that BT Expedite is the best retail IT solutions provider in the UK
- 11. Approach • Deliver end-to-endlead generation, nurture and conversion campaigns • Use the sales 2:0 approach; better aligned Sales and Marketing • Use the brains of our technical people • Bring more production in-house • Empower the team to use business applications and online tools to achieve results • Establish clear targets and measurements
- 12. The right toolsfor the job
- 13. Achievements in thelast 18 months • 110% annual scorecard results • 3 new business sales (£5m) attributed to marketing • Set up new business lead grading methodology and funnel • Sales and marketing targets aligned • Trebled new business lead volumes • Fully integrated sales and marketing programme • Added value to headline industry awards sponsorship • Exceeded PR target with quality editorial coverage • Grew contacts database of top 250 UK retailers by 43% • Enewsletter achieved an average 26% click to open rate • Sales team in front of 400+ top retail contacts
- 14. Tackling marketing challenges Challenge •Close to our year end, we found ourselves faced with the classic marketing conundrum of a fantastic opportunity and limited funds • Retail Business Technology Expo had submitted a request for us to demonstrate our vision of the future for retail technology Example
- 15. Solution • Leveraged thepower of the BT brand and negotiated heavily with the organisers to sponsor the event • Brought BT’s ‘Lighting up the High street – Future of Retail’ showcase • Negotiated with BT Global Services to use their mobile demonstration ‘bus’ and contribute to marketing costs
- 18. Results • BT nowhas a more joined up message for retailers • Quality opportunities worth £20 million in contract negotiation and/or in the pipeline following the event (25% over target) • Attendees included • 60 different retail firms from top 250 • 230 key visitors • 186 pre-booked appointments prior to expo • 12% of overall Expo visitors registered through BT
- 19. A winning entry 1.Aligned sales and marketing targets and teams. Exceed results. 2. Ability to measure and prove the influence marketing has had on sales. 3. Entrepreneurial approach with clear targets and accountability. 4. Ownership of all key elements of the marketing mix. 5. A well written and visually appealing entry.
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