Making Global Campaigns Relevant For Local B2B Clients

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Making Global Campaigns Relevant For Local B2B Clients

  1. 1. Making global campaigns relevant for local B2B clients 10 Tips from Cecile DELETTRE International coordinator Administrator - ADETEM
  2. 2. Some global B2B companies from JCDecaux EUROPE : • 28 member states of the European Union • 12 currencies • Eurozone : 17 states • Population 504 .456. 000 present in US…
  3. 3. Global (EU-Fr) companies present in the World
  4. 4. 1. Think Global… - Study the market places you want to target Evaluate SWOT analysis on each market : Strengths/Weaknesses/Opportunities/Threats. - Define your target /country. - Create a global message - Integrate the culture-specific nuances.
  5. 5. Re-think our geography
  6. 6. 2. Study the Ecosystem Who are the decision makers ? Who are the influencers ? What are their values ? Identify the community, events, Social DNA, media… Legal aspects : rules on data, sustainability,…
  7. 7. 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.
  8. 8. 4. Build the metrics by country • Set the KPI, Key Performance Indicators • Track and gauge what is effective or not. • Managed the campaigns in the CRM software tool.
  9. 9. Australia Canada Germany Spain South Corea Italy UK France Mexico Japan Nigeria Pakistan Bangladesh Indonesia Area > 3 million km2 Population > 100 million GDP > 800 billion US$ India Russia Brasil China United States E.U.
  10. 10. 5. Create partnerships locally Industries leaders, Think Tanks, Federations, Universities, … 11
  11. 11. 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.
  12. 12. 7. Act local Speed business dating - Join the community - Meet your local clients - Exhibit
  13. 13. 7. Make it Happening -Launch a product. - Create the Buzz. - Public relation.
  14. 14. 8. Efficient PR campaigns
  15. 15. 9. Integrate your Global Marketing Campaign Email Web Mobile Social Customer Intelligence
  16. 16. 10. Worldwide Loyalty Celebrate with your customer and your team Create a strong relationship
  17. 17. Let’s keep in touch linkedin.com/in/ceciledelettre delettre.cecile@gmail..com @CecileDelettre Cécile DELETTRE DMA Conference since 1996 / DMA HQ : 1991 New York Experiences : - ADETEM : International Coordinator, Administrator –Europe - The French association in Marketing – 1500 members - 80 % Brands - UBIFRANCE Global Business Development in 80 countries - 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 -: Business development - Marketing services - MMV : direct marketing - international Tour operators Organization of 40 events in 2012/ 2013 : How to do Business in… Foreign markets knowledge. Marketing diploma (Master) from IFG Paris. Member of several international organizations.
  18. 18. Thank you for your attention Cecile Delettre cecile.delettre@adetem.net linkedin.com/in/ceciledelettre

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