Offline and Online
Marketing Optimisation
Deane McIntyre
Vodafone Global Enterprise
Contents
• Integrated Marketing
– Buying behaviour changes
– Demand generation- aligning marketing and sales
– Reach , relevance and relationship
• Vodafone Global Enterprise Case Study
– Demand generation engine
– Example marketing activity results
– Do versus Watch model
• Marketing Mega Trend - What’s Next ?
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Offline and Online Marketing Optimisation
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The 7th IDM B2B Marketing Conference
Vodafone Global Enterprise
• Established in 2007
• Dedicated business unit
set up meet needs of
Multinational Corporates
• International marketing
across five continents
70+ countries
• Also lead emerging global
solutions for wider
Vodafone Group Machine to Machine (M2M)
and Mobile Health (mHealth)
• 600 employees , 300 sales
and marketing team
numbers 15
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Offline and Online Marketing Optimisation
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The 7th IDM B2B Marketing Conference
RADIO HOURS
DAILY
MAGAZINE ARICLES
DAILY
TV HOURS
DAILY
NEWSPAPER COLUMNS
DAILY
327k
14,703
42,000
72,800
MOBILE PHONE SUBSCRIBER
HOURS DAILY
ITUNES VIDEOCASTS
HOURS DAILY
INSTANT MESSAGES
DAILY
VIRTUAL WORLDS
HOURS DAILY
388m
200
5bn
672
ONLINE SEARCHES
DAILY
TEXT MESSAGES
DAILY
200m
260m
BLOGS CREATED
DAILY
E-MAILS SENT
DAILY
1.2m
1.8bn
ITUNES PODCAST HOURS
AVAILABLE DAILY
SOCIAL NETWORK VISITORS
DAILY
2,000
500m
Media is becoming more fragmented
and more personal
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Offline and Online Marketing Optimisation
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The 7th IDM B2B Marketing Conference
Buyer touchpoints - transforming
Intro e-mail
Follow up e-mail
http://
Salesman
Website
Trade Show
Download
Direct Mail
Google position
Do you have your offline and online spend
& resource mix right?
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Offline and Online Marketing Optimisation
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The 7th IDM B2B Marketing Conference
The power of digital
They always deliver
on their promises
Right message
Right person
Right time
One to One
Behaviour driven
Segment
Customer driven
Batch & Blast
Product driven
‘conversation is king’
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Offline and Online Marketing Optimisation
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The 7th IDM B2B Marketing Conference
Demand generation - aligning Marketing and Sales
DEMAND GENERATION
“The summation of ALL marketing activities which nurture a customer dialogue
through the process to sale closure”
LEAD GENERATION
LEAD NURTURING
Traditionally a Marketing role
Traditionally a Sales role
Technology enables an integrated process for
borderless business opportunities
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Offline and Online Marketing Optimisation
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The 7th IDM B2B Marketing Conference
A digital strategy extends offline capabilities
Reach
Explore new media and drive search to ensure our content
reaches our target audience “right channel right time”
Relevance
Develop more engaging, relevant content that customer,
prospect and influencers care about
Relationship
Nurture customer relationships using technology to
integrate offline and online activity to listen and engage
Traditional marketing P’s are fine tuned
with digital’s 3 R’s
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Offline and Online Marketing Optimisation
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The 7th IDM B2B Marketing Conference
A Vodafone Global Enterprise case study
Ignition
Transforming leads from cold to red hot
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Offline and Online Marketing Optimisation
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The 7th IDM B2B Marketing Conference
Marketing as a catalyst for business growth
Business Challenges
• Achieve significant year on year
growth and double the account
base
Solution
• Buying behaviour is evolving and
becoming more complex
• Digital lead generation...seeding
content where our customers visit
“Fish Where the Fish Are”
• Limited number of the right
contacts
• Use technology to nurture
contacts
• Execute globally
• Prioritising of leads based on their
contact digital footprint
Doing much more with same
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Offline and Online Marketing Optimisation
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Target Audience
Engagement framework and dialogue targets
1. Choosers
Business Decision Maker (BDM)
Technical Decision Maker (TDM)
Main Board
Members
Line of Business
Leaders CEOs/
President/
Practice Partners
Procurement
Supply Chain VPs
/ Head
Human
Resources
VP / Heads
Customer Facing
Sales and Service
VP / Heads
IT / Telecoms Client
Relationship Director
CIO/CTO
& IT Governance
Committee
IT ManagerMobility &
Security Lead
Architecture
& Applications
Managers
Size
60,000
(est.)
Facilities
Environmental
VP / Heads
CFO/ VP
/ Heads of
Finance
Innovation / Research
VP / Heads
Telecoms
Head / Managers
Press & Media
Agencies involved
in RFP decisions
Vodafone Group
Expert Employees
2. Influencers
Industry analysts
Business
researchers
Size
5,000
(est.)
3. User Personas
International
Business Traveller
Remote
Power Worker
Mobile
Field Worker
On Premise
Roamer
Static
Worker
Size
34 mil
(est.)
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Offline and Online Marketing Optimisation
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The 7th IDM B2B Marketing Conference
C-Suite find online resources more valuable
than any other source
Buying behaviour change emergence of the
self-serve digital C-Suite & 50% do not delegate
(Source: Google and Forbes US “The Rise of the Digital C-suite” 2009
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Offline and Online Marketing Optimisation
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The 7th IDM B2B Marketing Conference
The demand generation ‘engine’
Digital
Channels
Web
Platforms
Cloud
Platforms
Direct &
Tele Sales
4
1
2
3
Trusted Content Partners
Enterprise.vodavone.com
Automated Demand Generation
Telesales
Email
m2m.vodafone.com
Capture Qualify Score
Direct Account Sales
Search
Social computing
Salesforce CRM
Webinar/Podcast
Enterprise Central
Blog
Crowd sourcing
Aligning sales and marketing around
pipeline – improved lead quality + quantity
and sales acceptance
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Offline and Online Marketing Optimisation
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The 7th IDM B2B Marketing Conference
Turning unknown visitors into known
• Fair exchange of information
• Contact becomes known and moves
into lead routing process
• Gated form ensures return visitors
fill out form only once
• Form conversion becomes campaign
measurable KPI
Low hanging fruit - 120,000 visitors
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Offline and Online Marketing Optimisation
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The 7th IDM B2B Marketing Conference
Example marketing activity results
Marketing Activity
Before
Current
Return
Gated Forms ( 8 weeks)
0.00
18 Items gated
300 new contacts
Online Webinars & Event Recruitment
0.00
2
100 new contacts
Visitor Conversation
Visitor Conversation
11%
22%
Machine to Machine Campaign (4 weeks)
Machine to Machine Campaign
Offline event saving 20k saving
84 New Contacts
1 lead €6m
• Web quality
significantly
improves
• New downloads >
contacts >
nurtured
conversation
generates a
significant lead
Low upfront costs…“pay as you go” journey
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Offline and Online Marketing Optimisation
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The 7th IDM B2B Marketing Conference
“Do” versus “watch test and learn”
2010 integrated toolkit
REACH
RELEVANCE
RELATIONSHIP
Measurement
Do
Do
Do
Do
1. Search engine marketing
(organic & paid)
1. Quality content, copy
writing, functionality
and presentation
1. Demand generation
2. Social Media (RSS feeds,
Twitter, YouTube)
3. Online PR & Influencer
marketing
4. Data contact partnership
(BDM Focus)
2. Pain point and benefit
led, contextual value
propositions
3. Customer obsessed
case studies
2. Marketing automation
email and integrated
campaigns
3. Customer self-serve
portal
1. Web Analytics
2. Site Optimisation
3. Performance monitoring
4. Usability testing
5. Customer insight & advocacy
6. Competitor benchmarking
WTL
7. Customer online surveys & polls
8. Online brand metrics - Market Insight
WTL
4. Video content
WTL
4. Online customer forums
5. Content partnership
& Syndication
6. Blogging & Viral
WTL
5. Mobile Marketing and
Mobile internet
5. Social computing crowd
sourcing
6. Social media CRM insight
mash up
Learn by exploring…..plenty of free tools
to learn via experience
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Offline and Online Marketing Optimisation
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The 7th IDM B2B Marketing Conference
Marketing mega trend - mobile channel & applications
• Unrivalled ability to engage , the holy grail
of one to one marketing: demographic
targeting, contextual, behavioural
• Location specific – cell based, GPS
• Vast reach – scaleable
• Cut through in a fragmented media world
• Personal nature of mobile
• Accountability – real time
• Ability for mobile to act as glue between
other media
What makes mobile special…?
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Offline and Online Marketing Optimisation
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The 7th IDM B2B Marketing Conference
REACH
RELEVANCE
RELATIONSHIP
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Offline and Online Marketing Optimisation
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The 7th IDM B2B Marketing Conference
Thank you
Deane McIntyre
Vodafone Global Enterprise
As promised – our top free web tools…
Relevance
Relationship
1. Popularity of
Keywords
http://google.co
m/trends
1. Simple social
media
benchmark
2. Checking on
your business
themes
2. Reputation
Management
Reach
1. Integrated
Blog Platform
http://www.tumblr.
com
2. Keyword
Ranking
versus
Competition
http://twittersheep.co
m/
http://howsociable.com/
http://www.alteriansocial-media.com/
http://prchecker.info/
Have fun ………
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The 7th IDM B2B Marketing Conference
Measurement
1. Customisable
alert filter
http://www.alert
rank.com/
2. Check code on
web pages re
accessibility
http://validator.w3.
org/
Integrated Sales and Marketing Funnel
1.
2.
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The 7th IDM B2B Marketing Conference