spotONfriday webinar:

Managing Integrated Customer-Centric

Global Campaigns

Presenter:

Shelby Torrence

Director, campaign management services

@globalmktgpro

shelby@spotonvision.com

Host:

Charles van der Wal

Marketing Operations Consultant

@charlesvdwal

charles@spotonvision.com

MARKETING

PERFORMANCE

MANAGEMENT

BUYER

PERSONA

CONTENT

MARKETING

LEAD

MANAGEMENT

MARKETING

AUTOMATION

Who are we?

spotONfriday webinars:

10 April: Kunnen B2B-marketeers ROI aantonen?

8 May: Klantbeleving in B2B: een onderzoek naar customer centricity in B2B

12 June: Ken je koper: wat & hoe buyer persona’s

spotONvision masterclass:

23 April: Contentmarketing voor gevorderden

Upcoming events

Upcoming events

17 March 2015: B2B Marketing Forum 2015

Questions?

GoToWebinar:

“Chat” or “Ask a question”

OF

Twitter met #b2bnl tag

Twitter: @spotonvision

@charlesvdwal

#b2bnl

• Defining integrated customer-centric global campaigns

• 7 step plan

• Example

• Take-aways & key learnings

• Q&A

Today’s webinar:

Defining integrated customer-centric global

campaigns

Poll:

What kind of campaigns do you

typically run?

Defining integrated customer-centric global

campaigns

7 Steps

Step 1:

Define campaign scope

• Set objectives. Be specific.

• Create the budget overview.

• Get buy-in from stakeholders.

• Identify required resources.

Step 1:

Define campaign scope

Step 1: Define campaign scope

Step 2:

Select target audience

• Define target audience based on the customer pain.

• Buyer Personas

• Segmentation

• Review digital profiles

• Quantify reach

Step 2: Select target audience

Step 3 + 4:

Content coordination & action plan

Content Coordination:

• Key content

• Whitepapers, Powerpoint, eBooks,

calculators, assessments

• Translating/localizing content

• Don’t miss the details

Action Plan Defines

• Touch points

• Promotional channels

• Execution timing

• KPI’s & tools for measuring

• Sales follow-up plan

Step 3 + 4: Content coordination & action plan

Poll:

How supportive is your sales team?

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,.

Step 5: Enablement

Step 6:

Campaign execution

• Measurement tools

• Pilot

• Global vs. Regional

• Inbound Channels first

Step 6: Campaign execution

Step 7: Evaluate

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

Examples

• Competitive campaigns

• Customer pain points

• Events

Examples

spotONfriday webinars:

10 April: Kunnen B2B-marketeers ROI aantonen?

8 May: Klantbeleving in B2B: een onderzoek naar customer centricity in B2B

12 June: Ken je koper: wat & hoe buyer persona’s

spotONvision masterclass:

23 April: Contentmarketing voor gevorderden

Q&A

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