ONE-TO-ONE ABM: GETTING PERSONAL WITH THE WORLD'S...
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ONE-TO-ONE ABM: GETTING PERSONAL WITH THE WORLD'S BIGGEST VEHICLE MANUFACTURERS
Transcript of ONE-TO-ONE ABM: GETTING PERSONAL WITH THE WORLD'S...
ONE-TO-ONE ABM:
GETTING PERSONAL WITH
THE WORLD'S BIGGEST
VEHICLE MANUFACTURERS
Q&A
Glsr.live/ABM
AN AWARD-WINNING B2B CREATIVE AGENCY
EUROPE’S 2ND LARGEST FLEET TELEMATICS PARTNER
RENAYE EDWARDS
DIRECTOR
A marketing agency for complex
technology brands ready for change.
We attribute our growth to our client-
side experience, creative skills &
strategic approach
ALEXANDRA EUDE
GLOBAL MARKETING DIRECTOR
Experts in connected fleet technology
and services
Formed over 20 years ago and now a
proud member of Michelin Group
THE BRIEF
MASTERNAUT SOLUTIONS
OUR SOLUTIONS HELP ORGANISATIONS:
• Track and trace their fleet
• Manage their scheduled jobs and optimisation
productivity
• Monitor driver safety and improve behaviour
• Track fuel consumption and mileage to reduce cost
and carbon footprint
With our solutions, we monitor:
• 300 million trips a year
• Collect more than 100 billion extremely accurate
data entries
• Working with 10,000 companies in 48 countries for
more than 250,000 vehicles.
THE OPPORTUNITY
AUDIENCE: VEHICLE MANUFACTURERS
NEEDS & PAIN POINTS:
• Environmental pressures & consumer demand for
Commercial Electric Vehicles
• Lack of insight & visibility to inform development
decisions
We have been looking into how to
capitalise on our data as a new source
of revenue and market differentiator Lengthy & costly product development
Risk of losing the race facing competition
>
>
A bank of the richest and most accurate data
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10,000+ telematics customers and 250,000+ connected vehicles
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Analyse and segment data based on a model/range basis
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Reveal to manufacturers how their EVs of the future should be built
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Reinvent product planning process for Europe’s top manufacturers
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Help them to get their products to market faster.
THE SOLUTION
MASTERNAUT'S KEY
OBJECTIVES
Position Masternaut as a strategic partner to the
automotive industry (beyond a technology provider)
Run a pilot to test new service offering with new markets
Identify future opportunities within a new
market/segment
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2
3 Build a campaign that will:
Masternaut’s data could change this.
THE CAMPAIGN: PLANNING OUR ROUTE
THE TEAM ALBERTO DE MONTE
Catalytix Director (sales)
ALBERT CHU
VP Product, Strategy & Marketing
ALEXANDRA EUDE
Global Marketing Director
GEOFF CUNNINGHAM
Data Science Manager
RENAYE EDWARDS
Director
JOSH DOBBS
Senior Campaign Manager
SARAH PURVIS
Head of Messaging
ALEXA STONE
Campaign Executive
MATTY BURROWS
Art Director
KEY TARGETS
To penetrate 70% of 10 accounts
To connect and engage with more
than 15 contacts per account
Book 2 x sales meetings with two
leading manufacturer accounts
v
EUROPE VANS SALES BY BRAND
2018 VS. 2017
2018 2017 Change %
Ford 317,370 304,642 +4.2%
Renault 294,196 288,386 +2.0%
VW 238,439 231,539 +3.0%
Peugeot 219,788 196,733 +11.7%
Citroen 193,311 176,136 +9.8%
Mercedes 186,108 173,627 +7.2%
Fiat brand 168,286 166,858 -4.9%
Opel/Vauxhall 95,058 103,729 -8.4%
Nissan 65,017 63,426 +2.5%
Iveco 59,465 58,582 +1.5%
ACCOUNT
IDENTIFICATION: % OF VANS SOLD IN
EUROPE
£500,000 + deals
(considering lifetime value)
Cash cows & fame clients
Existing opportunities or customers
CHOOSING THE RIGHT
ROAD
WHEN YOU SHOULD CHOOSE A 1-1:
OR
OR
DIVING
DEEP
V ABM PROPOSITION FRAMEWORK
THE STORY
OPPORTUNITIES NEEDS
CORE COMPETENCIES & PROOF POINTS
ABM MESSAGING SUMMARY
PE
RS
ON
A 1
P
ER
SO
NA
2
BENEFITS
DIG
ITA
L R
AD
ISH
’S A
PP
RO
AC
H
FEATURES
HOOK 1/HOOK2
BR
AN
D ID
EN
TIT
Y L
EN
S
GETTING OUR FACTS
STRAIGHT
To truly personalise this campaign, we
conducted in-depth quantitative & qualitative
research into each manufacturer’s;
Current strategy & performance
Product development roadmap
Beliefs & values
Business unit DNA
QUANTITATIVE & QUALITATIVE
DATA & INSIGHT
1:1 interviews –
ex-employees,
customers &
prospects
Annual
reports
Press
releases
Competitor
analysis
Social
listening
Proprietary
data
navigator
Prioritisation of
key targets
The ‘hook’ for
each account
The creative
message
The
channels
PERSONAS
PERSONALITY TYPE
– Systematic, Explorative, Motivational,
Problem-solver, Innovator
OBJECTIVES
– Drive product development process
– Increase product innovation
– Decrease product development lead time
– Improving prototype development
– Re-invent and streamline product dev process
CHALLENGES
– Not seen as critical to the business
– Find product development process uninformed and lacks insight
SUCCESS METRICS
– Decreased lead time
– Improved productivity
– Streamlined process
INFORMATION SEARCH PROCESS
– Online blogs, articles and forums, exhibitions, industry reports
Head of
Vans
Head of EV
Product
Development
Product
Manager
Director of
Product
Strategy
DELIVERER
INFLUENCER
DECISION
MAKER
RUBBER
STAMPER
(I.E C-SUITE)
PA R T N E R S A N D I N T E R M E D I A R I E S
ACCOUNT MAPPING
CONTACT VERIFICATION
THROUGH LINKEDIN
SALES NAVIGATOR REVIEW OF ACCOUNT
ORG STRUCTURES FROM
PUBLIC DOMAIN
IDENTIFICATION OF KEY
STAKEHOLDERS DISCUSSING
EVs WITHIN PRESS RELEASES
1 2 3
Van Market Performance EV Planning & Opportunity
Market
Dynamics
2018 LCV Europe forecast growth at 2%;
an additional 11% through 2021
Kangoo ZE has been Europe’s best selling
electric LCV since its launch in 2010
Customer Dynamics Renault has the majority of customers in the last mile
distribution sector – leader in this area
An increasing number of organisations seeking
to go electric for ‘last mile’ deliveries as
emissions requirements become more stringent
Competitor
Dynamics By LCV sales in Europe, Renault is 2nd to Ford; As a group, PSA sells more than any automotive group
Renault
Strategy
Increase global LCV sales by more than 40%
by the end of the new strategic plan Remain the leader in electric LCVs
in last mile sector by developing appropriate EVs
Product
Planning
Vans have a long life cycle, and new generations are generally
based on previous ones and employ proven (and amortised)
technologies.
Renault Kangoo ZE customers La Poste and EDF
expressed desire for a greater payload and more load
volume
THE BAIT
55% of Renault ‘Last Mile’
Vehicles travel less than
150km per day
REELING IN
MANUFACTURERS
T H E B I G I D E A
VALUABLE CONTENT
PERSONALISED OUTREACH
ALWAYS-ON APPROACH
Fwd: Ford @ Fleet Live
Alberto, Albert, Renaye, Alexa
Hi Phillip,
Renault are at the CV show tomorrow – I’ve arrange with the
printers to send a copy of their personalised report to your
offices this afternoon so you have ready to take with you!
Good luck!
Thanks,
Josh
Hey both,
Thought I'd share that I just spotted on the Fleet Live
agenda that one of our OEM prospects from Ford is
speaking at Fleet Live, maybe worth trying to have
another meet up there...
RESULTS
International engagement with
8 target accounts (80%)
Connected and engaged with 15+ contacts per
account
2 x sales meetings
€1m projected pipeline revenue
RESULTS
KEY TAKEAWAYS
WHAT WORKS…
1 ALWAYS ON, DON’T SIT BACK
NO WHITE-WASHING, TRUE
TRANSFORMATIVE INSIGHT
GET IN THE RIGHT MINDSET
MINIATURE MILESTONES
MAKE THEM FEEL SOMETHING
MAKE TIME FOR YOUR FACT PACK, YOU
WILL BE REWARDED!
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Q&A
