The Marketing Practice: 2015 Overview
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Transcript of The Marketing Practice: 2015 Overview
27 B2B marketing communications agency of the year:
The Marketing Practice
the most successful year in our 13 year history
02Entry category 27: B2B marketing communications agency of the year
Summary
There’s a damaging debate in B2B marketing about whether focus on ROI constrains creativity.
Now more than ever someone needs to prove that both reputation building and driving extraordinary revenue are possible from the same marketing programmes. That’s what we have done in 2014/15:
• Microsoft Devices: increasing business market share from 12%1 to 26%2.• Standard Life: rebranding and outperforming revenue targets by 3x.• Atos: generating sales of €284 for every €1 invested (and pipeline that built over 1800x
investment in the programme).• Genpact: showing that marketing can contribute 27% of the pipeline, up from 5%.
The secret: we have built a one-of-a-kind integration of all disciplines needed from awareness through to fully qualified sales handover (e.g. creative/content/digital through to Inside Sales).
Which has made 2014/15 the most successful year in our 13-year history: revenue increasing from £6.7m to £8.5m and new wins at Standard Life and SAS setting the scene for future growth.
All at the same time as:
• Achieving an “Outstanding” rating in the Best Companies To Work For survey;• strengthening our training Academy;• developing new targeted online advertising techniques into a Digital Demand
Centre proposition;• raising £22,000 for charity;• increasing profitability from 10% to 16%.
1 Source: http://www.mobilenewscwp.co.uk/2015/03/20/microsoft-ready-for-major-consumer-war/
2 Source: http://wmpoweruser.com/nokia-announces-lumia-business-trial-campaign-for-uk-businesses/
03Entry category 27: B2B marketing communications agency of the year
About the agency
Our story is a simple one. We believe that good marketing delivers sustainable growth by building reputation and driving revenue simultaneously. In other words, supporting sales today while improving the environment for better sales tomorrow.
The Marketing Practice was set up 13 years ago with this one thought in mind and we have delivered on it by developing a tightly integrated model – from Creative to Inside Sales under one roof. Our commitment to building reputation and driving revenue for our clients is proving to be more relevant today than ever before.
An engine room for growth
04Entry category 27: B2B marketing communications agency of the year
At a glance
• Research / insight• Messaging• Journey planning
David van Schaick, Director, Marketing Innovation and Planning
• Content• Design• Digital
Paul Baker, Creative Director
• Data management• Systems• Analytics and reporting
Dave Kershaw, Head of Data • Calling
• Social selling• Opportunity nurture
Lucy Simpson, Head of Inside Sales
Marketing Innovation and Planning
Creative Services
Data
Inside Sales
Client Services• Programme management• Client relationship management• Commercial engagement
Andie Johnson-Mitchell, Head of Client Services
100% client retention including:
New wins:
15%
32%24%
2012/13
2013/14
2014/15
£22k 2014
£6.7m
26% growth
Client satisfaction
Employee satisfaction
Agency margin
Agency turnover
10% 16%“outstanding”Best companies to work for survey
Percentage of top “purple” scores received in monthly survey
20142013
2013
Delivering reputation and revenue
Money raised for charity
Board SupportClive McNamara Chairman and Founder
Paul Everett Director of Marketing Strategy
Anna Hutton Managing Director
Tracy James Head of People and Environment
Mel Nettleship Finance and Commercial Director
Robert Ainger Marketing Director
Osiri Weithers Associate Director
Carl Rigby Director
Matt Hanks Head of Client Services Operations
B2B Awards
155
2
£8.5m
short listings
wins
runners up
05Entry category 27: B2B marketing communications agency of the year
Contribution to clients’ businesses
€284
€1incremental order entry for every
generating
invested
Transforming Demand Generation with Atos
Here’s a snapshot of how we’ve delivered our reputation and revenue promise, and consequently retained every one of our clients this year:
A:Q: How can we change the way marketing and
sales work together to underpin sustainable growth?
Build a centralised Lead Generation Factory to nurture opportunities for multiple propositions and vertical markets across EMEA. Generating sales of €284 of incremental order entry for every €1 invested (and pipeline that built over 1800x investment in the programme).
06Entry category 27: B2B marketing communications agency of the year
A multi-proposition, multi-county demand centre drawing on 23 campaigns across the year.
The Lead Generation Factory Programme
23Campaigns 8Countries 5Languages 5Verticals
pipeline built over
investmentin the programme
1800x
Safe Net NHS
Factory of the Future
Enterprise sustainability
JIS JITHardware/Software
Comms Simplified
Magic Quadrant
Now Banking
Helix Nebula
Canopy Event
EPCE MES JIT
Big Data
SAP HCM
Yuanio
Financial services
Apps management
Enhanced alliance
Manufacturing
Country specific campaigns
Centralised campaigns
Jan 2014 Dec 2014
284xinvestment
Incremental order entry
Sales engagement
07Entry category 27: B2B marketing communications agency of the year
Contribution to clients’ businesses
Helping Microsoft increase Lumia’s business market share from
Reinvigorating Microsoft Lumia’s position in the business market
A:Q: How can we transform both the reputation
and the revenue outlook for a strategically critical line of business in tough market conditions?
Use a creative mix of channels and techniques designed to drive consideration, build pipeline and improve Sales’ ability to convert opportunities. Helping Microsoft increase Lumia’s business market share from 12%1 to 26%2 and consideration by 21%.
12% to 26%
1 Source: http://www.mobilenewscwp.co.uk/2015/03/20/microsoft-ready-for-major-consumer-war/
2 Source: http://wmpoweruser.com/nokia-announces-lumia-business-trial-campaign-for-uk-businesses/
Lumia Business Transformation programme umbrella initiative to uplift Lumia fortunes in the Business market.
Jan 2014 Jun 2014 Oct 2014 Dec 2014
26%marketshare*
12%*market share
44:1PIPELINE ROI
18%*market share
192%*content read target
21%*market share
Source:12% http://wmpoweruser.com/nokia-announces-lumia-business-trial-campaign-for-uk-businesses/18% http://www.phonearena.com/news/Microsoft-wants-its-Windows-Phone-to-be-the-king-of-the-enterprise-market-by-the-middle-of-2015_id5725921% https://news.microsoft.com/en-gb/2015/03/10/a-growing-appetite-for-flexible-working/26% http://www.mobilenewscwp.co.uk/2015/03/20/microsoft-ready-for-major-consumer-war/
21%increase in Lumia
consideration
185%pipeline target
LumiaBiz trial
The Pitch content programme
Accelerate lead generation programme
Ongoingsales enablement development
Ongoingsocial media activity
#OfficeLove brand building
08Entry category 27: B2B marketing communications agency of the year
The Lumia Business Transformation Programme
09Entry category 27: B2B marketing communications agency of the year
Contribution to clients’ businesses
Establishing an engine room for growth with Genpact
A:Q: How can marketing play a central role in
a business with a voracious appetite for growth, but limited brand recognition?
Leverage cutting-edge thought-leadership and marketing technology to build a programme to systematically nurture opportunities with senior contacts. Increasing marketing contribution to pipeline from 5% to 27% over the course of nine months, with a pipeline value of 277 x marketing investment.
5% to 27%
Increasing marketing contribution to pipeline from
over the course of nine months
The Intelligent Operations Programme
Sales enablementDemandResearch / profiling
• Open rates: 19%• Marketo email• Nurture stream
Awareness
1. Organisational Model Mature FP&A organisational leverage global or regional shared services and outsourcing more often than their less-mature peers – allowing them to realise economies of scale, improve service levels, and share best practices while building capabilities for supporting enterprise-wide strategic roles.
2. TechnologyMature FP&A organisations expect high business impact from improved use of advanced technology and are more aggressive at deploying it.
3. Data Accuracy61% of organisations state that variations in progress and data quality significantly impact FP&A performance.
Mature organisations are more acutely aware of the importance of data standards and quality and its impact on FP&A performance
Finance Executives see FP&A as a crucial lever to mange the most material organisational challenges.1
* Percentages are the number of respondents selecting these top challenges
An independent survey of FP&A leaders shows that mature organisations should focus their attention on organisational models, technology and data accuracy.
FP&A’s increasingly strategic role in today’s environment
Advanced operating models can strengthen FP&A in 3 ways
FP&A helps meet these top challenges:
What technology implementation is a priority
�
Enable agility and adaptability
Manage risk
Increase growth and scalability
Reduce costs
87% 64% 62% 53%
Mature FP&A organisations are two times less likely to use de-centralised, organisational models.
Who expects high impact?
Master Data Management and Governance
Immature FP&A
Planning and Forecasting
Moderately Mature FP&A
Global Data Warehouses
Mature FP&A
Where is big data a priority for FP&A?
53% of immature FP&A orgainsations
27% of immature FP&A orgainsations
25% of immature FP&A
organisations
19% of immature FP&A
organisations
33% of immature FP&A
organisations
27% of immature FP&A organisations
22% of mature FP&A organistaions
44% of mature FP&A organistaions
48% of mature FP&A organisations
43% of mature FP&A organisations
48% of mature FP&A organisations
54% of mature FP&A organistations
Two-thirds of FP&A organisations have target models that include global and regional SSCs for:
Decision Analysis & Management Reporting
Performace Management
Planning & Budgeting
�
�
Research insights More robust Financial Planning and Analysis can help CFOs to meet their strategic business partner role.
CFO + advanced FP&A = data driven strategies
�
High Impact High Impact High Impact
Very High Impact Very High Impact Very High Impact
29% 41% 46%17% 6% 27%
Advanced organisational model and related practices are an untapped lever. They help evolve the CFO’s role into a data driven strategist with the ability to turn insights into enterprise action.
Genpact Limited (NYSE: G) is a global leader in transforming and running business processes and operations, through an unbiased combination of smarter processes, analytics and technology delivered by 64,000+ employees in 24 countries, with key management based in New York City.
For more information:Visit www.genpact.com or www.genpact.com/home/solutions/finance-accounting/financial-planning-analysis
1 Survey conducted by Zenesys of 150 Finance and Accounting executives from large enterprises in mature markets.
103384-001_GEN_FY14_infographic_A5 5pp concertina.indd 1 7/17/2014 4:12:47 PM
10Entry category 27: B2B marketing communications agency of the year
underpinned by marketing automation
pipeline value
277xmarketing investment
27%marketing contribution to pipeline (up from 5%)
Inside Sales follow-up calling
eDM2Digital advertising• Web ads • Banners
eDM1 eDM3Asset creationBespoke to job roles: • CFO,• CPO• COO• Account-specific insight
High-impact DM
Sponsored updates
Social listening to identify influencersLanding page
• Gated content on landing page
Webinars Search-optimised content promotion• SlideShare• Social selling from Genpact companies• Social ambassadors
Thought leadership research
Social media promotion (ongoing)
Aug 2014 Sep Oct Nov Dec April 2015Jan 2015 Feb Mar
11Entry category 27: B2B marketing communications agency of the year
Creative thinking
More than crayonsOur model is tried and tested. But that doesn’t mean we sit still. Over the past year, we’ve invested heavily in advancing our capabilities to meet growing demand, and the changing nature of marketing.
• Strengthening our Digitally Enhanced Demand Centre model by integrating highly-targeted digital advertising and a suite of pipeline modelling tools.
• Creating a dedicated content team. Made up of writers and strategists focusing on innovative ways to communicate. Such as introducing personalised video as a way to support traditional demand generation with clients like SAS and Google.
• Developing our Marketing Innovation and Planning team to offer a broader range of services – like account profiling to support the generation of targeted content, and the roll-out of a social selling training course to multiple clients’ sales teams.
DATA & INSIGHT
WEB
SITE
MARKETING AUTOM
ATION
CRM
ANALYTICS
LEAD MANAGEMENT
PRESS
PAID SOCIAL
IP-BASED
RETARGETING
DISPLAY NETWORKS
CONTENT PROMOTION
SOCIAL AMPLIFICATION
ADVOCACY
ANALYST
PPC
NATIVE
MEDIA
BRAND PLACEMENT
PAID
OWNED MEDIA
EARNED
EVENTS
CAMPAIGNS
SALES ENABLEMENT
ABM
NURTURE STREAM
INSIDE SALES
REACH, ENGAGE, ATTRACT DATA & PIPELINE MANAGEMENT
NURTURE TO CLOSE
SEO CONTENT
THE DIGITAL DEMAND CENTRE ECOSYSTEM
12Entry category 27: B2B marketing communications agency of the year
Financial performance and stability
Banking on itOur financial performance directly reflects the strength of our reputation and revenue proposition and robust delivery model. In 2014 we generated turnover of £8.5m - an increase of 26.5% on 2013 - at a profit margin of 16% compared to 10% the previous year.And we’ve strengthened our base of clients with SAS, Standard Life and Hewlett Packard joining our family.
13Entry category 27: B2B marketing communications agency of the year
Staff and community engagement
The collective Our most important ingredient. We’ve got a great balance of experience and fresh talent. 23% of our staff were recruited as graduates – with two of them progressing to board positions, and one heading up our new Content team. Yet 7 employees have been with us for more than 10 of our 13 years.
Sharing and caring: inside and outThis year we’ve invested in the ‘TMP Academy’ to strengthen our skills. We launched Frontier Sessions – where experts in an emerging topic run workshops to share their knowledge across the agency. To celebrate excellent work we launched the TMP Hall Of Fame – where our greatest projects of the year are showcased.It’s all part of how we keep our marketers engaged. And as a result, this year we were rated as “Outstanding” in the Best Companies To Work For survey. In addition to being founder members of the Business Marketing Collective, our regular S&M Forum acts as a best practice sharing session where industry peers network and learn from examples of the latest in reputation and revenue driven marketing. And it’s seen more attendees over the past year than ever before.The TMP Foundation exists to raise funds for well-deserving charities. Last year we raised over £22,000 with some stand-out events. And by involving our clients in every event, we strengthen relationships based on common principles.
SALES & MARKETING FORUM
13 NOVEMBER 2014 #TMPForum
CONFESSIONS OF A B2B MARKETER: SECRETS FOR SUCCESS IN 2015
14Entry category 27: B2B marketing communications agency of the year
Key initiatives and achievements
Driving our reputationOur most important measure of success is the Marketing Monitor. Each month our clients score us from red (0) to purple (15). The past year we’ve averaged 11.1 compared with 10.7 the previous year, and overall we received 32% purple scores from clients.To top it all off, we were the most-awarded agency at the B2B Marketing Awards 2014.And individuals are a key part of that - one of our Associate Directors, Gemma Davies, won the CIM Women In Marketing ‘Fast Track Marketer of the Year’ award.
15Entry category 27: B2B marketing communications agency of the year
The Marketing Practice 2014 – 2015
May 2014 Aug 2014 April 2015
Launch of executive thought leadership programme
Genpact Intelligent Operations
programme launched – increased marketing contribution to pipeline from
5% to 27%
Atos LGF programme ended the year with a pipeline of
1800xinvestment in the programme
Comprehensive programme to transform B2B Marketing including development of new brand identity
Paul Baker ex creative director at McCann Erickson, Interfocus and SMI/Publicis returns to pick up the creative reins
Andie Johnson-Mitchell joined to head up Client Services with
experience working for Serco, Steria and IBM
Seasoned technology marketer Andreas Bernhard
joined to support TMP clients in the German market
Launch of new personalised video platform
Year ends with TMP turnover
up 26.5% on previous year
TMP named “outstanding” in the best companies to work for survey
TMP Hall of Fame programme launched to recognise outstanding marketing delivered each year
Our most purple month ever?
42% purple(most favourable response)responses received in our Marketing Monitor client sat survey
New Content team launched
New employee breakout programme launched
ABM programme targeting senior oil industry executives
O2 #makeitwow social media programme boosted awareness of O2 Connect around the Internet of Things event
S&M Forum
on Social Selling and the role of marketingwith Andy Eustace from LinkedIn and Timothy Hughes from Oracle
S&M Forum on finding the creative spark with
Fiona Pearl from O2 Enterprise, and Susie Logan from Standard Life
S&M Forum on the secrets of marketing success
with Joanna Moss from Atos and Angela Munroe from Microsoft Devices
Most awarded agencyat B2B Awards for the second year running (carrying off seven trophies)
Paul Everettpresents at B2B
Marketing Conference on customer experience
Gemma DaviesWinner: Women in marketing –
Fast Track Marketer of the year
Robert Aingerdelivers case study presentation at
B2B Marketing In-Tech Conference
24 hour table football marathon in aid of Parkinsons launched by the legendary Cheeky Girls and ended with
the whole company attending the B2B Awards … and
raised £10,000Series of three “Project Eyston” Marketing Director sessions discussing topics including the evolution of content and measuring marketing effectiveness
Social selling workshop programme launched and subsequently delivered across our client base
Mad Hatters tea party in aid of Naomi House and Jack’s Place raised
£12,000
Launched
Microsoft #OfficeLove campaign which increased consideration of Lumia in business by
21%
Launch of scalable ABM programme using
personalised multi channel content
SALES & MARKETING FORUM
13 NOVEMBER 2014 #TMPForum
CONFESSIONS OF A B2B MARKETER: SECRETS FOR SUCCESS IN 2015
Dec 2014
16Entry category 27: B2B marketing communications agency of the year
Client testimonials
“We needed a partner with a similar vision to support our drive into the UK market. TMP have helped marketing take responsibility for pipeline generation in Salesforce – everyone that has worked with them raves about the accountability and quality of the results.”Louise Clark, Senior Marketing manager, Salesforce
“TMP’s vision for how marketing should build reputation and revenue resonated with me from the start. Almost 12 months on, our marketing has already started to fulfil that vision and change long-established perceptions in our business.”Susie Logan, Head of Business Marketing and Communications, Standard Life
“The past year has seen marketing play a critical role in carrying Lumia forward as a business brand. TMP have been at the heart of strengthening our pipeline and building the reputation of Lumia for business. I’m really excited by the work we continue to do together.”Angela Munroe, B2B Marketing Lead, UK, Microsoft Devices