Hello, Account-Based Everything These materials have been prepared by TOPO for the exclusive and individual use of our clients. Unauthorized reproduction is strictly prohibited. These materials contain valuable confidential and proprietary information belonging to TOPO and they may not be shared with any third party without the prior approval of TOPO. To learn how you can become a TOPO client, visit www.topohq.com Craig Rosenberg Co-founder, Chief Analyst June 7, 2016 www.topohq.com
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Hello, Account-Based Everything
These materials have been prepared by TOPO for the exclusive and individual use of our clients. Unauthorized reproduction is strictly prohibited. These materials contain valuable confidential and proprietary information belonging to TOPO and they may not be shared with any third party without the prior approval of TOPO. To learn how you can become a TOPO client, visit www.topohq.com
Account team meets for quarterly account planning or regular scrums
“Frito-Lay wants to cut in-store promotion spend by 10%”
Created customized campaign on cutting in-store promotion spend
Content re-purposed: “10 Ways for Frito-Lay to Cut Promotion Spend and Increase Revenue”
“One of the trends we are seeing is big CPG brands looking to cut spend without hurting revenue. We’d love to talk about our insights…”
“Download the In-Store Promotion Playbook for Frito-Lay whitepaper”
Executive handwritten letter: “As you look to cut in-store promotion spend, I have some ideas based on our work with other brands that have done the same”
Frito-Lay : “10 Ways for Frito-Lay to Cut Promotion Spend and Increase Revenue”
Cross-functional teams dedicated to specific account• AE (Team lead)• Exec sponsor• SDR• Marketing (overlay)
After sending my last email, I got really excited and wanted to share some ideas I had on how Starbucks could leverage <Company Name>:
1. Mobile app distribution - reduce friction by allowing your website visitors to download your mobile app by texting the download link to their phone. We intelligently detect whether a phone is on iOS or Android OS and sends them to the right app store.
2. Picture message a coupon to your customers on their birthday. Why tell them how good a frap will be when you can show them the gooey ribbons of caramel?
3. New VIP service: text your order in to your local Starbucks. Get your favorite thirst quencher sooner.
4. Picture message Starbucks coupons w/QR codes to your friends on special occasions.
5. Leverage geo-location services to MMS special deals to customers when they are in close vicinity to a Starbucks.
…
Howard Schultz
5 Ideas for Starbucks for Using Mobile to Delight Customers
• Email to CEO of Starbucks
• SDR worked with account team and product managers to craft email
• Orchestration across marketing, sales, sales development…
• Valuable and personalized buyer experiences
• Coordinated high effort/frequency outreach
Hello, Account-Based Everything
These materials have been prepared by TOPO for the exclusive and individual use of our clients. Unauthorized reproduction is strictly prohibited. These materials contain valuable confidential and proprietary information belonging to TOPO and they may not be shared with any third party without the prior approval of TOPO. To learn how you can become a TOPO client, visit www.topohq.com