Managing b2b buyer centric global campaigns

spotONfriday webinar:Managing Integrated Customer-Centric

Global Campaigns

Presenter:Shelby TorrenceDirector, campaign management services@[email protected]

MARKETING PERFORMANCEMANAGEMENT

BUYER PERSONA

CONTENT MARKETING

LEAD MANAGEMENT

MARKETING AUTOMATION

Who are we?

• 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

INTEGRATED CUSTOMER-CENTRIC GLOBAL CAMPAIGNS

7 STEPS

STEP 1:DEFINE CAMPAIGN SCOPE

STEP 1: DEFINE CAMPAIGN SCOPE

• Set objectives. Be specific

• Create the budget overview

• Get buy-in from stakeholders

• Identify required resources

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

STEP 3 + 4: CONTENT COORDINATION & ACTION PLANContent 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 5:ENABLEMENT

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 6:CAMPAIGN EXECUTION

STEP 6: CAMPAIGN EXECUTION

• Measurement tools

• Pilot

• Global vs. Regional

• Inbound Channels first

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

Q&A

@spotONvision@globalmktgpro

Presenter:Shelby TorrenceDirector, campaign management services@[email protected]

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