adrian hardy, bt - integrated marketing & the customer journey

“Standing out in a Crowded Marketplace”Technology Marketing Conference

Adrian Hardy

Truly integrated marketing & the customer journey

Adrian Hardy

BT Global Services

24th September 2015

Truly Integrated Marketing & the Customer Journey

Presentation outlineIn the pursuit of high value contracts, an organisation must touch their target account(s) with a number of different messages tailored to key decision makers over a period of weeks and months.

The customer journey is a methodology for not only accurately forecasting return on marketing investment, but the total customer engagement through a range of media, to ensure messaging is consistent, and builds in a manner that leads to greater success.

What is a Customer Journey?• A map of all the engagements you and your

partners are planning, and how they interact.

• A way of taking a group of Decision Makers from Awareness to Action over a given time.

• A way of planning and delivering engagements for an entire market segment and getting a better return on your efforts.

• A way of tracking engagement, forecasting return, tracking progress and managing an Integrated Marketing plan.



The ‘A to B’ journey

8Opportunities

20Acceptances

15Attendances

20Attendances

5contracts

1000Accounts

40Acceptances

Invitation to event

EventFollow-up workshop

Won Business


“OK, I’m interested”

5%

One action, many outcomes

“Well, that was a waste of a day…” 5%

100Accounts

that accepted the

invite

“I’ll bear that in mind for the future” 5%

“I need to understand the

Financial Implications” 5% “I don’t like

the security implications” 10

%

“I don’t believe the technology is future proof” 10%

“I need it in other

countries…” 5%

“I prefer your competitor’s”

10%

‘Platform Event’


So ultimately you end up with…

Accounts Social Media

Web Seminar

PlatEvent

Asia Pac Event

EventCustVisit

Show-Case

2 3 2

5 3

3

Event Event

2 1

Event

4

Finance Event


5 is in fact

Potential new business contracts


If you can’t do it on paper first,

you will fail.



So, firstly… BT Global Services


‘Global Network IT Service Provider’

Complex Portfolio: Simple product through to Bespoke Solution

Complex marketplace: Procurement / IT Manager through to Global CIO.

Complex Demands: Best Price through to Best Performance.

Complex Business: Compete with other divisions for customer attention


Slicing up our customersTruly Integrated Marketing & the Customer Journey

Transformational

Transitional

Transactional

• Massive opportunities circa £1bn

• Complex DMU, around CEO

• Long sales-cycle measured in years

• Massively bespoke proposition

• Large sales cost

• Focus around Business Transformation

• Decision based on Trust


… or how by properly integrating sales and marketing, you can win more business!

Business Development

Delivering

Transformational

Business…


Segmentation


Manage Develop

Optimise Pursue

Low High

Low

High

Total spend on Network IT Services

Total spend

with BT


Sub Segmenting: working out the ‘Account Potential ’

Level Description Marketing Engagement

0

1

2

3

4

5

Account in-bid

Account with opportunity pre-bid

New relationship established

No C-level relationship

Positive relationship, Locked Out

Negative Relationship

Prepare internal / external PR ready for contract signing.

Tactical engagement: SCE / Board engagement.

Tailored exploratory workshops based on ‘Insight Packs’, Showcase and ‘Case Visits’.

Personalised ‘Intro Letters’, ‘Appointment Setting’, ‘PA Engagement’, CxO ‘Dinner Briefings’.

Quarterly ‘Personalised Update’ letters from SMT, proposition campaigns tailored to DMU.

Broaden C-Level contact base, Board Level engagement, address concerns through SMT.

6 Service issue with existing business None: Manage the fallout through proactive PR.


Sausage machine:

Listen to their needs

Exploit ‘Chance’ meetingPromote similar wins

CxO LettersReflect on Market Conditions

Further discussion?

NoShow that we can help

[Insight Pack][Key Account Marketing]

Contact StrategyCustomer BriefingsBlogs and PapersSpecialist Briefing

Potential?

No

Yes

Propose a solution

Senior Cust EngagementCxO Dinner Briefings

Showcase / WorkshopExec Sponsorship

Need, Budget and Will?

No

Drive the Proposal

KAM ‘Plus’Customer Journey

Exec SummaryBid ProductionPresentations

Hothouse

Win the business?

Won

Loss Analysis Yes

No

100+Pursue Accounts

80 (20)Lead

20 (10) Suspect

10(3)Prospect

Yes Yes


Tracking the engagement: Example

Account Name Sausage Stage Account PotentialCFO Dinner12 May 14

CIO Letters14 Jun 14

SCE Event18 Jun 14

Appt SettingJul 2014

Company ‘A’ Prospect 0 Attended Exclude Exclude Exclude

Company ‘B’ Prospect 1 Attended Exclude Invited Exclude

Company ‘C’ Pool 2 Invited Exclude Invited Exclude

Company ‘D’ Pool 3 Attended Exclude Invited Exclude

Company ‘E’ Pool 3 Invited Emailed Exclude Phase 1

Company ‘F’ Lead 2 Declined Exclude Accepted Exclude

Company ‘G’ Pool 4 Exclude Exclude Invited Exclude

Company ‘H’ Prospect 0 Accepted Exclude Exclude Exclude

Company ‘I’ Pool 5 Exclude Exclude Exclude Exclude

Company ‘J’ Suspect 2 Declined Exclude Accepted Exclude

Company ‘K’ Lead 3 Invited Appointment Invited Exclude

Company ‘L’ Lead 3 Invited Emailed Exclude Phase 1

Company ‘M’ Pool 4 Exclude Exclude Accepted Exclude

No Target Phase Engagement Response Outcome


Awareness

Interest

Desire

Action

Events vs. marketing stages

Industry Forum CxO Intro Letter

Keynote Presentation

CxO Dinner Briefing

Industry Exhibition

Industry Event Initial Appointment

BT Sector Event BT Proposition Event

BT Hothouse BT Showcase Visit

Customer Workshop

Planning Workshop


Leveraging the database: CFO Dinner Briefing

A B C D E F G H

CEO

CFO

CIO

CHR

CSO

Account

Job

Fu

nct

ion

Tower Event:CFO Dinner

Briefing

5 CFOsRaise relationship level

to ‘Advocate’

40 (20) Sign-On accounts

Account Contact Strategy



B2BAll the members of the Customer Account who are responsible for deciding that the business will be placed with you.

All the members who significantly influence the DMU, or have a vested interest in its success, or the impact of it on their business.

Decision Making Unit (DMU)

The Customer Account has a Compelling Need to do something which you clearly understand.

You have a Compelling Differentiated Offer that meets the need, and the evidence to show that.

You have the time and resources to engage the account to guide them to your way of thinking.

Customer Account


Winning big deals – An Overview


Identifying the ‘relationship status’ of Key Decision Makers.

+3

+2

+1

0

-1

-2

Sponsor

Advocate

Associate

Neutral or No Relationship

Suspicious

Hostile

Joint hosting at CxO / SCE events; Board-to-Board case study; Strategy Workshops

Restricted Insight; CxO Forum / Leading Lights; SCE; Quarterly Executive Engagement.

Key / Prestige event attendance; CxO Forum; some SCE; LinkedIn Campaign

Personalised Intro Letters, Executive Briefing; CxO Briefing events; LinkedIn Campaign

‘Adastral Park’ Workshops; Evidence-based workshops; ‘Live’ Case Study with similar account.

Executive Engagement; Board-to-board.

-3 Nemesis Group CEO engagement only.

Level Description Marketing Engagement


BidSubmitted

31/3/15


CEO

CTO

CFO

CSO

GlobalCIO

UK CIO

North America

CIO

+3

+1

+1

+2

+1

+2

-3


BidSubmitted

31/3/15


CEO

CTO

CFO

CSO

GlobalCIO

UK CIO

North America

CIO

+3

+3

+1

+2

+1

+1

+2

+1

+1

0

+2

+2

-3

-2


Host Board meeting in BT Tower with follow-on

briefing session with GS CEO.

22/1/15

USA Showcase Visit with BT CIO

27/1/15

Customer Meeting with ‘Account’ and BT CEO

10/1/15

Hospitality event with BT CIO

16/1/15


CEO

CTO

CFO

CSO

GlobalCIO

UK CIO

North America

CIO

+3

+3

+1

+2

+1

+1

+2

+1

+1

0

+2

+2

-3

-2

BidSubmitted

31/3/15

-1

BT Future Technology Workshop, Adastral Park

2/2/15

+1

+2

+3

+3

+2

+2

+2

+2

0

+2

CIO Virtual Breakfast Briefing, London

10/2/15




22/1/15


27/1/15


10/1/15


16/1/15


CEO

CTO

CFO

CSO

GlobalCIO

UK CIO

North America

CIO

+3

+3

+1

+2

+1

+1

+2

+1

+1

0

+2

+2

-3

-2

BidSubmitted

31/3/15

-1

0


2/2/15

+1

+1

+2

+2

+3

+3

+2

+2

+2

+2

0

+2

+2

+2

+1

+1

+1 CFO Dinner Briefing, BT Tower

4/2/15

‘BT Assure’ demonstration, Sevenoaks Secure Facility.

19/2/15


10/2/15




22/1/15


27/1/15


10/1/15


16/1/15


CEO

CTO

CFO

CSO

GlobalCIO

UK CIO

North America

CIO

+3

+3

+1

+2

+1

+1

+2

+1

+1

0

+2

+2

-3

-2

BidSubmitted

31/3/15

-1

0


2/2/15

+1

+1

+2

+2

+3

+3

+3

+3

+2

+2

+2

+1

+2

+1

+2

+2

+1

0

+2

+2

+2

+1

+1


4/2/15


19/2/15


10/2/15


Customer Security Workshop, BT Centre

1/2/15

‘Leading Lights’ Keynote speaker slot, London.

1/2/15

SCE event with BT CIO, San Francisco

Mar 15

+2

+1

+2

+1

+1

0



22/1/15


27/1/15


10/1/15


16/1/15


CEO

CTO

CFO

CSO

GlobalCIO

UK CIO

North America

CIO

+3

+3

+1

+2

+1

+1

+2

+1

+1

0

+2

+2

-3

-2

BidSubmitted

31/3/15

-1

0


2/2/15

+1

+1

+2

+2

+3

+3

+2

+3

+2

+2

+2

+2

+2

+2

+2

+2

+1

+1

+2

+2

+2

+1

+1


4/2/15


19/2/15


10/2/15


+2

+1

+2

+1

+1

0


CEO

CTO

CFO

CSO

GlobalCIO

UK CIO

North America

CIO

+3

+3

+1

+2

+1

+1

+2

+1

+1

0

+2

+2

-3

-2

-1

0

+1

+1

+2

+2

+3

+3

+2

+3

+2

+2

+2

+2

+2

+2

+2

+2

+1

+1

+2

+2

+2

+1

+1

+1

Let us host your next board meeting, and also share our vision of the ‘Hybrid Cloud

Network’ and it’s impact on the Services

Industry.

Lets Meet to discuss the specific IT challenges you

have globally and how that maps to our abilities.

Let’s keep up-to-date with what’s going on in a less

formal environment.

I’d like you to meet our America’s president to

discuss and address your issues with BT

We address the needs of your entire

business, not just the IT requirements,

in our proposal to you.

Customer Security Workshop, BT Centre

‘Come and talk at our next Forum event and share your experiences as a

Global CIO.

How can we best work together?

‘Adastral Park’ is investing £2bn in R&D around

advanced networking, we’d like to share some of

our insight

Come and meet with other blue-chip CFOs to

discuss globalisation.

Learn how our Global Security Hub manages DDOS threats to Global

Banking.

Meet with other CIOs to discuss the hand-off

between Security and flexibility when staff are

working in remote / hostile environments.

Truly Integrated Marketing & the Customer JourneyTruly Integrated Marketing & the Customer Journey

0

+1

+2

+2

+1

+1

-1

0

+1

0

-1

-1

0

-1

BidSubmission

Date

Jun 2013

GlobalCIO

UK CIO

EMEA CIO

USA CIO

LATAMCIO

CSO

CFO

Customer CIO Conference hosted at BT Tower,

2 day event.

Dec 2013

CFO Briefing with BT CFO at BT Centre

Jan 2013 0

0

Security Workshop

Jan 2013

Showcase Workshop, Italy

Mar 2013

+1

-1

0

-1

+1

+2

+1

-2

+2

+1

+2

+1

0

+1

+1

+1

0

+2

+2

+2

0

Showcase Workshop & Hothouse, New York

Mar 2013

Showcase Workshop & Hothouse, New York

Apr 2013

BT Finance Breakfast

May 2013

Truly Integrated Marketing & the Customer JourneyTruly Integrated Marketing & the Customer Journey

3 thingsto ‘try at home’…

2Circulate a monthly summary of your key activities to marketing colleagues, and sales leaders, detailing the who, what, where and why of your event calendar…

3Get to meet the DMU of your target accounts with your salespeople, understand their needs first-hand…

1Print out the different shapes on A3 paper, get pens, string and BluTak and do Customer Journey’s with your team on the office wall…


Summary Prioritise your target accounts

Identify the DMU and their relative opinions

Score them on their propensity to buy your offer

Be hard on your opt-in / opt-out process

Plan how to move the DMU forward individually and collectively

Look for economies of scale and efficiency

Plan your messaging carefully – one message, one engagement.

Expect the plan to change radically in-life

Plan, deliver, report, improve, repeat.


bt.com/globalservices

http://www.globalservices.bt.com