Austin @________________

Hack-a-thons – Not just

for computer geeks!

Chris Pearson – Global Head of CRM: Sales & Marketing

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Agenda

• About hibu

• Marketing Challenges & Goals

• Why Host a Hack-a-thon?

• Outcomes & Lessons Learned

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About hibu – What we do

• hibu helps communities

thrive by facilitating millions

of connections each year

between consumers who

want to find products or

services locally and the

merchants who provide

them.

• We help companies compete

in the digital world with a

broad range of marketing

and commerce solutions

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About hibu – Our Experience

• Over 80 years experience connecting

buyers and sellers

• Focus on hyper-local marketing

solutions for SME • 1 million customers across the globe in the US,

UK, Spain, Argentina, Chile, Peru markets

• Digital & print suite of products

include: • Online Display Ads

• Search Marketing

• Websites

• Yellowbook Print Directory

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Marketing Challenges &

Goals

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Areas of Concern

GEO-centric organization

• Transitioning to Global delivery

model

• Each GEO has their own GTM

Strategy and Technology (or lack

thereof)

“Batch & Blast”

• Prevalence of ad-hoc

communications across the

enterprise

Disparate skill sets

• ie: Certain GEOs had an Agency

model, others did not

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Global Org

UK

US

Spain

LatAm

Areas of Opportunity

Customer Journey

Communication Strategy

• UK introduced the concept and

started to gain traction with Sales

Distributed content

development teams

• Hyper-local requires federated content

production

Increasing Customer Insights

• Business Intelligence & firmographic

data repository built for sales &

marketing teams

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Short Term Campaign Execution

Goals

Adoption

• Increase usage/expertise of the

platform across BUs

Consistency

• Uniformity of campaign build

processes & customer comms

BAU

• Support and deliver on only the

highest priority activities

• Based on performance and product

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Long Term Campaign Strategy

Goals Customer Journeys

• Linked programs driving

measurable KPI’s

• Communications defined by

businesses life stage and

product

Multi-channel

• Expanding beyond email -

Display Ad, SMS, & Direct Mail

Segmentation

• Profile data + engagement

behavior

• Owning the “list” 11

Why Host a Hack-a-thon?

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Drivers

Lack of Progress

• Strategy team great at creating

plan

• Production team great at

supporting BAU

Skill Disparity

• No knowledge or experience

within the company on new

platform

Cost Avoidance

• Sunset existing systems per

contractual agreement

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Planning – Expectations & Goals

4 half-day workshops

• 2 days for creative

• 2 days for program work

Laser-focused Audience

• Only GEO Lead Campaign

Managers

Well Defined Scope

• 8 priority global campaigns to be

built

• All customer data & assets will be

ready to go

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What Really Happened

• 5 all-day sessions

• Mix of Strategy, Campaign

Execution, & Brand/Design

attendees

• Revamped design process

• Deep-dive into automation,

segmentation and reporting

capabilities

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Lessons Learned

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Lessons Learned

• Organization is key to

controlling chaos

• Nothing is better at identifying

bad processes than actually

attempting to follow a process

• Crawl, walk, run isn’t just a

cliché

• Modern Marketing is both

strategic and tactical, global

and local

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Where Are We Now?

• 6 Customer Programs

running for 3 different

GEOs

• 3 weeks away from CRM

Go-Live

• Revenue & campaign

attribution rules completed

• Detail-oriented attitude

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Thank You

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