managing b2b buyer centric global campaigns
TRANSCRIPT
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
