using abm to shift perceptions in the technology spacemrkto.b2bmarketing.net › rs › 085-vab-435...

Copyright © 2017-20 by Really B2B. All rights reserved.

Using ABM to shift perceptions in the technology spaceNIIT Technologies client case study

Copyright © 2017-20 by Really B2B. All rights reserved. This presentation any portion thereof may not be reproduced or used in any manner whatsoever without the express written permission of the publisher ReallyB2B 1000 Lakeside, North Harbour, Western Road, Portsmouth, PO6 3EN. www.reallyb2b.com

Your speakers

Using ABM to shift perceptions in the Technology space

An introduction to NIIT

What is ABM?

Why ABM was right for NIIT

Challenges and pitfalls

Bringing it to life for NIIT with SITA

Plan and Budget

Initial results and measuring success


Your speakers

Gareth CaseMarketing Director Europe and Americas

NIIT Technologies Ltd@gareth_case

Kirsty DaweManaging Director

Really B2B @Kirstydawe1


Shifting mindset in the Technology space with ABM

ABM

An introduction to NIIT


A bit ofhistory

GlobalIT Services

What we do

10,000 Employees

$500mTurnover

Out-performingthe market

Different types of ABM

True “Purist” ABM

Depth at account level without stakeholder focus

How we should be running our B2B campaigns anyway

Tech driven decision making and campaign personalisation

Tier 1 ABM - 1 on 1 organisation & stakeholder focused campaigns

Tier 2 ABM -a 1 on 1 organisation focused campaigns

ABM lite - sector focused

Programmatic ABM


Key or mission critical accounts


Acquisition Protection Growth


Why ABM for SITA?

Challenges

• Account in decline

• Legacy solutions portfolio

• Poor perceptions of our business

• Lack of engagement outside execs

Objectives

• Grow revenues

• Positionnewofferings

• Positively shift perceptions

• Expand our contact base


Shifting perception and behaviour


Reality

Delivering

Reacting

Tactical

Desire

Innovating

Driving

Strategic

Reliable, consistent, trusted, expert


ABM programme process


Which accounts?

What are our objectives?

What is the right model?

What is our success criteria?

Identify decision making unit and key stakeholders

Understand strategic goals

What does their technology and

supplier landscape look like?

Analyse account findings

Map out approach and opportunities

at decision maker level

Create messaging hierarchy

Review relevant existing assets and content for development

Develop “big idea” and high impact

approach

Engage, respond and nurture

Measurement and ROI -

increased account opportunities,

reduced time to pipeline, break into new areas,

relative deal size pre-campaign

Increased account opportunities, reduced time

to pipeline, break into new areas,

relative deal size pre-campaign

Mapping Messaging and journey

Research & insight

Campaign execution

Strategy & planning

Measurement and ROI

Understanding our audience



The big idea

Innovating Easy

Your partner of choice, ensuring you’re at the forefront of realizing the transformational power that innovative technology can bring.

Partner

Leveraging the existing long-standing and established relationship between NIIT and SITA.

Forefront

Aligns with SITA’s goals, being at the forefront of technology to deliver better experiences through technology.

Innovative

This is what it’s all about; letting SITA know that NIIT are innovators.

Realising

Delivering it to SITA’s customers and the wider air transport industry.

TRON

Smart Automation

Customer engagement map


Personalised social media sponsored posts and content

Segmentation at NIIT & business travel

Segmented personalised

plain text email

Content personalised to individual

Content personalised to individual

Segmented HTML

Segmented HTML

Dream direct mail 1 Dream

direct mail 2

LinkedIn inmailEvent Content hub Content hub Content hub Opportunity

Opportunity

Opportunity Opportunity Opportunity Opportunity

Phone & desk based

research x5 prospects

Telemarketing

Copyright © 2017-20 by Really B2B. All rights reserved. This presentation any portion thereof may not be reproduced or used in any manner whatsoever

without the express written permission of the publisher ReallyB2B 1000 Lakeside, North Harbour, Western Road, Portsmouth, PO6 3EN. www.reallyb2b.com

The event

Making Innovating Easy

May 15, 2018 10am - 4pmSITA, Ground Floor Seminar Room

3100 Cumberland Blvd, Suite 900, Atlanta, GA 30339

Dear Example Name,

We are pleased to invite you to our exclusive exhibition where you can hear from topNIIT Technologies and SITA Executives. You will be able to witness interactive demos on Artificial Intelligence, DevOps, Microservices, API, Cloud, Digital and Big Data and more.

Today, disruptive technologies are transforming every industry. Continuous digital innovation is therefore the way forward to delight customers and to grow business.

More details to follow.

Save the date

Lorem ipsum dolor sit amet, consectetur adipisicing elit, sed do eiusmod tempor incididunt ut labore et dolore

Unsubscribe / View in browser

Save the date May 15, 2018

Join us at our exhibition in Atlanta

Copyright © 2017-20 by Really B2B. All rights reserved. This presentation any portion thereof may not be reproduced or used in any

manner whatsoever without the express written permission of the publisher ReallyB2B 1000 Lakeside, North Harbour, Western Road,

Portsmouth, PO6 3EN. www.reallyb2b.com

Helen Porter

Example address, Street,

City, Postcode Country

Jacques Demael

Chemin de Joinville 26,

1216 Cointrin, Switzerland

Andrew Griffiths



Alexandre Gouvea



Your boarding pass

Where innovation meets excellenceYour boarding pass takes you to your personalized web page. Come aboard and discover new heights of innovation, where the latest technologies can unlock exceptional customer

experiences and outstanding business results.

For

mor

e, v

isit

your

per

sona

lized

hub

:w

ww

.niit

-tec

h.co

m/s

ita/

jacq

ues

Your boarding pass

Direct mail 1

Copyright © 2017-20 by Really B2B. All rights reserved. This presentation any portion thereof may

not be reproduced or used in any manner whatsoever without the express written permission of

the publisher ReallyB2B 1000 Lakeside, North Harbour, Western Road, Portsmouth, PO6 3EN.

www.reallyb2b.com

Welcome aboard, Allison. Use your personalized web page to discovermore ways in which innovation can help your customers and your

business. Or make it even more personal and talk to us direct.

© NIIT Technologies, 2018 Privacy Statement | Terms Of Use | Safe Harbor | Sitemap

Your flight to innovation is ready to board

Innovating with you every step of the way

The innovations you need

Artificial IntelligenceAI that rethinks,

reshapes and revitalizes customer

experience

Data & AnalyticsOptimize customer

experience, maximize business profitability

DevOps & Automation

A seamless delivery to maintain alignment, improve quality, and

lower costs

Transform with CloudConsultation, migration, operation services and

Continuous Delivery

Make innovating easyBook an appointment with Sanjay Saxena now

Book Now

Senior Vice President,NIIT Technologies, London

Awaiting new image

Bespoke content hub


The age oftransformation

has arrived

How can technology reduce carbon footprint?

Jacques,

Together, we make innovating easy


Direct mail 2


Direct mail 2


Jacques,

Together, we make innovating easy


Direct mail 2


Initial results


Over 80 new connections

6 opportunities identified

14 demonstrations

loves us

Multi-million$ pipeline

Top Tips


Get clarityon your

objectives

Getcreative

Spend timeon the

research

Hire agood agency

Make itpersonal

Dedicatebudget

Challenges and Pitfalls ABM Misconceptions

ABM doesn’t just apply to existing

accounts

ABM is not just a series of personalized

emails

ABM is expensive


Thank you

using abm to shift perceptions in the technology spacemrkto.b2bmarketing.net › rs › 085-vab-435...

Documents