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spotONfriday webinar:
Managing Integrated Customer-Centric
Global Campaigns
Presenter:
Shelby Torrence
Director, campaign management services
@globalmktgpro
Host:
Charles van der Wal
Marketing Operations Consultant
@charlesvdwal
MARKETING
PERFORMANCE
MANAGEMENT
BUYER
PERSONA
CONTENT
MARKETING
LEAD
MANAGEMENT
MARKETING
AUTOMATION
Who are we?
spotONfriday webinars:
10 April: Kunnen B2B-marketeers ROI aantonen?
8 May: Klantbeleving in B2B: een onderzoek naar customer centricity in B2B
12 June: Ken je koper: wat & hoe buyer persona’s
spotONvision masterclass:
23 April: Contentmarketing voor gevorderden
Upcoming events
Upcoming events
17 March 2015: B2B Marketing Forum 2015
Questions?
GoToWebinar:
“Chat” or “Ask a question”
OF
Twitter met #b2bnl tag
Twitter: @spotonvision
@charlesvdwal
#b2bnl
• 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
Poll:
What kind of campaigns do you
typically run?
Defining integrated customer-centric global
campaigns
7 Steps
Step 1:
Define campaign scope
• Set objectives. Be specific.
• Create the budget overview.
• Get buy-in from stakeholders.
• Identify required resources.
Step 1:
Define campaign scope
Step 1: Define campaign scope
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
Content 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 3 + 4: Content coordination & action plan
Poll:
How supportive is your sales team?
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 5: Enablement
Step 6:
Campaign execution
• Measurement tools
• Pilot
• Global vs. Regional
• Inbound Channels first
Step 6: Campaign execution
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
Examples
spotONfriday webinars:
10 April: Kunnen B2B-marketeers ROI aantonen?
8 May: Klantbeleving in B2B: een onderzoek naar customer centricity in B2B
12 June: Ken je koper: wat & hoe buyer persona’s
spotONvision masterclass:
23 April: Contentmarketing voor gevorderden
Q&A
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
