CASE STUDY: Why marketing's about to get a whole lot more expensive

Marketing’s about to get a lot more costly

Peter Smith Practice Leader The Marketing Doctors !www.marketingdoctors.co.uk

“Nothing that we do now will be the same in five years’ time” !

Steve Jobs CEO, Apple

iPad Launch 2010

Digital marketing = lower costDigital marketing ≠ lower cost

This is the Internet…

Why Marketing’s about to get a lot more costly

Negotiates termsSets strategy Implements strategy Evaluates optionsDecides tactics

Unless you map to each one’s information needs you risk missing out....

Board Level Dept. Head Mid-Manager Executive Procurement

Each relies on different information sources...

and different content...

Strategic Technical Cost

Meetings Press articles Strategy guides

White papers Business briefings Round tables

Customer stories Trade press Seminars

Brochures Data sheets Case studies Social media

Tech specs RTT Pricing Ts & Cs

Meetings Press articles Strategy guides !

White Papers Business briefings Round tables !




Meetings Press articles Strategy guides

White papers Business briefings Round tables !




The corporate buying cycle

Set strategy

How long is the buying cycle?

Concept -> purchase time halved!

Finalise strategy

Decide tactics

Evaluate options

Procure

18 months

Source: IDC Customer Experience Survey 2013

10 months

What do they want to know about?


Marketing Doctors Content Impact survey 2013

Enablin

g busin

ess gro

wth

Impro

ving p

rofit

ability

Reducing cost

Impro

ving c

omplia

nceG

aining com

petitive

edge

Impro

ving re

sourc

ing

Produc

t featu

res

%

What does vendor marketing material talk

about?

!The marketing disconnect

“If a supplier doesn’t understand our vision for the long term growth of our business, how can they hope to align their offer to our needs?”

David Winstanley COO Birmingham Airport

!Strategic alignment

Property footprints are shrinking

Financial services Professions Media Life Sciences Manufacturing Banking Utilities Government

Source: Mitie 2014 Executive research

45%

How do you see your staff working?

RoamersResidents

Hoppers


Work is what you do, not where you are


By 2018, 60% of office workers won’t have their own desk

Space m

anagement

Agile worker support

Plant op8misa8on

Energy op8misa8

on

Health &

Safety support

Data analysis

New workplaces need new services


E: Executive They are targeted with content that isn’t product focused

S: Strategic They align with the client’s strategic visions

P: People They meet the CEO not the Account Manager

E: Execution Sophisticated, polished and seamless. Not flashy

C: Content Adds to their knowledge, interact with their peers

T: Timing Fits in with their agenda, not the vendor sales quarter

Subjects relevant to a CxO so gets their attentionR: Relevance

RESPECT - the key to success...

Executive Programme

• 2 major Face to face research campaigns • 40 C-level face to face interview • 4 Executive dinners - 50 CxO guests • 4 Strategy guides • 4 Industry event speaking opportunities • 2 Customer videos • 26 blogs • Mitie Debates website forum - 1,000+ followers • PR and social media coverage

£100m+ revenue potential

Set strategy

How long is the buying cycle?

Concept -> purchase time halved!

Finalise strategy

Decide tactics

Evaluate options

Procure

18 months

10 months

Normal Buying cycle

‘C-Level’ engaged


Marketing’s about to get a lot more costly

Peter Smith Practice Leader The Marketing Doctors !www.marketingdoctors.co.uk

…and a lot more rewarding

“The biggest challenge for technologists is to solve the Man/Machine interface !“Once we do that we unlock the unlimited potential of technology to totally change the human condition.” !

Professor Rob Anderson, Head of Xerox EuroParc

Cambridge January 2003

!“ …about that white paper…”

“I get so fed up with people sending me the same recycled c**p in a different format. !Your team wouldn't do that. !Would they?”