Go Get Growth!

How to power your business expansion with international marketing that works

Shane Redding

What I shall cover

• What are the key trends in international b2b marketing today?

• Planning and executing successful b2b campaigns• A case study showing how leading US IT company,

Kensington used integrated marketing to grow across Europe

• Top tips on how to find and exploit overseas markets using tried and tested DM techniques

Key trends

• International marketing more important than ever before as companies seek growth outside their flat or declining home markets

• Digital Marketing is making it easier (and more difficult!) than ever before

• “glocalisation” is tried and tested with central marcoms departments controlling strategy, brand, campaign planning and even execution, but content, target audience and media are locally customised

Key trends

• International marketing more important than ever before as companies seek growth outside their flat or declining home markets

Planning and executing campaigns

• Allow enough time – from initial research to planning and then allow even more time for your campaigns

• Analyse your data - Do you already have international customers that you didn’t know about? Use your database and website analytics

• Test small – and avoid expensive mistakes (markets, price, product, media)

• Talk to people who have been there, done it and got the T shirt!

Top Tips for International Success

• Understand the media your target market responds to• Integrate online and offline for best success

Vistaprint an online print and marketing company used PAR to developing its direct mail campaign. “The target group of new and small firms can be difficult to access via email broadcasting. Marketers can assume that everyone is sitting at a computer all day like them, but taxi drivers and hairdressers don’t do that. Also, small businesses generally are so short of time that you soon get filtered out.”

Quality counts

• Use specialist suppliers with expertise in international data management, mail fulfilment and distribution

Market Research is key

• Don’t skimp on investing in market research. It will pay back dividends in the longer term, by ensuring you don’t make costly mistakes

• Don’t underestimate the importance of taking account of local culture in your marketing communications

• Always use local in country native speakers for all language work

IT Channel Marketing Case Study

The Company and the Challenge

Physical laptop security

People don’t think beyond

Encryption

High sales targets

of 30,000 units across Europe

No idea who was going

to buy them!

Unknown brand

Research the markets

Found that global laptop loss was dramatically increasing not only damaging brands, destroying share value but huge compliance risk as well as impact on bottom line

Now we understood the NEED and the pain so we could get the messaging right

But we also found that we needed to target the boardroom not just the IT buyer

The First Step?

Cyance 360 developed and delivered a highly successful, multi-channel market awareness and lead generation campaign across UK, France, Germany and Benelux.

We used email, social media, web & telemarketing channels to raise awareness, increase demand, generate & nurture leads on behalf of all channel partners across Europe.

We created all campaign content and delivered multi-channel lead nurturing campaigns, exceeding year 1 targets by month 4

The Answer

Lead Generation ProcessLocalized for each Geo

Nurturing in line with buying stage

Not aware of risk/impact

Key Learning's

• Email marketing is the biggest contributor in terms of volume and has the best conversion rate

• Over the last six months, Organic Search contributed 16% of leads

• Direct Traffic and Referrals remain relatively low • Social Media is generating a 60% increase in web traffic

and increasing reach/awareness into the C suite• We are improving lead quality by scoring and nurturing

marketing leads and working with Sales to ensure they get sales ready leads

• The result over 9 months have generated in excess of £2,677,000 lead value

Where to go for more help and advice

• Email me shane.redding@cyance.com• Download these slides from www.cyance.com• Talk to international exhibitors here today• Read DMI and join the Global Marketing

Alliance!

The GMA (Global Marking Alliance)• Is the top-level online business community for international

marketers • Includes quality content – relevant news and expert views –

powered by DMI • Connects brands and buyers with providers and suppliers • Is a unique resource, linking like-minded executives on a global

scale • Hosts ‘eve-of-show’ networking events and show hall ‘lounge zones’

(Stand F70 here today)