Nokia Digital Marketing Transformation at iStrategy Conference, London
From Cost to Revenue: The Transformation of Marketing at Nokia
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1 © Nokia Solutions and Networks 2015 From cost to revenue The transformation of marketing at Nokia September 22, 2015 Bareld Meijering Head of marketing projects Nokia Networks
Transcript of From Cost to Revenue: The Transformation of Marketing at Nokia
1 © Nokia Solutions and Networks 2015
From cost to revenue The transformation of marketing at Nokia
September 22, 2015
Bareld Meijering
Head of marketing projects
Nokia Networks
2 © Nokia 2015
Last month we sent a new whitepaper to 50.000 customer contacts globally. Click rate is below target. Marketing Manager
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” Customer confidential
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We had a fantastic event. Feedback score 4.8 out of max 5. Event project manager
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Don’t talk to my customers Account Manager
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You share a lot of individual engagement channels statistics. What’s the point? Sales Manager
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Will it make the boat go faster?
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In the new digital economy we collect information from various sources. Key is face-to-face engagement, but more and more we use complementary digital channels to form an opinion even before we talk to vendors’ sales. CTO of key customer
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Listen to our customers
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Transforming our B2B customer engagement What?
Evaluate & optimize
Define marketing and sales change journey
Define strategic direction
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Four key streams prepared the change journey How?
Internal only
Strategic planning
Tools & tech
Marketing execution
Sales execution
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Our vision
We provide customer value and build stronger relationships by understanding customer needs.
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Our vision
We will provide our individual customer contacts the right information, at the right point in time in their buying cycle, tuned to their role in the organization.
We provide customer value and build stronger relationships by understanding customer needs.
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Strategic pillars to implement our vision
Internal only
People Processes
Tools
Customer
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One team, one overall process
marketing sales
Buyer’s journey
Continuous interlocks at different stages of the process
Sales process
Marketing process
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Finding and nurturing customer contacts towards MQLs, Opportunities & Wins
Lead qualification & link to Sales Funnel
Tactical keep in touch channels
Product life cycle program
Product life cycle engagement programs
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Overall visibility of customer behavior helps sales to win
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480
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57 106
397 153
150
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Name Job title Company
John Smith Head of engineering
Yellow Telecom
Mary Carpenter CMO H2O Telecom
Sweet spot for sales
Event Engagement
Newsletter Engagement
Webinar Engagement
networks.nokia.com Engagement
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Contacts engaged in channel(s)
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Reporting to sales and marketing leaders
Internal only
Opportunities impact
MQLs => Offer = x cases / x m€
MQLs => Win = x cases / x m€
MQL progression
%MQL => SAL = x%
%MQL => WIN = x%
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Our guiding principles
From To
Representing the Company
Finding Customers
Representing the Customer
Being Found
Mission
Mass Advertising Demographic
1:1 Communications Behavioral
Customer Intelligence
Point in Time Blasts
Few/Isolated Channels
Continuous Relationships
Exploding/Integrated Channels & Devices
Mechanics & Tactics
Sales and Marketing Isolated Actions
Intuitive Decision Making
Aligned Customer Interaction
Fact-based Decision Making
Measurement and alignment
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The ultimate station to go Transform marketing from cost center to revenue center
Thank You!
