Motorola in EuropeA Data-Driven Multichannel

Strategy … for Retail

David Arrowsmith. Global Marketing, MotorolaSteve Kemish. Managing Director, Cyance (@skemmo)

A day in the life of David

About Motorola Solutions…

Laura @ DMA 2012

KNEW WHO WAS IN THE STORE AND COULD COMMUNCIATE WITH THEM

COULD MESH CONSUMER’S ONLINE DIGITAL EXPERIENCE WITH THE PHYSICAL STORE

STORE ASSOCIATE’S COULD KNOW AS MUCH AS THE SHOPPER TO PROACTIVLY HELP THEM WITH WHAT THEY NEED

COULD ANTICIPATE CUSTOMER DISSATISFACTION

COULD REPLENISH THEIR SHELVES BEFORE THE CONSUMER EVEN KNEW IT WAS MISSING

STORE OPERATIO

NS

MARKETING

OPERATIONS

REGULATORY

COMPLIANCE

INFORMATION

TECHNOLOGY

SUPPLYCHAIN

6

60%Advanced CRM/Loyalty Programs

49%PCI Compliance

42%Speed Thru Checkout

40%Better Associate

Tools

38%Inventory Visibility

26%Reduce Out of

Stocks

25%Cross Channel

Integration

Source: RIS News 2010

WHAT SOLUTIONS ARE RETAILERS INVESTING IN?

93 OF THE TOP 100 GLOBAL RETAILERS RELY ON MOTOROLA

SPECIALTY HARD GOODS STORES

SUPERMARKETS

SPECIALTY APPAREL & FASHION

STORES

DEPARTMENT STORES

WAREHOUSE CLUBS &

HYPERMARKETS

PHARMACIES / DRUG STORES

MASS AND DISCOUNT STORES

CONVENIENCE STORE

Retail - the challenge

Disrupting retail. Last big change – EPOS - 1987Across multiple territories…26 countries, 26 different shades of data maturity.Different sized retailers, different types of retailer.The onset of mobile internet: friend or foe?Store front to warehouse and everything in-between.

The engine

Data

Insight & planning

Multi-channel lead generation

Lead nurturing

Measurement & iteration

Data: the foundations

Data

Insight & planning

Multi-channel lead generation

Lead nurturing

Measurement & iteration

• Data acquisition• Data analysis• Customer profiling &

segmentation• Customer journey analysis• Campaign metrics• CRM strategy and planning

Data complexity in Europe

Country Outbound Telemarketing

Fax Marketing Email Marketing

  Opt-in Opt-out

Opt-in Opt-out

Opt-in Opt-out

Austria X   X   X  Belgium   X   X X  Denmark X   X   X  Finland   X   X   X

France   X   X   X

Germany X   X   X  Ireland   X   X   X

Italy X   X   X  Norway   X   X X  Portugal   X X   X  Spain X   X   X  Sweden   X   X   X

Switzerland   X X   X  The Netherlands   X   X   X

UK   X   X   X

Content first, channels second

Data

Insight & planning

Multi-channel lead generation

Lead nurturing

Measurement & iteration

• Data acquisition• Data analysis• Customer profiling &

segmentation• Customer journey analysis• Campaign metrics• CRM strategy and planning

• Content• Email• Direct• Social/search• Tele/mobile• Events on/offline• Automation

Harsh truth #1:People don’t care what Motorola products

do

…They care about what they will do for their business

Why is content so important?

Buying cycle Persona Content Nurturing channel

Not considering, not aware or do not see any /sufficient risk relating to business topic

1. CEO/Owner, CFO & CTO2. CMO/Head of Events

3. Professional User

1. Thought leadership – Whitepapers & EBooks

EmailSearch (natural)Sales team

Aware of business topic, not sure if it is an issue

1. CEO/Owner, CFO & CTO2. CMO/Head of Events

3. Professional user

1. Thought Leadership – Whitepapers, Ebooks & video

EmailWebinar

Investigating risk and impact upon their business

1. CEO/Owner, CFO & CTO2. CMO/Head of Events

3. Professional User

1. Blog2. Video channel3. Ebooks4. Case studies

Email WebinarPodcast

Benchmarking solutions/vendors/VAR’s in market

1. Head of IT2. Head of Purchasing /

Retail Experience3. Professional User

1. Blog2. Kensington solution suite3. Security solutions4. Field Mobility solutions

Pass to Telemarketing or member sales

Sourcing solution type and suppliers

1. Head of Purchasing2. Head of IT

1. Case studies2. Product/solution matrix

nurturing or member sales

Purchasing 1. Head of Purchasing / CFO / CTO

1. Special offers/Promos/Bundles

2. Case studies

Telemarketing qualify and generate lead

Looking to switch solution or upgrade

1. Head of IT/ Owner / Office Manager

1. Upgrade promos Email + telemarketing campaign

Multi-language story telling

Rich-media (with a long tail)

“Uh hello! Where’s the social media?”

Channel agnostic, always

Data

Insight & planning

Multi-channel lead generation

Lead nurturing

Measurement & iteration

• Data acquisition• Data analysis• Customer profiling &

segmentation• Customer journey analysis• Campaign metrics• CRM strategy and planning

• Content• Email• Direct• Social/search• Tele/mobile• Events on/offline• Automation

• Content• Email• Direct• Social/search• Tele/mobile• Automation

Results tracking

Data

Insight & planning

Multi-channel lead generation

Lead nurturing

Measurement & iteration

• Data acquisition• Data analysis• Customer profiling &

segmentation• Customer journey analysis• Campaign metrics• CRM strategy and planning

• Content• Email• Direct• Social/search• Tele/mobile• Events on/offline• Automation

• Content• Email• Direct• Social/search• Tele/mobile• Automation

• Multi-channel metrics• ROI assessment• Data analysis• Sales and marketing

alignment

Lead scoring routines

House list

Strategy-led promoIntro piece to disrupt and engage – looking for form submission (Inquiry)

Webinar promotion

Benefits/case/WP

Slide deck

Data capture form

Contact details

Contact us form

Data capture form

Text explaining the CTA

Landing page

Data capture form

Text explaining the CTA

Event signup page

>25 = sales qual

10-24 = nurture via event

1-9 = promote content

Lead scoring model

Lead scores

No of pages (2+) = 5No of visits (2+) = 15Time on site (3 min+) = 5

Web analytics

Case study = 8

Slide deck = 5White papers = 12

Content

Microsite

Non-opens/clicks

event

Case study/WP

Contact us

Further info

Useful content

Sales

Search

Prospect data

Sales

Cyance

>25points?

Lead scoring, the early yearsEmail open 1 – 1 (first email get 1 point if they open – capped at 1 regardless if opened a second time) 2 – 2 (second email, get 2 points if they open)3 – 44 – 65 – 96 - 127 - 168 – 20 (if open 8 emails in a row, they get 20 pts) Email click thru 1 – 9 (first email, they get 9 pts for one click thru, capped at 9 even if click on more than 1)2 – 16 (second email, they get 16 pts for click thru)3 – 254 – 36

Results - 2012Evolved from a data-hungry acquisition programme…

…To a data-centric multichannel lead generation programme.

Delivering:

• increase on leads• increase in “owned” data• reduction in cost per lead

Learning's and next steps• Speak the right language• Start with the data, always• Map the content to the sales cycle, then the

channels• Define success criteria with sales• Telemarketing – takes results from good to

awesome!• Test everything• Benchmarking is not theft…

Read more

“7 steps to transform your businessWith a multi-channel approach”

www.cyance.com/7steps

Any questions or comments?

Steve:steve.kemish@cyance.com

@skemmo

David:hmb387@motorolasolutions.com