spotONfriday webinar: Managing Integrated Customer-Centric Global Campaigns
-
Upload
spotonvision-b2b-marketing -
Category
Business
-
view
80 -
download
4
Transcript of spotONfriday webinar: Managing Integrated Customer-Centric Global Campaigns
![Page 1: spotONfriday webinar: Managing Integrated Customer-Centric Global Campaigns](https://reader030.fdocuments.in/reader030/viewer/2022032420/55a50cd51a28abc9588b46d8/html5/thumbnails/1.jpg)
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
![Page 2: spotONfriday webinar: Managing Integrated Customer-Centric Global Campaigns](https://reader030.fdocuments.in/reader030/viewer/2022032420/55a50cd51a28abc9588b46d8/html5/thumbnails/2.jpg)
MARKETING
PERFORMANCE
MANAGEMENT
BUYER
PERSONA
CONTENT
MARKETING
LEAD
MANAGEMENT
MARKETING
AUTOMATION
Who are we?
![Page 3: spotONfriday webinar: Managing Integrated Customer-Centric Global Campaigns](https://reader030.fdocuments.in/reader030/viewer/2022032420/55a50cd51a28abc9588b46d8/html5/thumbnails/3.jpg)
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
![Page 4: spotONfriday webinar: Managing Integrated Customer-Centric Global Campaigns](https://reader030.fdocuments.in/reader030/viewer/2022032420/55a50cd51a28abc9588b46d8/html5/thumbnails/4.jpg)
Upcoming events
17 March 2015: B2B Marketing Forum 2015
![Page 5: spotONfriday webinar: Managing Integrated Customer-Centric Global Campaigns](https://reader030.fdocuments.in/reader030/viewer/2022032420/55a50cd51a28abc9588b46d8/html5/thumbnails/5.jpg)
Questions?
GoToWebinar:
“Chat” or “Ask a question”
OF
Twitter met #b2bnl tag
Twitter: @spotonvision
@charlesvdwal
#b2bnl
![Page 6: spotONfriday webinar: Managing Integrated Customer-Centric Global Campaigns](https://reader030.fdocuments.in/reader030/viewer/2022032420/55a50cd51a28abc9588b46d8/html5/thumbnails/6.jpg)
• Defining integrated customer-centric global campaigns
• 7 step plan
• Example
• Take-aways & key learnings
• Q&A
Today’s webinar:
![Page 7: spotONfriday webinar: Managing Integrated Customer-Centric Global Campaigns](https://reader030.fdocuments.in/reader030/viewer/2022032420/55a50cd51a28abc9588b46d8/html5/thumbnails/7.jpg)
Defining integrated customer-centric global
campaigns
![Page 8: spotONfriday webinar: Managing Integrated Customer-Centric Global Campaigns](https://reader030.fdocuments.in/reader030/viewer/2022032420/55a50cd51a28abc9588b46d8/html5/thumbnails/8.jpg)
![Page 9: spotONfriday webinar: Managing Integrated Customer-Centric Global Campaigns](https://reader030.fdocuments.in/reader030/viewer/2022032420/55a50cd51a28abc9588b46d8/html5/thumbnails/9.jpg)
![Page 10: spotONfriday webinar: Managing Integrated Customer-Centric Global Campaigns](https://reader030.fdocuments.in/reader030/viewer/2022032420/55a50cd51a28abc9588b46d8/html5/thumbnails/10.jpg)
Poll:
What kind of campaigns do you
typically run?
![Page 11: spotONfriday webinar: Managing Integrated Customer-Centric Global Campaigns](https://reader030.fdocuments.in/reader030/viewer/2022032420/55a50cd51a28abc9588b46d8/html5/thumbnails/11.jpg)
Defining integrated customer-centric global
campaigns
![Page 12: spotONfriday webinar: Managing Integrated Customer-Centric Global Campaigns](https://reader030.fdocuments.in/reader030/viewer/2022032420/55a50cd51a28abc9588b46d8/html5/thumbnails/12.jpg)
7 Steps
![Page 13: spotONfriday webinar: Managing Integrated Customer-Centric Global Campaigns](https://reader030.fdocuments.in/reader030/viewer/2022032420/55a50cd51a28abc9588b46d8/html5/thumbnails/13.jpg)
Step 1:
Define campaign scope
![Page 14: spotONfriday webinar: Managing Integrated Customer-Centric Global Campaigns](https://reader030.fdocuments.in/reader030/viewer/2022032420/55a50cd51a28abc9588b46d8/html5/thumbnails/14.jpg)
• 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
![Page 15: spotONfriday webinar: Managing Integrated Customer-Centric Global Campaigns](https://reader030.fdocuments.in/reader030/viewer/2022032420/55a50cd51a28abc9588b46d8/html5/thumbnails/15.jpg)
Step 2:
Select target audience
![Page 16: spotONfriday webinar: Managing Integrated Customer-Centric Global Campaigns](https://reader030.fdocuments.in/reader030/viewer/2022032420/55a50cd51a28abc9588b46d8/html5/thumbnails/16.jpg)
• Define target audience based on the customer pain.
• Buyer Personas
• Segmentation
• Review digital profiles
• Quantify reach
Step 2: Select target audience
![Page 17: spotONfriday webinar: Managing Integrated Customer-Centric Global Campaigns](https://reader030.fdocuments.in/reader030/viewer/2022032420/55a50cd51a28abc9588b46d8/html5/thumbnails/17.jpg)
Step 3 + 4:
Content coordination & action plan
![Page 18: spotONfriday webinar: Managing Integrated Customer-Centric Global Campaigns](https://reader030.fdocuments.in/reader030/viewer/2022032420/55a50cd51a28abc9588b46d8/html5/thumbnails/18.jpg)
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
![Page 19: spotONfriday webinar: Managing Integrated Customer-Centric Global Campaigns](https://reader030.fdocuments.in/reader030/viewer/2022032420/55a50cd51a28abc9588b46d8/html5/thumbnails/19.jpg)
Poll:
How supportive is your sales team?
![Page 20: spotONfriday webinar: Managing Integrated Customer-Centric Global Campaigns](https://reader030.fdocuments.in/reader030/viewer/2022032420/55a50cd51a28abc9588b46d8/html5/thumbnails/20.jpg)
Step 5:
Enablement
![Page 21: spotONfriday webinar: Managing Integrated Customer-Centric Global Campaigns](https://reader030.fdocuments.in/reader030/viewer/2022032420/55a50cd51a28abc9588b46d8/html5/thumbnails/21.jpg)
• 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
![Page 22: spotONfriday webinar: Managing Integrated Customer-Centric Global Campaigns](https://reader030.fdocuments.in/reader030/viewer/2022032420/55a50cd51a28abc9588b46d8/html5/thumbnails/22.jpg)
Step 6:
Campaign execution
![Page 23: spotONfriday webinar: Managing Integrated Customer-Centric Global Campaigns](https://reader030.fdocuments.in/reader030/viewer/2022032420/55a50cd51a28abc9588b46d8/html5/thumbnails/23.jpg)
• Measurement tools
• Pilot
• Global vs. Regional
• Inbound Channels first
Step 6: Campaign execution
![Page 24: spotONfriday webinar: Managing Integrated Customer-Centric Global Campaigns](https://reader030.fdocuments.in/reader030/viewer/2022032420/55a50cd51a28abc9588b46d8/html5/thumbnails/24.jpg)
Step 7: Evaluate
![Page 25: spotONfriday webinar: Managing Integrated Customer-Centric Global Campaigns](https://reader030.fdocuments.in/reader030/viewer/2022032420/55a50cd51a28abc9588b46d8/html5/thumbnails/25.jpg)
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
![Page 26: spotONfriday webinar: Managing Integrated Customer-Centric Global Campaigns](https://reader030.fdocuments.in/reader030/viewer/2022032420/55a50cd51a28abc9588b46d8/html5/thumbnails/26.jpg)
Examples
![Page 27: spotONfriday webinar: Managing Integrated Customer-Centric Global Campaigns](https://reader030.fdocuments.in/reader030/viewer/2022032420/55a50cd51a28abc9588b46d8/html5/thumbnails/27.jpg)
• Competitive campaigns
• Customer pain points
• Events
Examples
![Page 28: spotONfriday webinar: Managing Integrated Customer-Centric Global Campaigns](https://reader030.fdocuments.in/reader030/viewer/2022032420/55a50cd51a28abc9588b46d8/html5/thumbnails/28.jpg)
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
![Page 29: spotONfriday webinar: Managing Integrated Customer-Centric Global Campaigns](https://reader030.fdocuments.in/reader030/viewer/2022032420/55a50cd51a28abc9588b46d8/html5/thumbnails/29.jpg)
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
![Page 30: spotONfriday webinar: Managing Integrated Customer-Centric Global Campaigns](https://reader030.fdocuments.in/reader030/viewer/2022032420/55a50cd51a28abc9588b46d8/html5/thumbnails/30.jpg)