In July 2011, international IT services company Atos Origin acquired Siemens IT Services and rebranded as Atos. The merger catapulted Atos up from the eleventh to the third IT provider to financial services organisations in Europe. It was a huge opportunity for Atos to target a larger global financial services client base. The resulting prospect campaign combined deep prospect insight, personalised approaches and integrated international execution. It delivered a 350x ROI. Key takeaways will address the benefits of building sector-specific propositions, developing deep prospect intelligence, and combining data, creative communications and telemarketing in a single joined-up approach.

1. CUSTOMER INSIGHT
ATOS ‘POWER TO PERFORM’
PAUL EVERETT, DIRECTOR OF MARKETING STRATEGY, THE MARKETING PRACTICE
B2B Marketing Awards Showcase | 5/3/13

2. BACKGROUND 350x ROI CAMPAIGN
Atos and Siemens IT merger in 2011 Agreed accounts with Sales
Toughest Financial Services prospects Shared and gathered intel
Senior level introductions Integrated demand gen campaign
SUMMARY

3. THE CAMPAIGN

4.  Are the predicted conversions
20 organisations between stages accurate?
 Can they be improved?
13 meetings
 Are there enough
opportunities in the market?
 Can we widen the appeal?
11
opportunities  How long will it take?
 Can we speed the funnel?
4
deals
PIPELINE QUESTIONS

5. WHY DIDN’T IT
FAIL?
1. Actual sales integration not just lip-service
2. Detailed prospect insight
3. A provocative proposition
THE ANSWERS

6. BEFORE AFTER
Pre-agreed prospect accounts DURING Sales satisfaction reviews
Shared intelligence Pipeline visibility
Real-world qualification criteria Enablement tools
Joint working on opportunities
Natural calls to action
1. SALES INTEGRATION

7. WE SHOULD  Prospects are tired of “What
PROVOKE RESPONSES keeps you up at night?”
 Let’s create provocation
propositions relating to
information we have on them
Result:
19% of target contacts
and 45% of target organisations
converted to meetings
2. PROSPECT INSIGHT

8. WHAT DO YOU NEED?
SWEET SPOT MORE DETAILED MORE FLUID EARLIER STAGE PERSONALISED
IDENTIFIED CONTENT CONVERSATIONS INTERACTION CONTACT
Insight: Are we targeting people…
• At the top, middle or bottom or the funnel?
• Who already know they have a problem?
• Who are early adopters?
You can’t be all things to all men
3. PROVOCATIVE PROPOSITIONS

9.  It’s the hardest type of marketing and it can’t work
without Sales
 Client insight is only as important as your ability to use
it – upfront and throughout
 You can still engage face-to-face early in the buying
cycle
 ‘BANT’ lead qualification can be misleading
 DM isn’t dead!
WHAT DID WE LEARN?

10. ANY QUESTIONS…
PEVERETT@THEMARKETINGPRACTICE.COM
@TMPeverett
THANK YOU