When Justine Arthur joined BT Expedite they already had a pretty good marketing team. But it was operating in a very conventional way. Justine could have taken the easy option and continued with our existing plan. Instead she ripped everything up on day one, and has since re-built an industry leading marketing function. They now have a fully integrated, multichannel sales and marketing programme. Volume of new business leads has trebled and, most importantly in a professional services business, they’ve automated reporting so the whole business is now engaged in sales funnel management.

1. B2B Marketer of the year 2012
Justine Arthur
Head of communications and campaigns
BT Expedite & Fresca

3. Marketing Director - Geoffrey Barraclough
When Justine Arthur joined BT Expedite we already had a pretty
good marketing team. But it was operating in a very conventional
way. Justine could have taken the easy option and continued with
our existing plan. Instead she ripped everything up on day one, and
has since re-built an industry leading marketing function.
Rather than sales pushing marketing to do stuff, we now
operate the other way around with marketing driving the sales
plan.
Volume of new business leads has trebled and, most importantly in
a professional services business, we’ve automated reporting so the
whole business is now engaged in sales funnel management. And
our competitors are all following suit!
“
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4. Entry submission
• My background
• Significant career achievements
• Who I work for
• My role, responsibilities & team
• Achievements in the last 18 months
• Approach to tackling marketing challenges
• A winning entry

5. Background
Haagen-
Dazs
AKQA
BSI
BT Business
Japan
Orange
Business

6. Significant career achievements
• Placed in the BT Talent Pool in the category of
Emerging Talent
• Delivered 21 multi-language BSI country
websites in 15 languages within a new Content Management
System leading a global project team of content managers
• At AKQA Identified a £1m+ new client
opportunity, led a team to win the tender and then deliver a
multi-country website/CMS migration project for the British Council

7. Who I work for
BT Expedite and
our e-commerce
division Fresca
One of seven
standalone
businesses that
benefit from the
power of the BT
brand
Retail technology
specialist division
within BT
Solutions cover
every area of omni-
channel retailing,
including:
Point of sale
E-commerce
Merchandising
Sales analytics
CRM & loyalty
Network infrastructure
Hardware
Training
Professional services

8. Customers include

9. My role, responsibilities & team
• Joined BT Expedite in March 2010
• Team of two marketing managers
• 10 sales people to keep busy with great leads
• Collaboration with small group of agencies:
• Broadview, Porter Novelli, Quatreus, Westhill, WTA
• Marketing budget circa. £400k
• Circa. 80 customers
• Generate leads through other BT channels

10. My brief
To drive new business leads and make
sure that every CIO and department head
in the top 250 retailers knows that BT
Expedite is the best retail IT solutions
provider in the UK

11. Approach
• Deliver end-to-end lead generation, nurture
and conversion campaigns
• Use the sales 2:0 approach; better aligned
Sales and Marketing
• Use the brains of our technical people
• Bring more production in-house
• Empower the team to use business
applications and online tools to achieve results
• Establish clear targets and measurements

12. The right tools for the job

13. Achievements in the last 18 months
• 110% annual scorecard results
• 3 new business sales (£5m) attributed to marketing
• Set up new business lead grading methodology and
funnel
• Sales and marketing targets aligned
• Trebled new business lead volumes
• Fully integrated sales and marketing programme
• Added value to headline industry awards sponsorship
• Exceeded PR target with quality editorial coverage
• Grew contacts database of top 250 UK retailers by 43%
• Enewsletter achieved an average 26% click to open rate
• Sales team in front of 400+ top retail contacts

14. Tackling marketing challenges
Challenge
• Close to our year end, we found ourselves faced with
the classic marketing conundrum of a fantastic
opportunity and limited funds
• Retail Business Technology Expo had submitted a
request for us to demonstrate our vision of the future
for retail technology
Example

15. Solution
• Leveraged the power of the BT brand and negotiated
heavily with the organisers to sponsor the event
• Brought BT’s ‘Lighting up the High street – Future
of Retail’ showcase
• Negotiated with BT Global Services to use their
mobile demonstration ‘bus’ and contribute to
marketing costs

18. Results
• BT now has a more joined up message for retailers
• Quality opportunities worth £20 million in contract
negotiation and/or in the pipeline following the event
(25% over target)
• Attendees included
• 60 different retail firms from top 250
• 230 key visitors
• 186 pre-booked appointments prior to expo
• 12% of overall Expo visitors registered through BT

19. A winning entry
1. Aligned sales and marketing targets and
teams. Exceed results.
2. Ability to measure and prove the influence
marketing has had on sales.
3. Entrepreneurial approach with clear targets
and accountability.
4. Ownership of all key elements of the
marketing mix.
5. A well written and visually appealing entry.

20. Q&A

21. www.btexpedite.com
@JustineLouA