Bareld Meijering Head of Marketing Projects, Nokia Networks

1. 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. 2 © Nokia 2015
Last month
we sent a new
whitepaper to
50.000 customer
contacts globally.
Click rate is
below target.
Marketing Manager
“
”
Customer confidential

3. 3 © Nokia 2015
We had
a fantastic event.
Feedback score
4.8 out of max 5.
Event project manager
“
”

4. 4 © Nokia 2015
Don’t talk to
my customers
Account Manager
“
”

5. 5 © Nokia 2015Internal only
You share a lot of
individual engagement
channels statistics.
What’s the point?
Sales Manager
“
”

6. 6 © Nokia 2015
Will it make the boat go faster?

7. 7 © Nokia 2015
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
“
”
Listen to our customers

8. 8 © Nokia 2015
Transforming our B2B customer engagement
What?
Evaluate &
optimize
Define
marketing
and sales
change
journey
Define
strategic
direction

9. 9 © Nokia 2015
Four key streams prepared the change journey
How?
Internal only
Strategic
planning
Tools
& tech
Marketing
execution
Sales
execution

10. 10 © Nokia 2015
Our vision
We provide
customer value
and build stronger
relationships by
understanding
customer needs.

11. 11 © Nokia 2015
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.

12. 12 © Nokia 2015
Strategic pillars to implement our vision
Internal only
People Processes
Tools
Customer

13. 13 © Nokia 2015
One team, one overall process
marketing sales
Buyer’s
journey
Continuous interlocks at different stages of the process
Sales process
Marketing process

14. 14 © Nokia 2015
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

15. 15 © Nokia 2015
Overall visibility of customer
behavior helps sales to win
19090
480
4510
57 106
397153
150
15
53
27 321
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
3191
Contacts
engaged in
channel(s)

16. 16 © Nokia 2015
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%

17. 17 © Nokia 2015
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

18. 18 © Nokia 2015
The ultimate station to go
Transform marketing from cost center to revenue center

19. Thank You!