Panasonic: Perfecting the Art and Science of Engagement Marketing
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In today’s digital world, the challenge for every marketer has evolved from merely capturing the attention of people, to creating powerful, sustained interactions that result in a loyal customer base. Join us for a webinar with Marketo and Panasonic Corporation to learn how an engagement marketing strategy can serve as a key competitive advantage and drive higher return on marketing investments.
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Panasonic: Perfecting the Art and Science of Engagement Marketing
- 1. Panasonic: Perfecting the Art and Science of Engagement Marketing November 11, 2014
- 2. Stephen Yeo European Marketing Director Panasonic Shyna Zhang Head of Enterprise Product Marketing Marketo
- 3. Agenda Every Marketer’s Dilemma Engagement Marketing Strategies Catalyst for Growth Inspiration in the Nation Tips and Tricks
- 4. Introducing Panasonic Panasonic Global Business 4 70% B2B in 2013-14 Appliances company AVC Networks Company Eco Solutions Company Automotive and Industrial Systems Company Founded 1918 294K employees $75B annual revenue Over 15K products Ranked #1 patent producer 2013
- 5. 5 Panasonic in Europe Operates in more than 35 countries HQ in Wiesbaden, Germany and Bracknell, UK Employs more than 10,000 people in Europe and CIS European Manufacturing and R&D Manufacturing company R&D and other companies Marketing & sales companies
- 6. 6 Bringing together 15 product ranges: Multi-functional printers SIP terminals PBX telephone switches Professional scanners Security products Access control Cameramanager Broadcast products Industrial medical vision Professional display Projectors Panaboard Rugged mobile PC and tablets Mobile printers EPOS Fire alarm Panasonic System Communications
- 7. State of the Marketing Union 1. Inability to show ROI metrics on marketing performance 2. Needed to make marketing relevant for the larger org 3. Change organization mindset to ‘marketing first’ Marketo Proprietary and Confidential | © Marketo, Inc. 11/12/2014 Page 7
- 8. Engagement Marketing Build personalized, meaningful & lifelong relationships Engage People: • As individuals • Based on what they do • Continuously over time • Directed towards an outcome • Everywhere they are Marketo Proprietary and Confidential | © Marketo, Inc. 11/12/2014 Page 8
- 9. Capturing the Customer Lifecycle Marketo Proprietary and Confidential | © Marketo, Inc. 11/12/2014 Page 9
- 10. Combination of Sophistication & Ease of Use High Engagement Sophistication Marketing Cloud Suites Email Service Providers (ESPs) Marketo Engagement Marketing Platform Slow Fast Speed Marketo Proprietary and Confidential | © Marketo, Inc. 11/12/2014 Page 10 Point Marketing Solutions Low • Most Personalized Cross-Channel Experience • Best Revenue Analytics • Fast Results
- 11. Catalyst for Growth • Marketo is a Strategic Driver allowing us to taking control of our own destiny • Business Insight & Increase efficiencies to do more with less Marketo Proprietary and Confidential | © Marketo, Inc. 11/12/2014 Page 11
- 12. A Partner Through the Complete Journey Lifelong relationships Build durable relationships that drive long-term retention, loyalty, and advocacy Personalized conversations across Continuous campaigns channels Strategic Value Engagement Marketing Maturity Point in time single channel campaigns Scale marketing efforts through automation Quickly execute targeted campaigns Communicate with people as individuals wherever they are
- 13. Transforming Marketing “If I switched off of Marketo tomorrow, there would probably Marketo Proprietary and Confidential | © Marketo, Inc. 11/12/2014 Page 13 be a riot”
- 14. What Success Looks Like • Visibility into how all campaigns are contributing to bottom line • Ability to analyze data and make improved decisions on future campaigns • Greater cross sell opportunities from lead scoring • Ability for sales teams to frame more relevant and stimulating conversations with prospects, for long-term, lucrative customer relationships Marketo Proprietary and Confidential | © Marketo, Inc. 11/12/2014 Page 14
- 15. Results By the Numbers • Improved marketing’s contribution to the company’s total revenues from under 10 percent (7%) to 26 percent, expecting to close at 30+% • Increased marketing campaign output five-fold without any further investment in budget or resources • Doubled size of CRM contacts system through inbound inquiries Marketo Proprietary and Confidential | © Marketo, Inc. 11/12/2014 Page 15
- 16. Inspiration in the Marketing Nation • Increased motivation, innovation and satisfaction within European marketing team • Highest Employee Satisfaction scores in all of Panasonic Europe Marketo Proprietary and Confidential | © Marketo, Inc. 11/12/2014 Page 16
- 17. What’s Next • Partner portal for 26,000 channel to deliver greater lead visibility and engagement • Marketo is now being deployed across Panasonic’s North American B2B business. Marketo Proprietary and Confidential | © Marketo, Inc. 11/12/2014 Page 17
- 18. Tips & Tricks • Measure Everything • Enables commercial relevancy, no repeat mistakes • Innovate Constantly • Leading edge of Marketo (ie. cross category lead scoring) • Have Fun • Enjoy the journey, Marketing is hard work & people are not always appreciated, have fun! Marketo Proprietary and Confidential | © Marketo, Inc. 11/12/2014 Page 18
- 19. Questions? Shyna Zhang Stephen Yeo szhang@marketo.com @shynazhang
Editor's Notes
- Shyna Intro & Welcome to StephenPanasonic: Perfecting the Art and Science of Engagement Marketing)
- Shyna Intro & Welcome to Stephen
- Shyna Intro & Welcome to Stephen Engi
- Welcome Stephen – When people think of Panasonic - people think of Tv, Cameras, headphones etc. Can you tell me 3 things about Panasonic that most people wouldn’t know? 70% of everything sold is B2B/Industrial #1 patent producer in 2014 #1 producer of inflight Part owner of Tesla Market leader in electric batteries (38% market share) Gigafactory world’s largest battery factory, Panasonic partnering
- Can you tell me a bit about your role at Panasonic Europe? How long have you been there? What’s your background?
- How large is your marketing team? How is it organized? What does Success look like? Pipeline contribution, customer sat,
- What challenges was the Marketing team facing pre Marketo? (Every Marketer’s Dilemma) Panasonic – 6 years (EMEA, 3 years) Make marketing relevant for the larger org Must measure & bring marketing to the rev table Inability to show hard marketing metrics What was the impetus for change? 2000 first 10 customers of SFDC, Realized was that CRM was managing prospect (pipeline) and DB, CRM did NOT give marketers the right tools to contact the right people Panasonic large project 3 years ago to bring together b2b companies into 1 (Exec Sponsor of CRM Project), create 1 unififeid CRM Consultants recommended CRM as part of SFDC, NO, it’s separate (forced issue) Key biz requirement: app that was state of art and easy enough to use for avg marketing manager to use w/o involving IT Vs. Eloqua Easy to use Email legislation is so fierce in Europe (email to ‘prospect’s is dead) – email is less than 1% of pipeline Each country has different email legislation (ie. Germany, France, all different) DBs everywehre – wanted 1 safe, DB that could implement national rules in MA, so no marketin gmanager could make mistake Each country in Europe will conform to Email legislation in that country (25 countries, Turkey) Traditional marketing things like events are taking off again (complaint, get out of office, network) – handle events, email, telemarketing, broad coverage to make the most pipeline in a complicated legislative environment Example: Marketo campaign is integrated with touchpanel displays, customers can order any literature/content from console and get a Marketo form, capture data How did you drive that change management/mindset across the organization? IT background/MBA Buy in was relatively easy Metrics were key increase in pipeline, campaigns, everyone is totally bought in How did you go about making this change across the organization? What were your guiding principles? Structured methodology that’s scalable that allows marketing managers to clone and execute real world class campaign (otherwise, needed additional resources) Precision, accuracy, replicable/scalable The Marketing team has a large and complex operation to run: over 460 constantly changing products, thousands of pieces of collateral and 63,000 pages on 72 websites in 22 languages - one of the largest B2B websites in Europe. Panasonic Europe merged its different B2B companies into PSCEU in 2012. The goal was to integrate all the different customer databases, make it easier to do business with and target its sales organisations on larger accounts, while maintaining its run rate business with the channel.
- Why is engagement marketing impt to you? B2B Characteristics Length of customer relationship Customers who have been in biz for 50+ years, often in consumer marketing (relatoinship is at point of sale) B2b talking to customers daily, relationship last daily Engagement marketing is key How do you think Panasonic embraces engagement marketing to gain an unfair competitive advantage? Panasonic’s Core Principles – Direct engagement with customer Have to achieve balance (engage w/ customer) and drive efficient 1x1 engagement with customers with technology Marketo has been able to help Stephen’s team do this Know who to contact, right time, right message Conversation is insight into customer (be relevant) ____________________________________________________________ As marketers shift from talking at people, and focusing on transactions, to engaging with people – to build meaningful, life-long, and personalized relationships. We call this engagement marketing. Engagement marketing is about creating meaningful interactions with your customers, based on who they are and what they do, continuously over time. It’s marketing that engages people towards a goal, wherever your customers are. It’s marketing that is backed by both creative vision and hard data. Finally, it’s marketing that allows you to move quickly, shortening the time between idea and outcome, so that you can create more – and better targeted – programs.
- What your is buyer journey today? Why Marketo? Ramp up time 3 – 4 months for ‘avg’ marketing manager Easy to use UI Taken a complex problem and created simple software to help create a solution Tell us about how Panasonic implemented Marketo into their CRM and how the team is leveraging Marketo. The company integrated Marketo with its existing Salesforce CRM solution, importing more than 55,000 contacts and training 50 staff. Marketo went live in April 2013 across 25 countries in Europe. Data is a constant struggle for global Enterprises, can you talk about how your team managed to drive consistency across your data? Launched Marketo asked every single person to upload their data (spreadsheets, biz cards) into Marketo to have Marketo single system of record (no lists anywhere) ~55k leads (CRM), ~130k known contacts (18 months) 130k Anonymous Leads <Followup Questions>
- How is Marketo serving as a catalyst for growth for Panasonic? 12 product categories 7/8 of them were not making plan (negative growth) Marketing budget was over 50% spent on channel marketing (unable to see results & leads) Take control of ‘own’ destiny Strategic Driver: instead of relying on channel to bring business, Large accounts handled by sales people Increase win ratio, take care of destiny, 2) Marketing Budgets no data on what was working/what’ss not (spreadsheet) Measure things & Increase effiencies to do more with less Gain market share in projecters, 3% of marketing share in saturated market (decling overall) Double digit growth in projectors PBX growing in tough market Doing more with same team/less marketing budget passing leads to channel & generating pipeline
- Legislative Enviornment – sheer information overload Engagement marketing is a journey and our customers (as well as us) have been at for years. How have you had to transform Panasonic’s marketing team to drive more maturity? Investment in people? Resources? Etc.
- How did you manage to transform the organization to a ‘marketing first’ mindset? Part of culture mindset shift (the MO) “If I switched off of marketo tomorrow, there would probably be a riot” Buy in was relatively straight forward b/c Marketing was giving stakeholder insight that they never had Never had leads (biz card in sales people’s pockets) Call center (Prague) 10k dials/month from campaigns coming in All inbound are qualified before handed off to sales/channel Sales doesn’t need to spend time qualifying leads Put SLA in qualified lead of 5 days (if no action, it goes into ‘breach’) improve cust sat by measuring length of time on follow up on customer inquiry Sales management will get follow up emails from marketing Philosophy that ‘every lead is gold’ measurable
- Let’s talk about some of the success that Panasonic has had in the past 18 months In the 18 months since implementing Marketo in April 2013, the share of total new Sales pipeline that comes from Marketing campaigns has grown from under 10 per cent to 26 per cent. In addition, the volume of marketing campaigns has grown five-fold to over 100 per month without any increase in Marketing staff or budget. That is roughly one campaign every 2 hours from a field marketing staff of 25. All campaigns are run purely from the marketing team without any assistance from other departments or consulting organisations. In addition, the contacts in the CRM system has doubled in size from 55,000 to 110,000, largely through the collection of users data through marketing activities such as events and inbound web form.
- Quarter of a billion dollars from Marketo (team of 35 people) Panasonic NA next on board Unfair competitive intelligence
- What are you the most proud of? Inspiration 23 years in Marketing, partner marketing, web Workflow through marketing (SLA for product launch) Proud of - Marketing as a function is often demotivated, never appreciated, not measured, viewed as a cost center Morale was tough Employee opinion survey (annual), feedback on what the management could be doing better (trust manager, trust strategy, etc..) Marketing team has one of the highest scores in Panasonic Europe (10k people) system helped to empower marketing team motivate/giving them the right tools Proud to led group of people who have been empowered to change the company Recognized within the entire company
- Run significant/world class (b2b websites in europe ) 63k pages, 22 languages, across 25 countries – Open Source (Drupal) Website is run by 2 people Taken free/open source tools and have built tools which allow marketing manager to update/manage the website; (ie. DataSheet/Case Study/Web page, leverage tempalte, clone & populate with data/images/text and move it XML translation, artwork layout – no agency) No webmaster/agency 464 constantly changing products across multiple languages, workflow in content management in system DataSheet can be technically approved and move to translation at 17 languages at click of a button Translation/Approvals are then priroitized and completed to next flow Launch Product/PR/Update collateral on time/on budget (Panasonic IP) Manage hugely complicated enviornment ($10+M previous with agency) 1 webmaster, 1 manager 35 FMM 9 pM Implemented global product database (japan to enter product data); PDFs are Real Time, collateral is updated Marketo generated leads are pushed to public portal via API and use SLA (if partner doesn’t use) first come first serve on leads Customer Centric