1. Making global campaigns relevant
for local B2B clients
Jennifer STEARNS
Accenture
Cecile DELETTRE
International coordinator Adetem
Global Events and Marketing

2. linkedin.com/in/ceciledelettre
delettre.cecile@gmail..com
@CecileDelettre
Cécile DELETTRE
DMA Conference since 1996 / DMA HQ : 1991 New York
Experiences : Services, B2B marketing, International
Business development
-ADETEM : International Coordinator, Administrator –Europe
-The French association in Marketing – 1500 members - 80 % Brands
UBIFRANCE Global Business Development in 80 countries
-Organization of 40 events in 2012/ 2013 : How to do Business in…
-Head quarter in Paris - Global Events Manager
-USA (New York, San Francisco, Atlanta, Chicago) – Managing Director consumer goods and
luxury– Trade and business development
-Global Marketing Manager
ROBECO BANK : International Finance CRM , Marketing and Customer Loyalty manager
CARNIEL Marketing : Marketing services
MMV : international Tour operators
Foreign markets knowledge.
Marketing diploma (Master) from IFG Paris.
Public relation for international organisations.

3. Some global B2B companies from
Bernard Richard-Canavaggio
Global Marketing Director
Services
Examples of global campaign
EUROPE :
•28 member states of the
European Union
•12 currencies
• Eurozone : 17 states
•Population 504 .456. 000
Majella Nolan
VP Customer experience –
Industry Business
Examples of global assets
AIR FRANCE
present in US…

4. Global (EU-Fr) companies present in the World

5. HQ : France – Paris 140 000 employees in more than 100 countries
24 billion sales in 2012
41 pc of revenue in new economies

6. Sample integrated campaign assets to promote
EC02.0 energy management
Attention
Assets:
Press release
Infographics
Action
Assets:
Roll-up
Animated demo
ECO2.0
Software tool
Desire
Assets:
Web banners on websites
Tweets & linked-in mssg on social
medias
Interest
Assets:
Apps on mobile devices

7. Supported by ECO2.0 promo on Social
Media after 2 weeks
Twitter
•(47+) tweets on Global and country
Twitter accounts
• Retweeted for over 175,000 views
• QR code used in tweets
for easy access to app
LinkedIn
Schneider Electric – Intelligent Energy
• Promo and Discussion post ECO2.0
•Members: 27,600
Word cloud showing main keywords
found in online conversations
Blogs
ECO2.0 Promoted in blog:
“Energy Efficiency for Financial People”
243 views in 4 days

8. Augmented reality articulates a
complex message
- Infographic on
social medias
- Digital ad
- Digital roll up
Pointing to AR
movie that
customer can
see on PC,
tablet and
smart phone https://www.dropbox.com/s/dqdmz9to59cfgjq/PlantStruxure_PES.mp4

9. Marketing @Bureau Veritas
World leader in testing, inspection and certification
services – revenue : 3,9 billion euros – 65 000 employees –1330 offices
140 countries – 400 000 clientts
Strategic Marketing
Product marketing
Business Marketing
Operational Communication

10. What is Marketing mission ?
• At local level: Sell! Sell ! Sell!
• Be proactive instead of reactive
•
•
•
What to push?
To who ?
How ?

11. Global Marketing?
• At Head Quarter : find a common way for
impacting the business!
• Not too smart concepts practical approach
• What will be the results ?
• BV is international! Interface with international
companies (Global Key Accounts, Global
Projects, Global Services, Global Markets,…)

12. wrong experiences and mistakes
• Edit a brochure without an international team
work (but with the risk of never produce it: out of time)
• Set up of a local event by HQ
• Teaching how to behave locally
• …

13. The Good ones
• Campaigns:
• with input from HO on creation, web, white
paper, etc.
• And buy-back by countries with events, emailing, social media, etc.

14. Timber Legality Project
What is illegal timber ?
Timber harvested in
contravention with local
regulations on forestry
and trade of wood
materials.
► Illegally harvested wood represents
=> As much money as global trade of drugs !

between 15 to 30% of global wood trade

40% of tropical wood are harvested illegally

15 to 20% of wood imported in EU
Europe is the first destination of illegal wood

15. New legal obligation
New obligationson all companies trading wood based products :
wood, pulp and paper, packaging, furniture & deco, wood-based fuels
1
EXPORTING FIRMS
• No import of illegal wood
• Have a due diligence
performed before shipment
2
IMPORTING FIRMS
• Demonstrate legal origin of all products
to market products in Europe
2 Publics/Services offered by BV
Service :
Service :
Legal Origin Assessment
EUTRcompliance suppliers
management

16. Marketing campaign
Objectives
Awareness: Bureau Veritas is a leader in Timber
certification services
Client Acquisition:Generate leads to growth the
business
Client relation/ Loyalty: A majority of our clients are
concerned by this regulation
Mix

17. MIX
Dedicated page to
download the white
paper
Forest content on
BV.com and pilot
countries
Local exhibitions
Clients seminars
Client meetings
Strong SEO Strategy
Digital
Campaign
E-mailing campaign
to clients and
prospects
Local adaptation
Local
Offline
Plans
Global/ Local
EUTR
Campaign
Google adwords campaign
to create traffic on the
white paper page
White
paper
PR
Campaign
Global/ Local
PR launch in
France for HO
Partnership with
PR Newswire for
launch in pilot
countries

18. Global Leads Generation
(1) Google Adwords +
optimized Search
Engine Optimization
(4) Leads gathering
and qualification against
strategic criteria
(5) Leads
Centralized
management in CRM
and distribution of
actions in concerned
countries
(2) Landing
page
(3) Form
Submit
(2) Web
Page
(7) TRACKING
results
(won/lost/no
answer) in CRM
according
(6) Local Sales Actions
- Contact prospects
-Telemarketing
- Business Meetings
- Offers
Reporting of
sales
CONTRACTS

19. First Results at the end of pilot phase
Roll-out plan
Launch
BV.com
Materials + Process set-up
+ BV.UK
May 14th
Start in Germany, Poland, Spain, NL, Russia
June 22nd
TOP 5 Sources
Results from BV.com + BV.UK
•
Traffic mainly comes from
Google adwords campaign: 91%
148 White Paper Downloads
China
1094
India
306
USA
205
UK
196
France
3724 unique visitors on the landing page
•
Global roll-out (see priority A and B countries)
138
52 QUALIFIED LEADS
•
Segmentation
• Large Company:10
• Mass-Market: 42
•
Main Position: CEOs, Sustainability / QHSE Managers
•
Main Country: UK, France
•
Request for Due Diligence Service and / or FSC/PEFC

20. Internal International Promotion
E-mailing Campaign
Intranet
Conference Calls
Let us know if you’re interested in
launching one of our campaigns!

21. Results
• International team Building
• Confidence in HQ to provide added value
operational marketing actions
• International &Local Leads

22. Think Global, Act Local !
• A campaign for gaining Lead$$$$
(brand image awareness too)
• Tracking of leads (then thanks to proven results it will be
easier to recruit internal partners next time)
• Work with voluntary (and motivated) countries

23. 10 Tips for Making Global Campaigns relevant for local customers
1. Think Global…
- Study the market places you want to
target
Evaluate SWOT analysis on each market :
Strengths/Weaknesses/Opportunities/Threats.
- Create a global message
Storytelling, Content, asset
- Integrate the culture-specific nuances.
Be inventive and creative – but be
aware to possible local sensitivities

24. Re-think our geography
Launch global assets with sufficient time for localization
Provide a range of assets for different budgets –
Not all countries have the same marketing spend.

25. 2. Study the Ecosystem
Whoare the decision makers ?
Who are the influencers ?
Whatare their values ?
Identifythe community, events,
Social DNA, media…
Legal aspects : rules on data, sustainability,…

26. 3. Involve your local teams
• Set the objectives and ROI together.
• Give flexibility and autonomy
to reach the goals.
• Choose global and local
multi-channels media.
• Share the information, communicate the results.

27. 4. Build the metrics by country
•Set the KPI, Key Performance
Indicators
•Track and gauge what is effective or not.
•Manage the campaigns in the CRM software tool.

28. Analyze continuous evolution : GDP, population, growth…
Area
> 3 million km2
Population
> 100 million
Indonesia
Nigeria
Brasil
Bangladesh
United
States
E.U.
Russia
India
Pakistan
China
Canada
Mexico
Australia
Japan
Spain
UK
France
Germany
South Corea
Italy
GDP > 800 billion US$

29. 5. Create partnerships locally
Industries leaders,
Think Tanks,
Federations,
Universities, …
29

30. 6 . Develop a B2B Social Media
Strategy globally and adapt it
-Target and segment (job, geography…)
Xing (China, Germany….), Linkedin, Viadeo…
- Generate Qualified leads / Email/ Web
Content marketing :
- Facebook, Scoop it,
- White Papers in different languages,
- Newsletters,
-You Tube, localized in 43 countries.

31. 7. Act locally with events
- Join the community
- Meet your local clients
- Exhibit
Speed business dating

32. Make it Happen
-Launch a product.
- Create the Buzz.
- Engage Public relation.

33. 8. Efficient PR campaigns

34. 9. Integrate your Global Marketing
Campaign
Email
Web
Customer
Intelligence
Social
Mobile

35. 10. Be active Worldwide
Celebrate with your customer and your team
Create a strong relationship

36. Thank you for your attention
Cecile Delettre
cecile.delettre@adetem.net
linkedin.com/in/ceciledelettre
Europe
France / Germany