A presentation originally delivered at the International Enterprise Promotion Conference showing ho Business Link North West used Data to deliver an Award Winning Multi-Channel Marketing Strategy

1. Knowledge Stewarding: Contextual
Demand-Pull Marketing built on
Knowledge Hubs
Monday16th November, 2009 @ 4pm
Andrew Greenyer– BLNW Knowledge Stewardship Manager
Tel: 07867 537 850 E-mail: andrew.greenyer@businesslinknw.co.uk
Ged Mirfin – BLNW Chief Data Officer
Tel: 07876 047 165 E-mail: ged.mirfin@businesslinknw.co.uk
Tom Wilkins – BLNW Head of Marketing
Tel: 07917 184 888 E-mail: tom.wilkins@businesslinknw.co.uk
City Office Park, Bluebell Way,
Preston PR2 5PZ
United Kingdom
Track E: E-business, e-learning, e-mailing and website marketing
Presentation (E5) to the
1 INTERNATIONAL ENTERPRISE PROMOTION CONVENTION
st
best practice and innovation in the creation and support of small
businesses world-wide
15-17 November 2009 - Harrogate, North Yorkshire, UK

2. Agenda
• What is Knowledge Stewarding
• Data
• Marketing
• Knowledge Management/Transfer

3. Knowledge Stewarding
• Knowledge stewarding is the capturing and
storing knowledge, making it accessible, and
letting people know it exists.
• It is the explicit and systematic management of
vital knowledge – and its associated processes
of creation, organization, diffusion, use and
exploitation.
• An Organization stewards its knowledge
resources by processes like acquiring,
developing, making transparent, sharing and
preserving knowledge.

4. Knowledge Stewarding: Placing Knowledge at the very heart
of BLNW activities improves operational delivery
Customer Data
Dissemination and High Quality Data
Storage of Searchable and Ensures Improved
Highly Accessible Customer Insight &
Information Content Ability to Deliver
Assists in the Building of Targeted Marketing
On-Line Communities
Knowledge
Willing to Exchange
More Invasive Information Stewarding
on themselves
Knowledge Contextually Relevant Issue- Targeted
Transfer & Based Messaging Increases Marketing
Management Responsiveness

5. Placing Data at the very heart of BLNW activities improves
operational effectiveness
Data Stewardship
Structures and Data Governance –
Processes for Ensuring Data
Management & Quality, Data
Storage of Data as Acquisition,
Data Reporting & Data
a Strategic Asset
Protection
Team
Data Maintaining Data Integrity Data
Strategy & Measuring Data Quality TQM

6. Demand-Pull Marketing – Public Sector
• Historically public sector organisations have
concentrated on service delivery rather than the
end user.
• DPM is ultimately about adapting to local demand
tailoring messaging to suit what we know about
end-users
• DPM is all about pulling the customer towards you
through contextually relevant messaging rather
than the generic product push messaging typical
of many public sector organizations

7. Contextual Relevance
Customer Need
Contextually Relevant Marketing is highly Localised and Personal
This style of marketing is not possible without Exceptional Levels of Customer
Insight.
Ultimately this is about understanding your audience & then delivering
Messages that are Current and Relevant
Recognise Needs Product Appeal

8. Truism No. 1: Good
Decisions Are
Impossible To Make
Without Intelligent
Data

9. How did we acquire the data to engage
with our customers

10. We integrated the Business Link universe
with Experian’s National Business
Database

11. We integrated the Business Link universe
with Experian’s National Business Database
Section of database
unique to Business
Link – Lifestyle and Consolidates North
Grey economy
businesses West Business
Universe
19k 111k
406k

12. We integrated the Business Link universe
with Experian’s National Business
Database
Including an
Consolidates North Additional 163K
West Business Validated Contact
email Addresses
Universe
19k 111k
406k
BLNW Prospect Universe
Of 150,000 customer interactions in the last 18 months - 120,000 (80%)
came from Experian records… why?

13. Truism No. 2:
If Segmentation and Context =
Relevance
then by definition
Relevance = Engagement
Customer Interaction occurred because we
delivered Contextual Relevance for the Businesses
we contacted

14. Targeted e-communication

15. The BLNW Brand: Guiding You On Your Journey
• Email Marketing Campaign
designed to drive Traffic to
New BLNW Web-Site and
Knowledge Portals
• Tailored Advice on Cash-
flow Management and
Late Payment.
• Campaign delivered via
Highly Targeted Email
Broadcast and Inserts in
Subscription-Based
Electronic News Letter.
Key element of “the
Journey” Marketing
Campaign

16. Beat the credit crunch > Manage cashflow

17. Manage cashflow: understand the essentials

18. Prevent late payments

19. Advertising online
Search Engines
Banner Ads / Pay Per Click
Business
Skyscrapers SEO
Networking
Insider magazine Linkedin
Digital Universe
Industry News
Travel
Arrangements Business News Reed Business
Information
Train line
The Business Desk

20. Online

21. PR & Communications Thought
Leadership Online
Thought Leadership Campaigns Delivered through PR & Communication to
Enhance BLNW Market Reputation

22. Supporting Our Businesses
• Objective to Underpin BLNW’s
positioning as leader in Business
Intelligence across the region
• Demonstrate the expertise of
BLNW
• Provide unique insights into the
economic health of the region
• BLNW and the Manchester
Evening News campaign offers on-
line editorial, and
podcasts/webchats

23. Supporting our Businesses campaign in
MEN Hitting the business pages of the
Manchester Evening News, the campaign
aims to increase understanding and
awareness of the service and signpost
businesses to the help they need.
The campaign launched with information
from the Business Performance Index
revealing how many companies are at
risk in the area and detailing how, in
partnership with the MEN, we are
providing support.
As well as a regular monthly full sheet in
the business pages, the campaign will
have its own dedicated web page which
will stream all the latest information about
Supporting Our Businesses with an
interactive video element.

24. Knowledge Platform – Objective
The integration of the regional website,
CRM and Business Support Directory to
offer a solution that would help deliver
business support to Business Link
clients.
• directly through self brokerage using
the website
• via assisted brokerage from the
Universal and Targeted Advisors

25. New Knowledge Platform System
Team sites
(BIZ) Internal
.gov
knowledge website
portal
New NW
portal
Events directory
Web Users Regional
(CRM) Business
support directory content
(CRM)
Other Other Other Other
searched searched searched searched
websites websites websites websites

26. Knowledge platform information flow
Biz Knowledge • Internal view of the
• Biz is the new intranet North West portal
Internal
• Internal information & • Plus adviser updates
teamsites and government
• Informal sharing of announcements
information • Quality assured &
• No validation process validated
• Business support
directory (internal view)
businesslinknw.co.uk • Window into regional
• Library of guides, .gov/northwest North West portal business information
interactive tools & advice
External
relevant to all
• Linking business
businesses
issues to local
• Content feeds into support
portal to make ‘how to’
• Focusing on priority
& regional information
audiences
available in one place
• Business support
directory (customer
view)

27. Demonstration of
Knowledge Platform

28. Business Link Information Panel (BLIP)