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DST Marketing Town Hall (Selected Slides), 2014

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DST Marketing Town Hall (Selected Slides), 2014

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These are (selected) slides that I collaborated with marketing leadership to produce for a marketing town hall in 2014. The issues that we were dealing with at the time were non-integrated sales and marketing teams, a lack of quality content being produced and numerous/disjointed marketing technology platforms... I am proud that I was a part of the team that laid the foundation for amazing success.

These are (selected) slides that I collaborated with marketing leadership to produce for a marketing town hall in 2014. The issues that we were dealing with at the time were non-integrated sales and marketing teams, a lack of quality content being produced and numerous/disjointed marketing technology platforms... I am proud that I was a part of the team that laid the foundation for amazing success.

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DST Marketing Town Hall (Selected Slides), 2014

  1. 1. Marketing and Sales Enablement August 15, 2014
  2. 2. 2 Strengthen & Expand Existing Customer Relationships Develop New & Innovative Products and Services Leverage Proprietary Insights Selectively Pursue Strategic Acquisitions Growth Strategies
  3. 3. 3 Based on 700+ responses from global B2B buyers of large-scale, complex technology-based solutions. Source: ITSMA, How B2B Buyers Consume Information Study, 2012, 2011 More learning from communities (Rise of the B2B social buyer) More learning from solution providers (Increased solution provider credibility) More learning from sales (Importance of sales) More learning from multiple marketing channels (Omni-channel approach) The Knowledge Seeking Client
  4. 4. 4 Our differentiation will come from how well we impart useful knowledge.
  5. 5. 5 Present: Product first approach MarketProducts&Services FINANCIAL SERVICES HEALTHCARE SERVICES
  6. 6. 6 DedicatedMarcomTeamsbyMarketSegment Asset Managers Financial Advisor Brokers Retirement Industry POV Segment POV Priority Products & Services Industry POV Segment POV Priority Products & Services Industry POV Segment POV Priority Products & Services Industry POV Segment POV Priority Products & Services Future: A Market Segment Approach Marcom Marcom MarcomMarcom Plan/Payer Provider Pharmacy Industry POV Segment POV Priority Products & Services Industry POV Segment POV Priority Products & Services Industry POV Segment POV Priority Products & Services Marcom Marcom Marcom FINANCIAL SERVICES HEALTHCARE SERVICES
  7. 7. 7 Future: Relevant, high-value content Financial • Security and privacy risks • Regulatory reform: More challenges ahead • Predictive modeling • Cyber Essentials Healthcare • Security and privacy risks • Regulatory reform: More challenges ahead • HIPPA and unstructured data • Predictive modeling • Cyber Essentials • Technology implications with industry consolidation INDUSTRY CONTENT PRODUCT-FOCUSED CONTENT • Anova • Asset Servicing • BPM • BPO • Clearing • Compliance • Customer Communications • Data Sciences • Fund Accounting • Fund Admin • HiPortfolio • IT Services • RICC • Sales Connect • TA2000 • TA Subaccounting • TRAC • Vision COMMERCIAL INSIGHT Client A Insight development Client B Insight development Client C Insight development Client D Insight development MARKET SEGMENT CONTENT Asset Management • Navigating risk complexity Financial Advisors • Operationalizing ERISA Fiduciary Responsibilities Retirement • 401K Fee Disclosure • Focus on longer term accumulation of wealth Plans / Payers • Healthcare partnerships • Growth of physician practices • Healthcare policy changes Brokers • The Cost of Regulation to Brokers Pharma • How retail customer experience transform critical healthcare payer technology Providers • Connected Healthcare • How retail customer experience transform critical healthcare technology
  8. 8. 8 Analysis: Present State Map
  9. 9. 9 Present: Marketing and Sales Hand-off Method Marketing Sales 1. Build content to support products 2. Generate leads 1. Prove superiority of value proposition 2. Navigate and align buying stakeholders 3. Close deals
  10. 10. 10 Sales From handoff to collaboration Future: Leveraging DST knowledge and expertise 1. Engaging clients in discovery 3. Challenge how customers think of their own business, issues and opportunities Marketing 4. Create and equip reps and SME’s with supporting content, materials and tools 2. Develop commercial insight Subject matter experts
  11. 11. 11 Key Strategy: Content Marketing “The technique of creating and distributing relevant and valuable content to attract, acquire and engage a clearly defined target audience in order to drive profitable customer action” Brand Awareness Customer Acquisieon Lead Generaeon Customer Reteneon/Expansion Website Traffic Engagement Thought Leadership Sales Lead Management/Nurturing 0% 18% 35% 53% 70% 39% 47% 55% 55% 56% 61% 66% 68% 68% Organizational Goals for Content Marketing
  12. 12. 12
  13. 13. 13 • Elevating the types of conversations sales people have with clients • Gets the right information, into the hands of the right sellers, at the right time, in the right format, to consistently and systematically have valuable, relevant conversations with the right set of client stakeholders, at each stage of the client’s purchase decision process. Key Strategy: Sales Enablement
  14. 14. 14 Industry & Markets Segment Marketing • Deep understanding of markets & customers • Aligns to specific market segments • Integrates all marketing activities & messages for greatest synergistic effect to market segment • Focused on creating & leveraging relevant, high value industry thought leadership & insights Shared Resources • Resides within the business units & corporate marketing • Managed as a collective resource • Enhanced consistency, synergy & cost effectiveness • Shared outside resources Sales Enablement • Critical bridge to Marketing & Sales SME communities • Elevates the types of conversations we have with clients • Right information to the right seller at the right time in the right format • Tools Product Marketing • Closely supports Product Management teams • Aligns marketing resources to core products & services • Creates content supporting the business value derived from the product • Creates foundation level product content • Actively coordinates with Market segment approach with Market segment managers
  15. 15. 15 • Sales Support • Sales Administration • CRM • Desktop publishing for sales presentations • Appointment management • Campaign management • RFP’s / RFI’s • Sales training What Sales Enablement is NOT
  16. 16. 16 Sales Enablement IS It elevates the types of conversations we have with clients. Gets the right information, into the hands of the right sellers, at the right time, in the right format, to consistently and systematically have valuable, relevant conversations with the right set of client stakeholders, at each stage of the client’s purchase decision process. • Commercial Insight development • Thought Leadership content development • Oratium Value Propositions & presentations • Sales messaging • Account Based Marketing • B2i • Prospect & Client Intelligence • SME Connectivity – Product training • Client Benchmark Surveys & Research • Conferences & Events leveraging • SAVO

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