Atos Marketing Campaign Delivers 350x ROI
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Presentation by Paul Everett at the B2B awards showcase event, covering the Atos "Power to Perform" lead generation campaign: a small but perfectly formed campaign that delivered 350x ROI. A first experiment with including audio to create a slidecast (recorded on the day and with the intro and conclusion cut hence the abrupt start and finish!).
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Atos Marketing Campaign Delivers 350x ROI
- 1. CUSTOMER INSIGHT ATOS ‘POWER TO PERFORM’ PAUL EVERETT, DIRECTOR OF MARKETING STRATEGY, THE MARKETING PRACTICE B2B Marketing Awards Showcase | 5/3/13
- 2. BACKGROUND 350x ROI CAMPAIGN Atos and Siemens IT merger in 2011 Agreed accounts with Sales Toughest Financial Services prospects Shared and gathered intel Senior level introductions Integrated demand gen campaign SUMMARY
- 3. THE CAMPAIGN
- 4. THE CAMPAIGN
- 5. Are the predicted conversions 20 organisations between stages accurate? Can they be improved? 13 meetings Are there enough opportunities in the market? Can we widen the appeal? 11 opportunities How long will it take? Can we speed the funnel? 4 deals PIPELINE QUESTIONS
- 6. WHY DIDN’T IT FAIL? 1. Actual sales integration not just lip-service 2. Detailed prospect insight 3. A provocative proposition THE ANSWERS
- 7. BEFORE AFTER Pre-agreed prospect accounts DURING Sales satisfaction reviews Shared intelligence Pipeline visibility Real-world qualification criteria Enablement tools Joint working on opportunities Natural calls to action 1. SALES INTEGRATION
- 8. WE SHOULD Prospects are tired of “What PROVOKE RESPONSES keeps you up at night?” Let’s create provocation propositions relating to information we have on them Result: 19% of target contacts and 45% of target organisations converted to meetings 2. PROSPECT INSIGHT
- 9. WHAT DO YOU NEED? SWEET SPOT MORE DETAILED MORE FLUID EARLIER STAGE PERSONALISED IDENTIFIED CONTENT CONVERSATIONS INTERACTION CONTACT Insight: Are we targeting people… • At the top, middle or bottom or the funnel? • Who already know they have a problem? • Who are early adopters? You can’t be all things to all men 3. PROVOCATIVE PROPOSITIONS
- 10. It’s the hardest type of marketing and it can’t work without Sales Client insight is only as important as your ability to use it – upfront and throughout You can still engage face-to-face early in the buying cycle ‘BANT’ lead qualification can be misleading DM isn’t dead! WHAT DID WE LEARN?
- 11. ANY QUESTIONS… PEVERETT@THEMARKETINGPRACTICE.COM @TMPeverett THANK YOU