1. Making global campaigns relevant
for local B2B clients
10 Tips from
Cecile DELETTRE
International coordinator
Administrator - ADETEM

2. Some global B2B companies from
JCDecaux
EUROPE :
• 28 member states of the
European Union
• 12 currencies
• Eurozone : 17 states
• Population 504 .456. 000
present in US…

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

4. 1. Think Global…
- Study the market places you want to target
Evaluate SWOT analysis on each market :
Strengths/Weaknesses/Opportunities/Threats.
- Define your target /country.
- Create a global message
- Integrate the culture-specific nuances.

5. Re-think our geography

6. 2. Study the Ecosystem
Who are the decision makers ?
Who are the influencers ?
What are their values ?
Identify the community, events,
Social DNA, media…
Legal aspects : rules on data, sustainability,…

7. 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.

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

10. Australia
Canada
Germany
Spain
South Corea
Italy
UK France
Mexico
Japan
Nigeria
Pakistan
Bangladesh
Indonesia
Area
> 3 million km2
Population
> 100 million
GDP > 800 billion US$
India
Russia
Brasil
China
United
States
E.U.

11. 5. Create partnerships locally
Industries leaders,
Think Tanks,
Federations,
Universities, …
11

12. 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.

13. 7. Act local
Speed business dating
- Join the community
- Meet your local clients
- Exhibit

14. 7. Make it Happening
-Launch a product.
- Create the Buzz.
- Public relation.

15. 8. Efficient PR campaigns

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

17. 10. Worldwide Loyalty
Celebrate with your customer and your team
Create a strong relationship

18. Let’s keep in touch
linkedin.com/in/ceciledelettre delettre.cecile@gmail..com @CecileDelettre
Cécile DELETTRE
DMA Conference since 1996 / DMA HQ : 1991 New York
Experiences :
- ADETEM : International Coordinator, Administrator –Europe
- The French association in Marketing – 1500 members - 80 % Brands
- UBIFRANCE Global Business Development in 80 countries
- 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 -: Business development - Marketing services
- MMV : direct marketing - international Tour operators
Organization of 40 events in 2012/ 2013 : How to do Business in…
Foreign markets knowledge.
Marketing diploma (Master) from IFG Paris.
Member of several international organizations.

19. Thank you for your attention
Cecile Delettre
cecile.delettre@adetem.net
linkedin.com/in/ceciledelettre