CUSTOMER INSIGHTATOS ‘POWER TO

PERFORM’

B2B Marketing Awards Showcase

| 5/3/13

PAUL EVERETT, DIRECTOR OF MARKETING STRATEGY, THE

MARKETING PRACTICE

BACKGROUND CAMPAIGN

Atos and Siemens IT merger in 2011Toughest Financial Services prospects

Senior level introductions

350x ROI

Agreed accounts with SalesShared and gathered intel

Integrated demand gen campaign

SUMMARY

THE CAMPAIGN

THE CAMPAIGN

PIPELINE QUESTION

S

20 organisations

13 meetings

11 opportunities

4deals

Are the predicted conversions between stages accurate? Can they be improved?

Are there enough opportunities in the market? Can we widen the appeal?

How long will it take? Can we speed the funnel?

12 m

onth

s

THE ANSWERS

WHY DIDN’T IT FAIL?

1. Actual sales integration not just lip-service

2. Detailed prospect insight

3. A provocative proposition

BEFORE AFTER

Pre-agreed prospect accountsShared intelligence

Real-world qualification criteria

Sales satisfaction reviewsPipeline visibilityEnablement tools

1. SALES INTEGRATIO

N

DURING

Joint working on opportunitiesNatural calls to action

2. PROSPECT

INSIGHT

Result:

19% of target contacts

and 45% of target organisations

converted to meetings

WE SHOULDPROVOKE RESPONSES

Prospects are tired of “What keeps you up at night?”

Let’s create provocation propositions relating to information we have on them

WHAT DO YOU NEED?

SWEET SPOTIDENTIFIED

MORE DETAILEDCONTENT

MORE FLUIDCONVERSATIONS

EARLIER STAGEINTERACTION

PERSONALISEDCONTACT

3. PROVOCATIVE PROPOSITIONS

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

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?

ANY QUESTIONS… PEVERETT@THEMARKETINGP

RACTICE.COM@TMPeverett

THANK YOU