Marketing master chef: 2016 success recipe

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Welcome to Marketing MasterChef
2016 Recipe

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Meet the chefs
Fiona Shepherd
Many years experience traveling the globe producing
a la carte marketing recipes for some of the world’s
finest technology brands
Sinead Woodley
Not quite so many years of international marketing in the
tech space, always looking to test the latest ingredients
to perfect digital demand strategies

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The challenges facing todays ambitious marketers:
VOLUME vs VALUE

4. The challenges facing todays ambitious marketers:
CREATIVITY vs IMPACT

5. The challenges facing todays ambitious marketers:
PREDICTABILITY vs INNOVATION

6. The challenges facing todays ambitious marketers:
SPEED vs PREPARATION

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10. A GOOD DAY FOR TECHNOLOGY
Our recipe for 2016 marketing success
A perfectly balanced menu

11. Align objectives and aspirations to corporate business plan
(strategic/executive workshop)
Develop a powerful differentiated narrative
(corporate narrative)
Appropriate, impactful and unique creative concept
APERITIF
Prepare the pallet.
Understand the appetites of your diners.
INGREDIENTS

12. A GOOD DAY FOR TECHNOLOGY
‘One we made earlier’
Living, Breathing Marketing

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Workshop discovery process
The discovery process is fairly dynamic but drills into the following focus areas:
PRODUCT AUDIENCE COMPETITORS
Features
Functions
USPs
Product
Brand
AudienceBuying journey
Watering holes
Content PreferencesPurchase process
Pain points
Buying triggers

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Brand campaign & activation
Key challenge
Turn looked to create brand awareness and build preference in a growing digital marketing industry.

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Brand campaign & activation
Insight
Intrinsically link Turn with the evolution of digital marketing by positioning them as the only accessible
platform purpose‐built for guiding marketers to the unique truths about their customers, allowing
them to reach and connect more effectively.

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Brand campaign & activation
Solution
Position the Turn Digital Hub as the only accessible platform purpose‐built for guiding marketers and
define the Turn Digital Hub as the tool for smarter marketing.
Campaign
It’s a jungle out there - in the land of multi‐channel marketing - where ability to act on insights is all
that separates brands that consistently gain share from brands that continually lose it. Managing the
chaos demands a fully integrated environment purpose‐built to evolve. Now more than ever, modern
marketers need the kind of Living, Breathing Marketing enabled by Turn.

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Print & digital creative

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Microsite

19. STARTER INGREDIENTS
Build the foundations
for an inspiring feast.
Develop actionable audience personas
Map the buyer journeys to ensure the
maximum impact of your ingredients
Craft audience message matrix from narrative
Shape a GTM that balances classics with new cuisine

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‘One we made earlier’
Work Different

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Focusing our efforts
Build a detailed and actionable understanding of our target audiences to
better align content, messaging, and campaigns
Audiences
Organise and up-level creative experiences customised for the buyer
journey and delivered with consistency across geos
Campaign
Content Create a structured methodology to deliver experiential, actionable, and
snackable content
Innovations Taking programmes to the next level, capitalising on industry best practices
and technologies (ABM, lead scoring, predictive modeling)

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Content strategy
Content to be developed in alignment with the buyer and audience insights:

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Example GTM overview
ChannelInternalEndUser
Q1 Q2 Q3 Q4
Packaged
programmes
Always-on
Events
High impact
Scalable Online
Microbursts
Target/Retarget banners
Email Nurture
Inbound Programme
Social Activities
Content
Event Enablement
Rich Content Suite
To
Through
Launch Email Email Update Email Update Email Update
Call Out Day Call Out Day Call Out DayCall Out Day
Conversation Framework
Campaign Playbook
Customizable Campaigns
Co-Branded EU Materials
To
Launch Email Email Update Email Update Email Update
Pull Up Banners/Posters
Conversation Framework
Campaign Playbook
High impact
Scalable Online
Microbursts
High impact
Scalable Online
Microbursts
High impact
Scalable Online
Microbursts

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Sage BMS creative

26. MAIN INGREDIENTS
Put the customer at the centre
with complimentary flavours to
maximise the experience.
Combine targeted ABM with broader
demand generation
Blend the ingredients to drive the
customer relevancy and impact
Align all touchpoints from PR to Social

27. A GOOD DAY FOR TECHNOLOGY
‘One we made earlier’
No Compromise Hosting

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Example go to market strategy
DEMAND GEN (PROSPECT)
• Database profiling & Segmentation
• Dormant Data reactivation
• Vertical targeting
• Cross-Vertical: Always on Demand
Generation campaigns
• Always on Nurture
• Inbound: Webinars
• High Value prospect targeting
CHANNEL ENGAGEMENT
• Channel ecosystem profiling
• Existing Partner reactivation
• Distributor targeting
• Targeted Acquisition
• Alliance Campaigns
• Partner Portal
• Webinars
CUSTOMER ENGAGEMENT
• Customer profiling
• Named Account ABM
• VIP Club
• Customer re-engagement
• Lifecycle – onboarding, renewals
• Webinars
• Nurture
• Events
• Case studies
Sales Acceleration / Enablement – Internal Launch Kits
Data, Reporting, Analytics, Processes
Corporate and Thought Leadership Programmes

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0
No Compromise Hosting
Audience FY14 FY15 FY16
Prospects
Customers
Channel
Internal
All
Audiences
Campaign 1
Campaign 2
Horizontal Campaign
High Value Targeting
Customer Lifecycle
Pioneers
ABM Activity
VIP Club
Programme Relaunch
Partner AcquisitionMarketing/Sales Toolkits
Partner Enablement
Partner Portal
On Demand Campaign
Nurture
Website
Data Website
Example execution Plan

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Prospect always-on demand gen

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Customer re-engagement & thought leadership

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Nurture

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Partner programme

34. DESSERT INGREDIENTS
Make a meaningful
and lasting impression.
Sprinkle with innovation and
test new tactics or channels
Underpin the experience with powerful
content that maps to the buyer journey

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‘One we made earlier’
Realize your software-defined vision

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Key challenge
To create visual identity and 12 month marketing plan to launch the Atos Digital Data Center (DDC) globally.
Atos Managed Services partnered with VMware to be the first to market with a Software-Defined
Datacenter initiative they termed Digital Data Center (DDC).
Alliance program

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Insight
Embarking on your software-defined journey will likely be complex for Enterprises of all sizes. This has
forced many organisations to evaluate options for outsourcing, many of which are perceived to under
deliver. Atos Managed Services’ redefines this market, disrupting the traditional outsourcing
marketplace, by providing high operational services levels with a flexible pricing model.
Alliance program

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Solution
Persona led GTM approach, supported by a tailored content strategy delivering relevant insights to CIOs,
CFOs and CEOs.
• Phase 1: Sales enablement and content creation
• Phase 2: Marketing communications to promote content created
Campaign
• ‘Realize your software-defined vision’ creative idea, a bold, modern and credible that resonates with
C-level Execs
• Content driven activity, pushing digital boundaries with interactive videos and microsite
Alliance program

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Integrated demand generation

40. DIGESTIF INGREDIENTS
Evaluate
and optimise.
Review the successes
and optimise performance
Leverage learnings to perfect
the marketing recipe

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‘One we made earlier’
People Like You

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Campaign creative

43. DATA
% Data to Responses
% Responses to Leads
% Leads to Opportunities
% Opportunities to Wins
Projecting performance
x multiple programmes

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Real-time management

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YEAR ONE YEAR TWO YEAR THREE
PIPELINE
$140m
$120m
$100m
$80m
$60m
$40m
$20m
$
1:26 ROI
1:28 ROI
1:49 ROI
Year on year comparable pipeline contribution

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Recipe cards

47. A GOOD DAY FOR TECHNOLOGY
THANK YOU
Fiona Shepherd, CEO
fiona.shepherd@aprilsix.com
@FionaShepherdA6
Sinead Woodley, MD UK
sinead.woodley@aprilsix.com
@SineadWoodley