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!).
Introducing the Analogic framework for business planning applications
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
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?