The Sales & Marketing ForumA Little Bit of Show & Tell: Behind The Scenes of Major New B2B Marketing Initiatives5.30-8.30pm, Thursday 7 March 2013, The Soho Hotel, London

PUT A LITTLE S&M IN YOUR DAY

The Sales & Marketing ForumA Little Bit of Show & Tell: Behind The Scenes of Major New B2B Marketing Initiatives5.30-8.30pm, Thursday 7 March 2013, The Soho Hotel, London

The Sales & Marketing ForumA Little Bit of Show & Tell: Behind The Scenes of Major New B2B Marketing Initiatives5.30-8.30pm, Thursday 7 March 2013, The Soho Hotel, London

Agenda

Welcome

Paul Everett, Director of Marketing Strategy, The Marketing Practice

Points of view

• Vince Kerr, Founder, BeCounted and formerExecutive Director of Marketing, UK and Ireland, Fujitsu

• Oliver Potter, Head of Enterprise Marketing,Telefónica UK

Q & A

Discussion session with drinks & canapés

The Sales & Marketing ForumA Little Bit of Show & Tell: Behind The Scenes of Major New B2B Marketing Initiatives5.30-8.30pm, Thursday 7 March 2013, The Soho Hotel, London

Establishing new account based marketing programmes

The Sales & Marketing ForumA Little Bit of Show & Tell: Behind The Scenes of Major New B2B Marketing Initiatives5.30-8.30pm, Thursday 7 March 2013, The Soho Hotel, London

ROI and metrics

The Sales & Marketing ForumA Little Bit of Show & Tell: Behind The Scenes of Major New B2B Marketing Initiatives5.30-8.30pm, Thursday 7 March 2013, The Soho Hotel, London

A world of possible actions…

The Sales & Marketing ForumA Little Bit of Show & Tell: Behind The Scenes of Major New B2B Marketing Initiatives5.30-8.30pm, Thursday 7 March 2013, The Soho Hotel, London

Example of a Formalised approach…

The Sales & Marketing ForumA Little Bit of Show & Tell: Behind The Scenes of Major New B2B Marketing Initiatives5.30-8.30pm, Thursday 7 March 2013, The Soho Hotel, London

Now scale from 70 to 700 accounts… (and add hospitality and exec visits…)

The Sales & Marketing ForumA Little Bit of Show & Tell: Behind The Scenes of Major New B2B Marketing Initiatives5.30-8.30pm, Thursday 7 March 2013, The Soho Hotel, London

Vince Kerr

The Sales & Marketing ForumA Little Bit of Show & Tell: Behind The Scenes of Major New B2B Marketing Initiatives5.30-8.30pm, Thursday 7 March 2013, The Soho Hotel, London

In many organisations B2B marketing departments trail the B2C leaders.

Aspire to lead.

The Sales & Marketing ForumA Little Bit of Show & Tell: Behind The Scenes of Major New B2B Marketing Initiatives5.30-8.30pm, Thursday 7 March 2013, The Soho Hotel, London

What is Marketing here to do?

Critical to establish what Marketing is here to do, in language that the business understands and values

And then deliver.

The Sales & Marketing ForumA Little Bit of Show & Tell: Behind The Scenes of Major New B2B Marketing Initiatives5.30-8.30pm, Thursday 7 March 2013, The Soho Hotel, London

Create a focus for communication and organisation

The Sales & Marketing ForumA Little Bit of Show & Tell: Behind The Scenes of Major New B2B Marketing Initiatives5.30-8.30pm, Thursday 7 March 2013, The Soho Hotel, London

Organise for outcome

Everyone should contribute to the key outcomes.

And understand them.

The Sales & Marketing ForumA Little Bit of Show & Tell: Behind The Scenes of Major New B2B Marketing Initiatives5.30-8.30pm, Thursday 7 March 2013, The Soho Hotel, London

Create trust to lead

Establish the ground rules and set expectations

• Bid marketing and references

• Sales enablement• Lead generation• Customer advocacy

The Sales & Marketing ForumA Little Bit of Show & Tell: Behind The Scenes of Major New B2B Marketing Initiatives5.30-8.30pm, Thursday 7 March 2013, The Soho Hotel, London

The results

… and highly commended runner-up in the Marketing Society Awards, Organisational

Transformation Category

The Sales & Marketing ForumA Little Bit of Show & Tell: Behind The Scenes of Major New B2B Marketing Initiatives5.30-8.30pm, Thursday 7 March 2013, The Soho Hotel, London

Oliver Potter

Enterprise Marketing

Oliver PotterMarch 2013

• Synonymous with mobile

• Relationships: vertical sector & events

• Bandwidth constrained

• Embracing digital• Start-up structure

with end-to-end accountability

• End-to-end reorganisation

• Content-led with both digital and physical

• Clear accountability

• Leveraging O2 and the brand

• Bringing consumer to B2B

Thank you

The Sales & Marketing ForumA Little Bit of Show & Tell: Behind The Scenes of Major New B2B Marketing Initiatives5.30-8.30pm, Thursday 7 March 2013, The Soho Hotel, London

Q&A

The Sales & Marketing ForumA Little Bit of Show & Tell: Behind The Scenes of Major New B2B Marketing Initiatives5.30-8.30pm, Thursday 7 March 2013, The Soho Hotel, London

PUT A LITTLE S&M IN YOUR DAY