Hackathons - Not Just for Geeks Anymore
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Transcript of Hackathons - Not Just for Geeks Anymore
Austin @________________
Hack-a-thons – Not just
for computer geeks!
Chris Pearson – Global Head of CRM: Sales & Marketing
2
Agenda
• About hibu
• Marketing Challenges & Goals
• Why Host a Hack-a-thon?
• Outcomes & Lessons Learned
3
4
About hibu – What we do
• hibu helps communities
thrive by facilitating millions
of connections each year
between consumers who
want to find products or
services locally and the
merchants who provide
them.
• We help companies compete
in the digital world with a
broad range of marketing
and commerce solutions
5
About hibu – Our Experience
• Over 80 years experience connecting
buyers and sellers
• Focus on hyper-local marketing
solutions for SME • 1 million customers across the globe in the US,
UK, Spain, Argentina, Chile, Peru markets
• Digital & print suite of products
include: • Online Display Ads
• Search Marketing
• Websites
• Yellowbook Print Directory
6
Marketing Challenges &
Goals
7
Areas of Concern
GEO-centric organization
• Transitioning to Global delivery
model
• Each GEO has their own GTM
Strategy and Technology (or lack
thereof)
“Batch & Blast”
• Prevalence of ad-hoc
communications across the
enterprise
Disparate skill sets
• ie: Certain GEOs had an Agency
model, others did not
8
Global Org
UK
US
Spain
LatAm
Areas of Opportunity
Customer Journey
Communication Strategy
• UK introduced the concept and
started to gain traction with Sales
Distributed content
development teams
• Hyper-local requires federated content
production
Increasing Customer Insights
• Business Intelligence & firmographic
data repository built for sales &
marketing teams
9
Short Term Campaign Execution
Goals
Adoption
• Increase usage/expertise of the
platform across BUs
Consistency
• Uniformity of campaign build
processes & customer comms
BAU
• Support and deliver on only the
highest priority activities
• Based on performance and product
10
Long Term Campaign Strategy
Goals Customer Journeys
• Linked programs driving
measurable KPI’s
• Communications defined by
businesses life stage and
product
Multi-channel
• Expanding beyond email -
Display Ad, SMS, & Direct Mail
Segmentation
• Profile data + engagement
behavior
• Owning the “list” 11
Why Host a Hack-a-thon?
12
Drivers
Lack of Progress
• Strategy team great at creating
plan
• Production team great at
supporting BAU
Skill Disparity
• No knowledge or experience
within the company on new
platform
Cost Avoidance
• Sunset existing systems per
contractual agreement
13
Planning – Expectations & Goals
4 half-day workshops
• 2 days for creative
• 2 days for program work
Laser-focused Audience
• Only GEO Lead Campaign
Managers
Well Defined Scope
• 8 priority global campaigns to be
built
• All customer data & assets will be
ready to go
14
What Really Happened
• 5 all-day sessions
• Mix of Strategy, Campaign
Execution, & Brand/Design
attendees
• Revamped design process
• Deep-dive into automation,
segmentation and reporting
capabilities
15
Lessons Learned
16
Lessons Learned
• Organization is key to
controlling chaos
• Nothing is better at identifying
bad processes than actually
attempting to follow a process
• Crawl, walk, run isn’t just a
cliché
• Modern Marketing is both
strategic and tactical, global
and local
17
Where Are We Now?
• 6 Customer Programs
running for 3 different
GEOs
• 3 weeks away from CRM
Go-Live
• Revenue & campaign
attribution rules completed
• Detail-oriented attitude
18
Thank You
19