Sales and Marketing Forum, March 2013
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The Sales & Marketing Forum A Little Bit of Show & Tell: Behind The Scenes of Major New B2B Marketing Initiatives 5.30-8.30pm, Thursday 7 March 2013, The Soho Hotel, London PUT A LITTLE S&M IN YOUR DAY
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“A little bit of show & tell: behind the scenes of major new B2B marketing initiatives” March’s Sales & Marketing Forum included presentations by: Vince Kerr, Founder, BeCounted and former Executive Director of Marketing, UK and Ireland, Fujitsu, and Oliver Potter, Head of Enterprise Marketing, Telefónica UK It’s no secret that there’s a relentless pressure on B2B marketers to become more accountable for business results, but the real work to make it happen goes on behind the scenes. Our speakers shared their experiences of: Establishing a structure that closely integrates marketing with sales and account teams Tracking and reporting on the ROI of new initiatives Shifting marketing so it plays a leading role in bringing to life (and even shaping) business strategy and propositions
Transcript of Sales and Marketing Forum, March 2013
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
