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Using ABM to shift perceptions in the technology spaceNIIT Technologies client case study
Copyright © 2017-20 by Really B2B. All rights reserved. This presentation any portion thereof may not be reproduced or used in any manner whatsoever without the express written permission of the publisher ReallyB2B 1000 Lakeside, North Harbour, Western Road, Portsmouth, PO6 3EN. www.reallyb2b.com
Your speakers
Using ABM to shift perceptions in the Technology space
An introduction to NIIT
What is ABM?
Why ABM was right for NIIT
Challenges and pitfalls
Bringing it to life for NIIT with SITA
Plan and Budget
Initial results and measuring success
Copyright © 2017-20 by Really B2B. All rights reserved. This presentation any portion thereof may not be reproduced or used in any manner whatsoever without the express written permission of the publisher ReallyB2B 1000 Lakeside, North Harbour, Western Road, Portsmouth, PO6 3EN. www.reallyb2b.com
Your speakers
Gareth CaseMarketing Director Europe and Americas
NIIT Technologies Ltd@gareth_case
Kirsty DaweManaging Director
Really B2B @Kirstydawe1
Copyright © 2017-20 by Really B2B. All rights reserved. This presentation any portion thereof may not be reproduced or used in any manner whatsoever without the express written permission of the publisher ReallyB2B 1000 Lakeside, North Harbour, Western Road, Portsmouth, PO6 3EN. www.reallyb2b.com
Shifting mindset in the Technology space with ABM
ABM
An introduction to NIIT
Copyright © 2017-20 by Really B2B. All rights reserved. This presentation any portion thereof may not be reproduced or used in any manner whatsoever without the express written permission of the publisher ReallyB2B 1000 Lakeside, North Harbour, Western Road, Portsmouth, PO6 3EN. www.reallyb2b.com
A bit ofhistory
GlobalIT Services
What we do
10,000 Employees
$500mTurnover
Out-performingthe market
Different types of ABM
True “Purist” ABM
Depth at account level without stakeholder focus
How we should be running our B2B campaigns anyway
Tech driven decision making and campaign personalisation
Tier 1 ABM - 1 on 1 organisation & stakeholder focused campaigns
Tier 2 ABM -a 1 on 1 organisation focused campaigns
ABM lite - sector focused
Programmatic ABM
Copyright © 2017-20 by Really B2B. All rights reserved. This presentation any portion thereof may not be reproduced or used in any manner whatsoever without the express written permission of the publisher ReallyB2B 1000 Lakeside, North Harbour, Western Road, Portsmouth, PO6 3EN. www.reallyb2b.com
Key or mission critical accounts
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Acquisition Protection Growth
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Why ABM for SITA?
Challenges
• Account in decline
• Legacy solutions portfolio
• Poor perceptions of our business
• Lack of engagement outside execs
Objectives
• Grow revenues
• Positionnewofferings
• Positively shift perceptions
• Expand our contact base
Copyright © 2017-20 by Really B2B. All rights reserved. This presentation any portion thereof may not be reproduced or used in any manner whatsoever without the express written permission of the publisher ReallyB2B 1000 Lakeside, North Harbour, Western Road, Portsmouth, PO6 3EN. www.reallyb2b.com
Shifting perception and behaviour
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Reality
Delivering
Reacting
Tactical
Desire
Innovating
Driving
Strategic
Reliable, consistent, trusted, expert
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ABM programme process
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Which accounts?
What are our objectives?
What is the right model?
What is our success criteria?
Identify decision making unit and key stakeholders
Understand strategic goals
What does their technology and
supplier landscape look like?
Analyse account findings
Map out approach and opportunities
at decision maker level
Create messaging hierarchy
Review relevant existing assets and content for development
Develop “big idea” and high impact
approach
Engage, respond and nurture
Measurement and ROI -
increased account opportunities,
reduced time to pipeline, break into new areas,
relative deal size pre-campaign
Increased account opportunities, reduced time
to pipeline, break into new areas,
relative deal size pre-campaign
Mapping Messaging and journey
Research & insight
Campaign execution
Strategy & planning
Measurement and ROI
Understanding our audience
Copyright © 2017-20 by Really B2B. All rights reserved. This presentation any portion thereof may not be reproduced or used in any manner whatsoever without the express written permission of the publisher ReallyB2B 1000 Lakeside, North Harbour, Western Road, Portsmouth, PO6 3EN. www.reallyb2b.com
Copyright © 2017-20 by Really B2B. All rights reserved. This presentation any portion thereof may not be reproduced or used in any manner whatsoever without the express written permission of the publisher ReallyB2B 1000 Lakeside, North Harbour, Western Road, Portsmouth, PO6 3EN. www.reallyb2b.com
The big idea
Innovating Easy
Your partner of choice, ensuring you’re at the forefront of realizing the transformational power that innovative technology can bring.
Partner
Leveraging the existing long-standing and established relationship between NIIT and SITA.
Forefront
Aligns with SITA’s goals, being at the forefront of technology to deliver better experiences through technology.
Innovative
This is what it’s all about; letting SITA know that NIIT are innovators.
Realising
Delivering it to SITA’s customers and the wider air transport industry.
TRON
Smart Automation
Customer engagement map
Copyright © 2017-20 by Really B2B. All rights reserved. This presentation any portion thereof may not be reproduced or used in any manner whatsoever without the express written permission of the publisher ReallyB2B 1000 Lakeside, North Harbour, Western Road, Portsmouth, PO6 3EN. www.reallyb2b.com
Personalised social media sponsored posts and content
Segmentation at NIIT & business travel
Segmented personalised
plain text email
Content personalised to individual
Content personalised to individual
Segmented HTML
Segmented HTML
Dream direct mail 1 Dream
direct mail 2
LinkedIn inmailEvent Content hub Content hub Content hub Opportunity
Opportunity
Opportunity Opportunity Opportunity Opportunity
Phone & desk based
research x5 prospects
Telemarketing
Copyright © 2017-20 by Really B2B. All rights reserved. This presentation any portion thereof may not be reproduced or used in any manner whatsoever
without the express written permission of the publisher ReallyB2B 1000 Lakeside, North Harbour, Western Road, Portsmouth, PO6 3EN. www.reallyb2b.com
The event
Making Innovating Easy
May 15, 2018 10am - 4pmSITA, Ground Floor Seminar Room
3100 Cumberland Blvd, Suite 900, Atlanta, GA 30339
Dear Example Name,
We are pleased to invite you to our exclusive exhibition where you can hear from topNIIT Technologies and SITA Executives. You will be able to witness interactive demos on Artificial Intelligence, DevOps, Microservices, API, Cloud, Digital and Big Data and more.
Today, disruptive technologies are transforming every industry. Continuous digital innovation is therefore the way forward to delight customers and to grow business.
More details to follow.
Save the date
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Unsubscribe / View in browser
Save the date May 15, 2018
Join us at our exhibition in Atlanta
Copyright © 2017-20 by Really B2B. All rights reserved. This presentation any portion thereof may not be reproduced or used in any
manner whatsoever without the express written permission of the publisher ReallyB2B 1000 Lakeside, North Harbour, Western Road,
Portsmouth, PO6 3EN. www.reallyb2b.com
Helen Porter
Example address, Street,
City, Postcode Country
Jacques Demael
Chemin de Joinville 26,
1216 Cointrin, Switzerland
Andrew Griffiths
Example address, Street,
City, Postcode Country
Alexandre Gouvea
Example address, Street,
City, Postcode Country
Your boarding pass
Where innovation meets excellenceYour boarding pass takes you to your personalized web page. Come aboard and discover new heights of innovation, where the latest technologies can unlock exceptional customer
experiences and outstanding business results.
For
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isit
your
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sona
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hub
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-tec
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ita/
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Your boarding pass
Direct mail 1
Copyright © 2017-20 by Really B2B. All rights reserved. This presentation any portion thereof may
not be reproduced or used in any manner whatsoever without the express written permission of
the publisher ReallyB2B 1000 Lakeside, North Harbour, Western Road, Portsmouth, PO6 3EN.
www.reallyb2b.com
Welcome aboard, Allison. Use your personalized web page to discovermore ways in which innovation can help your customers and your
business. Or make it even more personal and talk to us direct.
© NIIT Technologies, 2018 Privacy Statement | Terms Of Use | Safe Harbor | Sitemap
Your flight to innovation is ready to board
Innovating with you every step of the way
The innovations you need
Artificial IntelligenceAI that rethinks,
reshapes and revitalizes customer
experience
Data & AnalyticsOptimize customer
experience, maximize business profitability
DevOps & Automation
A seamless delivery to maintain alignment, improve quality, and
lower costs
Transform with CloudConsultation, migration, operation services and
Continuous Delivery
Make innovating easyBook an appointment with Sanjay Saxena now
Book Now
Senior Vice President,NIIT Technologies, London
Awaiting new image
Bespoke content hub
Copyright © 2017-20 by Really B2B. All rights reserved. This presentation any portion thereof may not be reproduced or used in any manner whatsoever without the express written permission of the publisher ReallyB2B 1000 Lakeside, North Harbour, Western Road, Portsmouth, PO6 3EN. www.reallyb2b.com
The age oftransformation
has arrived
How can technology reduce carbon footprint?
Jacques,
Together, we make innovating easy
Copyright © 2017-20 by Really B2B. All rights reserved. This presentation any portion thereof may not be reproduced or used in any manner whatsoever without the express written permission of the publisher ReallyB2B 1000 Lakeside, North Harbour, Western Road, Portsmouth, PO6 3EN. www.reallyb2b.com
Direct mail 2
Copyright © 2017-20 by Really B2B. All rights reserved. This presentation any portion thereof may not be reproduced or used in any manner whatsoever without the express written permission of the publisher ReallyB2B 1000 Lakeside, North Harbour, Western Road, Portsmouth, PO6 3EN. www.reallyb2b.com
Direct mail 2
Copyright © 2017-20 by Really B2B. All rights reserved. This presentation any portion thereof may not be reproduced or used in any manner whatsoever without the express written permission of the publisher ReallyB2B 1000 Lakeside, North Harbour, Western Road, Portsmouth, PO6 3EN. www.reallyb2b.com
Jacques,
Together, we make innovating easy
Copyright © 2017-20 by Really B2B. All rights reserved. This presentation any portion thereof may not be reproduced or used in any manner whatsoever without the express written permission of the publisher ReallyB2B 1000 Lakeside, North Harbour, Western Road, Portsmouth, PO6 3EN. www.reallyb2b.com
Direct mail 2
Copyright © 2017-20 by Really B2B. All rights reserved. This presentation any portion thereof may not be reproduced or used in any manner whatsoever without the express written permission of the publisher ReallyB2B 1000 Lakeside, North Harbour, Western Road, Portsmouth, PO6 3EN. www.reallyb2b.com
Initial results
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Over 80 new connections
6 opportunities identified
14 demonstrations
loves us
Multi-million$ pipeline
Top Tips
Copyright © 2017-20 by Really B2B. All rights reserved. This presentation any portion thereof may not be reproduced or used in any manner whatsoever without the express written permission of the publisher ReallyB2B 1000 Lakeside, North Harbour, Western Road, Portsmouth, PO6 3EN. www.reallyb2b.com
Get clarityon your
objectives
Getcreative
Spend timeon the
research
Hire agood agency
Make itpersonal
Dedicatebudget
Challenges and Pitfalls ABM Misconceptions
ABM doesn’t just apply to existing
accounts
ABM is not just a series of personalized
emails
ABM is expensive
Copyright © 2017-20 by Really B2B. All rights reserved. This presentation any portion thereof may not be reproduced or used in any manner whatsoever without the express written permission of the publisher ReallyB2B 1000 Lakeside, North Harbour, Western Road, Portsmouth, PO6 3EN. www.reallyb2b.com
Thank you
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