Offline and Online Marketing Optimisation

1. Offline and Online Marketing Optimisation Deane McIntyreVodafone Global Enterprise

2. Integrated Marketing Buying behaviour changes Demand generation- aligning marketing and sales Reach , relevance and relationship Vodafone Global Enterprise Case Study Demand generation engine Example marketing activity results Do versus Watch model Marketing Mega Trend - What’s Next ? Contents Offline and Online Marketing Optimisation

3. Vodafone Global Enterprise • Established in 2007 • Dedicated business unit set up meet needs of Multinational Corporates • International marketing across five continents70+ countries • Also lead emerging global solutions for wider Vodafone Group - Machine to Machine (M2M) and Mobile Health (mHealth) • 600 employees , 300 sales and marketing team numbers 15 Offline and Online Marketing Optimisation

4. RADIO HOURSDAILY 327k MAGAZINE ARICLESDAILY 14,703 TV HOURSDAILY 42,000 NEWSPAPER COLUMNSDAILY 72,800 INSTANT MESSAGES DAILY5bn VIRTUAL WORLDS HOURS DAILY 672 MOBILE PHONE SUBSCRIBER HOURS DAILY 388m ITUNES VIDEOCASTS HOURS DAILY200 ONLINE SEARCHESDAILY 200m TEXT MESSAGESDAILY 260m BLOGS CREATEDDAILY 1.2m E-MAILS SENT DAILY 1.8bn ITUNES PODCAST HOURS AVAILABLE DAILY 2,000 SOCIAL NETWORK VISITORS DAILY 500m Media is becoming more fragmentedand more personal Offline and Online Marketing Optimisation

5. Buyer touchpoints - transforming Intro e-mail Follow up e-mail http:// Salesman Website Trade Show Download Direct Mail Google position Do you have your offline and online spend & resource mix right? Offline and Online Marketing Optimisation

6. The power of digital They always deliver on their promises Right message Right person Right time One to One Behaviour driven Segment Customer driven Batch & Blast Product driven ‘conversation is king’ Offline and Online Marketing Optimisation

7. Demand generation - aligning Marketing and Sales DEMAND GENERATION “The summation of ALL marketing activities which nurture a customer dialogue through the process to sale closure” LEAD GENERATION LEAD NURTURING Traditionally a Marketing role Traditionally a Sales role Technology enables an integrated process for borderless business opportunities Offline and Online Marketing Optimisation

8. A digital strategy extends offline capabilities Reach Explore new media and drive search to ensure our content reaches our target audience “right channel right time” Relevance Develop more engaging, relevant content that customer, prospect and influencers care about Relationship Nurture customer relationships using technology to integrate offline and online activity to listen and engage Traditional marketing P’s are fine tunedwith digital’s 3 R’s Offline and Online Marketing Optimisation

9. A Vodafone Global Enterprise case study Ignition Transforming leads from cold to red hot Offline and Online Marketing Optimisation

10. Marketing as a catalyst for business growth Business Challenges Solution Doing much more with same 10 Offline and Online Marketing Optimisation Digital lead generation...seeding content where our customers visit “Fish Where the Fish Are” Use technology to nurture contacts Prioritising of leads based on their contact digital footprint 10 June 2014 Achieve significant year on year growth and double the account base Buying behaviour is evolving and becoming more complex Limited number of the right contacts Execute globally

11. Target AudienceEngagement framework and dialogue targets 1. Choosers Business Decision Maker (BDM) Technical Decision Maker (TDM) Line of Business Leaders CEOs/ President/ Practice Partners Main Board Members Procurement Supply Chain VPs / Head CIO/CTO & IT Governance Committee IT Manager- Mobility & Security Lead Size60,000(est.) Human Resources VP / Heads Customer Facing Sales and Service VP / Heads IT / Telecoms Client Relationship Director Architecture & Applications Managers Facilities Environmental VP / Heads CFO/ VP / Heads of Finance Innovation / Research VP / Heads Telecoms Head / Managers 2. Influencers Size5,000(est.) Industry analysts Press & Media Agencies involved in RFP decisions Business researchers Vodafone Group Expert Employees 3. User Personas Size 34 mil(est.) International Business Traveller Remote Power Worker Mobile Field Worker On Premise Roamer Static Worker Offline and Online Marketing Optimisation

12. C-Suite find online resources more valuablethan any other source Buying behaviour change emergence of theself-serve digital C-Suite & 50% do not delegate (Source: Google and Forbes US “The Rise of the Digital C-suite” 2009 Offline and Online Marketing Optimisation

13. The demand generation ‘engine’ Digital Channels Web Platforms Cloud Platforms Direct & Tele Sales 1 2 3 4 Trusted Content Partners Enterprise.vodavone.com m2m.vodafone.com Automated Demand Generation Capture Qualify Score Telesales Email Direct Account Sales Search Social computing Salesforce CRM Webinar/Podcast Enterprise Central Blog Crowd sourcing Aligning sales and marketing around pipeline – improved lead quality + quantity and sales acceptance Offline and Online Marketing Optimisation

14. Fair exchange of information Contact becomes known and moves into lead routing process Gated form ensures return visitorsfill out form only once Form conversion becomes campaign measurable KPI Turning unknown visitors into known Low hanging fruit - 120,000 visitors Offline and Online Marketing Optimisation

15. Example marketing activity results Machine to Machine Campaign • Web quality significantly improves • New downloads > contacts > nurtured conversation generates a significant lead Low upfront costs…“pay as you go” journey Offline and Online Marketing Optimisation

16. “Do” versus “watch test and learn”2010 integrated toolkit REACH RELEVANCE RELATIONSHIP Measurement Do Do Do Do Web Analytics Site Optimisation Performance monitoring Usability testing Customer insight & advocacy Competitor benchmarking Search engine marketing (organic & paid) Social Media (RSS feeds, Twitter, YouTube) Online PR & Influencer marketing Data contact partnership (BDM Focus) Quality content, copy writing, functionalityand presentation Pain point and benefitled, contextual value propositions Customer obsessedcase studies Video content Demand generation Marketing automation email and integrated campaigns WTL Customer self-serve portal Online customer forums Social computing crowd sourcing Social media CRM insight mash up • Customer online surveys & polls • Online brand metrics - Market Insight WTL WTL WTL Content partnership& Syndication Blogging & Viral Mobile Marketing and Mobile internet Learn by exploring…..plenty of free tools to learn via experience Offline and Online Marketing Optimisation

17. Unrivalled ability to engage , the holy grailof one to one marketing: demographic targeting, contextual, behavioural Location specific – cell based, GPS Vast reach – scaleable Cut through in a fragmented media world Personal nature of mobile Accountability – real time Ability for mobile to act as glue between other media Marketing mega trend - mobile channel & applications What makes mobile special…? Offline and Online Marketing Optimisation

18. REACH RELEVANCE RELATIONSHIP Offline and Online Marketing Optimisation

19. Thank you Deane McIntyreVodafone Global Enterprise

20. As promised – our top free web tools… Relationship Reach Relevance Measurement • Integrated Blog Platformhttp://www.tumblr.com • Keyword Ranking versus Competitionhttp://prchecker.info/ • Popularity of Keywords http://google.com/trends • Checking on your business themeshttp://twittersheep.com/ Customisable alert filterhttp://www.alertrank.com/ Check code on web pages re accessibilityhttp://validator.w3.org/ Simple social media benchmarkhttp://howsociable.com/ Reputation Managementhttp://www.alterian-social-media.com/ Have fun ……… Offline and Online Marketing Optimisation

21. Integrated Sales and Marketing Funnel 1. 2. 3. Offline and Online Marketing Optimisation