Case study presentation on the challenges of multi-channel, multi-country data-centric b2b marketing in Europe. Presented at the 2012 DMA Conference, Las Vegas.

1. Motorola in Europe
A Data-Driven Multichannel
Strategy … for Retail
David Arrowsmith. Global Marketing, Motorola
Steve Kemish. Managing Director, Cyance (@skemmo)

2. About Motorola Solutions…
A day in the life of David

3. Laura @ DMA 2012

4. KNEW WHO WAS IN THE STORE AND
COULD COMMUNCIATE WITH THEM
COULD MESH CONSUMER’S ONLINE
DIGITAL EXPERIENCE WITH THE
PHYSICAL STORE
STORE ASSOCIATE’S COULD KNOW AS
MUCH AS THE SHOPPER TO
PROACTIVLY HELP THEM WITH WHAT
THEY NEED
COULD ANTICIPATE CUSTOMER
DISSATISFACTION
COULD REPLENISH THEIR SHELVES
BEFORE THE CONSUMER EVEN KNEW
IT WAS MISSING

5. REGULATO
RY
COMPLIAN
CE
SUPPLY INFORMATI
CHAIN ON
TECHNOL
OGY
STORE MARKETIN
OPERATIO G
NS OPERATIO
NS

6. WHAT SOLUTIONS ARE
RETAILERS INVESTING IN?
40%
Better Associate
Tools
60% 25%
Advanced CRM/ Cross Channel
Loyalty Programs 26% Integration
Reduce Out of
Stocks
42%
Speed Thru
Checkout 38%
Inventory
Visibility
49%
PCI Compliance
Source: RIS News 2010
6

7. 93 OF THE TOP 100 GLOBAL RETAILERS RELY ON MOTOROLA
SPECIALTY
WAREHOUSE MASS AND
SPECIALTY HARD APPAREL DEPARTMENT PHARMACIES / CONVENIENCE
SUPERMARKETS CLUBS & DISCOUNT
GOODS STORES & FASHION STORES DRUG STORES STORE
HYPERMARKETS STORES
STORES

8. Retail - the challenge
Disrupting retail. Last big change – EPOS - 1987
Across multiple territories…
26 countries, 26 different shades of data maturity.
Different sized retailers, different types of retailer.
The onset of mobile internet: friend or foe?
Store front to warehouse and everything in-between.

9. The engine
Insight &
planning
Measurement & Multi-channel
iteration Data lead generation
Lead nurturing

10. Data: the foundations
• Data acquisition
• Data analysis
• Customer profiling &
segmentation
• Customer journey analysis
• Campaign metrics
• CRM strategy and planning
Insight &
planning
Measurement & Multi-channel
iteration Data lead generation
Lead nurturing

11. Data complexity in Europe
Country Outbound Fax Marketing Email Marketing
Telemarketing
Opt-in Opt-out Opt-in Opt-out Opt-in Opt-out
Austria X X X
Belgium X X X
Denmark X X X
Finland X X X
France X X X
Germany X X X
Ireland X X X
Italy X X X
Norway X X X
Portugal X X X
Spain X X X
Sweden X X X
Switzerland X X X
The Netherlands X X X
UK X X X

12. Content first, channels second
• Data acquisition
• Data analysis
• Customer profiling &
segmentation
• Customer journey analysis
• Campaign metrics
• CRM strategy and planning
Insight &
planning
Measurement & Multi-channel
iteration Data lead generation
• Content
• Email
Lead nurturing • Direct
• Social/search
• Tele/mobile
• Events on/offline
• Automation

13. Harsh truth #1:
People don’t care what Motorola
products do
…They care about what they will do for their business

16. Why is content so important?

19. Buying cycle Persona Content Nurturing channel
Not considering, not aware 1. CEO/Owner, CFO & CTO 1. Thought leadership – Email
or do not see any /sufficient 2. CMO/Head of Events Whitepapers & EBooks Search (natural)
risk relating to business topic 3. Professional User Sales team
Aware of business topic, not 1. CEO/Owner, CFO & CTO 1. Thought Leadership –
sure if it is an issue 2. CMO/Head of Events Whitepapers, Ebooks & Email
3. Professional user video Webinar
Investigating risk and impact 1. CEO/Owner, CFO & CTO 1. Blog Email
upon their business 2. CMO/Head of Events 2. Video channel Webinar
3. Professional User 3. Ebooks Podcast
4. Case studies
Benchmarking 1. Head of IT 1. Blog
solutions/vendors/VAR’s in 2. Head of Purchasing / 2. Kensington solution suite Pass to Telemarketing or
market Retail Experience 3. Security solutions member sales
3. Professional User 4. Field Mobility solutions
Sourcing solution type and 1. Head of Purchasing 1. Case studies nurturing or member sales
suppliers 2. Head of IT 2. Product/solution matrix
Purchasing 1. Head of Purchasing / CFO 1. Special Telemarketing qualify and
/ CTO offers/Promos/Bundles generate lead
2. Case studies
Looking to switch solution or 1. Head of IT/ Owner / 1. Upgrade promos Email + telemarketing

20. Multi-language story telling

21. Rich-media (with a long tail)

22. “Uh hello! Where’s the social
media?”

23. Channel agnostic, always
• Data acquisition
• Data analysis
• Customer profiling &
segmentation
• Customer journey analysis
• Campaign metrics
• CRM strategy and planning
Insight &
planning
Measurement & Multi-channel
iteration Data lead generation
• Content
• Email
Lead nurturing • Direct
• Content • Social/search
• Email • Tele/mobile
• Direct • Events on/offline
• Social/search • Automation
• Tele/mobile
• Automation

26. Results tracking
• Data acquisition
• Data analysis
• Customer profiling &
• Multi-channel metrics segmentation
• ROI assessment • Customer journey analysis
• Data analysis • Campaign metrics
• Sales and marketing • CRM strategy and planning
alignment Insight &
planning
Measurement & Multi-channel
iteration Data lead generation
• Content
• Email
Lead nurturing • Direct
• Content • Social/search
• Email • Tele/mobile
• Direct • Events on/offline
• Social/search • Automation
• Tele/mobile
• Automation

27. Lead scoring routines
Event signup page
Data capture form
Text Sales
explaining
the CTA
Strategy-led promo Useful Landing page
Intro piece to disrupt and content Data capture form
engage – looking for form
submission (Inquiry) Microsite event Text
explaining >25points? Sales
Further info Case the CTA
Prospect
study/WP
data Webinar promotion
Non- Contact us
House list opens/clicks Contact us form
Benefits/case/WP Data capture form
Search Contact
Slide deck details Cyance
Lead scores
Content
Lead scoring
Case study =8 model
Slide deck = 5 >25 = sales qual
White papers = 12
Web analytics 10-24 = nurture
via event
No of pages (2+) = 5
No of visits (2+) = 15 1-9 = promote
Time on site (3 min+) = 5 content

28. Lead scoring, the early years
Email open
1–1 (first email get 1 point if they open – capped at 1 regardless if opened a second time)
2–2 (second email, get 2 points if they open)
3–4
4–6
5–9
6 - 12
7 - 16
8 – 20 (if open 8 emails in a row, they get 20 pts)
Email click thru
1–9 (first email, they get 9 pts for one click thru, capped at 9 even if click on more than 1)
2 – 16 (second email, they get 16 pts for click thru)
3 – 25
4 – 36

29. Results - 2012
Evolved from a data-hungry acquisition programme…
…To a data-centric multichannel lead generation programme.
Delivering:
• increase on leads
• increase in “owned” data
• reduction in cost per lead

30. Learning's and next steps
• Speak the right language
• Start with the data, always
• Map the content to the sales cycle, then the
channels
• Define success criteria with sales
• Telemarketing – takes results from good to
awesome!
• Test everything
• Benchmarking is not theft…

31. Read more
“7 steps to transform your business
With a multi-channel approach”
www.cyance.com/7steps

32. Any questions or comments?
Steve:
steve.kemish@cyance.com
@skemmo
David:
hmb387@motorolasolutions.com