Using ABM to shift perceptions in the technology space

Transcription

1 Using ABM to shift perceptions in the technology space NIIT Technologies client case study Copyright by Really B2B. All rights reserved.

2 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 Plan and Budget Bringing it to life for NIIT with SITA Initial results and measuring success

3 Your speakers Gareth Case Marketing Director Europe and Americas NIIT Technologies Kirsty Dawe Managing Director Really

4 Shifting mindset in the Technology space with ABM ABM

5 An introduction to NIIT A bit of history Global IT Services What we do 10,000 Employees $500m Turnover Outperforming the market

6 Different types of ABM Tier 1 ABM - 1 on 1 organisation & stakeholder focused campaigns True Purist ABM Tier 2 ABM -a 1 on 1 organisation focused campaigns Depth at account level without stakeholder focus ABM lite - sector focused How we should be running our B2B campaigns anyway Programmatic ABM Tech driven decision making and campaign personalisation

7 Key or mission critical accounts Acquisition Protection Growth

8 Why ABM for SITA? Challenges Objectives Account in decline Legacy solutions portfolio Poor perceptions of our business Lack of engagement outside execs Grow revenues Position new offerings Positively shift perceptions Expand our contact base

9 Shifting perception and behaviour Reality Desire Delivering Reacting Tactical Innovating Driving Strategic Reliable, consistent, trusted, expert

10 ABM programme process Mapping Research & insight Strategy & planning Messaging and journey Campaign execution Measurement and ROI 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

11 Understanding our audience

12 The big idea Innovating TRON 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. Smart Automation

13 Customer engagement map Personalised social media sponsored posts and content Telemarketing Segmentation at NIIT & business travel Phone & desk based research x5 prospects Dream Segmented LinkedIn Event direct mail 1 Content hub personalised Content hub Dream Content hub inmail Opportunity plain text direct mail 2 Content personalised to individual Segmented HTML Content personalised to individual Segmented HTML Opportunity Opportunity Opportunity Opportunity Opportunity

14 The event Making Innovating Easy Save the date May 15, 2018 Join us at our exhibition in Atlanta Dear Example Name, We are pleased to invite you to our exclusive exhibition where you can hear from top NIIT 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. May 15, am - 4pm SITA, Ground Floor Seminar Room 3100 Cumberland Blvd, Suite 900, Atlanta, GA Copyright 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. Save the date

15 Direct mail 1 cq Ja, 26 nd lle la vi er in tz Jo wi de, S in trin em oin Ch 6 C 1 12 De manner whatsoever without the express written permission of the publisher ReallyB2B 1000 Lakeside, North Harbour, Western Road, Portsmouth, PO6 3EN. l ae m er rt, et re St try n s, es ou dr e C ad od c st Po e pl en s ue el Your boarding pass Copyright by Really B2B. All rights reserved. This presentation any portion thereof may not be reproduced or used in any For more, visit your personalized hub: Your boarding pass takes you to your personal ized web page. Come aboard and discover new heights of innovation, where the latest technologies can unlock exception al customer experiences and outstanding business results. ea v ou G s th riffi G re, et re St try n s, es ou dr e C ad od e c pl ost am, P Ex ity C d an ex Al w, et re St try n s, es ou dr e C ad od e c pl ost am, P Ex ty re nd Where innovation meets excellence

16 Bespoke content hub Your flight to innovation is ready to board Innovating with you every step of the way Welcome aboard, Allison. Use your personalized web page to discover more ways in which innovation can help your customers and your business. Or make it even more personal and talk to us direct. The innovations you need Artificial Intelligence AI that rethinks, reshapes and revitalizes customer experience DevOps & Automation A seamless delivery to maintain alignment, improve quality, and lower costs Transform with Cloud Consultation, migration, operation services and Continuous Delivery Data & Analytics Optimize customer experience, maximize business profitability Copyright 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. Make innovating easy Book an appointment with Sanjay Saxena now

17 Direct mail 2 Jacques, Together, we make innovating easy How can technology reduce carbon footprint? The age of transformation has arrived

18 Direct mail 2 Jacques, Together, we make innovating easy

19 Direct mail 2

20 Initial results Over 80 new connections loves us 6 opportunities identified 14 demonstrations Multi-million $ pipeline

21 Top Tips Get clarity on your objectives Get creative Spend time on the research Hire a good agency Make it personal Dedicate budget

22 Challenges and Pitfalls ABM Misconceptions ABM doesn t just apply to existing accounts ABM is not just a series of personalized s ABM is expensive

23 Thank you