Marketing the Change Catalyst for business transformation

Transcription

1 Marketing the Change Catalyst for business transformation Modernize B2B Marketing organization Mahmoud Dasser Chief Marketing Officer, TM ONE

2 The Context : Core Business at risk to be Horizontal GTM Traffic Core Revenue Business Standard Connectivity Products 2 Commoditization

3 Transition From Pre-à-Porter to Haute Couture New Portfolio GTM By Core Business Industry customized Solutions Standard Products Vertical Market 3

4 Build a marketing organization that addresses business challenges happening right now Top & bottom line results right now 4

5 The Marketing Modernization Journey Internal & External Stakeholders Brand Digital Com Sales Enablement Content / Market Research D / R Generation Experience Center Enablers Skills, Operations, Data, Analytics, Digital Platforms 5

6 Attract New Skills Digital, IT, Finance Experience Design BPO, Customer Service Data Scientist Trainer

7 GTM Brands TM Enterprise TM Government Confused The most difficult thing in life is to know yourself. Thales

8 TM Enterprise TM Government Only TM ONE can enable you to realise the full potential of your digital opportunities

9 TME ONE Events Website Digital PR & Publication Asset Management A&P Materials Internalisation Social Media Employee Engagement 9

10 New Approach to content marketing was required to support growth and re-positioning in 13 vertical Real Estate Education Retail & Hospitality Public Shared Services Utility Healthcare Logistics Banking & Financial Services Manufacturing & Services Media & Broadcast Defence & Security Oil & Gas TM Accounts

11 Used Sales Enablement to validated Customer Buying Journey, Fast Track Sales Knowledge and Jump Start Content Creation Engine Sales laybooks Virtual Sales Kit Simulation Gamification 250+ Videos In house Production

12 Adapted Design thinking to Marketing Needs DESIGN THINKING TECHNOLOGY (feasibility) as the key enabler for Business Transformation BUSINESS (sustainability) offers a fundamental perspective to guarantee the economic sustainability of digital initiatives HUMAN VALUES (satisfaction) understanding what people think, how they behave and which are their motivations

13 Start by the end user experience in mind Retail Vertical Market Use Case Shopper Persona Retail Shop Owner Mall Owner Persona Web (digital) Digital Signage (digital) Smart Vending Machine POS CRM Analytics Digital Marketing Loyalty Programs Dashboard (digital) Integrated Solution Center Premise App Backend 13

14 Start by the end user experience in mind Digital Online Market Place Use Case Customized customer Journey Campaign Management Digital Marketing Events Omni Channel Sign up and registration Browse and Catalogue Free Services Add to shopping cart Online payment for 1 simple payment Order confirmation Welcome kit User fulfillment Suspend Delete, Fail Credential Helpdesk tickets Individual or company account Dashboard billing Renewal activity Purchase more course Integrated Customer Engagement Marketing, Sales and Customer Service

15 TM ONE as Digital Enabler with Industry Focus Themes Fintech Expo Johor 4.0 Initiatives Petronas Partnership Back To School Kuala Nerang Retail & Hospitality BFSI Open Day MOE Digital Transformation International Energy Week Oil & Gas Open Day Manufacturing Open Day Op Selamat Launch MIROS / ecall Collabotaion

16 Revamp Marketing Technology Stack Consolidated 5 website to one and Established Social Media Presence

17 Bring the Brand to life through the customer experience centre

18 Ambitious transformation Journey to support TM ONE s Growth and differentiation aspirations Marketing Approach Channels Silo Marketing Fragmented Brand, Focus on What, Product Led Push Only, One-Off Campaigns Events Sponsorship Traditional Media Fragmented Websites Integrated Marketing Unified Brand, Focus on Why Verticals, Persona, Customer Journey Push & Pull, Integrated Campaigns Omni Channel TM ONE EC Web, Mobile Social Marketing Assets Products Datasheet PR Static Messaging Vertical Solutions Thought leadership Syndicated Content Operation Practice, Tech Manual Database Classic CRM One-off Campaigns Marketing Automation Database ABM Predictive Marketing Skills Creative Com. Events Brand, Digital Content Analytics

19 Operate like consultants & execute like scientist People and Skills First, Process and Technology later Drive with Product Division Consistent GTM Program Align with Sales Against Pipeline & Revenue Contribution Best-In-Class Example Content (Owned, Earned, Paid) Build An Industry & Discipline Thought Leadership Practice Strategic Go-To-Market Partnerships 19

20 Thank you! Mahmoud Dasser Chief Marketing Officer Mobile : Menara TM ONE No.1, Jalan Damansara, Kuala Lumpur tmone.com.my