winning hearts, minds and dollars - b2b marketing leaders ... · 4 of our 'top 10...

Copyright Telstra©

Winning Hearts, Minds and Dollars:

Karen Fellus Marketing Principal, Telstra Wholesale

How humanising B2B contentturns customers into advocates

Telstra Wholesale

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Our key marketing challenges• Customer engagement

• Competitive positioning

• Operational & cost efficiencies

• Advocacy (NPS)

Who we are• Telco & Tech Co

• 216 customers

• $2.7b revenue

2 2018 Annual Report data

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So, let’s talk about winning…

Hearts Minds Dollars

Three areas of focus

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Data at the core Omni-channel Partnering

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Data at the core

Build a Persona

Choose a conversation to own

Test & Learn

• Business ideas for our customers

• Telstra insights & expertise

• Customers’ innovation stories

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What we discoveredOur ‘magic’ formula:

Formats:

• Video & snackable

• Partner co-created

• Multi-edited / multi-use

• Content from events

• Regular reposting

Measurement:

• Reach

• Relevance

• Return

What we discoveredHow we deliver:

Martech:

• Eloqua

• Salesforce

• Adobe

• ON24

• YouTube

• eTouches

• LinkedIn

• BlueJeans

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Omni-channel design across sales funnel

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Omni-channel design across sales funnel

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Omni-channel design across sales funnel

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Omni-channel design across sales funnel

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Omni-channel design across sales funnel

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Omni-channel design across sales funnel

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Omni-channel design across sales funnel

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Omni-channel design across sales funnel

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Omni-channel design across sales funnel

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Results

Partner with your customers

Leverage internal expertise

True partnering

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• 4 of our 'Top 10 most-visited' content

• 20% of the traffic to our content blog

• 1,209 visitors then clicked through to product pages

• Ericsson’s ‘Top 10 Trends in Mobile Tech’ session was the

most-attended breakout session for past two years.

Partnering with ourSuppliers

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Partnering with our Customers

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Partnering with our Customers

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Partnering with our People

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Partnering with our People

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Copyright Telstra©

Thank you

Karen Fellus Marketing Principal, Telstra Wholesale