marketing the change catalyst for business transformation · marketing approach web, mobile social...
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Marketing the Change Catalyst for business transformationModernize B2B Marketing organization
Mahmoud DasserChief Marketing Officer, TM ONEMahmoud.dasser @tm.com.my
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The Context : Core Business at risk to be
Core Business
Standard Connectivity Products
HorizontalGTM
Commoditization
Traffic
Revenue
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Core Business Standard Products
Industry customized Solutions
NewPortfolio GTM By
VerticalMarket
Transition From Pre-à-Porter to Haute Couture
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Build a marketing organization that addresses business challenges happening right now
Top & bottom line results right now
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BrandDigitalCom
Content /Market
Research
D / RGeneration
Sales Enablement
ExperienceCenter
Enablers Skills, Operations, Data, Analytics, Digital Platforms
The Marketing Modernization Journey
Internal & External Stakeholders
Attract New Skills• Digital, IT, Finance• Experience Design• BPO, Customer Service• Data Scientist• Trainer
TM Enterprise
TM Government
ConfusedGT
M B
rand
s
The most difficult thing in life is to know yourself.Thales
Only TM ONE canenable you to realise the full potential of your digital opportunities
TM Enterprise
TM Government
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TME ONE Events Website Digital PR & Publication Social Media
Asset Management A&P Materials Internalisation Employee Engagement
New Approach to content marketing was required to support growth and re-positioning in 13 vertical
Oil & Gas
Healthcare
Public Shared Services
Manufacturing & Services
Logistics
Education
Defence & Security
TM Accounts
Media & Broadcast
Banking & Financial Services
Retail & Hospitality
Real Estate
Utility
Used Sales Enablement to validated Customer Buying Journey, Fast Track Sales Knowledge and Jump Start Content Creation Engine
Virtual Sales Kit
Sales laybooks
SimulationGamification
250+ VideosIn house Production
Adapted Design thinking to Marketing Needs
DESIGNTHINKING
TECHNOLOGY(feasibility)
as the key enabler forBusiness Transformation
BUSINESS(sustainability)offers a fundamental perspectiveto guarantee the economicsustainability of digital initiatives
HUMAN VALUES(satisfaction)
understanding what people think, how theybehave and which are their motivations
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Web(digital)
Digital Signage(digital)
POS Dashboard(digital)
Integrated Solution Center
Premise App
Backend
Smart Vending Machine
Shopper Persona Mall Owner Persona
Start by the end user experience in mind Retail Vertical Market Use Case
CRMAnalytics
Digital MarketingLoyalty Programs
Retail Shop Owner
•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
Customized customer Journey
Integrated Customer EngagementMarketing, Sales and Customer Service
Start by the end user experience in mind Digital Online Market Place Use Case
Johor 4.0 Initiatives Petronas PartnershipFintech Expo
Retail & Hospitality BFSI Open Day
Oil & Gas Open Day Manufacturing Open Day Op Selamat Launch
TM ONE as Digital Enabler with Industry Focus Themes
MOE Digital Transformation
Back To School Kuala Nerang
International Energy Week
MIROS / eCall Collabotaion
Revamp Marketing Technology Stack www.tmone.com.my
Consolidated 5 website to one and Established Social Media Presence
Bring the Brand to life through the customer experience centre
Marketing Approach
Web, Mobile
Social
Events
Sponsorship
Traditional
MediaTM ONE EC
Omni
Channel
Channels
MarketingAssets
Syndicated
Content
Products
Datasheet PR
Thought
leadership
Vertical
Solutions
Fragmented
Websites
Predictive
Marketing
Manual
Database
Classic
CRM
Database
ABM
Marketing
Automation
Push Only, One-Off Campaigns Push & Pull , Integrated Campaigns
Static
Messaging
Operation Practice, Tech
One-off
Campaigns
AnalyticsCreative Com. ContentBrand, Digital Skills Events
Integrated MarketingUnified Brand, Focus on “Why”
Verticals, Persona , Customer Journey
Ambitious transformation Journey to support TM ONE’s Growth and differentiation aspirations
Silo MarketingFragmented Brand,
Focus on “What” , Product Led
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• 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
Operate like consultants & execute like scientist
Thank you!Mahmoud DasserChief Marketing Officer [email protected] : +60178201962
Menara TM ONENo.1, Jalan Damansara,60000 Kuala Lumpurtmone.com.my