Headline company financial performance and client wins
2010/11 was our ninth consecutive year of growth.
Our strategy focuses on growing by delighting our key clients, including Oracle, Capgemini and BBC Worldwide, building up a deep understanding of their business objectives and proving long term ROI. 2010/11 also saw our two biggest ever client wins. At O2 Telefonica, we became the lead agency for UK enterprise marketing. At Canon, we are now running demand generation programmes in three countries integrating our creative, digital, events, data and telemarketing services.
Our work: creative thinking contributes clear results to our clients’ businesses
We are passionate about proving ROI, and in 2010/11 we moved all of our clients to a new dashboard reporting approach, giving them clear intelligence on their programmes.
Our lead generation and nurturing programmes delivered 490 sales-ready opportunities and – between these opportunities and our bid support activities – over £1.75bn of client revenue was directly tied to our activities.
To support the scale of programmes we run, we launched an advanced planning and service delivery methodology. This is particularly important given the range of new approaches we are integrating.
Example campaign: O2 Reduced Cost and Complexity
“We were impressed from the start with TMP’s idea for the interactive maturity model and ability to pull together all elements of the campaign. TMP brought it to life perfectly - it delivers the kind of precise, personalised content our audience needs and supports our position as a trusted and helpful advisor.”
Zoe Frost, Head of Enterprise Marketing Execution, O2
The Reduced Cost and Complexity campaign was designed to establish O2 as a leader in joined up communications, challenging decision-makers to take a more strategic approach to their communications infrastructure.
Our approach was to create a maturity model to help O2 discuss organisations’ communications needs with true authority. Following a series of short questions online, prospects receive a personalised report outlining key recommendations. Further communications were built around the model, using emails, direct mail, social media engagement and phone contact to create sales opportunities for O2.
Example campaign: Canon UK Prospect Engagement programme
“The team at TMP don’t just ‘get it’ strategically they also get on with it and deliver what they promise. And that’s what I need from my agency”.
Clare Want, Marketing Director, Canon Business Imaging Group
A step change in way that marketing is delivered at Canon, the prospect engagement programme nurtures opportunities through a combination of relevant content, face-to-face events, direct mail, LinkedIn Groups, digital and email campaigns underpinned by nurture telemarketing. Headline results include:
- Email click through rate improved by 1,500 per cent compared to previous campaigns
Client satisfaction/loyalty and testimonials
We recorded our highest ever client satisfaction scores (these have been measured monthly for five years).
The Purple Programme
This year, we launched our ‘Purple Programme’ – focused on driving client satisfaction. Team rewards are tied to the results of our client monitor (including tickets for Take That, an iPad and indoor skydiving).
As a result of achieving our goals, the entire company will be going to Spain in September 2011.
Client testimonials
“Reduced Cost and Complexity was a milestone campaign in positioning for O2, so we had to get it right. The Marketing Practice provided the brains and brawn – a strategic approach to segmenting and communicating with our targets as well as the project management muscle to deliver to time and budget.”
Zoe Frost, head of enterprise marketing execution, O2
“I’m constantly impressed with the understanding that The Marketing Practice has of our business and objectives. We’re getting impressive results and taking fresh, creative approaches that really help us to engage prospects in a new way.”
Jacqueline Roose, head of marketing, STC EMEA, Oracle
“Canon UK is transforming the way it does marketing. The Prospect Engagement Programme is at the heart of this change, delivering dramatically different results from day one – not just from a lead perspective, but also in terms of showing marketing’s value across the business.”
Clare Want, marketing director, Canon Business Imaging Group
Staff satisfaction/loyalty
2010/11 saw our highest ever staff satisfaction scores – measured monthly. Creating 14 jobs as we reached 56 employees was also a milestone.
Ongoing education
Internally, we run fortnightly ‘Great Campaigns’ sessions to share knowledge across teams. Sessions in the last year have included running event programmes, using market research to support lead nurturing and tracking the ROI of social media.
Individual teams in the company have monthly brainstorming sessions to develop best practice and 32 people in the last year have attended training courses and industry conferences.
The social calendar
The year started with an assault course challenge followed by a gala dinner. Other events included Wii nights, visits from Ice Cream vans, a table football world cup, a plucky if hopeless cricket team and a Christmas Bazaar.
We’ve also contributed to charitable events in the local community (raising money through amateur dramatics and a beer festival) through our CSR Committee.
Engaging the B2B sales and marketing community
We hosted a number of dinners exclusively for senior marketers (with guest speakers including John Suffolk, Government CIO), presented on integrated marketing at the B2B Marketing Annual Conference, and started a service to ‘match-make’ between clients facing similar challenges.
We also have an eye on giving opportunities to the future talent of the industry, and hired four graduates in the summer of 2010.
The Sales and Marketing (S&M) Forum
We ran three evening events and four best practice ‘lunchtime bite’ sessions for senior sales and marketing executives. The event series has been running for over four years, and regularly sees over 30 guests per session.
Continuous Customer Capture
Our thought leadership series (centred around a blog, twitter feed and newsletter) has grown to reach over 900 subscribers. Readers benefit from interviews, updates on industry trends and access to our exclusive annual buyer research.
Other key initiatives
This year, pan-European activity became the norm across the vast majority of our clients (for example, running an event series throughout the year across 11 countries).
We have also integrated new techniques into client programmes including:
- account-based marketing
- social media
- marketing automation
- virtual events
- mobile/tablet communications
