WorkSMARTER – an international offline and online integrated campaign designed to engage multi-national customers by addressing critical pain points through a compelling value proposition.
In the current economic climate, organisations are under pressure to reduce costs and do more with less. Mobile technology and flexible working practices are key to making this happen. Mobile Flexible Working (MFW) helps to rationalise corporate real estate, increase productivity and reduce the carbon footprint of the business.
It also makes organisations resilient to unpredictable events – natural or man-made – enabling staff to effectively respond to these situations.
The H4 WorkSMARTER campaign presented powerful commercial arguments and offers for MFW providing a roadmap for customers to embrace the opportunities it brings:
- Optimising the effectiveness of the workforce, increasing the competitive
advantage of the business - Reducing costs – corporate real estate, employee travel, infrastructure, tax
- Meeting customer needs – helping them adapt to changing demands and
fluctuating markets - Preparing for future regulations limiting carbon emissions and supporting
corporate sustainability objectives
The customer-obsessed campaign focused on the value of implementing new ways of working, delivering tools across three core areas:
1. Perception shift
2. Generate demand
3. Improve sales force effectiveness
Brand
Vodafone
Agency
H4
About the client company
Established in 2007, Vodafone Global Enterprise is a dedicated business unit for multinational corporates providing telecoms and mobility solutions across five continents servicing 70+ countries and have an annual revenue of 1.2 billion.
Since 2003, mobile and flexible working have been a feature of our own business and is now part of our culture. Every employee, no matter where they are located in the world, understands the SMARTER benefits that can be realised. Many of these benefits help to address the critical issues faced by our customers. In July 2009, we used our learnings to offer our customers a strategic approach to implementing MFW strategies and to realise the key benefits it brings.
Objectives of the campaign
In an increasingly commoditised market, our strategy is to:
- Develop long-term partnerships with our customers
- Provide innovative solutions that add real value to their business
- Help them maximise opportunities and revenues – in turn helping us to
maximise ours. - Perception Shift
- Define and own the MFW proposition in the minds of MNC decision
maker - Substantiate our customer obsession values via thought leadership pieces
and facilitating best practice - Deliver a customer reference programme
Demand Generation - Sell 20 per cent more mobile data year on year
- Provide a framework for our partners, further differentiating our
- Competitive position
- Sales effectiveness
- Transform sales by breaking out of the procurement / commodity pricing
trap - Use our Winning Complex Sales methodology to engage with C-level
decision makers - Deliver a suite of global sales tools
- Reward high-performing achievers
The target audience
Re-thinking your office
- Defined group of 576 multi-national accounts (mixture of customers and
prospects) - Campaign designed to engage both business and technical decision
makers - Stakeholders include Senior Management, Heads of HR, CSR, Marketing,
Finance, ICT and Property looking for ways to improve employee
engagement, brand reputation and support sustainability agendas whilst
also reducing property and travel costs.
Media, channels or techniques used
Web – dedicated web space with gated links to case studies, whitepapers, opinion pieces and video, allowing us to track interaction with content, and capitalise on leads both at contact and company level.
Social media – included LinkedIn, YouTube, Twitter and RSS feeds.
Video – gated content via web, email and e-newsletters.
Email – internal and external to raise awareness of the campaign, including links to web space and further reading.
Physical and virtual events – forums held in Europe and the United States. Partnered with thought leaders in MFW including IDC and CIO magazine. Office
Tours – customers invited to our offices (London, Netherlands, New Zealand, Australia, Czech Republic, Spain, Italy & Portugal) to see the changes we made to our work environments. Video tours were also created. Webinars – series of presentations including PowerPoint, video and audio for selected customers.
Outbound calling – leads introduced into Lead Funnel qualified, identifying key stakeholders and providing a foundation to open new opportunities. Leads followed up with discover meetings or workshops.
WorkSMARTER Guide – comprehensive implementation guide for customers covering our methodology.
Sales training – 210 staff trained across 28 countries, enabling teams to engage with customers in needs-based consultation. Face-to-face, webinar training and two e-learning modules available worldwide.
Quarterly Sales incentive – programme created for global and local teams.
On-call help – specialist advisers for sales teams to support customer dialogue.
Internal e-newsletter – awareness of campaign with access information and links to further reading.
External e-newsletter – quarterly for decision makers, articles on MFW, invitations to exclusive web casts, video, and links to further reading.
Supporting collateral – for internal teams via a Digital Library that could be viewed, downloaded, or forwarded electronically to customer. Professionally printed brochures also available.
Timescales of the campaign
July 2009
- Created lead funnel using Eloqua marketing automation and
Salesforce.com CRM platforms - Built perfect customer’ profile
- Identified hot prospects
- Defined best practice and included in thought leadership pieces
- Sales and marketing alignment – process for management/handover of
opportunities and improvement of marketing data - Joint event with IDC, London. Nineteen decision makers from 16 accounts
attended - Defined and developed communications requirements
August 2009
- Created dedicated MFW web space
- Built first customer proposals
- Delivered first internal and external communications
- Built and delivered sales training modules and tool kits
- Internal launch – CEO webinar and internal training
October 2009
- Began weekly KPI reporting internally
- Campaign review against objectives
- Refresher training on best practice – face-to-face, webinar and e-learning
- Quarterly incentive scheme launched
November 2009
- Joint CIO Magazine forum in New York. Ten decision makers from seven
accounts attended. Market intelligence gathered and added to Lead
Funnel - Nokia join programme
January 2010
- Snow provided topical opportunity with business continuity featured on
web
March 2010
- Refresher training – face-to-face, webinars and e-learning
April 2010
- Volcanic Ash provided topical opportunity to promote MFW on web
- MFW event held at WES conference, Orlando
May 2010 - Property Forum, London. Thirty-four decision makers from 18 accounts.
Results
- 210 staff trained in 28 countries
- 870 new decision maker relationships developed
- 53 qualified business leads
- 12 business transformation projects activated
- 4194 unique page visits to campaign pages
“With Vodafone’s insight and expertise, we are on the road to achieving the triple win… better services for clients, delivered at a lower cost, by staff with increased job satisfaction.” Nick Carter, chief executive, West Berkshire Council
