1. Go Get Growth!
How to power your business expansion with
international marketing that works
Shane Redding

2. What I shall cover
• What are the key trends in international b2b marketing
today?
• Planning and executing successful b2b campaigns
• A case study showing how leading US IT company,
Kensington used integrated marketing to grow across
Europe
• Top tips on how to find and exploit overseas markets
using tried and tested DM techniques

3. Key trends
• International marketing more important than ever before
as companies seek growth outside their flat or declining
home markets
• Digital Marketing is making it easier (and more difficult!)
than ever before
• “glocalisation” is tried and tested with central marcoms
departments controlling strategy, brand, campaign
planning and even execution, but content, target
audience and media are locally customised

4. Key trends
• International marketing more important than ever before as
companies seek growth outside their flat or declining home markets

5. Planning and executing campaigns
• Allow enough time – from initial research to planning and
then allow even more time for your campaigns
• Analyse your data - Do you already have international
customers that you didn’t know about? Use your
database and website analytics
• Test small – and avoid expensive mistakes (markets,
price, product, media)
• Talk to people who have been there, done it and got the
T shirt!

6. Top Tips for International Success
• Understand the media your target market responds to
• Integrate online and offline for best success
Vistaprint an online print and marketing company used PAR to
developing its direct mail campaign. “The target group of new and
small firms can be difficult to access via email broadcasting.
Marketers can assume that everyone is sitting at a computer all day
like them, but taxi drivers and hairdressers don’t do that. Also, small
businesses generally are so short of time that you soon get filtered
out.”

7. Quality counts
• Use specialist suppliers with expertise in international
data management, mail fulfilment and distribution

8. Market Research is key
• Don’t skimp on investing in market research. It will pay back
dividends in the longer term, by ensuring you don’t make costly
mistakes
• Don’t underestimate the importance of taking account of local
culture in your marketing communications
• Always use local in country native speakers for all language work

9. IT Channel Marketing Case Study

10. The Company and the Challenge
Physical laptop security
People don’t think beyond
Encryption
High sales targets
of 30,000 units across Europe
No idea who was going
to buy them!
Unknown brand

11. The First Step?
Research the markets
Found that global laptop loss
was dramatically increasing not
only damaging brands,
destroying share value but huge
compliance risk as well as impact
on bottom line
Now we understood the NEED
and the pain so we could get the
messaging right
But we also found that we
needed to target the boardroom
not just the IT buyer

12. The Answer
Cyance 360 developed and
delivered a highly successful, multi-
channel market awareness and lead
generation campaign across UK,
France, Germany and Benelux.
We used email, social media, web &
telemarketing channels to raise
awareness, increase demand,
generate & nurture leads on behalf
of all channel partners across
Europe.
We created all campaign content
and delivered multi-channel lead
nurturing campaigns, exceeding
year 1 targets by month 4

13. Lead Generation Process
Localized for each Geo

15. Nurturing in line with buying stage
Not aware of risk/impact

17. Key Learning's
• Email marketing is the biggest contributor in terms of
volume and has the best conversion rate
• Over the last six months, Organic Search contributed
16% of leads
• Direct Traffic and Referrals remain relatively low
• Social Media is generating a 60% increase in web traffic
and increasing reach/awareness into the C suite
• We are improving lead quality by scoring and nurturing
marketing leads and working with Sales to ensure they
get sales ready leads
• The result over 9 months have generated in excess
of £2,677,000 lead value

18. Where to go for more help and
advice
• Email me shane.redding@cyance.com
• Download these slides from www.cyance.com
• Talk to international exhibitors here today
• Read DMI and join the Global Marketing
Alliance!

19. The GMA (Global Marking Alliance)
• Is the top-level online business community for international
marketers
• Includes quality content – relevant news and expert views –
powered by DMI
• Connects brands and buyers with providers and suppliers
• Is a unique resource, linking like-minded executives on a global
scale
• Hosts ‘eve-of-show’ networking events and show hall ‘lounge zones’
(Stand F70 here today)