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MM Prezi for 2014 NSM

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by

Drew Sogn

on 20 May 2014

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Transcript of MM Prezi for 2014 NSM

Building an Unstoppable
Sales & Marketing Partnership


MM Objective:



Arm you with a full suite of products
How

Alix McCabe
Regional Head of Market Management
will we achieve this in 2014?
Develop In-Demand Products & Services
New Services to Enhance our Offer
Coming in 2014: EH SmartView
UNSTOPPABLE
Marketing Matters
Continuous Feedback Loop
Gain Real-Life Insight
Ride-Alongs
Seek Input
Marketing Advisory Board
Collect Ideas
Share What's New
USMarketing@eulerhermes.com
Marketing Matters
MM Objective:

Address changing market needs

Position EH as an innovator and thought-leader
Deliver Tools that Empower Agents
How

will we achieve this in 2014?
How

will we achieve this in 2014?
How

will we achieve this in 2014?
How

will we achieve this in 2014?
MM Objective:


Advance more "sales-ready" opportunities to DSF


Identify Qualified Leads & Opportunities
MM Objective:

Build awareness of TCI

Introduce the EH brand
Educate the Market
MM Objective:

Keep EH value prop top-of-mind

Support retention efforts
Encourage Customer Loyalty
Help Agents Build their own Brands
LinkedIn Pilot Program

22 leads
4 applications
1 deal issued
Early Results
LinkedIn Pilot Program
Tools for Effective Selling
Relevant & Useful Collateral
How

will we achieve this in 2014?
MM Objective:

Keep EH value prop top-of-mind

Support retention efforts
Encourage Customer Loyalty
Brand Awareness Campaigns
Executed using mass email tool
Send a series of automated emails
Educational content sent to cold suspects

Within desired marketing footprint
Automatically notify
MM when desired
score is met
MM advances lead to telemarketing or DSF

Benefit:
cold call becomes "warmer"
Assign scores to
each recipient
Based on actions taken on each email

Scores climb over time
Customer Engagement Campaigns
Emails
Newsletters
Mailings
Webinars
Build on existing customer servicing model
@
2013: Quantity
2014: Quality
Lead Gen Strategy
Telemarketing Quality Initiative
Strategic BDS Role
Reduced appointment goal
Confirming sales volume
Only companies >$20M

Outsourced Telemarketing
Appointment Qualification
Sales volume confirmed >$5M
If not, no appointment set
New Data Sources
OneSource
Piers
Hoovers
More to come
2012
2013
2014
2012
Established a deliberate event marketing strategy

Tradeshows = 2nd biggest source of MM leads

879
leads sourced for
$1.9M
in premium
2013
Strategic focus on trade association partnerships

Leveraging Dan North for speaking engagements

1,752
event leads sourced for
$3.3M
in premium (
+99%
)
2014
California:
focus on speaking engagements for local ISCAs

Canada:
establish a well-oiled events program
Events and Association Partnerships
iPad Updates
April: Canada receives iPads
Q3: US iPad Update

Corporate directory
EH network & personal folders
Chat feature
EH Smart Knowledge
Library of all EH
publications
Interactive risk map regularly updated
with EHNA data
Access to videos
New EH iPad Apps Available
TODAY
Full transcript