External Marketing
Why would I need to consider Marketing?
- To inform customers of a new product / proposition and to promote it’s launch
- When promoting new services and offers
- To make customers aware of product migration and changes to services
Pre-requisites to Consider Prior to Engagement
- Do I understand my product and it’s features fully?
- Do I understand where my product / proposition sits within the current portfolio?
- What is my target demographic?
- Does my change require External Marketing as opposed to Channel Marketing?
- What makes my product different from those currently being marketed?
- Some of our external marketing is done through marketing agencies, how can I make the product easy for them to understand?
Stakeholders
- Dara Gallagher (Principal, SME Marketing Partner)
- Leanne Stockford (Senior Manager, Strategy & Planning)
- Will Harding (Mid-Market Manager)
- Deeva Shah (Senior Manager, SME Customer Base Management)
- Jenni Jordan (Customer Segmentation Manager)
- Gemma Lavelle (Principal, SME Segmentation & Base Management)
Who, How and When to Engage External Marketing
- New products - Should be engaged through the GTM process
- BAU marketing – Engage through the front door
- Changes will only be supported if they are on the marketing plan
- Generally Base Management and Proposition Managers should be the only people engaging External Marketing
What will success look like at point of launch / post-launch?
- A successful marketing campaign which increases customer awareness
- Customer interest has been generated allowing us to potentially increase sales
- New products / significant changes to portfolios are effectively communicated to customers
- Where Calling Campaigns are involved, an increase in revenue as a result of a successful campaign / an uptake of clients / an increase in NPS
Related chapters
- Channel Marketing
How are the Readiness Team Involved?
- Readiness Managers – Lorem ipsum dolor sit amet, consectetur adipiscing elit. Duis quis
- Change Board – Lorem ipsum dolor sit amet, consectetur adipiscing elit. Duis quis.
- Channel Deployment – Lorem ipsum dolor sit amet, consectetur adipiscing elit. Duis quis.
- Channel Improvement – Lorem ipsum dolor sit amet, consectetur adipiscing elit. Duis quis.