Marketers can learn to love constant change and disruption to drive innovation across the entire customer lifecycle
the REPORT
Architects of Change
The Changemakers
the HANDBOOK
Change Accelerator
Change is everywhere. And there’s no stopping it. The role and responsibilities of marketers are continually evolving to keep up with this inevitable disruption. On this journey, we’ll show the importance of learning to love change and how marketers cross-industry are leveraging change and disruption to improve customer lifetime value (CLV) from acquisition, through to engagement and advocacy. The soon-to-be-extinct marketer is one that doesn’t use change to their advantage. One who isn’t a changemaker.
Don’t be disrupted—do the disruption.
How do we engage and grow our current audience, how do we engage new audiences, and how do we generate buzz from our brand champions? How do we do all of these things when audiences are fickle and consumption habits and platforms change on an almost daily basis? And competition is rife. So how do we win the attention war?
HOME
START YOUR JOURNEY
Change is inevitable. If we don’t harness it and figure out how to use it to our advantage, how are we expected to survive? Marketers need to make change their best friend. Marketers need the freedom to change their mind, adapt to different business models, test new strategies and solve the challenges around distribution, technology, revenue, and engagement.
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Leveraging change and focussing on these areas will improve customer lifetime value (CLV) from acquisition, through to engagement.
Differentiate your voice against competitors and communicate a unique proposition to positively disrupt the market, position yourselves as thought leaders and trusted advisors, and sell on value not price.
How do we demonstrate valuable business outcomes to our business leaders? How do we adapt to changing revenue models and build bridges across the C-Suite to form new decision-making powers with the CFO and CIO? How do we build more strategic and commercial accountability?
What are the most effective distribution and channel strategies to acquire new customers, as well as retain and delight my existing ones? What automation tools do I need to implement to do it quickly and effectively? Is email really dead? What’s the future of account-based marketing and hyper-personalization? How do I make it work?
What technologies can I use to innovate at pace? What are the key digital engagement tactics I need to implement? Where does AI fit into it? How can I keep up with changing algorithms and platforms to help me win more customers, retain them, and turn them into our biggest fans? How do we aggregate data and make it useful?
Business models are ever-changing and real-time is becoming more and more important. The speed of response is a major challenge. How do I acquire the skills and teams needed to react in real time and adapt to the changing business models? How can I test things and learn from them in real time? What about winning the battle for talent?
Get everyone on-board and enable your teams from sales to C-Suite. Sales, marketing, partner and product enablement ought to be a focal point to ensure long term success of your business and marketing strategies.
Constant change keeps the door open for new acquisition methods to attract potential customers and convert them into sales. Hyper-personalization and account based experiences (ABE) pave the way for increased acquisition rates.
Build a place for customers to stay and turn them into your biggest advocates. But to develop loyal, engaged customers we’ll be able to retain requires tapping into one of the deepest aspects of human nature—our desire to belong. So build an emotional bond with customers and increase CLV.
changemaker?
are you a
where are you on your journey?
MARKETING CHANGEMAKERS?
Ready to become a changemaker?
Continue your journey and become a
changemaker
Get the new rules
WHY DO WE NEED
But change is the only constant. So how do we win in this new era? With the new rules of content marketing.
content marketing
The New Rules of
Marketers can make change their best friend with the new rules
56% of companies are paralyzed by disruption and change and are in a ‘digital impasse’
Leads won’t build a business, communities will
rule
move from opt-in to logged-in
Emotion is the blueprint for cx
forget the funnel, use the flywheel
don't hire an agency, invest in a culture
ABM is dead, long live abe
Kill sameness, build differentiation
the landing page is dead... Open everything
real-time's the real winner
ditch aida to win over gen z
tactics is the new strategy
it's the end of sales and marketing
don't buy talent, rent it
navigate team and machine
transformation is the new norm
By using the new rules, marketers can learn to love change, not fear it, and increase:
Customer acquisition will always be a driver for businesses, but constant change keeps the door open for new acquisition methods to attract qualified potential customers and convert them into sales. By executing at pace, marketers can use change to improve acquisition.
ACQUISITION
We can’t underestimate the power of emotion in driving customer engagement. As marketers, our goal is to develop loyal customers, but that means engaging with them on their terms and building an emotional bond with them through their pains and challenges.
ENGAGEMENT
Your best customers don’t just buy from you once. They understand your point of differentiation, your value, and they come back and buy more. If your customers are engaged and retained, then you’re able to turn them into fans and increase their lifetime value which boosts your revenues.
ADVOCACY
Continue your
changemaker journey
Marketers must become
changemakers
The architects of change
With insight from Microsoft, Deloitte, Solvay, Thomson Reuters, and Fujitsu, the key architects of change are sharing their predictions on the future of marketing
The trends you need to
change?
Who are the architects of
We recruited 10 CMOs and marketing leaders to help shape the new rules. Here’s what they have to say about the future of marketing.
82% of CMOs believe leading and delivering innovation quickly is key to success in 2019 and beyond. Find out what 10 leading CMOs are doing to ensure they’re front of the pack. You don’t need to be a fortune teller to predict the future of marketing…
innovate and change
Annabel Rake
CMO | Deloitte
“Create the perfect environment for marketing teams to thrive and drive value”
VP marketing | Verint
Marije Gould
“The future of marketing is as much about your principles as your product”
CMO | Microsoft
Scott Allen
“Invest in the human alongside the machine”
Head of ABM | Fujitsu
Andrea Clatworthy
“Scale-up your account-based strategies and hone in on the value of hyper-personalization”
Head of marketing, Thomson Reuters
Antonia Wade
“Harness the power of emotion-driven marketing to build lasting connections”
Marketing director | ETQ
Tim Lozier
“Leverage your own marketing to close the skills gap”
Marketing director | Hydro International
Simon Cox
“Build strong connections with thought leadership campaigns”
Head of marketing | Griffiths Waite
Ian Heathcock
“Cater to various learning styles with differentiated bitesize content”
VP of marketing | VHT
Jamie Bailey
“Take advantage of chatbots to build personal connections with your customers”
SVP marketing | Solvay
Georges Houtappel
“AI is absolutely going to influence marketing. Start using it now.”
is a top CMO priority
Leading and delivering innovation
Get the predictions from the architects of change
Get the report
meet the changemakers
We need marketing changemakers who see the value in disruption and use it to their advantage to break the digital impasse. See how these marketing leaders became changemakers...
Why do we need
changemakers?
Meet the
Discover how BP Castrol, Oracle, Marel, Avaya, and others learned to love disruption to become changemakers.
market development +
organisational optimization +
acquisition +
ENGAGEMENT +
ADVOCACY +
CEO | Applicaster
Jonathan Laor
Jonathan Laor became a changemaker. As CEO of fast-growing Israeli app startup, Applicaster, Jonathan disrupted the market and changed the way Applicaster positioned themselves in a crowded media app space through innovative branding and messaging, content, and product marketing.
Global brand and marketing director | BP Castrol
Helen Ling became a changemaker within global lubricants manufacturer, BP Castrol, when she significantly changed their market position within the traditional industrial manufacturing sector. Helen built their profile as thought leaders through content, PR and events by using talking points that capitalized on digitization trends and Industry 4.0 so she could position and sell products on value, not price.
helen ling
VP of marketing & solutions | Avaya
Karen Hardy led global unified communication enterprise, Avaya, through a period of change as she reshaped the way they approached their channel partners and inside sales enablement. Equipping them with vertical specific, differentiated messaging and value propositions based on solutions rather than products, Karen become the changemaker needed to give them the tools to increase up-sell and cross-sell and turn an end-of-life product into their biggest sales opportunity.
Karen Hardy
Digital marketing manager | Marel
Björgvin become Marel’s lead changemaker throughout their company-wide digital transformation efforts. Björgvin changed the way one of Iceland’s largest manufacturers enabled and optimized their inside sales team. He then developed a new website, revised the product positioning, and created a supporting content strategy.
Björgvin Brynjólfsson
Simon Cox became a changemaker when he leveraged disruption at water management enterprise, Hydro International, to change the way they approached customer acquisition. He did so by developing a content strategy that provided consistent, global marketing coverage across over 40 product and service lines so that they could position themselves at an earlier stage of the buying process and identify potential projects before the competition reshaping the traditional marketing funnel to work for him.
simon cox
Marketing director | t-three
Anthony Walker learned to love and leverage change at leadership, development, and management consultancy, t-three. He spearheaded the change in their approach to customer acquisition to focus on differentiation tactics rather than sameness strategy building a opt-in community which they then monetized. Using differentiated messaging and stand-out content, thanks to the change he initiated, t-three generated £1m in pipeline revenue within only nine months.
Anthony Walker
Head of transformation and innovation marketing | Oracle
Andrew Court became the changemaker within global software giant, Oracle. Andrew saw the value in hyper-personalized account experiences and as a result changed the way they engaged with key accounts to generate more interaction within the existing customer base to increase cross-sell and up- sell opportunities.
Andrew Court
Head of marketing | Centrica Business Solutions
At Centrica Business Solutions, Simon Farr learned to love and leverage change. Simon’s vision was to change the way they go to market, putting a focus on developing solutions that can articulate greater value with a more comprehensive product portfolio so as to stay competitive, offer differentiation against competitors, and engage with personas around a specific pain-point driven conversation and align it to a solution rather than product.
simon farr
VP global marketing | Schneider Electric
At energy management leaders, Schneider Electric, Raj Munusamy became their changemaker by challenging the way the company thought about customer advocacy. Raj moved their global marketing and customer reference program from a tactical to a strategic approach implementing a framework that would generate buzz and reward certain levels and tiers of advocacy. This enabled Raj to drive and grow engagement levels through customer marketing activity and drive reward-led advocacy.
Raj Munusamy
VP EMEA marketing | Acquia
Sylvia led the change initiative at digital experience specialists, Acquia. Sylvia changed the way they approached customer advocacy and engagement. She built a framework that united the customers, partners and prospects in a community marketing program that helped build knowledge and education with the target personas to retain them and turn them into fans and champions while delivering valuable customer-driven content around a series of reward-led advocacy initiatives.
Sylvia Jensen
Get the changemaker's handbook
The best agency-client relationships take time. So this handbook gives you everything you need to know about working with an agency to deliver change.
War and peace
what you give
handbook
the Changemaker’s
How to work with a marketing agency to love change and grow through content.
So they need an agency that shares their vision and ambition. With a fearless agency comes...
Changemakers have the freedom to scale up and down to meet changes in audience habits, business models, and market trends
Scale
By speeding up execution we can increase acquisition, retention, and advocacy— meaning better customer lifetime value
Speed
By improving and deepening every touchpoint of the customer journey we can deliver a better experience and become ‘customer obsessed’
Depth
Ready to change? here's the
change accelerator...
You only get
The best agency-client relationships take time
The first steps
Getting off on the right foot with onboarding
A brief look
The dos and don’ts of agency briefs
Lost in lingo
The what’s what of marketing acronyms
Love your agency
The A-Z of account management
A way with words
Deep dive into the editorial process
pointers
Doing design the right way
Activation
Getting digital marketing right
Agency tech
The tools to make your life easy
FAQs
The good, the bad, and the ugly
fearless
changemakers are
Get the handbook
take me there
The TP Change Accelerator is a growth sprint to assess your digital maturity and provide a detailed recommendation to kick-start, strengthen, or optimize your current marketing strategy.
What is the TP Change
Accelerator?
accelerator
tp's change
A one-day, on-site growth accelerator to give you a current state assessment and a future state roadmap so you can score big and grow fast.
The Change Accelerator is designed for digital, marketing, sales, and businesses leaders who are:
who is it
for?
Working in tier 1 or tier 2 companies in Europe or North America
Working in software, technology, manufacturing or energy
Launching new products and services
Working in a fast-growth startup
This workshop is designed to engage key stakeholders, close organizational silos, and bring together your leadership teams from marketing, sales, and customer experience so everyone’s working from the same page. Facilitated by our key consultants, your stakeholders will be guided step-by-step through a tried and tested process as we create new solutions to your biggest marketing and business challenges.
A detailed current state assessment report of our findings pre-session and during
A growth roadmap indicating what we recommend you do to meet your objectives
At the end of the change accelerator, you’ll have two key deliverables:
what do
you get?
Any company looking to drive growth through customer acquisition, retention, experience, and advocacy needs a solid roadmap to realize their digital ambitions.
why you
need it
But a new era of change is emerging, where we’re relying on big data and analytics to inform our strategies. Strengthening digital engagement and using it as a facilitator for growth is a top priority for many B2B CMOs—as is understanding the latest distribution tactics. But change is on the horizon. In our change accelerator, we give you the inspiration and tools to leverage that change and digital disruption, not fear it.
Current state assessment
The art of the possible playback
There are two key parts to the change accelerator program:
so what do
we do?
Current
state
For the current state assessment, we’ll hold a face-to-face workshop to get to know you, your objectives, future plans, product roadmap, target markets, messaging and branding, website, strategic organizational goals. We want to get to know what works well, and what doesn’t work so well.
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Review of the performance of the business over the last 3 years and projections for the next 2-3 years.
Business performance review
What should you share? Your business plan(s) from the last 3 years and any business plans for the future.
Review of the current sales & channel process.
What should you share? Share what you can beforehand and we’ll review and/or build together.
Direct & channel sales process
Review the current messaging for existing solutions.
What should you share? Any documented solution collateral, product handbooks, roadmaps.
Solution and product analysis
Review the current brand messaging and positioning.
What should you share? Your brand messaging, guidelines, and any content you’ve created.
Messaging and content analysis
Talk to some of your customers about their experience with you and share insight.
What should you share? Line up 4-5 customer interviews across personas and, if applicable, verticals. These will last up to 20 mins each and can run anytime before day two of the change workshop.
Customer insights
In-depth look at your buyer personas.
What should you share? Any detailed insight into your target personas and their pain points.
Persona and buyer journey analysis
Review of the current sales process in each market and vertical.
What should you share? Your current go-to-market plan(s) and key vertical / industry themes.
Target market and industry trends
A review of your top three competitors.
What should you share? The top three competitors and any insight you have on them.
Competitive analysis
Review of the current marketing approach, outbound and inbound channel review, demand generation analysis, and CRO review.
What should you share? Statistics that can support the results of any marketing activity.
Current marketing review
Analyze initiatives currently in place for customer experience to cover acquisition, retention, and advocacy.
What should you share? Any CX programmes or initiatives you have in place.
CX mapping
If we were you, this is what we’d do. We’ll present a detailed future state recommendation with our cross-functional team of experts to plan future direction, the operational elements needed to get there, and the technical requirements that’ll plug into your growth.
Playback
In our playback session, it’s about the art of the possible.
Introductions and market trends
Who we are, what we’re here to do, and recap of the day’s agenda
Exploring the latest digital marketing trends
What we bring to the table
Share future state recommendation
GTM approach
Research and reasoning
Awareness, leads & pipeline capabilities
We’ll present back to you what we think’s possible with your budget in a strategic recommendation. It’ll cover:
Content strategy
Digital engagement
Customer experience
Sales enablement
Measurement and reporting
Feedback and ideas shaping
Share initial ideas for your new marketing program.
Lay out the scope of work
Start to build out the framework of a marketing program.
At the end of the change accelerator, you’ll have a growth program live in under 12 weeks. Here are the key steps..
what comes after
the change accelerator?
Agree on the scope of work, sign on the dotted line and, let’s get going...
Contract
Align wider business stakeholders and introductions to your project team
kick off
Who are we targeting, in what verticals, with what message?
targeting
We’ll present back to you the content and engagement strategies
strategy
Is your sales team ready? One or two workshops to align sales and marketing
enablement
Program pushed live, results captured, data analyzed, and improvements made
go-live
sign up for your
Book your change accelerator
Your First Name
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Your Email
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Your Role
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SUBMIT
We want to get to know your target personas, their challenges, and the industry trends. The objective for us is to get to a current state assessment so we’ll ask you to provide some items ahead of the face-to-face meeting so we can start work on your recommendation.
What should you share?