XCO Marketing Presentation 2016 LR 19 11 15

MARKETING 

2016 

© 2015 Xchanging plc

AGENDA 

• Marketing focus 

• Pragmatic approach 

• Campaigns 

• Progress 

• XLMC Feedback 

• Website Refresh 

• Customer Reference Program 

© 2015 2013 Xchanging plc

Global Marketing 

Director 

Marketing 

Manager 

(TECH) 

Product and Marketing 

Strategy 


Manager (BPS 

AND US) 

Head of Marketing 

(INSURANCE & 

SOFTWARE) 

Data Integration 


Manager 

PA and Events 

Executive 

Marketing Campaign 

Delivery 

Head of 

campaign 



Executive 

(GRADUATE) 


Executive 

Events 

Manager 

PR Manager 

Customer 

Reference 

Manager 


Executive 

Analyst 

Relations 

(GRADUATE) 

Campaign 

Executive 

Digital Platforms and 

Reporting 

Head of Digital 


Graphic 

Designer 

Engagement PPC – 

Automation 

Manager 

Social Media 

Manager 

Digital 

Executive 

Social 

Executive 

(GRADUATE) 


CENTRE OF EXCELLENCE 

• 3 focus areas: 

–Product and Marketing Strategy (Sector Aligned) 

•Marketing strategy and plan ownership / Budget responsibility / 

GTMS 

–Digital, Marketing Automation and Reporting (Shared Resource) 

•Marketo / Turtl / SalesForce / Drupal /PPC / Social Media - 

engagement 

–Campaign Marketing (Shared Resource) 

•Campaign delivery and execution 

•Communications, PR and Events 

4 

PRESENTATION INFORMATION IN FOOTER 

04/12/2015 


MARKETING NEW WAYS 

OF WORKING 


6 




TECHNOLOGY 

Supporting the pragmatic approach 

Product 


Manager 

Define 

Product Price 

Place and 

Promotion in 

line with 

Pragmatic 

Model 

Solution 

Accelerator 

Confirm 

Commercial 

viability of the 

product 

proposition 

Sector 


•Create 

multichannel 

Campaign 

•Value lead 

messaging 

A Product Marketing Specialist will work with development to validate the product propositions, price, place and 

viability. Developing product roadmaps, defining target markets to drive products that have significant business 

impact. Target of 6 propositions starting with application development. 

7 




SOLUTION ACCELERATOR 

SOLUTION ACCELERATOR IDEA 

PRODUCT AND INNOVATION GROUP 

SOLUTION ACCELERATOR TEMPLATE COMPLETED 

KEY 

OFFSHORE RESEARCH 

ANALYST RELATIONS 

SOLUTION ACCELERATOR APPROVAL (JIM, LOUISE ,SIMON) 

PRODUCT AND MARKETING STRATEGY (SECTOR SPECIFIC TEAMS) 

TO DEFINE SOLUTION AND GO TO MARKET STRATEGY 

SALES & MARKETING 

SALES ENABLEMENT 

MARKETING 

BUDGET APPROVAL AND ALLOCATION 

PRODUCT GROUP (SS) 

FIELD MARKETING 

CAMPAIGN 

DEV 

PUBLIC 

RELATIONS 

SOCIAL 

MEDIA 

CONTENT 

CREATION 

EVENTS 

INSIDE SALES 

BID MANAGEMENT 

SALES OPS 

REPORTING 


MARKETING FUNNEL 2016 

9 




AGILE MARKETING 

Agile Marketing is an approach to marketing that 

takes its inspiration from Agile Development and that 

values: 

• Responding to change over following a plan 

• Rapid iterations over Big-Bang campaigns 

• Testing and data over opinions and conventions 

• Numerous small experiments over a few large bets 

• Individuals and interactions over target markets 

• Collaboration over silos and hierarchy 

The goals of Agile Marketing are to improve the 

speed, predictability, transparency, and adaptability 

to change of the marketing function. 

10 




CAMPAIGN PLANS 

Each campaign will be mapped to sector plans and support approved solution accelerators. 

– Smart defined objectives 

– Type of Campaign, Nurture, Existing to Existing (Growth), New into 

Existing (Growth), Existing Products into New Customers. 

– Product/Service value propositions 

– Geographic focus 

– Expected number of leads generated 

– Expected opportunities 

– Expected closed won opportunities 

– Resources available 

– Key Elements of the campaign – multichannel marketing mix 

– Timeline 

– Budget 

– Measurement 


DIGITAL CAMPAIGN STRATEGY 

All Campaigns are listed in Marketo linked to salesforce. 

Transparency of cost, supplier, delivery dates. 

Scoring and tracking of leads. 

Ambition to have Transparent Marketing Dashboard 

End January 2016 


13 




PROGRESS 

PRESENTATION 14 

INFORMATION IN FOOTER 

© 2015 Xchanging plc 

04/12/2015

#XLMC2015 – THE NUMBERS 

Attendees – 358 

(excluding Xchanging statf and sponsors) 

Leads- 15 

Follow up campaigns- Tech, DI 

and Xuber 

Twitter Impressions – 11,062 

Retweets – 94 

Favourites – 48 

Link clicks – 77 

Tweets on day on hashtag- 

350 

Periscope views -236 

LinkedIn Impressions – 22,000 

Adrian’s pre blog – 270 views 


Rob Myers blog – 155 views 



XLMC – SEEKING VIEWS FROM THE INDUSTRY 

Digital survey captures view from 70 senior insurance professionals on risks and 

challenges facing Lloyd’s and London markets 

PR Lead Initiative 

• The London insurance market is underprepared for TalkTalk-style cyber attack – one-third believe 

their firm could withstand a major cyber-attack; almost half felt they were underprepared. 

• Cost came out as the number one factor making London less competitive than other global 

insurance hubs closely followed by lack of modernisation and increasing regulation. 

• As rival markets start to emerge, Singapore was chosen from a list of five as the insurance hub 

likely to expand the most in the next five years. 

• And with Solvency II going live in less than two months, 86% of respondents said they are 

confident that their organisation is fully compliant with upcoming regulation. 

• More than one-third believe that massive job losses will be the single biggest impact of M&A 

activity, followed by cost efficiency and loss of well-known names. 

CONFIDENTIAL 

16 




CAMPAIGNS 

CONFIDENTIAL 





APPLICATION SERVICES CROSS SELL MULTI CHANNEL CAMPAIGN 

Theme: Extend Your IT Team 

Target Market and Client Profile: 

UK Based, cross sector IT & Application 

Management within the DI customer 

base – 220+ accounts 

Campaign Aim: 

10 leads 

Customer Challenge: 

Customer’s are struggling to keep their applications free from backlog and working efficiently. A survey from 

Application Development Trends magazine found that 85% of enterprises reported to having a backlog of up to 

20 applications. This issue results in delivery dates being delayed and SLAs being missed. 

Xchanging UVP: 

Xchanging offers a fast, efficient low cost, agile offshore development team. We have extensive expertise in 

legacy and cutting edge technology: Java J2EE, Hibernate, .Net, C++, and Mainframe. This coupled with our 

lean 6 sigma methodology place us in prime position to take care of your applications so you can concentrate 

on getting ahead of competition and exceed your customers’ expectations. 

18 



APPLICATION CAMPAIGN INTO DI BASE 

Customer Quote: 

“We outsourced a number of our application support and services to Xchanging. It enabled us to 

focus on our core business competencies, increase our operational efficiency and provide 

regional services and support to our customers.” 

• Rob van Straten, Global Head of Sales and Delivery at BWise 

Campaign Schedule: 





BPS REAL ESTATE 

20 



WEBSITE 

Building a digital environment that engages with 

customers and nurtures them into the top of our sales 

funnel. 





DIGITAL APPROACH TO WEBSITE 2016 

Create a lead generation platform, improving the user experience on the website, driving leads into the top of 

the sales funnel. 

A website quick fix project will be run separately in the interim. 

• Phase one is a six week strategy phase involving: 

– Support Engagement: meeting with suppliers (Investis – web, Bravr – SEO & Google Analytics, The Foundation – strategy 

consultancy) and internal resource (Mike Harrison from Spikes Cavell, Sheetal Kora in India as a Google Analytics Expert, 

Paula Wilson on website project management) 

– Competitor Analysis: engaged Sunil Musti and the research team for Competitor Analysis 

– Current Website Survey: shared with ED’s and SD’s for feedback on the user experience (lead by Jim Reesing). To be 

shared across social for customer feedback. Potential to place it on the website as a pop up 

– Site review: Audit of the current site to see what is working and what isn’t, through Google Analytics. Based on page 

bounce rates, average time on page and conversion rates 

– Agency research: reviewing best practice and looking at lead generation innovation 

– Sector Marketing 2016 plans: Marketing Managers to provide one slide highlights of their business objective; key 

industries, key products, key social media campaigns and customer personae to feed into… 

– Sector Objective Workshops: Present solutions to each sector aligned with their focuses, presenting a quick fix homepage 

and new dropdown navigation. 

– Content Plan: use all the findings so far to review the current site map and indicate where content can be culled. Aim for 

a 30% content reduction making the content quality over quantity. Look to employ a copy writer to write new and 

rewrite current content across the site to promote a united tone of voice. Turtl will align to the new focus content. 

A social strategy with a campaign calendar will aid our intention for multi channel campaigns ready for the next phase. 

22 



PHASE ONE GHANT CHART OF ACTIVITY FOR WEBSITE PROJECT - 2016 

Individual Workshops with Sectors 

11/30/2015 


End of Phase 

One 

2015 Week 1 2 3 4 5 6 

2015 

Today 

Support 

Engagement 

11/9/2015 - 11/13/2015 

Competitor Analysis 


Google Analytics 

Project - 

Housekeeping and 

dashboards 

Sector 

Stakeholder 

Workshops 

11/23/2015 - 12/5/2015 

11/30/2015 - 12/4/2015 

Content Plan - 

30% cull 

12/14/2015 - 


UX Survey 

Marketing Manager Plans 



Social Strategy - campaign calendar 

11/30/2015 - 12/11/2015 

Lead journey and nurture streams 

Planning for multichannel campaigns 

12/7/2015 - 


23 



CUSTOMER 

REFERENCE 

PROGRAM 

Evidencing our success

CUSTOMER REFERENCE PROGRAM 

Sarah Sutton has returned to Xchanging as Customer Reference Manager with 10 years’ experience in our 

business to lead this program 

Audit Stage 

• We have a small bank of inconsistent reference material and no clarity on how effectively this is being used. 

Every sales deal relies on referenceable customers. There is a lot to do. 

• Initial focus is to establish gaps and priorities, then work with the sales and the customer community on 

creating compelling and useful customer stories. Need to create “win win” situation for willing customers. 

Target 

• A database of willing sales references and branded library of reusable content. 

• Vision is for every Xchanging product and service to have named references in each geography. 

• Program will be branded and launched with gusto in Q1 2016. 

• Long term vision is to move program towards customer advocacy; focus groups and customer conferences. 

Senior Support 

• Sponsorship from senior Xchanging stakeholders will ensure program gets right support from the business. 

CONFIDENTIAL 

Evidencing our success 

25 




CUSTOMER REFERENCE ROADMAP 

Activity and outputs for next 6 months 

Nov 15 Dec 15 Q1 2016 Q2 


Getting started – people, priorities & plan 

Engagement – sales, service, marketing 

Best practice – research, adapt and adopt 

Library – curatable, modular, reusable 

Governance – t&c, handbook, rewards 

Launch – education, engagement, excitement 

Customer advocacy – community, survey, user 

conference 

CONFIDENTIAL 

26 




THANK YOU

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