It’s very easy for us to get stuck in our ways and not be aware of the change that’s happening out there.
Executive thought leadership, content marketing and sales pipeline development are the key ingredients in the BenQ Australia peer to peer marketing solution.
BenQ Australia engaged us in 2019 to kick start a key part of their digital transformation journey; taking the expertise and deep product knowledge locked in the business to a broader audience by starting a more engaged, casual conversation with customers from the top of the business right down to the bottom.
We began with a workshop to dig into the marketing and sales challenges BenQ Australia were facing, then developed the blueprint to activate peer to peer marketing across the business.
The great thing about our project with BenQ is the buy in across the company. Martin has a vision to enable his marketing and sales teams with more effective ways of working to help them deliver the numbers the business needs to hit. It's a unified approach that holds all participants accountable for their contributions, and we're making good headway towards that casual conversation that Martin is aiming for.
content published on LinkedIn
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The program we have developed incorporates executive personal branding, thought leadership content and sales enablement activity to both build the BenQ Australia brand and build an active pipeline of leads from social media channels through to the salesforce.
BenQ Australia has historically been a very analogue business (by nature of its products and the market), so the transition to becoming a digital first business has not been as easy as you might think. A large range of B2C and B2B products that all have very different routes to market creates complexity in the marketing and sales functions, that was exacerbated by the onset of the pandemic and the general stampede online.
Managing Director Martin Moelle put his hand up to lead from the front and champion this new direction within his team. Here he talks about how the executive thought leadership program has changed the way he connects and communicates with key customer stakeholders.
The program we have developed incorporates executive personal branding, thought leadership content and sales enablement activity to both build the BenQ Australia brand and build an active pipeline of leads from social media channels through to the salesforce.
BenQ Australia has historically been a very analogue business (by nature of its products and the market), so the transition to becoming a digital first business has not been as easy as you might think. A large range of B2C and B2B products that all have very different routes to market creates complexity in the marketing and sales functions, that was exacerbated by the onset of the pandemic and the general stampede online.
Managing Director Martin Moelle put his hand up to lead from the front and champion this new direction within his team. Here he talks about how the executive thought leadership program has changed the way he connects and communicates with key customer stakeholders.
