Krispy Kreme Jan2023

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Bibliographies

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THE PROJECT APPROACH

由Javier Espinosa Gallardo

ABM Cycle

Plan of actions

• ABM Engagement timeline
• What content/channels fits what purpose
• What are the current marketing campaigns?
• Need to come up with a couple of successful case studies (ROSS Stores, Express Inc, SPARC Group, Gas ABM)

What are the key obstacles and blockers we are/could be facing?

How can I fit the account within the current marketing campaigns?

What tools do I have at my disposal to reach our objective?

What actions do we need to take to get to the next stage?

Where are we starting from?

SUMMARY

What do we know, who do we know, do they know us?

Engagement analysis

Email marketing

• Training on Dotmailer
• Training on Pardot

Previous opportunities/conversations

Events - External

Events attendees lists

Events - Internal

ON24

Events team

Website

Google Analytics

Leadfeeder

LinkedIn

Sales emails

Salesforce

Email marketing

Dotmailer

Pardot

Contacts research

Need training on LinkedIn.

• Researching leads
• Saving them for tracking purposes

Need training on Mindomo

• How to use it
• How to do relationships mapping

Others

• CMSPI clients list
• CMSPI list of associations we're part of/have relationships with

Relationships mapping

Group chat

Are they part of an association we have relationships with?

Need to provide a list of these associations

Do they know someone we know and can intro us?

Did someone work at a CMSPI client company?

Need to provide a list of clients

Departmental research and mapping

Procurement

Fraud

Payments

Accounting

Controller

Treasury

Finance

C-Level Management

CFO

CIO/CDO

CEO

Company research

Training is required on how to lead this and store this.

Business Strategy

• Expansion
• Profitability/Savings
• Online shift

Ecommerce

• Overall Strategy
• Revenues/penetration

Geographical presence

• Europe
• NAM
• APAC

Financials

What financials to look for?

• Revenues and evolution
• Profitability
• Segments of revenues
• Per channel
• Per geographies
• Per products/revenue stream