Marketing - EXG 2022- BU Strategic Review.pptx

Marketing - EXG 2022- BU Strategic Review.pptx

1. BUSINESS UNIT | Marketing Strategic Review

2. Who we are? What we Do? Digital Marketing Platform Management Content Creation/Localization Outbound Marketing Revenue Generation (opportunities) Internal Comms NPD e-mail marketing social media presence Brand equity, thought leadership & organic content. Blogs - GVR MEA website SharePoint intranet Google My Business / Analytics HubSpot CMS & Salesforce CRM Integrations. Brochures/Value Selling Material. Templates Presentations Customer Success Stories (pipeline) Case Studies (pipeline) eBooks , Videos External Newslet6ter - Exhibitions,/Trade Shows & Conferences. Press Releases. Regional Market Insights Regional Media Monitoring (pipeline) Market intelligence ( pipeline) - Customer/Partner engagement (pipeline) - Inbound Leads & demand generation & HubSpot user journeys Campaign launches (paid + organic) HubSpot forms for opportunity sizing - Work closely with AMEA Offering Directors to launch & roll out NPD & regional sales enablement. Internal Newsletter Internal announcements Seasonal greetings Internal Events (in collaboration with the HR) - Sustaining the corporate image and tone of voice of GVR. Allen Youssef Marketing Manager MEA Oluwaseun Kolawole Digital Marketing Specialist (Contract) Nhlanhla Khoza (Learner)

3. GVR MEA website Organic Campaigns Paid Campaigns Mobilize Webinar Series Animated Explainer Videos “MEA Pulse” External Newsletter “MEA Bulletin” Internal Newsletter Press Publishing TnF Campaign (SA) VR Showroom (In progress) Exhibitions/Tradeshows

4. 10/12/2022 4 Business Summary Compound Marketing Revenue Attribution $M ( 2022 ) Quarter Compound Marketing Revenue Attribution Inbound (SQL – quoted) Outbound Q1 3,022,813 280,410.26 2,742,403 (RF MENA) Q2 150,642.07 150,642.07 Q3 3,131,435.53 169,136.53 2,962,299.00 (EMA22) Q4 1.047.509.63 133,375.30 914,134.33 (RF Africa)

5. 10/12/2022 5 Inbound SQL Analysis (for 2023 digital campaign planning) Q1 Q2 Q3 YTD SSE & ATG have the biggest shares. POS, Fleet & C&I need attention for 2023 digital campaigns. Need for AMO e-commerce platform.

6. Q4 Highlights Refuel Forum Africa (1-2 November 2022). Customer experience center/demo room in Dubai as part of Dubai office refurbishment (Project to be Initiated by end if October). Invenco customer webinar (TBD). NACS roundtable Dubai - 2 seats (November 22-23). Ligo POS Digital Campaign (November 2022). Passport Alpha POS Digital Campaign (December 2022). . VR Showroom Launch (December 2022).

7. NPD Highlight Latitude: Annual target booked (6.3M$) Additional order intakes in Q4 will exceed annual target. Risk lies in Factory not meeting production targets. DDS Analytics: BDM hire - in progress Determine how best to commercialize the offering. RFID/NFC/ OpticAI : Secured 1.5M$ (Al Jeri Oil + SASCO + Manaseer) order for RFID (exceeding annual target 500K$) Engen OpticAI POC in progress and solution going live by last week of October VPOS: Current TRA V2 development misses resulted in delaying the project. Daily management applied to develop countermeasure and drive forward delivery dates. eNhanceONE : Product confirmed and stabilized but daily management process is applied to ensure sustainment of product. AccuTrip +: Expected to hit its order target by year end (388K$) – currently sitting at 147K$ Wireless DOMS/ATG: DOMS IFSF (International Forecourt Standard Forum) pushed till next year. Wireless ATG still not ready.

8. 10/12/2022 8 KPI Metrics Owner JOP TGT Number of incoming Leads (Quality Leads) MKT BU 50 L/M 20% quarterly Increase Leads to MQL CR MKT BU 32% 40% MQL to SQL CR MKT BU 44% 50% SQL to opportunity CR MKT BU 48% 56% Inbound generated opportunities (to total marketing attribution revenue) MKT BU 10% 15% Comms OR (Internal/External) MKT BU 27% 35% 2023 Strategy MRA target 2023 9.5M$ – Stretch 10M$

9. Strategic Initiative Description Owner Start Finish Planned Impact MEA Distributor Event Organizing a distributor event for all Channel partners/distributors across MEA (Location TBD) Across TBD TBD Introducing GVR latest solutions for the region Strengthening Relationships with current stakeholders Customer/Partner Engagement VOC/Partner Branding/Incentives MKT + Commercial Jan 23 Dec. 23 - Creating more engagement with our customers/Partners for more understanding of their business needs and pain points CMS unification across AMEA Unification of marketing automation platforms across AMEA MEA MKT Aug 22 TBD One marketing automation platform across AMEA (one instance for multiple regions for better visibility of leads generated, & opportunities created) Lead Generation playbook AMEA Creation of a unified lead generation playbook for AMEA MEA MKT No 22 Dec..22 A unified playbook for lead generation that will act as a reference across AMEA) NACS 2023 sponsorship Sponsorship of NACS roundtables in MEA (2 roundtables) MEA MKT TBD TBD Positioning GVR C-store POS solutions at NACS roundtables, especially after the acquisition of Invenco Mining Indaba Exhibiting at Mining Indaba (44 meter square booth – Demo area) MEA MKT 7 Feb. 23 10 Feb 23 Mining Business enablement/penetration MEA Knowledge Hub Establishing a knowledge Hub for MEA MEA MKT Jan 23 Dec 23 Updated collateral for GVR solutions for internal/external use 2023 Strategic Initiatives Growth Pillars Core Growth (SSE- Latitude) Geo Expansion (KSA and East Africa) Automation Growth (PPX) C&I and Mining Growth

10. Challenges Headcount – resources vs. projects Single points of failure. SF leads funneling Identification of collateral ownership Legacy unfinished projects ROI calculation for outbound activates Equipment/Tools TnF – Shell Partnership More space for improvement of collaboration with commercial teams & inside sales. Marketing planning workshop will take place in November to look at synergies between regions (Europe and AMEA, Fueling solutions and Retail solutions), where the outcome of that workshop will be for each region: Marketing calendar of activities aligned to MEA growth initiatives. Aligned KPIs. Budget measurement .