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B2BM
April 2009
28
Profile
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Go to www.b2bm.biz/profiles
MAKING AN
EVENT OF IT
Mark Madden, director of global marketing for Easynet Global Services, talks to Meg de Jong
about wining and dining customers to keep them coming back for more
“I
ndividuals can make a the benefits of working with Easynet. levels a better idea of what their client
difference,” says Mark Madden, Customer response has been terrific, does, the challenges they face and the
a jovial, easygoing man, who is says Madden, adding he’s seeing the results services they require.
director of global marketing at he’d like to. “I’m very pleased with it,” he When it comes to acquisition, Madden
Easynet Global Services. “It’s admits with a grin. relies a lot on his sales force and client
down to individuals to seize the moment, referral, but also leverages hospitality to
grab the opportunity and make it all Wining and dining grab prospects’ attention. One way he has
happen,” says Madden, 48, listing his The way he did this – contrary to the done this is through the implementation of
implementation of a customer-centric current obsession with all things digital – periodic breakfast briefings as an
communications strategy for Easynet as was through events and hospitality, opportunity to engage with customers. Since
one of his proudest professional Madden’s marketing channels of choice. joining the company he has hosted eight or
achievements. “We put a lot of time into our own nine of these sessions, which have generated
For Madden, his impact has amounted hospitality activities,” he says, explaining over a hundred prospects, he says proudly.
to a pretty fundamental change for how the that the key to success with this approach Other tools to keep in touch with clients
telecoms service provider – currently the is to focus attention on the right clients. He include the company’s twice yearly
UK’s second largest network – markets to scribbles a basic graph to illustrate how he customer magazine, Easynet Engage, and
both existing clients and prospects in large segments clients to focus on up-selling and a website that is geared more around
companies as well as organisations in cross-selling to those who have the communicating the company’s identity than
sectors from public to retail, manufacturing potential to spend more. a transactional model, explains Madden.
and media. Easynet’s existing clients range Hospitality events include boxes at
from Transport for London to Calor Gas, Wembley and at Real Madrid, as well as Keeping track
Ford, Volvo, Cushman and Wakefield, Easynet’s ‘showpiece’ activity, the World Despite hospitality being a notoriously
Kohler and Belron. Rally Championship (WRC). Easynet is a difficult thing to measure, Madden assures
Prior to coming on board in March sponsor of the popular offroad motorsport, he has his eye set firmly on the goal. His
2008 (just two years after Easynet was which, Madden explains with a guilty grin, career started as an economist for British
acquired by BSkyB), the company focused “for your middle-aged IT director, it’s the Rail and BT, a foundation that he believes
on an IT-heavy, technology-led business; they love it.” has made him far more focused on ROI
communications strategy. The approach “We’re very strong on customer than the average marketer. He believes in
was to publicise the nuts and bolts of what intimacy,” he continues, listing customer having a clear goal for what you want to
Easynet could do, and why it was a superior advisory boards, customer touch point achieve with an initiative before
choice of technology. meetings and breakfast briefings as proceeding with it.
Whilst he recognises the strengths to this examples. The customer advisory board Since then he has represented some of
approach, Madden realised this path consists of a selection of Easynet’s largest the biggest brands in telecoms, from
inevitably leads to a tactical discussion clients, who gather to discuss their several roles at AT&T – including director
around price, quality and technology, and business approach or where they’d like of sales and marketing – to VP of marketing
direct comparisons with the company’s Easynet to enhance their offering. Madden for Viatel, and most recently at BT
competition. Rethinking this approach, prefers to mix business with pleasure, and Openreach Operations. One of Madden’s
Madden redirected communications to focus says these events are often paired with an proudest achievements was during his time
less on the features and functionality of the activity like the WRC. Together with at British Rail, were he was a part of the
company’s services to a more strategic-level customer touch point meetings, these business case for Thameslink.
approach, focusing on the business issues events are geared predominantly around Determined, capable and decided,
large companies are facing – from customer retention. For the customer touch Madden is a man with a plan – a good fit
communications and efficiency to continuity points, a client is invited to come and indeed for Easynet, which continues to
challenges – and consequently promoting present, giving Easynet employees of all expand despite the recession.
B2BM APRIL 09 – www.b2bm.biz
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