B2B Awards 44pp Brochure:12-22 B2BM Awards 07 44pp.qxd 30/10/08 11:42 Page 34
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Category 18:
Sponsored by
B2B marketer of the year
Winner: Robin White
Marketing director, Ryder Europe
“
R
obin has embraced the business and
changed it without antagonism and
within affordability,” says Bruce
Howard, sales director at transport and
supply chain solutions company, Ryder
Europe. He adds, “He has conscientiously
stuck to his philosophy that everything
marketing does must assist the sales
function in growing the business.”
Robin White was appointed marketing
director of Ryder Europe in February
2005. The company was established
in 1971 and has grown into a sizeable
force in transportation with operations
including commercial vehicle rental and
contract hire, fleet management and
supply chain solutions. White’s remit
was clear: Ryder needed to clarify both
its identity and offer if it was to continue
to grow as a business.
Objectives
Ryder Europe’s revenue had not
increased significantly in the four years Public relations customers signing up for a five-year
preceding White’s appointment. His Ryder needed to raise its profile and contract increased to £7.172 million
target audiences were existing and develop its role as an expert and from £4.470 million in the previous year.
new customers, the media, and commentator. White organised briefings
employees. He had to increase brand with the editors of transport publications, Respect
awareness and understanding, increase which culminated in a series of feature “Robin brought commitment and an
sales and market share, secure more articles on Ryder’s services. understanding of marketing, which
profitable contracts and build the profile Specialist publications for specific had been lacking for some time,”
of marketing within Ryder Europe. sectors were also targeted and in-depth says Howard. “At senior management
The refocus on marketing coincided features were placed in them with the level he has shown the many facets of
with a major reorganisation of Ryder’s aim of driving new business in key marketing, where previously a narrow
European operations into three distinctive areas. With a budget of just over view was held of its function and
service offerings, putting marketing at £55,000, White achieved the purpose. He has won support from
the heart of the business and enabling advertising equivalent of £250,000, new and untested initiatives. The
alignment of sales, marketing and with 15 per cent of appointments strength of the management team has
operations. coming from inbound leads. grown through improved understanding
of the market and the role marketing has
First things first Success to play. This is entirely due to the way
White began by focusing on Lead generation through customer Robin has prepared information and
understanding the market perceptions relationship management (CRM) did not interacting with his peers.
of Ryder and recruiting a marketing exist prior to White. As a result, key “All this has been achieved on a limited
team. His understanding led to a new industry sectors were examined, budget. Ryder does not have the luxury of
brand positioning. Ryder retained its customers were profiled, a predictive huge budgets for interesting experiments.
core red and black logo, but incorporated data model was developed and strong Robin ensures the marketing function
the strapline, ‘Keeping things moving’ prospects identified. A total of 842 produces more for no more expenditure.
to tie the disparate elements of the qualified sales appointments were In fact, it is hard for many to understand
business together under a coherent generated from CRM in the first year. how so much progress has been made with
and relevant message. Nationwide rental campaign, the brand, website, collateral, lead
The brand relaunch was incorporated ‘Peak performers’, was also a success, generation, CRM, PR, etc, with only
into a new range of brochures, direct resulting in a 22.2 per cent increase marginal differences in the budget.”
mail materials, adverts and sales support. in new accounts and utilisation of the White is a true B2B marketer who
Corporate literature was re-worked in line fleet increasing to 81 per cent from has achieved a brand turnaround that
with the new brand guidelines and 77 per cent. has exceeded expectations and instilled
engineered with the salesforce to ensure Turnover increased by nine per cent an understanding of and respect
that it met their criteria. New vehicles were in one year, profit by 64 per cent and for marketing within the company. The
also branded accordingly. the average revenue per year from results speak for themselves.
B2BM AWARDS 08 – www.b2bm.biz
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