The true test of marketers. Are you a revenue driver or a cost center? You cannot afford to be the latter. Marketing leaders must focus their teams on the areas that will drive revenue while they cut costs - the biggest impact for the business. Join TripActions CMO Meagen Eisenberg as she highlights her approach to ensuring Marketing delivers on its mission-critical role even in times of uncertainty or crisis.

1. TripActions Proprietary and Confidential
Marketing in times of
crisis:
Drive revenue while cutting costs
Meagen Eisenberg
CMO
@meisenberg

2. Advised more than 25 companies...

3. Today’s case study
occurred in the last 2
months

4. The new model for corporate
T&E management
Protect your travelers, control costs
and save money

5. Companies found themselves unprepared
in the midst of the COVID-19 crisis
The Unfortunate Truth

6. And adding complexity to the health crisis is an
economic one
● Sharply declining pipeline and revenue
● Cost controls, expense scrutiny
● Remote workforce productivity
● Layoffs, furloughs
● Recession planning
● Massive cuts to marketing budgets and
headcount

7. As a business, we had to focus immediately on
the core
Customers Product market
fit for current
environment
Cash
preservation
Employees

8. ● Keep travelers safe while on the road:
○ 24/7 365 global travel agents
● Gain better visibility at scale:
○ Live traveler map
○ Traveler reports
● Mitigate risk with flexible tools:
○ Risk management system integrations
○ Business continuity
● Emergency communications with employees
○ En masse and individually
Our customers cared about traveler health & safety
TripActions Proprietary and Confidential
Know where your travelers are at all times
TripActions Proprietary and Confidential

9. Easily see traveler impact:
Real-time data on recent/current/future
travelers going to affected countries as defined
by the CDC
Stay updated on Coronavirus news:
And its impact to business travel
Monitor global impact:
See coronavirus cases globally as tracked by
Johns Hopkins CSSE
They needed a Coronavirus report and CDC integration
yesterday...So we built it over the weekend
Seamlessly monitor coronavirus developments and their impact
TripActions Proprietary and Confidential

10. And as the world started to shut down from the virus, travel
managers needed to blacklist future travel
Easily restrict travel for specific continents, countries and cities
Block all travel: Restrict bookings to and
within specific continents, countries and
cities
Only allow travel within a location: Make
bookings only with departures and arrivals
within a continent or country
TripActions Proprietary and Confidential

11. Our approach to our customers and
the market had to pivot immediately

12. As a CMO, I had to focus my team on driving
revenue while cutting costs
Messaging &
Narrative
Sales & CSM
Enablement
Sales Pipeline
(Demand gen)

13. Messaging
@meisenberg
#SaaStock

14. What’s wrong with this picture?
TripActions Proprietary and Confidential

15. 1 year of content re-written in 5 days
● Sales deck and talk track
● Sales training
● MDR and SDR tracks and outreach
● Entire website
● Nurture email series (100+ emails)
● Social media
● Paid search ad copy
● Display ads
● Magazine ads
● Newsletter copy
● Launched new products and features
Our messaging needed to pivot fast
TripActions Proprietary and ConfidentialTripActions Proprietary and Confidential

16. The key features and quotes we highlighted changed
Duty of Care became King
Active traveler map: Keep track of travelers and their locations
in real time and reach out if needed
Max # of executives/employees controls: Warn admins when
the total number of executives/employees surpasses the
company threshold
Country blacklist: Prevent travelers from booking travel to/in
countries with geopolitical, terror and environmental threats
Emergency banner: Display possible events/issues that may
impact travelers in a specific region
24/7 Incident Management team: Get proactive alerts on
incidents from our dedicated team that monitors global events
“Employee safety and
well-being is always
something that’s at the
forefront of my mind. When
you’re holding major events
where 75% of your employee
population is traveling to a
location, TripActions in an
invaluable tool.
- Jay Salim, VP of HR, Complex
“

17. Sales enablement
@meisenberg
#SaaStock

18. Sales enablement started with the pitch and the
value we provide in times of crisis and for business
continuity

19. Drive sales pipeline
@meisenberg
#SaaStock

20. How do we drive pipeline (Demand) in this environment?
20
Pre-COVID Now Post-COVID
General buyer
mindset
Focused, primed to
optimize their function
(HR, CFO, etc.)
Distracted, uncertain, need to
share and feel connected
Need to rebuild, ramp back
up
How we appeal
to buyer
mindset
The value (cost-savings,
adoption, etc.) we bring to
their function
Become a trusted resource for
their function evolve trust
into our value
Accelerate as a trusted
resource parallel path
into our value
Signals that
influence
demand gen
tactics
Demo requests, events
and direct mail the #1
driver of SQOs
The Great Pause Prospects asking when travel
will ramp back up and what
they should be thinking about
Scale / double
down on
tactics that are
working
SEO, partnerships,
events, product
demos/webinars, direct
mail
Office Hours, podcasts, LMS,
workshops, resource wikis,
Community, calculator tools,
partner w/ persona-based
associations
Combination of “pre-covid”
and “test and see” tactics

21. Building awareness with wide net, and targeted capture
of pipeline for sales

22. TripActions Proprietary and
Confidential
Global events on hold | Need to lower costs | Offices empty and direct mails returned I Budgets cut in
half | No budget | Unknown events | Stalled business decisions I Lack of spend visibility | Event
cancellations I Coronavirus I Business continuity | Policy adherence | Website traffic down | MQLs
down | Form submissions down | Pipeline disappeared | Changing buyer expectations | Increasing
expense scrutiny | Cash Preservation I Lack of insight I CFOs cutting software spend I Coronavirus I
Global events | Stranded travelers | Low program adoption I Traveler safety | Unknown costs
Unknown traveler whereabouts | Stalled business decisions I Lack of spend visibility | Static policies
Flight cancellations I Coronavirus I Business continuity | Policy adherence | Traveler wellness
Globalization | Changing traveler expectations | Increasing expense scrutiny | Dynamic market pricing
Inflexible travel management tools I Lack of data I Location blacklisting I Real-time data I Global
events | Stranded travelers | Low program adoption I Traveler safety | Unknown costs Unknown
Events cancelled | Stalled business decisions I Direct mail returned | Zoom | Virtual everything I
Coronavirus I Business continuity | Tone deaf | Open rates down | Changing buyer expectations |
Increasing expense scrutiny | Buyers disappear | Future uncertain I No pipeline I No leads No MQLs
No SALs No SQLs No SQOs I No events | No in-person activities | COVID-19 I Budget gone | Tone
deaf | Website traffic down | Form submits down | Coronavirus | Zoom everything | Tone deaf | No
How do we market in a world of 6 feet, WFH and
without coming across as tone deaf?

23. A fully-functioning funnel and demand generation mix will be key for
driving predictable revenue
• Advertising – digital & OOH
• Paid search (Google/Bing)
• Public Relations
• Analyst Relations
• Social Media: Twitter / LinkedIn /
YouTube / FB
• Tradeshows
• Welcome Kits
• Regional Customer
Forums (MACs)
• Customer
enewsletter
• TripActions Academy
(external)
• TripAdvocates
• TRAVERSE
• Loyalty
• SEO/SEM • Collateral / Case Studies • Sales Tools • tripactions.com
• Named Accounts / VITO
Campaign
• Direct Mail
• Telemarketing
• Vertical programs
• Newsletters
• Company alerts
• Luncheons
• Webinars
• Sports Events
• Sales email templates
• Whitepapers
• Seminars / Workshops
• Open Houses
• Podcasts
• Daily sales reports
• Executive Dinners
• Executive Roundtables
• Customer Rewards (Reference
Program)
• Deal Acceleration Webinars
Branding
& Corp
Prospecting
(Suspect,
Inquiry)
Customer
Marketing
(Installed Base)
Closed
Business
Lead Nurturing
(Maturation)
(MQLs)
Pipeline
Deal
Acceleration
(SQL)
Targeted
Prospecting
(Inquiry)
• Travel analysts / influencers
Cross-channel: Commercial, MM, Enterprise, International
23

24. Brand Awareness: Let everyone know we’re here to stay in
the new world of marketing
Dinners, Pipeline Accel Events
Blog content & SEO strategy
Press, community & social media
community.tripactions.comOnline: Video & ads
Make our customers heroes -
deliver social proof, reviews
Tradeshows

25. #PassThePlane
Paper Airplane Challenge
https://letsgo.tripactions.com/passtheplanechallenge/
Social Impact
Reach: 10.5M+
@meisenberg
#SaaStock

26. Targeted ABM Approach: Identify our target accounts & hit
them with bespoke campaigns
We’ve landed, come fly with us
Adjusted
Direct mail
Target accounts &
persona identified
Thought leadership
roundtables
Persona messaging
Measuring & tracking
success to closed-won
Thought leadership
office hours + Zoom tip
Personalized videos
& ads

27. Generate demand by becoming a trusted resource
Industry news
Podcast
“Open for Business”
Tools for your job
Workshops
Travel Manager / EA
Academy
https://academy.tripactions.com
Persona-based
Wiki Resource Centers
Persona-based
Calculators

28. TripActions Proprietary and
Confidential
Global events on hold | Need to lower costs | Offices empty and direct mails returned I Budgets cut in
half | No budget | Unknown events | Stalled business decisions I Lack of spend visibility | Event
cancellations I Coronavirus I Business continuity | Policy adherence | Website traffic down | MQLs
down | Form submissions down | Pipeline disappeared | Changing buyer expectations | Increasing
expense scrutiny | Cash Preservation I Lack of insight I CFOs cutting software spend I Coronavirus I
Global events | Stranded travelers | Low program adoption I Traveler safety | Unknown costs
Unknown traveler whereabouts | Stalled business decisions I Lack of spend visibility | Static policies
Flight cancellations I Coronavirus I Business continuity | Policy adherence | Traveler wellness
Globalization | Changing traveler expectations | Increasing expense scrutiny | Dynamic market pricing
Inflexible travel management tools I Lack of data I Location blacklisting I Real-time data I Global
events | Stranded travelers | Low program adoption I Traveler safety | Unknown costs Unknown
Events cancelled | Stalled business decisions I Direct mail returned | Zoom | Virtual everything I
Coronavirus I Business continuity | Tone deaf | Open rates down | Changing buyer expectations |
Increasing expense scrutiny | Buyers disappear | Future uncertain I No pipeline I No leads No MQLs
No SALs No SQLs No SQOs I No events | No in-person activities | COVID-19 I Budget gone | Tone
deaf | Website traffic down | Form submits down | Coronavirus | Zoom everything | Tone deaf | No
A true test for marketers.
Are you a revenue driver or a cost center?
You can’t afford to be the latter.

29. Thank you
@meisenberg @tripactions
#SaaStockRemote